Social Media Specialist

GENERAL SUMMARY:The Social Media Specialist is the owner of the organization's social media strategy - from conception to execution - to drive engagement, customer acquisition, and brand awareness. This role leads the cross-functional Social team to execute programs across all key platforms, while also partnering with other marketing channel owners for aligned content and messaging optimization. As the thought-leader for social media, this position is a key resource for all social media-related topics both within the company and to existing and prospective customers.

• Define, socialize, and execute organic social media strategy across current and emerging social channels, inclusive of both short and longer-term strategic visions
• Lead the cross-functional Social team, partnering with the internal Creative team to build monthly content calendars and define on-brand asset and messaging needs
• Responsible for daily posting, social listening, and response generation in line with brand and social strategies
• Partner with other key marketing channels (E-mail, Web, Mobile App, Direct Mail, Paid Digital) to plan, communicate, and align on overall messaging themes and timing
• Stay up-to-date on all existing and emerging social mediums, best practices and trends

• Develop content (imagery, video, copy) focused on driving customer engagement and building brand awareness
• Build deeper engagement and foster a sense of community among followers, inclusive of tactics such as responding to posts/comments and championing user generated content (UGC)
• Proactively seek, identify, and activate upon opportunities to insert the brand into relevant news topics, social conversations, and trends to drive greater brand awareness
• Partner with the Guest Engagement center to ensure timely responses and resolutions to customer feedback
  

• Lead DXL's influencer program and its growth as a customer acquisition vehicle - including influencer sourcing, vetting, campaign development, and execution, while partnering with Creative, Store Operations, and Field teams as needed
• Create and execute timely and relevant contests to drive engagement and follower acquisition
• Drive brand/product visibility and sell-through through consistent product tagging within social posts
• Explore on-brand partnership opportunities within the social, events, media, and public relations arenas
  

• Define, track, and present key performance indicators (KPI)'s to senior leadership, including metrics related to engagement, followers, acquisition, and sales
• Leverage analytics to optimize social channels, post timing, cadence, and also to inform content direction
• Gather ongoing insights from social listening, sharing learnings, sentiments, opportunities, and risks with the broader marketing team
• Facilitate consumer insight surveys to further refine understanding of the customer and topics/opportunities to drive deeper engagement
  

• Bachelor's Degree required
• 2-3 years of Social Media marketing experience
• Strong understanding of current Social Media channels (Facebook, Instagram, Twitter, YouTube, TikTok) and emerging platforms
• Experience with social media, influencer, contest, and creative management platforms (Sprinklr, Grin, Wyng, and Workfront preferred)
• Proficient in Google Analytics and Microsoft Office Suite, including PowerPoint, InDesign and Photoshop
  

• Excellent written and verbal communication skills, including presenting to leadership teams
• Capable of prioritizing and managing multiple projects under tight timelines
• Ability to lead and collaborate with cross functional teams, building relationships while achieving results
• Comfortable working independently with minimal direction