Social Media Strategy Manager

Chicago, IL

As the Social Media Strategy Manager, you will lead national social media for GTI Retail Brands. You are responsible for the complete stewardship of Social Media as an integral piece of the larger Communication Channel Strategy and Consumer Journey (aka path-to-purchase). Your purview includes social channel strategy (Facebook, Instagram, Twitter, other), content strategy, supervision of content development/production, campaign execution, and tracking/reporting KPIs. The overall goal of this position is to simultaneously build brand through content engagement and effectively move consumers through the sales funnel (acquisition and retention of followers). A crucial part of this role is to collaborate and coordinate with team members assigned to SEO, digital strategy, community management and reputation management.  The Social Media Strategy Manager will report to the Retail Marketing Brand Director. The Social Media Strategy Manager will also play a role guiding social media content supplied by from the corporate organization, store managers, and other hyper-local initiatives. 


Responsibilities 

Social Media Subject Matter Expert 

  • Represent the role of social channels in relationship to consumer behavior and retail brand goals; develop social marketing strategies that are native to individual channels and demonstrate tangible ROI 
  • Develop tactics, plans, partnerships, tools and creative partners that help achieve the business goals 
  • Seek out strategic partnership opportunities with content publishers 
  • Be at the cutting edge of the cultural zeitgeist; understanding internet, social and meme culture and how to credibly and sensitively work within it while maintaining brand safety/compliance 
  • Grow and manage social engagement ensuring milestones are set and met 
  • Establish and maintain collaborative/cooperative relationship with GTI Social Media Team to create a culture of best practices, sharing, and continuity 


Content Strategy, Development and Management 

  • Develop and maintain a complete Social Media Content Strategy and Calendar that works in sync with the larger Promotional Calendar of the brands, cultural calendars (key cannabis holidays), and GTI product news/introductions 
  • Execute social media publishing strategies ensuring that all posts are accurate, punctual, safe; implement brand filters that ensure we are “on-brand”  
  • Demonstrate how brands participate in social media in an authentic way 
  • Maintain relationships with external and internal agencies/design teams to brief and manage original content creation; manage creative partner relationships. 
  • Explore the creative boundaries of the medium using technology tools and external resources 


Reporting, Analytics, Insights 

  • Collect, analyze and use social data to affect change  
  • Identify opportunities and vulnerabilities for the brands using listening and sentiment analysis  
  • Report on campaigns and augment our approach based on analysis to ensure the most effective approach 
  • Maintain competitive intelligence 
  • Set retail brand performance baselines and goals 


Qualifications  

  • 4 year degree in marketing or related field preferred 
  • 6-8 years in a related marketing role 
  • Must have strong work ethic and attention to detail 
  • The candidate is passionate and knowledgeable about cannabis, culture 
  • Excellent communication, collaboration, and planning skills with meticulous attention to detail 
  • Ability to successfully organize, prioritize and manage multiple projects under strict deadlines 
  • Must be self-motivated and comfortable working autonomously 
  • Must understand and comply with the rules, regulations, policies, and procedures of GTI 
  • Must have a solid understanding of the Medical Cannabis laws and regulations, rules and regulations set forth by the state and the D.O.A.; a pursuit to further their understanding and knowledge of the industry and the laws is appreciated and commendable 


Additional Requirements 

  • Must pass any and all required background checks  
  • Must be and remain compliant with all legal or company regulations for working in the industry  
  • Must possess valid driver’s license 
  • Must be a minimum of 21 years of age 

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