Sr. Digital Content & Social Media Manager

at Kohler Co. in Chicago, Illinois, United States

Job Description

Sr. Digital Content & Social Media Manager

Work Mode: Hybrid

Location: Hybrid at Chicago, IL

Opportunity

The Senior Digital Content & Social Media Strategy Manager, will manage Kitchen and Bath (K&B) International content strategy & creation across international social and digital platforms to support Kohler K & B International in achieving its business goals and implementing the brands strategies through digital & social content used for earned, owned and paid media activities. In partnership with your counterparts in the international marketing department, the creative department and regional marketing stakeholders, you will help establish and scale content and platform best practices, powered by data and insights to drive performance across the international regions. This creative, yet analytical and data-driven marketer, will help lead our branded content internationally (China, India, APAC, LATAM/BRAZIL & Middle East), in creating meaningful connections supporting both upper funnel branding and direct-to-consumer ecommerce campaigns across the digital and social ecosystem.

An expert in content & international social media will play a meaningful role in advancing international digital & ecommerce demand generation content initiatives, enhancing social media performance, and building digital content capabilities through close partnerships with regions. This newly established position collaborates closely with cross functional partners from Marketing, Creative, Digital product experience, and regional marketing teams, to drive alignment of digital strategies, improve KPIs, collect and distribute best practices, lead & implement key global content and social media initiatives, and further evangelize the digital & ecommerce opportunity across the organization.

Specific Responsibilities

Content Capability Development, Strategy & Execution

+ Design and execute an international content strategy leveraging digital marketing, ecommerce & social media channels to meet business objectives in key regions

+ Cultivate content capabilities to produce high-quality, brand-aligned content

+ Implement models for data-driven content topic validation

+ Stay abreast of industry trends and technologies for content innovation

+ Develop a framework for content creation, integrating international regional priorities so Kohler can accelerate content creation, execution, measurement, and optimization

+ Develop a thorough understanding of external partners/vendors platforms offering to unlock access and increase adoption of features that will enhance the relevancy of content

+ Manage multi market content creation opportunities

+ Manage intl content strategy & creation for new product launches, campaigns, & events

+ Lead content initiatives for planning, implementing, scaling & improving across businesses

+ Benchmarking content vs competitors & best in class in digital content

+ Develop and execute a comprehensive intl marketing content strategy that aligns with the divisions’ overall goals and objectives

+ Develop, manage, and report on the content budget for campaigns, digital marketing & ecommerce as well as social media content, allocating resources effectively to achieve brand goals

+ Partner with internal and external creative teams on the intl guidelines & standards

+ Monitor and manage intl content health equity, tracking content health metrics and implementing strategies to enhance brand perception and loyalty through elevated content

+ Develop an annual integrated intl content strategy, roadmap & content delivery along with a content calendar for usage in digital marketing & ecommerce

+ Manage the relationship with agencies and analytics partners to develop best in class content to drive engagement & conversion across different digital touchpoints ecommerce, digital marketing & social media

+ Explore and recommend technology trends that will help scale content production volumes and variations styles required to offer relevancy to consumers at the speed of culture. Vet and lead the implementation of content pilot opportunities with our JBP/key intl social platform teams and work collaboratively with the creative team to co-create new opportunities for our brands

Social Media Capability Development, Strategy & Execution

+ Lead international marketing social media strategy, social media listening & collect insights and track performance leading to recommendations for social media content strategy & development

+ Develop & execute bespoke Intl content social media for key product categories, international brand campaigns, events & new market launches, inclusive of production budgets, editorial calendar, distribution strategy, and CTA / product positioning, with consideration for branded content guidelines and restrictions on owned/earned social, target audience, and overall campaign goals in partnership with the regions

+ Managing the campaign, product, showroom, and event initiatives within the broader international marketing on talent social training, on-set social capture, live social media event coverage, digital activations and paid media creative, influencer activations etc.

+ Work closely with regional marketing to create high-impact social media moments around new product launches, campaigns & events

+ Develop, manage, and report on the intl social media budget for partnerships, experiential campaigns, influencer campaigns, content creators, and brand and content marketing channels, allocating resources effectively to achieve brand goals

+ Be the social media subject matter expert for international social media & marketing platforms across the global including (Meta, WeChat, Weibo, Tik Tok, Reddit, YouTube etc) & global deployment (Hootsuite), & social best practice recommendations for international regions

+ Maintain International Content Calendars for international social media efforts, to focus heavily on growing the brand, and key categories supporting the lead generation efforts

+ Manage social listening (Sprinklr) to generate insights and create actionable, operational reports and playbooks/best practice that led to optimization and efficiency in content performance

+ Ensure content development best practices are adopted to increase brand exposure, strengthen brand image while preventing dilution of brand voice. Track brand activations and initiate the sharing of social media trends and best practices across the international community educating internal and external stakeholders. Drive test and learn approach on Intl DTC websites and social platforms to drive group-wide content innovation.

+ Partner with regional social media managers to promote original content across social platforms & Support in strategy management and growth on Studio Kohler social media

Reporting & Analysis

+ Provide analysis and insights into key performance metrics

+ Monitoring and analyzing intl social media performance metrics, drawing insights, and making data-driven decisions to optimize campaign efficiency and return on investment. Sharing data insights consistently and garnering support for recommended actions & best practices across regions

+ Develop performance KPIs & Scorecards for content

+ Unlock relevant partners that will help monitor content compliance and measure content performance effectively. Develop with International and Market Stakeholders the appropriate metrics and visualizations that will help drive content performance (alignment across Global on KPIs to implement Social Media Optimization (SMO) & Social Media Marketing campaigns across platforms).

Country Support

+ Collect, curate, and disseminate best practices & training to empower digital SMEs across key international regions including China, India, APAC, LATAM/BRAZIL & Middle East

+ Partner with local market digital teams to support execution of highest