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Sr Manager of Social Media - American Eagle

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Marketing
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234688 Requisition #

POSITION OVERVIEW:

American Eagle Outfitters is looking for a motivated, performance-driven and creative individual to join our team as a Sr. Manager of Social Media. This position is responsible for developing and executing American Eagle’s best in class social content strategies. 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. The Sr. Manager of Social Media will be a brand storyteller with extensive experience in all social media platforms and a strategist who understands how to create compelling programs that grow brand love and relevancy, generate brand loyalty and build an active audience. 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. This position reports into the Sr. Director of Social, PR and Influencer. 


RESPONSIBILITIES:

  • Partner with creative team to develop creative, strategic brand-building programs through social media channels; drive new ideas and anticipate the challenges with backup plans at the ready
  • Manage the content and engagement strategy for social media channels by working closely with:
  • Creative teams to ensure that all ideas can be executed effectively and within budget
  • Collaborate with PR/influencer teams on influencer needs for AE social channels
  • The executive team to ensure that all social strategies effectively align with AE’s vision, mission and strategic pillars
  • Data & Strategy teams to monitor impact across campaigns and influence future social strategies
  • Own the social media budget
  • Expand brand relevance and love of AE on social networks; lead development of social media posts and related content to post great content online multiple times per day according to best practices and what performs best for the brand
  • Measure, analyze and optimize efforts and effectively communicate your strategy and learnings across the organization. Meet KPIs for engagement, growth and revenue across the platforms.
  • Contribute regularly to developing and maintaining social media best practices in the campaign process (both paid and organic)
  • Oversee day-to-day social media operations including developing training and social media-related processes for cross-company teams (business strategies, PR/influencer, creative, etc.)
  • Innovate new ways to analyze, evaluate and activate to drive the AE brand forward and determine how to measure the results of these innovations
  • 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.
  • Stay up to speed on all industry trends and on top of platform launches and updates. Find the best method to share those trends out across the social team itself and if appropriate, more broadly across the company
  • Be available to attend and participate in calls, in-person meetings, photo/video shoots, and production for social programs when necessary
  • Lead influencer strategy; the who, what and how behind and lead the creation of corresponding KPIs
  • Partner with PR, media teams to create synergies between paid and organic influencers to get maximum reach  
  • Serve as a key reviewer on all social campaigns, ensuring that the very best work and results are delivered

QUALIFICATIONS:

  • Bachelor’s Degree in related field required; advanced degree preferred
  • 7+ years of experience in social media, preferably at an agency or youth brand  
  • Strong writing skills & innate ability to write for the social web, in-depth knowledge of and passion for social media platforms
  • Ability to effectively communicate complex and technical theory and information in an understandable manner
  • Experience in managing cross functional teams
  • Experience with digital execution with a focus on efficiency and effectiveness
  • Experience with regular reporting, collaborative strategic planning and ongoing campaign optimization
  • High degree of proficiency MS Office Suite, Outlook & Internet applications
  • Strong analytical, prioritizing, interpersonal, problem-solving, presentation, budgeting, project management (from conception to completion), & planning skills
  • High degree of proficiency in the MS Office Suite including Excel, PowerPoint, and Outlook as well as Google Analytics tools
  • Ability to work with and influence peers and senior management
  • Travel is required, including the potential for international travel

American Eagle Outfitters is an Equal Opportunity Employer.

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