Social Media Marketing Manager
For over sixty yearsand across three generations, our family-owned company has stood forand worked hard forone thing only: to produce the freshest, best-tasting tomato products in the world. That demands we hire the best people, and that we, in turn, demand a lot of them. This approach produces two unique results: incredibly good tomatoesand satisfying, rewarding careers for every individual willing to be part of the hardest-working, most committed, and yes, proudest, team in the industry.
Title: Social Media Marketing Manager
Reports to: Director of Marketing
POSITION OBJECTIVES
This position is the social and media community evangelist who will develop, design and manage social media marketing campaigns online and off. These campaigns will significantly impact both consumer preference and business results, which will directly support the company’s positioning and branding standards.
ESSENTIAL FUNCTIONS
• Own Red Gold’s corporate blog (the evangelist) and encourage community contributions, facilitate conversations and come up with ideas for great new content
• This individual will be expected to test and (where successful) optimize new and innovative ways to reach Red Gold’s potential consumers online
• The successful candidate will monitor and report on the success of the online initiatives and continuously optimize each initiative and the overall online mix to maximize awareness, understanding, and purchase (both online and at retail) of the Red Gold products
• This individual will be responsible for creating all of Red Gold media marketing and online promotion and community activities
• An online marketing guru first and foremost, but your marketing experience should have a much broader appeal. This is a business where online meets traditional consumer retail channels
• Encourage community contributions, facilitate conversations and come up with ideas for exciting and engaging new content
• Create assets such as podcasts, websites, wikis, developer interviews, product updates, product tips & tricks
• Monitor the social community and actively participate in the conversation. When someone is chatting about Red Gold you will be there
• Create, implement and measure online marketing strategies and programs that drive sales, consumer retention and brand awareness
• Evaluate the effectiveness of online programs in relation to marketing objectives, financial performance and the competitive environment
• Coordinate the integration of online and offline marketing activities
• Oversee the planning and buying of paid search and banner advertising by agency partners, as well as initiate and manage online viral initiatives and promotional partnerships
• Maintains campaign calendar and communicates it to the broader marketing team
• Manage sponsored search program
• Recommend ad networks, search categories and terms
• Manage search marketing budget including determining bid levels to maximize ROI
• Identify and evaluate changes in web traffic including sources of volume increase and major points of drop-off
• Make recommendations for improvement to the Red Gold website to increase traffic and improve consumer interaction
• Create revenue-generating strategies using: on-line advertising, blogs RSS, podcasts and more
• Create, manage, and execute all online marketing efforts of the business including traffic generation programs, traffic driven from SEO, SEM, affiliate relationships, email, and other online mechanisms including Twitter. These programs will cover both acquiring new consumers and encouraging repeat visits by existing consumers.
• Create and oversee internet consumer acquisition efforts; develop Internet consumer acquisition objectives, plans and strategies; execute these plans and deliver results
• Influence conversion through messaging, promotion, and landing page optimization; maintain consistent content, data and branding across all online marketing
• Assess online media needs and identify opportunities to strengthen marketing efforts
• Create marketing campaigns that can be leveraged across online channels or managing the online element of larger multichannel campaigns
• Investigate new technology and enhancements that can increase revenue, brand awareness and improve overall consumer experience
• Develop comprehensive plans to critically analyze the results of interactive marketing
• Continuously enhance and improve the online experience
• Attend 2-4 social media conference per year (Travel and overnight stays required.)
• Established best practices for Search Engine Optimization and Online Marketing practices
SUPERVISORY RESPONSIBILITIES
None
POSITION REQUIREMENTS
Education
• BA/BS is required in a communication field such as journalism, public relations, public speaking, media relations, etc.
Experience and Skills
• Five years of public relations or journalism experience including demonstrated capacity for written media communications
• 3 or more years of significant responsibility for social media space and/or interactive digital media content such as web feeds, blogs, forums, email, videos, podcasts, webinar, SEM, SEO, banner advertisement to increase brand awareness and presence
• Bi-lingual in Spanish, highly desirable
• Public speaking experience, including presentation skills
• Experience using Web Analytics to produce web site statistics for reporting and testing purposes
• Experienced in project management
• Proficient in MS Office, Excel, Power Point, MS Project
• Proficient in HTML
• Extensive use and knowledge of Search Engines and Search Engine Optimization
• Superior command of the English language in both verbal and written formats
• Must have both the strategic skills necessary to conceptualize new sales and marketing programs and the technical abilities and willingness to roll up their sleeves to personally execute each project
• Strong project and time management skills with the ability to define and clearly communicate project scope.
• Strong attention to detail and ability to manage multiple tasks simultaneously
• Demonstrate skills in strategic thinking and in the development of integrated marketing campaigns for both traditional and interactive media
• Able to manage multiple project requirements and drive projects to completion
• Apply creative, analytical and business judgment in assessing opportunities and resolving issues
• Able to provide solutions and effectively communicate and recommend ideas to management
• Ability to plan, organize, monitor, and execute multiple projects simultaneously and meet aggressive deadlines
• Intellectual horsepower, quick learner, with excellent writing and communication skills
• Positively proficient with Mac and Windows, Google, Yahoo and MSN Search Marketing Systems
• Understand the basic concepts involved in a content management system
• Ability to develop detailed financial models based on traffic assumptions
• Thorough and clear understanding of social media space
• An understanding of the business with a big picture view
• Well versed in web writing styles and able to create informative and persuasive copy
• Experience and background in food marketing strongly preferred
• Comfortable evangelizing the uses and benefits of tomato ingredient based products
Non-Experience Factors
• Very detail oriented
• Highly organized
• Self-motivated
• Pro-active
• Strong collaborator
• Relies on extensive experience and judgment to plan and accomplish goals
• Ability to work independently Mental Requirements
• Passion for social media marketing
• Honesty (genuine)
• Candor
• Integrity
• Extravert
Physical Requirements
• Able to travel to conference several times per year
• Able to ambulate fingers to operate a computer keyboard, telephone, etc.
• Able to work on a computer and view a computer screen for long periods of time
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