Account Director Influencer Marketing
Toronto
Edelman – Entertainment, Culture & Sport /
Full-Time /
Hybrid
Position will be at Samsung office for the first 12 months
Edelman has evolved in Canada from its legacy as solely a PR agency to an integrated agency with specialties like Data & Intelligence, Paid & Performance Media, Planning & Creative, and Digital Marketing. This evolution has led to integrated mandates with large Canadian brands and the awards to match, from Cannes, CMA, Strategy and the like, all wrapped in an award-winning culture.
Edelman Toronto is looking for an Influencer and Community Marketing Manager to work with their client, Samsung. This will be a 12-month secondment with Samsung. Once this is completed, they will continue with Edelman
The role of the Influencer and Community Marketing Manager is to help build, cultivate, and maintain a positive community of fans/ambassadors across the brand’s social media channels. A strong and engaged community of fans on social media helps drive brand image and reputation, demonstrates the brand is listening and genuinely committed to addressing customer concerns, and helps ensure fans get relevant information to product questions in real time. This role is two-fold: firstly, it centers on building an engaged community through day-to-day community management. Secondly, influencer marketing and creator management to create content that resonates within the brand community.
Within Community Management, the Manager will identify new opportunities and elevate existing positive discussions to create a positive social atmosphere, reward consumers and fans for their engagement with relevant responses and other opportunities (i.e., surprise and delight, contesting, etc.), and help establish the brand’s social media as a core communications hub. In addition, the Community Manager will proactively and reactively help manage risk cross-functionally by identifying negative conversations or concerning trends and triage/respond in real time.
Within Influencer, the Manager will drive strategy and execution across a range of always-on creator programs and campaign launches. While existing organization strategy exists, refining it at a campaign and cross-divisional level is paramount to ensure our programming resonates. This role works closely with the brand’s Direct-to-Consumer team, whereby affiliate influencer marketing is increasingly part of the scope. Driving demand and leads is thereby critical to our programming moving forward. This role works closely with the agency of record for influencer to ensure plans and KPIs are achieved.
Title while at Samsung will be Influencer and Community Marketing Manager
Responsibilities
- Must have Community Management and Influencer Marketing experience
- Community Management (50%)
- Review, listen, and respond to inbox inquiries, wall posts, post comments, etc. in real time (9am – 5pm EST, M-F); channels/pages currently include Facebook, Instagram, Twitter and YouTube
- Help increase engagement and awareness of external facing campaigns and communications through increased community management
- Browse and re-share UGC, media coverage, influencer content, and more to foster engagement
- Collaborate with Corporate Service to manage customer service issues quickly and effectively
- Support Corporate Communications with media and consumer issues tracking
- Develop and support campaign launches with response matrixes and key messages documents
- Complete monthly reports to support social strategy work and campaign briefings
- Support creative / social agency with relevant insights from the community to support organic content marketing opportunities
- Liaise with internal stakeholders to ensure brand guidelines and new processes are implemented accurately
- Collaborate and manage agency as required to support on community management (leveraging existing or incremental SOWs)
- Influencer Marketing (50%)
- Develop and implement divisional influencer marketing strategies aligned with overall brand and business objectives
- Collaborate with cross-functional teams to integrate influencer marketing into broader marketing and brand campaigns
- Identify and cultivate relationships with relevant influencers aligned with cross-divisional audiences
- Oversee the end-to-end execution of influencer marketing campaigns, ensuring seamless integration with agency partners
- Conduct market research and stay on top of industry trends to provide actionable insights to optimize future influencer campaigns
- Support the agency with reviews and approvals of influencer IDs, reviewing contracts, writing briefs, and ensuring the agency gets the details they require from the brand’s cross-functional teams to deliver on program plans
- Collaborate with the agency and cross-functional teams to determine budgets, manage budgets, and ensure cost-effectiveness
- Educate, coach and inspire cross-functional teams on the benefit and value of influencers within the marketing mix
- Establish a monthly influencer dashboard to chart and assess the effectiveness of influencer marketing within the brand across the various lines of business
Qualifications
- MIN 5 years experience in Influencer Marketing and Community Management for a top tier consumer brand preferred
- Experience within Influencer marketing includes:
- Managing Influencer programs, Outreach Strategies, content planning, understand the paid promotion landscape for Influencer content
- Developing and leading integrated Influencer plans
- Clear understanding of the Influencer Marketing landscape, importance and role of Influencer Marketing and best practices
- Expert knowledge of popular social media channels including Instagram, Snapchat, TikTok, Facebook, X, YouTube, LinkedIn, etc.
- Demonstrated understanding of social media best practices and tools- and proven success
- Always staying up to date with the latest content, platform and industry trends and best practices for influencer marketing
- Digitally savvy, understands how social fits into a broader 360° campaign
- Incredible attention to detail and ability to multi-task
- Demonstrated resilience in managing competing priorities/programs
- Very strong writing and communication skills
- Knowledge of social media analytics and reporting
- Ability to work independently in a fast-paced environment
- Strong presentation skills, ability to host video content as needed
- Strong interpersonal skills, ability to work cross-divisionally and functionally and balance the interests of multiple stakeholders
- Passion for technology and consumer electronics
- Experience building content plans, creating content and monitoring and responding to consumers on a consumer brand’s social media channels
- Experience supporting broader crisis management within an organization
- An active profile on social media channels
- Ability to prove successful track history by showcasing external rewards/recognition, is a strong asset
- History working in-house at a corporate or an agency developing and executing influencer strategies and plans
- Experience working with and managing an agency
- Scrum / Agile methodology (asset)
- Post-secondary education in Marketing, Journalism, PR or related field preferred
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Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Our 6,000 people in more than 60 offices deliver communications strategies that give our clients the confidence to lead and act with certainty, earning the trust of their stakeholders. Our honors include the Cannes Lions Grand Prix for PR; Advertising Age’s 2019 A-List; the Holmes Report’s 2018 Global Digital Agency of the Year; and, five times, Glassdoor’s Best Places to Work. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Data & Intelligence (DxI) and United Entertainment Group (entertainment, sports, lifestyle).
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