Senior Manager, Social Marketing

Role Purpose

Manage social media accounts supporting several of IHG's mainstream brands.

Key Accountabilities

• Serve as the subject matter expert (SME) for all aspects of IHG’s mainstream social marketing, including social strategy, technology solutions, integrations and processes.
• Deliver the strategic vision and implementation of a customer-centric social marketing program in support of business and stakeholder priorities, leveraging industry-leading recommendations and solutions.
• Develop and execute a comprehensive, customer-centric social strategy – including platform usage, TOV/look and feel, and measurement approach.
• Apply knowledge of marketing and communication principles, concepts and industry practices and standards in the analysis of information and overall social effectiveness.
• Stay current on social marketing industry trends, concepts and standards to enable the business to evolve in today’s rapidly changing environment – including global legal policies.
• Recommend and implement strategic initiatives that deliver relevant, personalized experiences and drive marketing effectiveness.
• Audit evergreen and recurring social initiatives to recommend fresh, optimized approaches for future executions.
• Influence and implement a data-driven test and learn approach for optimizing delivery and portfolio performance.
• Monitor performance and interpret results to offer analytical insights and recommendations for driving effective engagement, conversion, and channel value.
• Develop and socialize policies and procedures for optimizing email operational effectiveness.
• Elevate and promote new ways of working that leverage marketing automation where possible for efficiency.
• Manage software solutions, integration methodology and scope, implementation schedule – including problem resolution and general project management.
• Develop and nurture strong relationships – cross-functional team members, stakeholders, senior leadership, and vendor partners.
• Support a service-oriented team culture and mindset, balancing strategic thought-leadership with delivery and execution for our global brands while earning trust and credibility along the way.
• Adhere to a global email governance process that optimizes marketing performance, informed by customer and stakeholder needs as well as commercial priorities.
• Work with Campaign Management and Business Unit partners to coordinate IHG’s mainstream social marketing calendars.
• Partner with IHG’s customer care teams to deliver best-in-class guest support on social channels.
• Work with vendor partners to deliver excellent creative, ensuring alignment, consistency, quality, efficiency, and effectiveness.
• Work effectively with cross-functional partners including Campaign Management, Omni-Channel Marketing, Paid Media
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Key Skills & Experiences

Education

• Bachelor's or Master’s Degree in Marketing, Communications, Digital, Advertising, Business or an equivalent combination of education and work related experience

Experience

• 8+ years progressive work related experience and demonstrated proficiency in social marketing, digital marketing, content marketing, loyalty marketing, communications, preferably in an international business and/or within travel/hospitality industry
• 2-4 years managing teams and/or significant complex projects
• Demonstrated technical proficiency related to the position
• Demonstrated experience in social content development and community management
• Budget management experience preferred

Technical Skills and Knowledge

• Demonstrated knowledge of the social marketing landscape, principles, and industry best practices 
• Strong experience with social products, tools and systems
• Experience interpreting marketing program results, identifying cause/effect trends in executions and adapting best practices into future campaigns
• Ability to develop and present data-driven recommendations successfully, promote items persuasively, and shape the opinions of others
• Experience engaging and influencing cross-functional working partnerships in a global organization
• Experience of working within a complex business with a range of stakeholders with different needs
• Ability to maintain a service-oriented team culture and mindset, that delivers consistent, high quality work for IHG’s complex stakeholder group
• Creative problem solver that can frame issues effectively for leadership
• Ability to prioritize work based on alignment to broader IHG commercial objectives
• Strong project management skills to juggle multiple projects often having tight deadlines
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