Director, Digital, Social and Influencer

Summary

Unique opportunity to be part of crafting the next chapter for Chobani as well as defining and building the future of marketing for the company (and the industry), merging the best of CPG with the ability of Tech. Be part of a newly formed Marketing team that will raise the voice of the consumer across the company, creating growth and stoking love for the brand to elevate Chobani as a force for change in the world!

Reporting to the VP of Consumer Marketing, the Digital, Social & Influencer Director position will serve a crucial role in designing an integrated strategy for social, influencer and owned & operated digital channels (namely chobani.com and our CRM program). This is a critical leadership role within a high growth function with a huge scope for impact in a fast paced, purpose driven, category defining business! Chobani refuses to be a traditional CPG company which requires we take a non-traditional but equally effective approach to deploying social media and digital channels to reach consumers, engage the brand in culture and drive shopper behaviors and preferences. 
 

Responsibilities

Setting strategy and vision 
•    Create and implement digital, social & influencer strategy to drive increased followership and engagement 
•    Implement innovative social + digital strategies that leverage consumer insights and brand strategy to build a best-in-class engagement approach that results in meaningful and long-lasting relationships with our community and engages the brand in broader conversations and culture 
•    Build a digital & social marketing team including potential analytical vendors, creative partners and agencies, as needed 
•    Work collaboratively and cross functionally  

Social Media & Influencer Marketing 
•    Lead end-to-end process from social strategy and influencer partnerships to organic and paid creative development, editorial calendars, campaign execution and reporting. 
•    Develop key performance indicators that align to business objectives; set measurable goals, track conversions, and measure success of social and influencer program 
•    Develop platform-specific strategies and content execution plans for organic social (macro and micro) to amplify brand messaging, drive awareness from the brand, support new product launches, drive revenue and grow engagement and reach across TikTok, Instagram and key social channels. 
•    Establish integrated social media and influencer marketing campaigns that amplify the overall brand strategy and drive tangible business impact. 
•    Maintain an expertise of content types and audiences across all social channels: Instagram, TikTok, Twitter, Instagram, Facebook, LinkedIn, YouTube, and Snapchat. 
•    Exhibit an outstanding understanding of the digital world, leading trends, and changes in consumer behavior, identify social innovations to leverage on key social platforms, as well as across digital touchpoints including chobani.com and via our CRM (namely email) program 
•    Lead daily communications and strategy; also supervise daily workflow and program management across internal and external teams (idea sessions, briefings, strategy and deck building, budget management). 
•    Partner with product marketing, the creative studio and comms to lead the development of “best in class" content that is fit for platform against each of the social media activation partners, in all relevant tactics and formats. 
•    Propose, maintain and manage a budget across social, influencer and digital; including proposal for paid media to boost reach and engagement; Lead quarterly and monthly social reporting that translates data into actionable insights 

Owned Properties/CRM 
•    Develop the strategy for the role of Chobani.com and email marketing within the broader marketing strategy 
•    Uses our digital properties and improves the relevance and effectiveness of them in support of our overarching brand and content strategy. 
•    Ensure owned properties align to our brand content digital demand, SEO and social goals and are managed with the consumer journey in mind. 
•    Lead all aspects of the monitoring and evaluation of comments, ratings and reviews, measure activity and analyze traffic patterns, activity levels and how well social media messages are received. Provide feedback to brand team and marketing leadership and make recommendations for improvements. 
•    Accountable for consistency, coherence and compliance of Chobani owned digital properties 

Requirements

•    10+ years of relevant work experience in social media, influencer and/or community marketing including owned & operated channels. 
•    Bachelor’s Degree or Certificate required. 
•    Solid understanding of modern digital media (websites, search, social media, content