Social Conversation Strategist, Digital

Job Description

Is scrolling on Instagram or TikTok second nature to you? Are you a member of dozens of Facebook groups because the community is unmatched? Do trending sounds on TikTok swirl in your head 24/7? Are you passionate about empowering women and challenging stigmas that women face when it comes to their ever-changing bodies?

MSL New York is looking for a Social Conversation Strategist for a Procter and Gamble Feminine Care brand.

You will be the Gen X-minded eyes, ears and voice of a growing brand leading important conversations on women’s health and busting the stigmas that come with it. In this role, you will build community and be the driver of fun and relatable content native to Instagram, TikTok and Facebook. Your challenge will be to bring charm, inspiration and a bit of wit to sometimes sensitive topics. Your magic will be in building connection and channeling empathy with women who may be caught off guard or embarrassed about their changing bodies.

You will be responsible for creating and posting social content on the brand’s social channels as well as identifying trends and opportunities to kick-start or participate in brand-relevant conversations across platforms. You will analyze and report social media analytics, using insights to create monthly content calendars and make strategic recommendations to the brand team on trends, brewing topics of interest to consumers and what competitors are up to. You will also manage consumer inquiries, report AEs/PQCs and engage with relevant comments quickly and effectively.

We’re looking for someone with a strong blend of creativity (including strong copywriting, visual storytelling, experience with making and/or editing TikTok and Instagram videos) and analytical abilities (including strategic, actionable assessment of social conversations). A passion for social media, exceptional writing skills, a curious, analytical mind and a great sense of patience/proactivity are essential for this role. You should also be obsessed with pop culture, trend spotting and identifying opportunities to insert the brands in ways that resonate with a Gen-X audience.

You will be part of a larger activation team and will help quickly connect the dots between PR and social. With that, you will have additional support as needed for more intricate creative and strategy need as well as issues and crisis management. The role reports to the SVP (Digital) and may include additional weeknight and weekend work.

Key Responsibilities:

• Work collaboratively with the account and client team to outline approach to social publishing, ensuring the social content strategy ladders back to the business priorities
• Coordinate collaboration and ideation amongst cross-functional partner agency team members
• Manage weekly and seasonal content planning, ensuring an always-on presence
• Give creative input to organic social content calendar (strategy and execution) & coordinate approvals with the Brand Team (as needed)
• Ensure that best practices are being adhered to across social platforms
• Bring the brand team innovative recommendations on how we can further improve our social media presence to make our brand a standout leader in the organic social space
• Be the lead creative voice for “on-trend” social media creation that aims to pair the brand voice with trending videos on the platform
• Guide, moderate & monitor discussions & relevant conversations across our social channels
• Listen to what our social communities have to say and provide the right response consistently and in a timely manner. Publish proactive and reactive social media responses, including 1:1 replies with consumers. This includes issues/crisis management and giving people a great brand interaction for positive comments
• Identify key influencers and groups in which to foster relationships, potential engagement opportunities or alerts for the brand. Suggest content for the brand to post for these engagement opportunities. This may include recommendations on when to amplify organic content or influencer content with paid media
• Be the consumer insights expert related to what resonates with our consumer on our social platforms. Conduct reporting on social media activities from competitive brands, other brands targeting our consumer (best-in-class social programs/content) and other notable efforts
• Stay on top of defined analytics and key performance indicators, and generate comprehensive social reports based on KPIs as well as conversations, feedback, sentiment, to enable optimization
• Manage health events via a regulated process that reports consumer complaints to a central P&G database

What you bring to the role:

• Bachelor’s Degree (Marketing, Communications, or related degree)
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