Director Social Media & PR

 

Overview:

The Social Media & PR Team is part of the Marketing Dept of Foot Locker Europe, and is the key driver in translating brand objectives into powerful Social Media & PR strategies to reach and engage key audience groups.

The primary role of the Director, Social Media & PR is to lead and manage the development of innovative Social Media & PR programs to increase brand reach and consumer engagement across all social channels and platforms.

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Responsibilities:

Strategy Development

• Define the overall social media & PR strategy, translating brand marketing and overall company objectives into strong plans that increase reach, engagement, and brand affinity as well as leveraging the commercial opportunities evolving across key social channels
• Collaborate extensively with Brand Marketing, Merchandising, SA&E and Digital Marketing to deliver channel agnostic communications strategies

Leadership

• Give direction to the social & PR teams members, develop them team by taking and learning and innovative proactive approach to driving tactics in this ever-evolving media landscape
• Communicate results, learnings and evolving strategies to the business on a regular basis. Bring stakeholders along to foster buy in and alignment to deliver social & PR objectives

Social Media Planning

• 
  Lead the team to develop creative and innovation social media plans, based on a deep understanding of the consumer and the consumer journey
• Ensure Social Media plans and calendars are aligned with seasonal marketing, product & business priorities
• Be fully versed on emerging social media platforms and champion the integration of new media channels and digital innovations
• Establish clear campaign KPI’s and metrics and lead the social team in achieving those goals
• Provide direction on the development of relevant social content and assets to support Foot Locker Europe's Always On strategy and execute certain facets of real time social content
• Ensure content is fully optimized across all relevant channels via tagging, linking and adopting new social media innovations and technology
• Be the resource and lead on key social media best practices, emerging trends, grow and maximize existing channels. Bringing new media ideas and “test and learn” campaigns to the table
• Lead agency and vendor relationships

PR Leadership

• Responsible for maintaining and improving the public image of the organization through earned media strategies.
• Support PR Manager to manage regional PR agencies and oversee key PR related partnerships, primarily with brand relevant influencers and talents.
• Build content strategies that garner media interest and grow Foot Locker’s reach
• Manage external and internal communications, develop and support brand strategies
• Responsible for EU Corporate (internal) communications and supporting Global communications deployment

Reporting and Analytics

• Working closely with Data, Insights and Tech teams, define the relevant KPIs and deploy adequate reporting systems to optimize journey mapping and monitor Brand Sentiment and Engagement
• Ensure timely reports are issued and results are used as decision-making tool amongst the wider Marketing team. Assess short and long term effectiveness of social and digital campaigns and analyze competitive social performance
• Lead and establish best practices for social analytics
• Publish weekly & quarterly reports on all social and, best practices and new media ideas

Customer Service and Moderation

• In collaboration with Customer Experience teams, develop a long term strategy to tackle customer queries on social, utilizing available tools and allowing agency partners to focus on elevating engagement services, starting a direct relationship with our followers
• Work hand in hand with the E-care leaders on a listening and response strategy
• Guide the Community Moderation and community management in both daily and campaign content

Qualifications:

Your targeted competencies to perform as Director, Social Media & PR

• University degree, preferably related to Business Administration, Marketing, Media
• 8+ years of relevant experience, within the Retail/FMCG/Fashion/Sports Industry or a media/advertising agency. Experience with youth brands would be a plus
• Thorough understanding of the European media landscape, social media channels along with a natural curiosity for new media
• Experienced project manager with excellent verbal and written communication skills
• Digital-savvy and have experience in content creation, social media and PR / Communications
• Strong project management, budget management and scheduling skills.
• Action oriented with strong organisational skills
• Fluent in English, and knowledge of other European languages desirable
• Proven ability to analyse performance data and push data driven decisions
• Team player and customer oriented mindset. Strong sense of collaboration and ability to build strategic relationships
• Proven leadership capabilities at management level
• Must convey healthy self-confidence and drive influence at various levels of the organisation
• Interest and passion for sneakers and sports

Profile:

• Plays to win and focuses on the future: ability to turn strategy into action and focus on the future
• Brings other along: Knows how to play well with others builds win-win solutions through partnerships and has the ability to effectively interact with all levels of Management; ability to influence others to win support for ideas and initiatives. Presents a logical and persuasive case when offering ideas and opinions. Negotiates effectively with others to arrive at sound solutions.
• Communicates up, down and out: Speaks clearly and expresses self well in groups and in one-to-one conversations. Conveys written information clearly and effectively in both formal and informal documents. Presents a compelling case for own ideas and proposals.
• Breaks records: Constantly raising the bar and sees the opportunities: Has the vision to see the potential, always looking ahead to anticipate business opportunities; anticipates and adjusts plans for problems, leaving time to finish a task before its deadline. Able to plan effective schedules for own work, and for the work delegated to others on his/her team.
• Be a pro: Able to leverage background business knowledge to make better decisions. Knows the competition, the strategies and tactics that work in the marketplace. Knowledgeable about current and future policies, trends, technology, and information affecting the business.

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