SCOPE AND RESPONSIBILITIES:
The Social Media Managerwill be responsible for leading Panera’s social media efforts, including developing strategy by channel and overseeing community management, with a special focus on both defining and measuring success. The winning candidate will have a strong and intimate knowledge of the current social media landscape and have a passion for understanding the future state of the space. This person should have a proven track record of leveraging social media to drive key business objectives, preferably in the restaurant or retail industries. As importantly, he or she should have strong communication skills, an ability to thrive in a fast-paced environment and a focus on team building and results.
This role is accountable for:
Creating and executing the brand’s social media plan and tactics as part of the overall Panera marketing strategy.
Actively participating in the development of the overall media strategy: planning partnerships with the Director of Media, the Director of Creative Content and the VP of Marketing.
Monitoring ongoing conversations across all channels in collaboration with PR and social specialists on the customer service team.
Developing the editorial calendars and managing the Panera communities on Twitter, Facebook, Pinterest and any new social networks for the brand.
Identifying emerging social media channels and developing strategies for Panera’s involvement.
Strengthening Panera’s relationship with our current digital community and developing strategies to grow our social following while maintaining engagement.
Defining proper metrics for success in social media channels and tracking effectiveness and overall performance.
Ensuring branding and corporate image in social channels are consistent with overall marketing efforts.
The ideal candidate will possess 3-5 years of experience within a social media team for an active, engaged brand.
Fully immersed in all major social networks.
Expert in the use of leading edge publishing and monitoring tools.
Experience integrating social media efforts into broader media and marketing strategies.
Experience managing agencies.
Experience working in a collaborative team environment.
Strong organizational and people management skills.
Experience writing and editing for social channels, and developing editorial calendars.
Strong quantitative and analytical skills, with experience using online analytics tools.
Experience dealing with crisis and emergency communications situations.
Bachelor’s degree required, preferably with a concentration in advertising, marketing, or communications.
Passion for harnessing the power of social media to drive business results.
Active learner and forward thinker who excels at identifying evolving media trends and understanding Panera’s role in the future state.
Can create innovative and breakthrough social media strategies and plans.
Solid leadership and listening skills. Able to work collaboratively and influence key stakeholders (i.e., retail operators, corporate functions, senior leadership) without direct authority.
Strong communications skills…..verbal, written and presentation.
Thrives in a high-energy, fast-paced environment.
Is a flexible individual, creative thinker and problem solver, accustomed to working in teams.
Has the ability to take the time to learn a new organization and trust in the culture which has been developed.
Manages in a style consistent with Panera’s values-based culture.
Panera Bread - 12 months ago
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Panera Bread is expanding quickly across North America,...