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Manager, Paid Social

Date: Jan 23, 2023

Location: New York, NY, US

Company: Beam Suntory

Beam Suntory is Crafting the Spirits that Stir the World. Rooted in two centuries of family heritage, Beam Suntory has evolved into the world's third largest leading premium spirits company ... where each employee is treated like family and trusted with legacy. With our greatest assets - our premium spirits and our people - we're driving growth through impactful marketing, innovation and an entrepreneurial spirit. Beam Suntory is a place where you can come Unleash your Spirit by making an impact each and every day.

 

 

Manager, Paid Social  

 

The following position is open in New YorkUnited States.


 

What makes this a great opportunity?

We are building a new world class media function and a future-focussed media model to support our brands globally, and this role will have a key chance to help drive our social media approach within that. This is an opportunity for a career defining role to shape something from scratch and be part of a progressive organisation - One that truly wants to both deliver results internally and be recognised externally as one of the best in the business. whilst allowing you to do the best work of your life!

 

Sitting in our new global team alongside programmatic, holistic search and commerce specialists you’ll both have the opportunity to shape our global strategy and have hands on involvement & consultancy with specific markets & campaigns. This role sits within our new global total media function, reporting into the Director of Digital Media & Operations and then the VP, Head of Media.

 

The business has not had a global media team before, relying on an established US function and very locally driven approaches in our other international markets, and thus this is a rare opportunity to define and shape something on a relatively blank canvas. allowing you to really bring your expertise and make your mark You’ll work across our premium portfolio of brands including Jim Beam, Maker’s Mark, Sipsmith and Suntory whisky, with opportunities to work directly with global brand teams and markets. Together we will shape a data driven media approach that supports our North American business, unites our International Region and sets us up for future global expansion and premiumisation. This is a great opportunity for someone who has had hands on paid social activation & buying experience but wants to take on a role with more strategic & oversight elements, a rare opportunity to drive change not commonly seen client or agency side.

 

Role Responsibilities

The Manager, Paid Social will work closely with the Director of Media Activation & Operations and the Manager Digital Media to take ownership for our global paid social approach. You will have experience of building, optimisation and reporting on Paid Social accounts across Facebook, Instagram, Twitter, Pinterest and ideally other social networks. This will allow you to talk confidently about best practice, strategic development of the channel and relevant KPIs and metrics. Occasionally you may need to get stuck in and help with some small campaign set ups.

This hybrid role requires understanding of social content. We have dedicated social media colleagues assigned to our global brand teams who focus on content strategy, and no direct development of social content is needed, but you will understand the importance of content and be able to advise on platform best platforms, asset requirements and holistic paid/earned strategy. As we expand into more digital commerce opportunities experience in social commerce & performance campaigns would be beneficial but not essential.

 

Your work will play a key role in defining the overall social media framework and KPIs for the business as well as being a key champion of the power of social to our Global Brand Houses providing advice and counsel on brand or category recommendations which will be delivered to markets. As an expert in your field, you will also act as a consultant to local markets and agencies to evaluate set up, performance and optimisation.

Ultimately your role is to be an internal champion of (paid) social media marketing, to continue building the business case & showing the value of the medium and to drive efficiency & effectiveness improvements.

 

Key Responsibilities:

  • Help define and shape our global social media strategy, brand guidelines and overall business KPIs.
  • Analyse and report back on social media activity around agreed KPIs.
  • Develop documentation, templates and processes for delivering best in class social media work.
  • Identify pro-actively opportunities for paid social media
  • Support other members of the global media team with social expertise to feed into wider strategy or activation plans and discussions.
  • Collaborate with eCommerce teams & specialists as we develop social commerce capabilities including providing intel on new ad formats and rising trends.
  • Be a supportive resource and add value to our North American team and other key markets looking for detailed social recommendations, evaluations, or advice.
  • Input into our ‘Future Media Model’ to help the business understand the future-facing opportunities created by social and how we should set ourselves up to maximise them – including helping evaluate insourcing & centralising models.
  • Provide detailed reviews and optimisation suggestions for local market plans to improve the local effectiveness of our social approach.
  • Have the understanding & capability to be able to directly access social buying platforms and potentially to occasionally setup and manage campaigns.
  • Encourage and drive innovation opportunities including alpha & beta tests or new partner trials.
  • Support the development of global, regional or local partnerships with key social media platforms and help us maximise the value of these relationships
  • Provide thought leadership on your expert areas to the Global team, wider business and industry partners.
  • Work closely with vendor partners on relevant Global Initiatives.

 

Qualifications & Experience

Required

  • 5+ years of hands-on experience in media/agency roles with a strong foundation in digital media and marketing for brand-building and direct response initiatives

  • 3+ years leading paid social from strategic planning, investment, or activation perspectives

  • Experience in helping shape and define social strategy and buying & team setups

  • Excellent interpersonal and communication skills to work in a complex matrix organisation

  • Demonstrated ability to work and excel within an environment that is not always black & white; the individual must be comfortable in situations where answers are not always obvious and sometimes require open-ended analyses + critical thinking to produce a business recommendation

  • Self-starter, passionate to challenge the status quo, curiosity, desire and ability to think beyond surface level, dive deeper into media and consumer trends, and strategic thinking

  • Team player who is flexible and adaptable in their approach

  • Ability to work successfully with teams and independently on multiple projects under tight deadlines with limited supervision

  • Ensure work produced is QA’d and meets and exceeds the requirements of a best-in-class Global Media operation

  • Ability to probe assumptions and gain understanding without devaluing individuals’ viewpoints

  • Ability to use a wide range of sources to understand trends, solve problems and provide intel

  • Experience working with 3rd party measurement and verification partners (i.e. MOAT, IRI, NCS, MMA, etc.)

Desirable

  • Bachelor’s Degree or Marketing Industry Qualification (Encouraged but optional)

  • Broad familiarity across all media channels – TV, Addressable, OTT, Publishing, Search, Display, Online Video, Mobile, Social, etc.

  • An understanding of the modern ad tech landscape, as well as key data opportunities and challenges facing brands

  • Multi-market experience or broad understanding of co-ordinating multiple teams and understanding consumer behaviour nuances across different markets

  • Experience in digital commerce including social commerce advert formats

  • Experience working in the alcohol industry or other category with legal restrictions and implications

 

Salary Range

The salary range for this role is a base salary of $96,000 - $114,000 along with an annual bonus, 401K match, profit sharing, and medical and wellness benefits. Salary range is commensurate with candidate’s location, experience and skillset.

 

 

 

At Beam Suntory, people are our number one priority, and we believe our people grow together in diverse and inclusive environments where their unique insights, experiences and backgrounds are valued and respected. Beam Suntory is committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, military veteran status and all other characteristics, attributes or choices protected by law. All recruitment and hiring decisions are based on an applicant’s skills and experience.


Nearest Major Market: Manhattan
Nearest Secondary Market: New York City