Social Media Manager
6 days ago
Lead the development and execution of social media initiatives and key opinion leader (KOL) management. This role is pivotal in identifying business and communication prospects for Royal Caribbean through social platforms. Aligning with business objectives, the manager will create and implement strategic digital communications to enhance business performance.
• Oversee and expand the KOL/KOC network across various social media platforms, including TenCent, Red, Douyin, and other travel-related channels.
Additionally, this position entails crafting, organizing, and executing promotional marketing strategies based on data trends, promotional mechanisms, creative briefs, and performance analysis, including media and social plans for selected campaigns as necessary. Collaborate closely with key business units such as media, creative revenue, DCD, TMKT, and sales support teams to ensure promotional messages are coherent and effectively communicated through suitable marketing channels.
Key Responsibilities:
Collaborate with social and media agencies to establish a strategic framework for brand activities. Identify business and communication opportunities for Royal Caribbean across social channels, developing strategic and effective digital communications aligned with business goals. Lead or co-lead integrated marketing and social campaigns with social/media agencies and key platforms, acting as a designer of social media and content strategies that consider both channel and content effectiveness. Manage and expand the KOL/KOC network across social media channels, including Tecent, Red, Douyin, and other travel-relevant platforms. Establish KPIs and monitor performance for brand/social campaigns, proactively seeking optimization opportunities based on identified challenges. Oversee day-to-day agency management, ensuring tasks are completed on time and within budget while achieving deliverables. Guide agencies, internal teams, key partners, and influencers to enhance understanding of consumer and brand dynamics. Work in tandem with media managers, creative teams, and external agencies to fulfill brand creative requirements across social media channels. Identify and engage influencers to boost overall brand visibility across various social platforms. Analyze social media metrics to refine campaigns/KOLs and strategies for maximum effectiveness. Conduct market analysis covering consumers, competitors, channels, and media. Responsible for content development and providing reports with analysis for performance enhancement. Collaborate with sales and revenue teams to devise and implement promotional and media strategies to meet business objectives. Coordinate with other departments/agencies to maintain a consistent brand image and address diverse target needs across all channels.Qualifications and Experience:
Bachelor’s degree or higher. 7-10 years of progressive experience in social marketing, preferably in travel, FMCG, or e-commerce sectors. Experience in a social agency is advantageous. Strong comprehension of social and digital media. Proven track record in managing end-to-end campaigns and projects, including planning, execution, evaluation, and presentation. Experience in managing multiple agencies. Over 2 years of team management experience.Skills and Competencies:
• Strong consumer orientation and insight
• Strategic and creative thinking abilities
• Solid business acumen and analytical skills, with a keen sensitivity to data
• Results-driven with the ability to navigate ambiguity
• Excellent interpersonal communication skills, capable of engaging with all management levels, agency contacts, and travel agent partners. Proficient in both oral and written English
• Strong project and time management skills, with a focus on execution and attention to detail
• Aesthetic sense and brand association
• Leadership qualities and teamwork
• Proficient in agency management and familiar with the agency briefing process
• Ability to work effectively under pressure
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