Sr. Digital Content - Kohler, United States - Kohler

Description

Sr. Digital Content & Social Media Manager

Work Mode: Hybrid

Location: Hybrid at Kohler, WI

Opportunity

The Senior Digital Content & Social Media Strategy Manager, will manage Kitchen and Bath (K&B) International content strategy & creation across international social and digital platforms to support Kohler K & B International in achieving its business goals and implementing the brands strategies through digital & social content used for earned, owned and paid media activities. In partnership with your counterparts in the international marketing department, the creative department and regional marketing stakeholders, you will help establish and scale content and platform best practices, powered by data and insights to drive performance across the international regions. This creative, yet analytical and data-driven marketer, will help lead our branded content internationally (China, India, APAC, LATAM/BRAZIL & Middle East), in creating meaningful connections supporting both upper funnel branding and direct-to-consumer ecommerce campaigns across the digital and social ecosystem.

An expert in content & international social media will play a meaningful role in advancing international digital & ecommerce demand generation content initiatives, enhancing social media performance, and building digital content capabilities through close partnerships with regions. This newly established position collaborates closely with cross functional partners from Marketing, Creative, Digital product experience, and regional marketing teams, to drive alignment of digital strategies, improve KPIs, collect and distribute best practices, lead & implement key global content and social media initiatives, and further evangelize the digital & ecommerce opportunity across the organization.

Specific Responsibilities

Content Capability Development, Strategy & Execution

• Design and execute an international content strategy leveraging digital marketing, ecommerce & social media channels to meet business objectives in key regions
• Cultivate content capabilities to produce high-quality, brand-aligned content
• Implement models for data-driven content topic validation
• Stay abreast of industry trends and technologies for content innovation
• Develop a framework for content creation, integrating international regional priorities so Kohler can accelerate content creation, execution, measurement, and optimization
• Develop a thorough understanding of external partners/vendors platforms offering to unlock access and increase adoption of features that will enhance the relevancy of content
• Manage multi market content creation opportunities
• Manage intl content strategy & creation for new product launches, campaigns, & events
• Lead content initiatives for planning, implementing, scaling & improving across businesses
• Benchmarking content vs competitors & best in class in digital content
• Develop and execute a comprehensive intl marketing content strategy that aligns with the divisions overall goals and objectives
• Develop, manage, and report on the content budget for campaigns, digital marketing & ecommerce as well as social media content, allocating resources effectively to achieve brand goals
• Partner with internal and external creative teams on the intl guidelines & standards
• Monitor and manage intl content health equity, tracking content health metrics and implementing strategies to enhance brand perception and loyalty through elevated content
• Develop an annual integrated intl content strategy, roadmap & content delivery along with a content calendar for usage in digital marketing & ecommerce
• Manage the relationship with agencies and analytics partners to develop best in class content to drive engagement & conversion across different digital touchpoints ecommerce, digital marketing & social media
• Explore and recommend technology trends that will help scale content production volumes and variations styles required to offer relevancy to consumers at the speed of culture. Vet and lead the implementation of content pilot opportunities with our JBP/key intl social platform teams and work collaboratively with the creative team to co-create new opportunities for our brands

Social Media Capability Development, Strategy & Execution

• Lead international marketing social media strategy, social media listening & collect insights and track performance leading to recommendations for social media content strategy & development
• Develop & execute bespoke Intl content social media for key product categories, international brand campaigns, events & new market launches, inclusive of production budgets, editorial calendar, distribution strategy, and CTA / product positioning, with consideration for branded content guidelines and restrictions on owned/earned social, target audience, and overall campaign goals in partnership with the regions
• Managing the campaign, product, showroom, and event initiatives within the broader international marketing on talent social training, on-set social capture, live social media event coverage, digital activations and paid media creative, influencer activations etc.
• Work closely with regional marketing to create high-impact social media moments around new product launches, campaigns & events
• Develop, manage, and report on the intl social media budget for partnerships, experiential campaigns, influencer campaigns, content creators, and brand and content marketing channels, allocating resources effectively to achieve brand goals
• Be the social media subject matter expert for international social media & marketing platforms across the global including (Meta, WeChat, Weibo, Tik Tok, Reddit, YouTube etc) & global deployment (Hootsuite), & social best practice recommendations for international regions
• Maintain International Content Calendars for international social media efforts, to focus heavily on growing the brand, and key categories supporting the lead generation efforts
• Manage social listening (Sprinklr) to generate insights and create actionable, operational reports and playbooks/best practice that led to optimization and efficiency in content performance
• Ensure content development best practices are adopted to increase brand exposure, strengthen brand image while preventing dilution of brand voice. Track brand activations and initiate the sharing of social media trends and best practices across the international community educating internal and external stakeholders. Drive test and learn approach on Intl DTC websites and social platforms to drive group-wide content innovation.
• Partner with regional social media managers to promote original content across social platforms & Support in strategy management and growth on Studio Kohler social media

