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Social Media Manager

at Kobrand Wine and Spirits
Location NYC/Purchase, NY
Date Posted Aug 15, 2012
Category Marketing
Job Type Full-Time

Description

COMPANY OVERVIEW:

Kobrand Wines and Spirits imports and markets a distinguished portfolio of hand-selected brands from around the globe. Family-owned since its founding in 1944, Kobrand attributes its success to one guiding principal that describes the people, products and relationships behind it: quality.

JOB DESCRIPTION:

The Social Media Manager will collaborate with brand managers to develop and implement brand social media strategy, increase brand awareness through social media channels, generate and increase inbound traffic and encourage product advocacy. This role works closely with the PR and marketing teams to support their respective goals, ensuring consistency in voice and cultivation of an engaging, thriving social media network.

Role reports to Director of Public Relations.

KEY RESPONSIBILITIES:

The duties and responsibilities of the position include the following (other duties may be assigned as needed):

• Assess brands’ and company social media status via a social media audit;
o Deploy brand voice, value proposition, target audience, market programming and positioning opportunities.
o Listen to what is being said about each brand on social media channels. Assess the “gap” between the brand expectations and brand perceptions.
o Ensure brand messaging is consistent via – avatars, descriptions, info, bios, etc.
o Measure community engagement of brands.
o Improve channel integration between blogs, Facebook, Pinterest, Twitter, mobile, and media partners via location tagging, where appropriate.
o Competitive set – measure our brands against the competition to establish benchmarks.
o Create baseline metrics against which all progress and development can be measured.

•Develop and execute social media strategy;
o Develop and execute social media strategy with brand managers as well as supporting budget for social media implementation.
o Coordinate with Marketing/PR/Sales to ensure efficiency in execution and adoption of social media techniques into company culture.
o Cultivate partnerships with key brand advocates within the emerging media space.
o Implement acquisition strategy with Brand Managers to increase geo-targeted reach across brands.
o Ensure all social media tools (for ex. FB pages, sharing buttons) are current.

•Manage social media campaigns and day-to-day activities;

o Duties include online advocacy, writing editorial content and pitches, community-outreach efforts, promotions, etc.
o Manage presence on Facebook, Twitter, and other similar community sites, posting on relevant blogs, and seeding content into social applications as needed.
o Become an advocate of brands in social media spaces, engaging in dialogues and answering questions where appropriate.
o Manage a blogger outreach program and build an active brand ambassador network to spread the word about brands.
o Manage day-to-day work flow of social media agencies.

•Metrics & Reporting;
o Establish competitive metrics to monitor brands’ progress and ROI.
o Establish effective benchmarks/goals to measure the impact of social media programs, and report on effectiveness of campaigns.
o Provide regular feedback from insights gained from social media monitoring to the PR/Marketing/Sales teams, to help increase brand reach and awareness
o Monitor trends in social media tools, and applications.

EXPERIENCE AND QUALIFICATIONS:

• Agency experience preferred –5 years developing, executing and managing social media participation of consumer products (preferably related to alcohol beverage industry).
• In-depth knowledge and understanding of social media platforms (Facebook, Pinterest, Twitter, YouTube, Instagram, Tumblr, Flickr etc.) and how they can be deployed for different brand development.
• Knowledge of blogging ecosystem relevant to the wine as well as target audience.
• Skilled content creator – effective (brand relevant) written and verbal communication skills.
• Strong understanding of Facebook Plugins and metrics.
• Interest and ability in cultivating and maintaining relationships with key influencers.
• Team player, with the confidence to take the lead and guide when necessary.
• Good technical understanding of social media components (mobile, apps, SEM). Adoption and deployment of new tools quickly.
• Agency and Community Management experience a plus.
• Ability to identify and anticipate social media and marketing trends.
• Strong project management and organizational skills.
• Familiarity with Radian 6, Meltwater Buzz, Omniture, Comscore, Scoutlabs, and Google Analytics a plus

Kobrand Corporation offers a competitive salary and a comprehensive benefits package. For immediate consideration, please submit your resume with salary requirements. Only resumes that include salary requirements will be considered. No agencies please. Our company is proud to be an Equal Opportunity Employer.
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