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247329 Requisition #

 

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POSITION TITLE:                 Manager, Social Strategy & Planning

REPORTS TO:                      Nathan Poekert

 

POSITION OVERVIEW:

American Eagle Outfitters Inc. is looking for a motivated, performance-driven and creative individual to join our team as Manager, Social Strategy & Planning.

The role requires a strong focus in strategy and analytics, specifically around articulation of a social-first strategy mapped back against seasonal campaign strategies and messaging architectures with a specific focus on KPIs. In partnership with the creative team and PR/influencer teams, this person will be responsible for growing consumer advocacy, while maximizing our revenue potential across social platforms. 

Our Social Media Manager has extensive experience working in all social media platforms and as a strategist who understands how to create compelling social channels that grow brand love and relevancy, generate brand loyalty and build an engaged online community. The person in this role should possess deep digital fluency and understanding of the impacts of video and content creation, the role of influencers and the dynamics of brand reputation and community management for a fast-paced, public retail corporation. 

This position requires strong collaborative and communication skills, excellent analytical skills to use tools that help us understand what’s happening in culture and fluency in all types of media, along with robust existing media relationships. This person must have demonstrated skills to partner with and lead a nimble team, work cross-functionally and be a brand advocate and entrepreneurial problem solver.

 

RESPONSIBILITIES:

  • Partner with brand creative and design teams to develop strategic, brand-building programs through social media channels; drive new ideas and anticipate the challenges with backup plans at the ready.
  • Effectively manage the calendar, planning and strategy for social media channels by working closely with: 
    • Business strategy & merchandise planning teams to effectively promote products and launches.
    • Creative & Design teams to ensure that all ideas can be executed effectively and within budget.
    • External agencies, contractors and content creators to develop compelling photo/video materials.
    • PR/influencer teams on influencer needs for social channels.
    • Executive teams to ensure that all social strategies effectively align with vision, mission and strategic pillars. 
    • Data & Strategy teams to monitor impact across campaigns and influence future social strategies.
  • Effectively manage the social media & content creation budget.
  • Responsible for execution and activation of social media content: 
    • Writing and developing copy.
    • Community management and sourcing of UGC – and obtaining proper license & rights.
    • Monitoring performance and benchmarks against KPIs for engagement, growth and revenue.
  • Develop weekly, quarterly, and yearly campaign reports to share key learnings and actionable insights as they relate to creative; work with teams to make adjustments that optimize content on a weekly basis. 
  • Drive measurement and analytics to support KPIs including social dashboard, halo effect, cross-channel attribution, brand awareness, message pull through, etc.
  • Be available to attend and participate in calls, in-person meetings, photo/video shoots, and production for social programs when necessary.
  • Serve as a key reviewer on all social campaigns, ensuring that the very best work and results are delivered


QUALIFICATIONS:

  • Bachelor’s Degree in Marketing, Communications or a related field.
  • 5+ years of post-degree experience in social media, preferably at a premium, fashion or luxury brand or at an agency focused in those categories.
  • Ability to create and edit social content (video & photo) on-the-fly highly preferred.
  • Experience uploading content to native video platforms (YouTube, TikTok, Snap, IG Reels) required.
  • Strong writing skills & innate ability to write for the social web, in-depth knowledge of social dashboards.
  • Experience managing substantial social media and content creation budgets.
  • Experience with digital execution with a focus on efficiency and effectiveness.
  • Experience in social crisis management.
  • Experience with regular reporting, collaborative strategic planning and ongoing campaign optimization.
  • High degree of proficiency MS Office Suite, Outlook & Internet applications.

 

AEO is an Equal Opportunity Employer and is committed to complying with all federal, state and local equal employment opportunity ("EEO") laws. AEO prohibits discrimination against associates and applicants for employment because of the individual's race or color, religion or creed, alienage or citizenship status, sex (including pregnancy), national origin, age, sexual orientation, disability, gender identity or expression, marital or partnership status, domestic violence or stalking victim status, genetic information or predisposing genetic characteristics, military or veteran status, or any other characteristic protected by law. This applies to all AEO activities, including, but not limited to, recruitment, hiring, compensation, assignment, training, promotion, performance evaluation, discipline and discharge. AEO also provides reasonable accommodation of religion and disability in accordance with applicable law.

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