Overview
Role:Â Sr Manager, Social Media Engagement and Analytics
Working with and reporting to the Sr. Director of Social Media and Influencer Strategy, this role governs the organic social media engagement and analytics efforts across SBH and BSG. The candidate has a strong understanding of and is embedded in driving social media community engagement, and has proven functional experience on social media analytics and listening.
The candidate will be leading a team of community managers, while also establishing the analytic framework that will enable data driven measurement and optimization of all social media activities.
The ideal candidate will use their track record of being able to work and thrive in a fast-paced, results oriented environment, to bring social media expertise to Sally Beauty Holdings.
MAJOR RESPONSIBILITIES
SOCIAL MEDIA ANALYTICS – 40% Â
- Establish the over-all analytic framework for social media measurement across all channels and campaigns
- Responsible for gathering, structuring and analyzing social media data and signals from owned social platforms, listening tools (e.g Sprinklr), social media policy changes (e,g algorithmic updates), and external developments (new community management opportunities within Platforms) to derive compelling, real-time insights that drives the optimization of social media campaigns, and informs the achievement of goals (e.g. Â audience growth, engagement, viewership, campaign/content effectiveness, share of voice) etc
- Conduct in-depth evaluation and analysis of current and previous marketing programs to derive actionable insights, give context, and recommendations for future initiatives
- Establish standard reporting methodology and cadence for the campaign lifecycle as well as present and communicate performance results to various stakeholders
- Maintain extensive always on knowledge of all social marketing and community platforms  including, but not limited to, Instagram, Facebook, Pinterest, Twitter, SNAP, TikTok, Youtube, Redditt, Discord , etc. Utilizes knowledge of emerging social media trends and platforms to improve analytical capabilities
SOCIAL MEDIA LISTENING – 30%
- Owner and main point of contact for social media listening internally and with external suppliers (e.g. Sprinklr). Evaluate and work alongside social analytics vendors and tools to ensure the team can leverage cutting-edge data and reporting capabilities
- Establish social listening tracking dashboards to monitor brand sentiment, share of voice, conversations, and topic trends; utilizing data to boost engagement, inform content planning, and pro-actively address potential conflicts that may affect brand reputation
- Collaborate and work closely with Paid social media, enterprise Data &Analytics, Marketing, SEO and third-party vendors (e.g Sprinklr) by providing audience and community insights that will help support omni-channel initiatives, including but not limited to: communications strategy, go-to-market planning, content planning
COMMUNITY ENGAGEMENT – 30%
- Owns the development, along with the Sr Director, and execution of social media engagement and care strategies across owned and paid social media networks for all SBH brands
- Social Response Protocol Management and Ownership
- Industry best practices and evolution, new channel adoption
- Optimizing workflows and case management between marketing and care teams to create seamless user experience
- Inbound and Outbound engagement development to acquire new audience and reach
- Real-Time event activation and moderation
- Partners closely with Customer Service team to optimize and develop best-in-class social engagement and care program
- Leads team of social engagement specialists and contractors, and continuously educates and develops talent
- Sets community management SLA and case load targets based on engagement targets and industry best practicesÂ
EDUCATION AND EXPERIENCE REQUIRED
Mandatory Experience
- Bachelor’s Degree required in Marketing, Computer Science, Business or related field, MBA and any editorial experience preferred.
- Minimum 5+ years of direct, hands-on experience in social media and community management across all major social media platforms (e.g. Meta, Youtube, Snap, Tiktok, etc. ) and community management forums (e.g FB Messenger, Redditt, Discord, etc.)
- Minimum 3+ years functional experience in analytics and social listening
- Demonstrated knowledge and experience with social media measurement and listening platforms i.e., NetBase, Sprinklr, Brandwatch
- Previous experience in setting up measurement dashboards and frameworks
- Experience in Excel, Google Drive, Tableau; and comfortable working with large data sets
- Ability to translate complex analytical findings into actionable recommendations and insights
- Comprehensive understanding of the relationship between e-commerce product data feeds and media campaigns, and its downstream impact to business performance.
- Managed e-commerce product data feeds in platforms like Google/Bing Merchant Center, ChannelAdvisor, Feedonomics, or Productsup
- Leveraged tag management systems such as Adobe Launch, Tealium, Ensighten, and Google Tag manager
- Worked on and built audiences in platforms like Salesforce Marketing Cloud and/or Advertising Studio, Liveramp, and other DMPs.
- Ability to influence cross-functional teams in positive, collaborative working relationships.
- Ability to manage a high volume of projects simultaneously without sacrificing productivity or quality, with impeccable organization skills and attention to detail
- Excellent communication skills, including interpersonal, written and verbal
Preferred additional experience
- CRM, Brand management/marketing, Merchandising, Analytics, and DTC Â
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