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Social Marketing Manager, EMEA
Airbnb
London, , United Kingdom
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Airbnb creates the world’s definitive magical travel experiences, and our marketing is as magical as the travel itself. Not only is our marketing the world's most inspirational, we are also respected for having one of the world’s most effective approaches to building both an iconic brand and an incredibly successful business. Our marketing leads (does not follow) popular culture. Our community drives vast momentum and eagerly co-creates with us all over the world. Due to the phenomenal impact we have made in terms of brand consideration, brand love and brand loyalty, Airbnb is THE brand that defines this generation.
The Social Marketing Manager will be the editor-in-chief for the EMEA region. S/he will lead the editorial and social discipline for the EMEA marketing group, with the goal of building Airbnb’s reputation as the best storytelling brand in the world.
S/he will report to the Regional Marketing Director, EMEA based in London and will be responsible for creating, supporting and implementing editorial series and social marketing programs across key European markets to drive profitable growth for the region. This role will working collaboratively with cross-functional teams including PR/communications, online and email marketing, design and product, community engagement, media, analytics and country leadership.
In this role, the Social Marketing Manager, EMEA will have both direct reports who work on EMEA wide campaigns, and dotted line reports from other key countries where the marketing is carried out by a local country marketing executive. S/he will also be responsible for elevating the work across the entire region ensuring creative excellence and brand consistency. S/he will also be responsible for collaborating closely with the global team to share ideas and feedback.
The successful candidate will demonstrate broad marketing capabilities in addition to deep knowledge of the editorial and social landscape. S/he will have proven expertise in developing and producing stand-out, culturally relevant, highly performing content, with a focus on video.
Responsibilities
• Collaborate with marketing and business functions to develop and execute highly effective integrated content series and social marketing campaigns across the region.
• Manage Social Marketing Specialists, helping them to achieve strategic, creative and operational excellence through the content series and campaigns they develop.
• Manage agencies – creative, media and other relevant agencies on a project-by-project basis. Ensure excellence in staffing, communication and creative and analytic output.
• Ensure all content adheres to our tone of voice and creative strategy guidelines, as well as being locally relevant and community led - being the editor in chief for EMEA social.
• Translate / adapt / iterate on global social and content strategies into relevant and compelling European strategies; develop social media plans, campaigns and promotions that support marketing plans and business objectives.
• Manage the day to day spending of production and media budgets for content marketing, taking input from the media team to ensure the strategy aligns with the wider media mix.
• Partner with the global social team to implement efficient social effectiveness monitoring and to develop frameworks, KPIs and measurement tools.
• Partner with the global social, marketing finance and operations teams on budget management, forecasting and actualizing.
• Be a thought leader and advocate for creating world class editorial content in EMEA.
Qualifications
• 10+ years experience. Preference for an editorial or content production background in combination with 3+ years in social marketing on the client side in the consumer internet space in travel, design, technology, or lifestyle brands
• Proven ability to successfully manage individuals and agencies in a nurturing and collaborative way, in a global, cross-functional environment.
• Outstanding copywriting and editorial level professional English. Preference for at least one other European languages
• Keen knowledge of storytelling through multiple media types - from video to magazine article; Instagram stories, Snapchat channels to Facebook Live; photo essay to gif tweets - both visual and written, with deep experience in brand and creative strategy, an excellent understanding of the interplay offline and online, and between paid, earned and owned channels
• Specialization in social media and community-building online, including in-depth knowledge of social media platforms, market trends, best practices, content planning, development and publishing, social media metrics, analytics, and benchmarks, including tracking and understanding attribution from social media, web technology, mobile campaigns, and community.
• Experience building out sustained influencer programs that deliver results.
• Strong budget and production management skills, attention to detail and communication.
• Ability to work within tight deadlines, adjust to changes in priorities, and balance short-term needs with long-term strategic initiatives.
• Active personal social media profiles - you must be producing what you’d consume
• Passion for all things Airbnb. Experience hosting and traveling on Airbnb is a huge plus.