Head of Paid Social Strategy and Activation

Job Description

This role is based REMOTE​ but if you live within a 50-mile radius of Warren, MI - Cadillac Tower you are expected to report to that location three times a week, at minimum. This job may be eligible for relocation.

The Head of Paid Social Strategy and Activation will develop the future vision and strategy for General Motors’ paid social media approach.  This role will be responsible for managing a team of paid social experts across core GM vehicle brands (Chevrolet, GMC, Buick, and Cadillac) as well as non-vehicle brands (e.g., OnStar). The selected candidate will lead this team in the development of paid social strategy, budgeting, reporting, optimization, vendor selection, platform operations, definition of consistent processes, and identification of innovation opportunities.  This will be a highly collaborative role, working closely with GM’s social media COE and agency partners to level up GM’s paid social approach across the enterprise.  The candidate will for the ongoing management and performance of the paid social media team including presentations of results, recommended coordination across brands and tiers (i.e., national, regional, local), and recommended structure of team.  This candidate will have deep experience with the major social media players and a passion for continuous innovation and improvement.  This is a great opportunity for a strong leader with deep experience in paid social to help build iconic brands while getting more consumers interested in our products!

Major Duties and Responsibilities -

• Develop and execute comprehensive paid social strategies aligned with business objectives and reach targets
• Lead a team of paid social media professionals, providing guidance, mentorship, and support to drive upskilled performance and career development
• Work closely with GM Social COE to build and execute a holistic enterprise social media approach
• Build and maintain excellent relationships and ways of working with cross-functional teams, including other media channels, (e.g. search, programmatic, direct buying) to align paid social initiatives with overall business goals
• Monitor trends in paid social tools, applications, formats, design, and strategy to ensure the company remains at the forefront of industry advancements (particularly with the influence of AI)
• Ensure compliance with industry regulations, best practices, search platform capabilities and policies
• Oversee the day-to-day planning, management, and implementation of all paid social platforms, including emerging platforms
• Oversee paid social budget management to ensure efficient use of spend and allocation of resources
• Accountable for the delivery of key performance indicators (KPIs)
• Develop and deliver regular reports and presentations to brand teams and leadership, providing insights into campaign performance, trends, and opportunities for improvement
• Manage publisher and vendor relationships with an eye to identifying innovation opportunities
• Work with other channel leads and Media Services to develop search best practices and learning agendas to improve effectiveness
• Stay apprised of new technologies and trends and a have keen understanding of the social media landscape to incorporate into media driven solutions
• Develop strategies that ensure seamless coordination and collaboration of national, regional, and local paid social media strategies
• Provide paid social leadership and guidance for global markets

Additional Job Description

Requirements -

• Bachelor Degree
• 10+ years’ experience in digital media, with demonstrated hands-on development and leadership of paid and/or organic social media initiatives
• Solid understanding of all areas of media with strong familiarity of social media vendors and tactics
• Demonstrated ability to own and effectively manage a large media budget across multiple business units
• Ability to offer a clear POV and a strong rationale to defend position as GM’s paid social SME
• Ability to prioritize and tie all paid social plans to broader enable success of corporate and brand business plans
• Ability to communicate strategy and plans effectively
• Ability to form strong relationships with key paid social media partners to ensure strong plan development and best pricing
• A self-starter with the ability to think strategically
• Experience working with or for media agencies, in-house team experience preferred
• Excellence in PowerPoint and Excel
• Excellent communication, presentation, co-ordination and project management skills
• Analytical skills
• Ability to multi-task across many initiatives at one time

This position requires the abi