Gap Inc.
Director, Social Media
Gap Inc., Long Island City, New York, United States, 11101
About the RoleThe Director of Social Media will lead a team of creative, strategic and community-focused marketers, who are regularly interpreting brand needs, and finding creative ways to activate on social. This team keeps a very close eye on pop culture, trends and innovation. The ideal candidate must have strong leadership, communication and influencing skills, with the ability to be flexible and nimble, regularly pivoting in new directions based on the brand’s evolving needs and the current cultural context.What You'll Do
STRATEGY: Build and evolve our Social Media strategy across all existing social channels, while keeping an eye on new, emerging platforms and social mediaDevelop strategies to acquire a new customer demographic while keeping our current audience engaged; grow follower count and increase engagement rate.Lead strategic planning of paid and organic social for consideration and awareness audiences across all brand and product campaigns, considering platform, story type and customer journeyBuild relationships with our franchise business partners and align on social media plans for a more impactful global launches.Own relationship with social agency partners, implementing and evolving our social playbookEnsure the seasonal milestones and process account for social needsCONTENT: Partner with creative team to ensure content is on brand (look & feel and tone of voice), platform-appropriate and brand-building.Influence seasonal brief to ensure social media first content (paid awareness, consideration and organic.) is concepted at the beginning of the season.Oversee seasonal content plan/ calendar created by Social Media Management team.Partner with omni content marketers on ensuring creative briefing approach is considered and thoughtfulINFLUENCERS / TALENT/ CREATORS: Drive influencer strategy and oversee influencer agency relationships.Vet potential influencer partners and identify rising talent to work with/gift to.Partner closely with Affiliates team. Be aware and influence their seasonal plansManage and partner with macro/ micro influencer on paid influencer programs to:
Drive brand awareness, brand love, inform about product launches and collabs.Drive engagement and new fans to the brandHelp elevate consumer brand perception by partnering with creators to create content for paid campaigns and brand organic usage.
Provide Tier 1 talent and brand partners (collabs) with key messages, visual guidelines and frame for their social media content creation to ensure brand voice and DNA is capturedCFT: Regularly communicate strategy, seasonal plans and manage incoming requests from cross-functional partnersREPORTING: Establish, track, and report on KPIs across paid & organic tactics per social platform and per campaign. Provide actionable insights and next stepsPerform tests, competitive analysis and social listening to identify trends and consumer need gapsPROCESS: Define and implement an internal and external process with the intention to work efficiently and achieve the best output.Who You Are
7-10 years' experience in a social media or relevant roles, ideally in a fashion/e-commerce retail environmentsBrand experience is preferred and agency experience is a plusPassion, In-depth knowledge, understanding and experience with all social media platforms with a focus on Instagram and TikTokDemonstrated success building communities in the social spaceStrong visual eye and copy skills to partner with creative and editorial to bring Gap and Gap Kids brand to life in ways that create community, provide value and/or entertainmentPre-existing relationships with social media platforms, potential partners/influencers, agencies, designers and photographers a plusExperience with reporting and analytics toolsMust be able to adapt with changing priorities, possess outstanding organizational skills and the ability to handle multiple projects simultaneously while meeting deadlinesProficient in Microsoft Office and other organization and collaboration platformsSolutions first mindset with willingness to explore and roll-up sleeves to ensure team successStrong presentation, communication, writing and collaboration skillsTeam driven attitude and passion for learningStrategic thinker with excellent time and project management skills
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STRATEGY: Build and evolve our Social Media strategy across all existing social channels, while keeping an eye on new, emerging platforms and social mediaDevelop strategies to acquire a new customer demographic while keeping our current audience engaged; grow follower count and increase engagement rate.Lead strategic planning of paid and organic social for consideration and awareness audiences across all brand and product campaigns, considering platform, story type and customer journeyBuild relationships with our franchise business partners and align on social media plans for a more impactful global launches.Own relationship with social agency partners, implementing and evolving our social playbookEnsure the seasonal milestones and process account for social needsCONTENT: Partner with creative team to ensure content is on brand (look & feel and tone of voice), platform-appropriate and brand-building.Influence seasonal brief to ensure social media first content (paid awareness, consideration and organic.) is concepted at the beginning of the season.Oversee seasonal content plan/ calendar created by Social Media Management team.Partner with omni content marketers on ensuring creative briefing approach is considered and thoughtfulINFLUENCERS / TALENT/ CREATORS: Drive influencer strategy and oversee influencer agency relationships.Vet potential influencer partners and identify rising talent to work with/gift to.Partner closely with Affiliates team. Be aware and influence their seasonal plansManage and partner with macro/ micro influencer on paid influencer programs to:
Drive brand awareness, brand love, inform about product launches and collabs.Drive engagement and new fans to the brandHelp elevate consumer brand perception by partnering with creators to create content for paid campaigns and brand organic usage.
Provide Tier 1 talent and brand partners (collabs) with key messages, visual guidelines and frame for their social media content creation to ensure brand voice and DNA is capturedCFT: Regularly communicate strategy, seasonal plans and manage incoming requests from cross-functional partnersREPORTING: Establish, track, and report on KPIs across paid & organic tactics per social platform and per campaign. Provide actionable insights and next stepsPerform tests, competitive analysis and social listening to identify trends and consumer need gapsPROCESS: Define and implement an internal and external process with the intention to work efficiently and achieve the best output.Who You Are
7-10 years' experience in a social media or relevant roles, ideally in a fashion/e-commerce retail environmentsBrand experience is preferred and agency experience is a plusPassion, In-depth knowledge, understanding and experience with all social media platforms with a focus on Instagram and TikTokDemonstrated success building communities in the social spaceStrong visual eye and copy skills to partner with creative and editorial to bring Gap and Gap Kids brand to life in ways that create community, provide value and/or entertainmentPre-existing relationships with social media platforms, potential partners/influencers, agencies, designers and photographers a plusExperience with reporting and analytics toolsMust be able to adapt with changing priorities, possess outstanding organizational skills and the ability to handle multiple projects simultaneously while meeting deadlinesProficient in Microsoft Office and other organization and collaboration platformsSolutions first mindset with willingness to explore and roll-up sleeves to ensure team successStrong presentation, communication, writing and collaboration skillsTeam driven attitude and passion for learningStrategic thinker with excellent time and project management skills
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