Social Media Strategist III

Overview

To implement and manage the organization's enterprise-wide social presence, including: the paid social advertising program; social intelligence, listening, and reporting; platform strategies and business cases for new platforms; content strategies that enhance the brand on social media; social governance and policy; and the employee advocacy program. Plan, develop, implement, and manage a long-term strategic plan that supports enterprise objectives, the corporate marketing plan, and brand. Develop campaign strategies and performance metrics that promote optimal visibility for Navy Federal and maximum engagement with the social community. Manage and implement external and internal social media campaigns and communications. Build and manage ongoing relationships with social media platform representatives, key vendors, and agencies. Serve as a social media subject matter expert and consult on social media best practices with internal stakeholders. Works on the most complex assignments and mentors lower-level team members.

Responsibilities

• Implement and lead the paid social advertising program and future marketing strategies aligned with industry peers
• Lead strategic development of social media campaigns to leverage product and service offerings to create new buying opportunities for members on all social media platforms
• Manage and track the paid social advertising budget, track platform and vendor budgets in support of social, and make key contributions to Annual Financial Plan (AFP) development; lead programs including budget forecasting, tracking and performance
• Lead social media campaign plans and editorial calendars, analyze performance and effectiveness against corporate goals and department objectives, and present actionable learnings to executive leaders
• Collaborate with multiple stakeholders (internal and external) to ensure alignment of strategies and tactics, and the development and performance of the analytics and metrics framework
• Implement and lead social engagement programs to encourage positive member and prospect interactions, user-generated content (UGC), and testimonials
• Lead in developing and implementing a matrix of decision making and ensure integration of business and marketing strategic plans for all social media platforms
• Operationalize and present social data across the organization to identify and recommend decisions, inform and implement new strategies, and improve processes
• Implement and manage a multi-year strategic plan to maximize Navy Federal's brand awareness on social media platforms and ensure alignment with enterprise and department strategies
• Lead, develop, and present recommendations to ensure and/or improve favorable member experience to include appropriate tone, sentiment, and accurate messaging for external-facing content
• Build and maintain partnerships with key business unit stakeholders and senior management across the organization to facilitate consistency in messaging, brand voice and ensure compliance with established social media policies and procedures
• Lead and collaborate with third-party vendors (e.g., social media management system, URL shortener, UGC platform, employee advocacy tool, etc.); coordinate with Procurement, ETS, and InfoSec to regularly review vendors for efficiency and value; initiate requests for proposal (RFPs)
• Assist leadership in creating governance policy for all social media platforms, and ensure that all credit union business adheres to the rules of engagement
• Contribute complex input and implement the corporate social policy and eLearning module to provide guidance for team members, leaders, and stakeholders on appropriate social media use; collaborate with OGC and risk groups on the development and implementation of policy and collaterals
• Develop strategies for establishing presence on new social media platforms or using new platform features (Stories, livestreaming, channel takeovers, etc.)
• Monitor and analyze platforms identifying existing and emerging challenges (e.g. algorithm or targeting restrictions, etc.) and define, develop, and execute complex and effective strategies to resolve and support needs, opportunities, and solutions
• Bring external perspective and ideas from relevant sources; stay current with technology, government/policy impacts, industry best practices, and up-to-date competitive insights; and mentor lower-level team members to do the same
• Develop, design, and implement social media compliance and security programs to meet corporate policies and requirements of the Consumer Financial Protection Bureau (CFPB), NCUA, and other regulatory agencies
• Analyze and provide highly complex input to division leadership for General Counsel, Compliance, Internal Audit, and other business unit responses to confidential/sensitive inquiries from regulatory agencies
• Identify, report, and present social media complaint trends and high priority escalations to the CEO and other senior management
• Perform other duties as assigned

Qualifications

• Bachelor's Degree in a related field such as Marketing, Communications, Public Relations, or the equivalent combination of training, education, and experience
• Expert knowledge of social media channels, review sites, and emerging media
• Significant experience in developing and managing large corporate social media campaigns and related budgets
• Advanced skill with social media management systems (SMMS), employee advocacy tools, and paid social advertising platforms
• Advanced knowledge of marketing principles such as branding, promotions, production, communications, direct marketing, product life cycles, and business strategies
• Advanced knowledge of strategic planning and project management for marketing, advertising, or corporate communications
• Experience demonstrating thought leadership, initiative-taking, decision-making, and creativity solving business problems
• Advanced skill presenting findings, research, analysis, conclusions, alternatives, and information clearly and concisely
• Significant experience in leading cross-functional, multi-dimensional teams and projects of the highest complexity, business risk, and with significant impact
• Extensive experience managing multiple priorities independently and/or in a team environment to achieve goals
• Significant experience in leading, guiding, and mentoring others
• Expert verbal and written communication skills
• Advanced organizational, planning and time management skills
• Advanced knowledge of media operations, specialized publications, and editorial practices
• Advanced skill in building strategic and execution-focused plans and alliances with leadership
• Expert analytical skills to include summarizing information and clearly identifying key elements, patterns, results or relationships staff, management, vendors, and members diplomatically and tactfully

Desired Qualifications

• Experience using Meta Business Suite to launch and manage paid social campaigns
• Experience in the financial services industry
• Experience partnering with marketing agencies
• Experience promoting lending products on social media
• Experience working with the Agile work methodology
• Master's Degree in a related field such as Marketing, Communications, Public Relations, or the equivalent combination of training, education, and experience
• Working knowledge of regulatory and financial regulations and compliance protocol
• Advanced knowledge of Navy Federal's functions, philosophy, operations, and organizational objectives

Hours: Monday - Friday, 8:00AM - 4:30PM
Location: 820 Follin Lane Vienna, Virginia 22180

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