Earned and Owned Media Executive

Johannesburg

South Africa
Online / E-Commerce
2011750
Estée Lauder Companies

Job Description
Reports into the Earned and Owned Media Manager with a matrix reporting in Brand groupings Consumer Marketing Manager.

Position Summary

Develops the social / digital marketing plan of the Brand Grouping for Earned & Owned media: where to play, calendar of activities, assets,  (in accordance with brands digital strategy)
Creates, reviews and localizes assets for social / digital platforms
Overall manages owned platforms (Facebook, Instagram, YouTube,etc ) of the brands, including community management, and e-retail activations on social media pages
Orchestrates the execution of virtual selling activities across all social media touch points
Key Interfaces:

Internal:

Brand Consumer Marketing
Paid and Earned Media
CRM
Online
Customer Service
External:
Facebook / Google / Social Bakers, etc…
MarTech
Digital/Creative agencies

Participates in the Brands’ overall media strategy, defines and executes the owned media strategy
Actively participates in the Brands’ owned media strategy development, annual planning and monthly review process, as well as in the definition of their optimal A&P media mix
Based on the 360 Consumer Marketing Plan, definesthe earned media plan: where to play, PR strategy, influencers management, KPIs tracking, in accordance with brand owned media strategy.
the owned media plan: where to play, calendar, assets, etc in accordance with brand owned and earned media strategy.
Creates, reviews and localizes assets for social / digital platforms – in accordance to global/regional/local best practices, and within agency network selected and approved by DCM.
Prepares and shares with e-tailers media kit to push organically content on their social pages
Orchestrates the execution of virtual selling activities across different touch points
Has deep knowledge of the brands in scope

Manages owned platforms (Facebook, Instagram, YouTube,…)
Defines editorial calendar
Posts social media content and runs social media campaigns
Works closely with brand.com to integrate owned media activations where relevant
Tracks and reports KPI’s to brand teams on an on-going basis

Runs Community Management & Social Media Listening activities:
Answer questions and comments from community members in a timely manner
Acts as the social media listener for the brand, sharing regular consumer feedback summaries with Consumer Marketing
Regularly shares qualitative consumer feedback summaries with Brand
Works closely with customer service team to provide optimal responses and feedback from consumers to the brand teams
Proactively identifies and reports to brand team changes in consumer data and demand-driving signals that might impact demand and forecast

Influencer Marketing
Maps and scouts influencers (quality/cost,etc), provides due diligence and pre screening
Negotiates and briefs agency / influencer (selected by Consumer Marketing – within framework developed by, and in partnership with, Earned & Owned Media Manager): puts detailed information on campaigns to the brief’s template, set KPIs, benchmarks, negotiates and tracks budget
Tracks KPI’s monitoring of the work done by influencers for each brand
Leads project management and content production, coordinates with influencer for day to day:
Leads campaigns, including content co-creation with influencers
Defines and leads media partnerships, events, press-tours, in partnership with Earned & Owned Media and Paid Media Manager when applicable.
Proactively identifies and reports to brand team changes in influencers data and demand-driving signals that might impact demand and forecast

Spreads Owned Media expertise and contribute to capability building within the brand grouping
Supports local technical topics (product feed, TMS (tag management solution), taxonomy adoption,…)
Job Specifications:
Knowledge and experience working with social media platforms and tools (FB, IG, YT, …)
Social media expertise:
Knowing what type of content works best on what platform
Understanding how to optimize content based on platform
Ability to engage an audience through social posts
Copywriting expertise:
Short and effective headline writing
Engaging introductions
Structuring text for easy only reading
Strong communication skills
Customer service driven : ability to respond to customers on a timely manner
SEO and data driven, with the ability to switch fast to new trends and consumer habits
Brand knowledge (product, consumers, strategy,..)

Qualifications
Degree or equivalent in Marketing, Media or Communications  – ideally with specialization in Digital Marketing
2 – 3 years social media experience

Job: Online / E-Commerce
Primary Location: Europe, Middle East, Africa-ZA-
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 2011750