YPM is seeking a Sr. Director - Social Media with campaign management experience, strong leadership skills, and a track record of creating and implementing strategy through careful research and planning. You will play a pivotal role in the creation and development of comprehensive digital communications and social media strategy, planning, leading the team, and ultimately executing successful social media and influencer campaigns for our valued clients.
Your role will involve close collaboration and proactive communication with both clients and our internal team, jointly identifying new social opportunities, testing, measuring, and expanding our client offerings.
You have excellent multi-tasking skills, a creative way of thinking, and are comfortable presenting ideas and results to both clients and internal teams. Your in-depth understanding of the social media landscape, proficiency in identifying trends / interpreting metrics, and dynamic communication skills will help increase brand awareness, boost audience engagement, and drive sales and conversions.
Primary responsibilities include but are not limited to the following:
- Assess, develop, propose and implement long-term social media strategies, pitching services that align with the agency’s growth objectives and client needs and objectives, raising social media presence, increasing engagement, and accelerating organic follower growth.
- Oversee development of high-quality, compelling, and engaging social content (i.e., infographics/brochures, social posts, email content/toolkits, social profiles) and advertising. Leverage market data to develop themes and topics, and optimize for campaign goals. Ensure that all content and creative is on-brand and consistent in terms of style, quality and tone of voice.
- Organize and execute all social media campaigns efficiently, employing best practices to meet deadlines and track progress.
- Be proactive in suggesting new technologies, tools, and methodologies to keep clients at the forefront of new trends, and help drive mutual client/agency growth.
- Cultivate strong relationships with existing clients, over the phone, video, and in-person, ensuring their satisfaction and identifying upselling or cross-selling opportunities.
- Oversee day-to-day paid social media campaign management: campaign planning and setup, Ad creation, quality control, budget pacing, testing, measurement/reporting, and optimization across multiple social platforms for clients across varied verticals.
- Set clear channel and campaign goals and KPIs, and consistently track and report against them, using historical benchmarks to measure success, share insights, and develop action plans.
- Conduct ongoing performance tests to gauge content and campaign effectiveness; gather data and recommend updates to strategy, creative and/or budgets based on results.
- Establish workflow processes for requesting, creating, editing, publishing, and retiring content or working with potential software to perform these tasks.
- Work closely with digital designers on all social ad creatives; when necessary, use Canva to design or edit ads that drive action, and create social videos and reels.
- Work with clients to define the right approach for influencers, negotiating fair rates for content and ensuring the relevant agreements are in place.
- Collaborate with other agency teams (creative/design, content, SEO, and PPC) as needed to build and manage integrated campaigns, analyze results, and share learnings across channels and programs.
- Stay up-to-date with the latest digital technologies, social media trends, platform changes, and cutting-edge tactics, and apply learnings to campaigns.
Experience and skills required:
- Bachelor’s degree in Digital Media, PR/Communications, Marketing, Journalism, or a related field.
- 10+ years of relevant working experience in digital or social media-related efforts, developing and managing paid social media and influencer campaigns that generated leads or similar digital conversion events.
- Experience working in a fast-paced, performance-focused media agency.
- Solid grasp of social media footprint, and passionate about emerging social media platforms, trends and technology.
- Working knowledge with a range of Influencer Content Management Systems, and the ability to learn new systems.
- Experience in client relations, including the ability to understand and assess clients’ business and communication needs, and meet those needs through successful digital and social programs.
- Flexible, agile, and able to effectively switch gears / respond to rapidly changing conditions, assignments, and deadlines.
- Detail-oriented, and highly organized with the ability to handle multiple projects with ease, prioritizing when necessary.
- Strong writing and copy editing skills, for compelling and creative social content.
- Exceptional written and verbal communication skills, as well as visual presentation skills, using data to derive insights and present information and go-forward recommendations clearly to management, clients, and team members.
Software experience:
- Must have a strong understanding of social platforms (Meta, Instagram, LinkedIn, Google My Business, YouTube, X, TikTok, Bluesky, Pinterest, etc.) and marketing applications (HootSuite, Sprout Social, Tweetdeck, Airtable, etc.).
- Knowledge of leading social media monitoring platforms (Meltwater, Radian6, SOCi, etc.) is a plus.
- Working knowledge of enterprise CMS platforms, including Wordpress, is advantageous.
- G-Suite skills (Gmail, Google Docs, Google Sheets, etc.)
- Experience in software such as Canva, Adobe, Zapier, Mailchimp, Constant Contact, etc. is a bonus.