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Manager, Social Media
Cole Haan
New York, NY, United States
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ABOUT US:
We are proponents of Elegant Innovation.
Founded by Trafton Cole and Eddie Haan in 1928, Cole Haan is built on American craftsmanship and ingenuity.
We combine traditional methods, timeless style and modern innovations to create footwear and accessories for extraordinary individuals of all ages. This company was started to make good things for people who make good things happen; it still does.
Cole Haan recently returned to its roots as an independently owned company and is growing rapidly in the US and abroad, as people rediscover the value of quality goods made without compromises.
We call New York City and Greenland, New Hampshire home, but you'll find us everywhere,including in more than 115 retail stores within the United States, within our wholesale exclusive partners, and in over 100 locations globally. We also invite you to visit us at any time at www.colehaan.com.
The Cole Haan brand is all about modernizing Trafton Cole and Eddie Haan's legacy, which dates back to 1928. The Cole Haan company is about enlisting like-minded people who want to make good things happen.
MISSION/ROLE:
The Social Media Manager is on a mission to drive the development of a new in-house social media practice, leveraging content creation, community management, social strategy, and analytics to drive growth and engagement across existing and emerging social media platforms. You will be the lynchpin in the leadership of creative, operational, and strategic change across our growing organization, all with a lens toward increasing social relevance. In this role, you'll have an invaluable opportunity to craft innovative social media content and build engaged, passionate online content and communities to drive awareness, retention, and engagement for Cole Haan.
CORE ACCOUNTABILITIES:
Social Strategy:
• Partner with Marketing and Brand Design teams to recalibrate the existing social strategy and tone of voice
• Refine the Cole Haan point of view within the social media landscape and lead the development of the brand's social media guidelines
• Identify and recommend opportunities for the brand amongst emerging social media channels and platforms
• Champion and identify trends and new social technologies to ensure Cole Haan maintains a forward-looking approach to all social media efforts and programs -- be the internal social media expert
• Work closely with the paid media team to develop and track paid strategies for social content
• Collaborate with the SEO team ensure social content is being optimized for search engine optimization
Content Creation:
• Curate and create exceptional content for the brand's online presence -partner with the Brand Design and Marketing teams to ideate new content and promotions for social platforms that are specific to each channel
• Own the development of the monthly content calendar across all Cole Haan social media properties
• Craft post copy and ensure all social imagery and video support the overarching brand voice and aesthetic
• Maintain an always-up-to-date understanding of photoshoots, campaign assets, influencer opportunities, retail events, promotional efforts and press coverage in order to develop and publish relevant content that supports the brand and business
• Manage all necessary legal reviews and optimize content according to defined KPIs and associated metrics
• Schedule and publish content leveraging best time and day analytics to garner optimal post engagement
• Attend events and capture content IRT on behalf of the brand
Moderation:
• Onboard and implement a CMS publishing and moderation platform
• Engage in fan/follower conversation to champion the brand through responsive messaging and partner with customer service to delegate, escalate and resolve customer service queries
Influencer Marketing:
• Identify and curate Cole Haan brand advocates in order to develop microinfluencer programs that will drive brand loyalty and increase reach
• Partner with Cole Haan PR to understand and optimize against existing seeding approaches and assist in influencer outreach through social media
Analytics:
• Track audience engagement, reach and referrals back to colehaan.com
• Conduct monthly performance analyses of social media posts to identify social content resonance, channel performance, and campaign effectiveness
• Create actionable insights based on campaign findings, and carry these insights into campaign strategy and development
QUALIFICATIONS:
• A successful candidate will be high energy and both analytically and creatively inclined. They will be turned on by the opportunity to establish a best in class social media practice and generally by being part of the reinvigoration of a great heritage brand. They will draw upon past experience and their broad interests and knowledge to fuel ideas. The right candidate will also have an entrepreneurial spirit who can be both flexible and resourceful in solidifying the role and defining processes -- always with a can do' attitude. Importantly, this person must work well with others by being organized, giving clear direction and feedback, staying calm under pressure, being a team player, and by building strong interpersonal relationships.
• Live, breathe and dream about social media! You should be up on the latest platforms and features -- and be able to offer a perspective on which ones are right for Cole Haan
• Minimum 5 years relevant social media experience with proven ability to be both analytical and creative
• Strong problem solving skills to collect, organize, track and analyze information and content quickly
• High level of competency and working knowledge of Digital Marketing, Social Media, Mobile Applications and SME for new/future products
• Strong written and verbal communication skills
• Impeccable attention to detail
• Familiar with key social media metrics, reporting tools, and resources
• Experience finding, targeting, and mobilizing online opinion leaders, tastemakers and influencers
• Ability to write and edit clear, clean copy in a fast-paced environment
• Strong visual design sense in order to create high quality (in-the-moment) content for the brand
• Experience running successful social campaigns on both small and large scales
• Very strong communication and collaboration skills