Manager, Social Media

Canadian Tire Corporation • Toronto, ON

8d • $79,000 - $131,000

About The Position

As a Social Media Manager for Organic Social and Community Management, you will play a critical role in our Social Centre of Excellence team to build a best-in-class social experience for our customers. You will work closely with other internal teams including marketing, merchandising, sports & community partnerships, Brand Communications & Corporate Communications to build strategy, create content and achieve KPI’s. You will be accountable for building and managing our social communities, understanding the importance the channel plays in creating both individual connection and broad reach to our most important constituents, our customers. You will also work in close collaboration with our agency partners for creative execution, including creative and influencer agencies and moderation agencies. Be a strategic thinker who can push our approach to social media and capitalize on trends in real-time, creating top-tier, industry leading social channels for Canadian Tire & Hudson’s Bay Find new and exciting ways to engage customers on social media to drive brand affinity and impact all areas of the funnel – awareness, engagement and conversion. This includes integrating social content into our owned ecosystem to support channel-specific objectives (e.g. social integration on site). In this role, you will lead Social Channel Strategy, including channel positioning, objective and KPI setting and performance analysis and reporting Lead Community Management for HBC and CTR (both corporate and local channels) including managing agency, moderation guidelines, escalation processes, daily escalations and crisis management. The manager will also need to ensure we have an updated escalation coverage calendar and process in place and be accountable for setting best practices with other banner leads for social to ensure that we manage issues and escalations consistently, with an ability to address x-banner needs in a coordinated manner. Occasional after hours and weekend work when escalations arise that require immediate management with senior leadership team (~5-10% of time). You will use a data driven and innovation centric approach to inform our strategy, implementing a test and learn approach that can be socialized beyond the COE. A crucial aspect of your role is performance analysis, where you will regularly assess channel, post and overall performance alongside business results. Based on these insights, you will provide performance updates and reports to relevant teams to drive data-informed decisions. These insights shape our strategy, channel development and organic content and ensure we stay closely connected to brand perception. As the Social Media Manager, you will identify key opportunities for Canadian Tire to be a leader in the social space when it comes to driving strategy, content, community management and enhancing the customer experience. This will require an ability to be equal parts strategic and nimble to capitalize on key brand and cultural moments, to drive relevancy and engagement. Staying up-to-date with industry trends and emerging technologies will be crucial in ensuring our continued success. In this position, you will lead social-first brand produced content. This includes ownership of the content calendar and execution of day-day content through working with various agencies, influencers and brand partners. You will also collaborate with campaign marketing teams (Social Commerce, Promo, Christmas, Olympics), Merch/Brand and Partnership teams. You will occasionally have to attend evening, weekend and after-hours events in person to capture content at events (~10% of time) This role requires management and development of a high performing team of currently 4 members (2 Associate Managers, 1 specialist, 1 community engagement lead). Be an effective, collaborative leader to contribute to the build and scale of the Social Media CoE, supporting the Director and AVP in that mandate. Overall, this role requires strong leadership skills, strategic thinking, creativity, a high degree of agility, collaboration with various stakeholders, a strong data and analytics skill set and a passion for driving innovation in the social landscape.

Requirements

• Bachelor's or Master’s degree in marketing, media, communications, public relations or equivalent training
• Led complex teams with over 5-7 years experience, executing social media campaigns across all platforms with a track record of growing audiences, driving engagement.
• Passion for all things social/digital and creating innovative customer experiences.
• Knowledge of social media, retail, pop culture and marketing trends.
• Strong strategic and technical background with focus on digital/social channels, influencers, including robust knowledge of content creation and best practices by platform
• Experience creating social media strategies, marketing communications, leading cross functional meetings, managing production and execution of content.
• A strong relationship builder, with a proven ability to collaborate with cross-functional teams, agencies and manage key stakeholders
• Online savvy with understanding/working within brand/legal policies and guidelines for social media
• Proficiency in creating content including platform editing and tools like Canva.
• Strong ability to utilize data and customer engagement metrics to find opportunities
• Established relationships with 3rd party vendors like Google, Meta, TikTok, etc to drive collaboration, innovation and adoption of emerging opportunities
• Customer-focused individual, with exceptional written and oral communication skills
• Ability to work independently with the ability to work with tight deadlines and adapt to change.
• Ability to work a flexible schedule which includes some weekends and potentially holidays for posting, engagement, content creation and occasional travel.
• Comprehensive knowledge of the media landscape (both digital and traditional)
• Experience boosting posts/paid social media execution.
• Strong leadership skills with a proven ability to coach and develop a team

Responsibilities

• Lead Social Channel Strategy, including channel positioning, objective and KPI setting and performance analysis and reporting
• Lead Community Management for HBC and CTR (both corporate and local channels) including managing agency, moderation guidelines, escalation processes, daily escalations and crisis management.
• Ensure we have an updated escalation coverage calendar and process in place and be accountable for setting best practices with other banner leads for social to ensure that we manage issues and escalations consistently, with an ability to address x-banner needs in a coordinated manner.
• Use a data driven and innovation centric approach to inform our strategy, implementing a test and learn approach that can be socialized beyond the COE.
• Regularly assess channel, post and overall performance alongside business results.
• Provide performance updates and reports to relevant teams to drive data-informed decisions.
• Identify key opportunities for Canadian Tire to be a leader in the social space when it comes to driving strategy, content, community management and enhancing the customer experience.
• Lead social-first brand produced content.
• Ownership of the content calendar and execution of day-day content through working with various agencies, influencers and brand partners.
• Collaborate with campaign marketing teams (Social Commerce, Promo, Christmas, Olympics), Merch/Brand and Partnership teams.
• Attend evening, weekend and after-hours events in person to capture content at events (~10% of time)
• Management and development of a high performing team of currently 4 members (2 Associate Managers, 1 specialist, 1 community engagement lead).
• Contribute to the build and scale of the Social Media CoE, supporting the Director and AVP in that mandate.

Benefits

• Comprehensive benefits and retirement programs
• Performance incentives
• Continuing Education Programs
• Other perks to support your well-being
• Career growth opportunities
• Product discounts
• Store discounts
• Supported learning through our Triangle Learning Academy
• Canadian Tire Profit Sharing
• Retirement and savings programs for eligible employees
• Mental health benefits in the amount of $5,000 per year for benefits-eligible employees and their families
• Total well-being, and mental health tools and resources for all employees

What This Job Offers

• Job Type: Full-time
• Career Level: Manager