Reporting & Analysis

• Provide analysis and insights into key performance metrics
• Monitoring and analyzing intl social media performance metrics, drawing insights, and making data-driven decisions to optimize campaign efficiency and return on investment. Sharing data insights consistently and garnering support for recommended actions & best practices across regions
• Develop performance KPIs & Scorecards for content
• Unlock relevant partners that will help monitor content compliance and measure content performance effectively. Develop with International and Market Stakeholders the appropriate metrics and visualizations that will help drive content performance (alignment across Global on KPIs to implement Social Media Optimization (SMO) & Social Media Marketing campaigns across platforms).

Country Support

• Collect, curate, and disseminate best practices & training to empower digital SMEs across key international regions including China, India, APAC, LATAM/BRAZIL & Middle East
• Partner with local market digital teams to support execution of highest priority content initiatives in their respective markets
• Support the rollout and execution of global campaigns
• Assist new countries with the content & social media strategies for launch
• Collaborating closely with the multi-functional international marketing teams to integrate social media into broader marketing campaigns and initiatives.

Skills/Requirements

• Bachelors degree or equivalent in marketing, communications, digital marketing, media, business advertising or related field preferred
• Minimum 4 years of experience working cross-functionally in digital marketing, digital advertising media, content strategy, social media or performance marketing
• Relevant experience in creating strategic, digital marketing & media solutions
• Digital/marketing e-commerce experience
• In-depth working knowledge and hands on experience with marketing programs across digital channels (display, search, email, social, mobile, ecommerce)
• Understanding of data and strong analytical skills with demonstrated ability to own and drive improvement of marketing and business KPIs, particularly in a complex, multi-stakeholder and fluid environment
• Proficient use of Microsoft Office Suite
• Familiarity with Social Media analytics platforms such as Sprinklr, Brandwatch or Hootsuite.
• Working knowledge of website and marketing analytics tools (Google Analytics, Adobe Analytics, etc.)
• Expertise in social content strategy and measurement, e-commerce and in-depth knowledge of the top social platforms and associated best practices
• Ability to manage and challenge external partners and internal brands in Content and social media strategy, process, measurement methods and approach
• Integrated marketing and brand campaign experience, specifically related to digital and social-forward branded content campaigns.
• Extensive knowledge of paid/branded content placement on social including platform tools (Meta handshake), guidelines for FTC disclosures, and monetization rules and restrictions
• Experience working on broad, multiple-platform brand campaigns and delivering nuanced, insight-based social strategies
• Must be able to prioritize and handle several projects at the same time in a fast-paced environment while adhering to shifting deadlines
• Proficiency in main global, China & APAC social media advertising platforms (e.g., LinkedIn Ads, Meta, WeChat, Weibo, Redbook, Tik Tok) and experience implementing targeted campaigns to drive lead generation and conversion.
• Excellent communication and collaboration skills, with the ability to work efficiently with international cross-functional teams and external partners.

Applicants must be authorized to work in the US without requiring sponsorship now or in the future.

The salary range for this position is $79,500 - $100,450. The specific salary offered to a candidate may be influenced by a variety of factors including the candidates experience, their education, and the work location. Available benefits include medical, dental, vision & 401k.

Why Choose Kohler?

We empower each associate to #BecomeMoreAtKohler with a competitive total rewards package to support your health and wellbeing, access to career growth and development opportunities, a diverse and inclusive workplace, and a strong culture of innovation. With more than 30,000 bold leaders across the globe, were driving meaningful change in our mission to help people live gracious, healthy, and sustainable lives.

About Us

It is Kohlers policy to recruit, hire, and promote qualified applicants without regard to race, creed, religion, age, sex, sexual orientation, gender identity or expression, marital status, national origin, disability or status as a protected veteran. If, as an individual with a disability, you need reasonable accommodation during the recruitment process, please contact . Kohler Co. is an equal opportunity/affirmative action employer.