Director of Social and Digital Properties Strategy, NA

Job Description: Director of Social and Digital Properties Strategy, North America Location: Newark, NJ Summary: We are looking for a digital properties innovator and strategist to take our Mars Wrigley digital presence to the next level.
This person is responsible for creating and driving our portfolio of brands (M&M’s, Snickers, Skittles, etc) digital strategy with a focus on owned properties, social platforms and influencer marketing.
They will ensure that our digital approach is aligned with the brand pillars, marketing objectives and business goals.
They will partner with our in-house teams and creative studio to create disruptive, compelling, and engaging content that entertains, educates, and ultimately drives consumer engagement across all social & digital platforms.
This person should have a deep understanding of the social and digital world, always be on the leading edge of digital innovation, and drive integrated digital campaigns that fit within the overall marketing strategies.
This position will oversee a team of 5+ inclusive of digital content, social and community managers.
This subject matter expert role will be a key part of Mars Wrigley Marketing transformation and is critical to delivering the digital strategy and programming across a portfolio of brands (ex.
Skittles, M&M’s, Snickers, etc.
) Key to the role will be working with the brand teams, Brands and Content team, and content development studio -inclusive of internal and external agencies – by leveraging insights from the consumer, the marketplace, and the digital landscape to execute high-impact campaigns that are fit for each digital touchpoint while managing communities.
This will include an audience engagement strategy, campaign set up and ongoing optimization, and collaboration on test and learn plan development and measurement/reporting.
Key Responsibilities: Digital Strategy Create the vision for a thriving digital ecosystem inclusive of determining priority platforms, establishing stretching KPIs, and defining a strategy for each cell and brand team across Owned and Shared digital platforms.
Implement innovative digital strategies that leverage consumer insights and brand strategy to build a best-in-class engagement approach that results in meaningful and long-lasting relationships with our community.
Drive breakthrough digital marketing tactics to help cement brand equity as an innovative digital leader.
Exhibit a superior understanding of the digital landscape, leading trends, and changes in consumer behavior, identify social innovations to leverage on TikTok, Instagram and key social platforms, as well as across digital touchpoints including brand websites, Dcom, etc.
Influencer and Social Media: Partner with brand teams, Brand & Content team and Digital Hive Studio to lead the development of “best in class” content that is fit for platform against each of the social media activation partners (i.
e.
Facebook, Instagram, Pinterest, Snapchat, Tik Tok …etc.
), in all relevant tactics and formats.
Identify ways to evolve influencer marketing approach, given a constant scaling network, through technology solutions or agency relationships.
Develop platform-specific strategies and content execution plans for organic social (macro and micro) to amplify brand messaging, drive brand awareness, support new product launches, drive revenue and grow engagement and reach across TikTok, Instagram and key global social channels.
Establish integrated social media and influencer marketing campaigns that amplify the overall brand strategy and drive tangible business impact.
Work closely with teams cross functionally to support sales and retail initiatives.
Manage social and influencer budget.
Owned Properties: Accountable for consistency, coherence and compliance of Mars owned digital properties (websites) within the region.
Responsible for creating our foundation brand owned website presence across the region.
Leverages our digital properties and improve the relevance and effectiveness of them in support of our overarching brand and content strategy.
Ensure owned properties align to our brand content digital demand, SEO and social goals and are managed with the consumer journey in mind.
Provide thought leadership and expertise within the digital space: Oversee the monitoring and evaluation of comments, ratings and reviews, measure activity and analyze traffic patterns, activity levels and how well social media messages are received.
Provide feedback to brand team and marketing leadership and make recommendations for improvements.
Research & develop insights around existing and emerging social media platforms, influencers, competitive brands, and trends to assist in the development of brand’s social content & campaigns.
Lead data and analytics reporting, delivering monthly reporting to leadership team, showcasing proven growth, and implementing optimizations to strategy.
Present new innovative initiatives based on emerging trends in digital branded entertainment and technology such as AI, gaming, etc.
Leadership Consult and lead cross-functional partners across Brands and Content, Media, PR, etc.
to implement digital thinking into all brand marketing plans and drive cohesive consumer journeys.
Act as liaison with global counterparts on sharing North America results with stakeholders as needed Minimum Qualifications: 10+ years of relevant work experience in social media, influencer and/or community marketing.
Bachelor’s Degree or Certificate required.
Strong knowledge of contemporary digital media (websites, search, social media, content marketing, influencers, video, mobile).
Have a deep understanding of micro & macro influencer marketing strategies.
Deep understanding of the digital world and be on the pulse of new-age digital innovation (initiatives and platforms).
Proven success across social media, influencer, and paid (personally or commercially) with metrics and case studies.
Proven ability to manage and negotiate influencer and creator contracts.
Proficient in influencer and social media management software and tools.
Preferred Qualifications: Marketing Campaign Management - Must have a solid understanding of marketing organizations, operations, creative and media planning.
Consumer Insights - Exceptional experience applying consumer insights to improve campaign targeting, delivery, performance, etc.
Leadership - Campaign leadership skills - end to end campaign development What can you expect from Mars? Work with over 130,000 diverse and talented Associates, all guided by The Five Principles.
Join a purpose driven company, where we are striving to build the world we want tomorrow, today.
Best-in-class learning and development support from day one, including access to our in-house Mars University.
An industry competitive salary and benefits package, including company bonus.
#LI-AD1 Mars is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law.
If you need assistance or an accommodation during the application process because of a disability, it is available upon request.
The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request.