Social Media Manager
Drive Shack

Job Info

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About Drive Shack Inc.

Drive Shack Inc. is a leading owner and operator of golf-related leisure and entertainment businesses focused on bringing people together through competitive socializing. Today, our portfolio consists of American Golf, Drive Shack and Puttery.

Job Purpose

We are looking for a creative, organized, and experienced Social Media Manager to drive strategy and execution for our portfolio of entertainment & hospitality brands. Under the supervision of the Head of Brand Marketing and Communications, the Social Media Manager will create and execute content for our digital social media platforms Including Facebook, Instagram, LinkedIn, TikTok.

This is a fast-paced role that requires managing a lot of moving parts, reacting in real-time, engaging with our followers, trying new and innovative strategies to achieve the organizations goals, promoting growth and engagement, and analyzing the data to make optimizations. Content creation is key.

As our Social Media Manager, one must have proven success launching and building brands on social. They must have a data-driven mindset, always looking at the numbers and interpreting and highlighting trends as they emerge. They are nimble and able to identify and respond to both momentary trends and long-term changes in the media environment.

This person is innovative, creative, and able to easily collaborate with cross-functionals and translate business objectives into social media impact. Experience running influencer campaigns and campaigns for large footprint organizations is a plus. This person has an entrepreneurial spirit and has worked with a lot of different types of social media initiatives to help businesses achieve their goals and get results.

Responsibilities

• Develop engaging content and implement a comprehensive organic social media strategy, refined by channel (IG, TikTok, FB, LinkedIn), to drive step-change growth in overall follower growth and engagement rates.
• Establish KPI dashboard for organic social media results and share reporting and analysis on a frequent basis, leveraging past learnings to impact positive change and growth
• Develop and manage content strategy and content calendar for Drive Shack Inc., inclusive of brand voice and aesthetic. Determine the balance of national vs. localized content as part of the broader strategy. Engage the field teams to define their role as content contributors to feed the broader system. Define content needs for agency partners and work with them to execute.
• Lead content strategy and tactical execution for owned and paid social media efforts across Instagram, TikTok, Facebook, LinkedIn and any other emerging platforms deemed relevant to the brand
• Develop content ideas that are first-of-their-kind, reinforcing Drive Shack Inc.’s brand while driving authentic engagement and reach
• Create unique and engaging social content to drive engagement around key company initiatives and major national holidays/storylines
• Strategize beyond social media to expand digital concepts throughout multiple channels, serving as a proactive and valuable member of the Marketing Department
• Develop a content calendar that’s engaging and relevant, set KPIs, and own reporting on an ongoing basis (daily, weekly, monthly, and so on)
• Assess potential influencer partnerships and manage our burgeoning influencer program, from paid to in-kind gifting driving UGC and/or reach.
• Develop and implement greater digital engagement strategies i.e., Facebook Live, Social Page takeovers with key influencers, Facebook chats, giveaways, partnership programs and brand content series
• Continue to strengthen and build our social media community through authentic tactics that create an interactive relationship between the audience and Drive Shack Inc. brands
• Continuously monitor feedback and do data analyses to determine the best approaches for future social media campaigns, creating a response matrix for all Drive Shack Inc. social accounts
• Develop and execute plan to drive positive digital presence on popular reviews sites (e.g., Google, Yelp)
• Serve as in-house subject matter expert on social media and content trends, listening to and monitoring social conversations and reviews, and sentiment mentioning brand, competitors, and news which may impact program execution, identifying new opportunities to promote the brands and grow following via numerous social media platforms
• Work closely with IT on the digital experience in venues, providing creative input into in-venue game development, to drive a consistent, engaging, and seamless digital experience with our brand
• Take ownership and an active role in the design and production aspect of your projects from end-to-end, from emailing specifications to a graphic designer to following up with another department for a file, no task is too small to complete the job
• Run display advertising campaigns, clearly developing, and planning them from a strategy standpoint to achieve clearly defined objectives

Qualifications and Skills

• 3-5 years of communications/PR/social media experience with an agency or in-house at an entertainment brand
• Exceptional writing and communication skills, including demonstrated ability to develop and nurture a consistent and engaging brand voice
• Knowledge of industry trends, social platform best practices, and emerging platforms and tools, such as Facebook, Instagram, LinkedIn, YouTube, Google+ and Pinterest
• Proven success in translating creative ideas and campaigns into successful social media executions
• Experience using social media publishing, listening, and measurement tools (e.g., Sprout Social)
• Passionate about building a business. Desire to work in a fast-paced, high-energy environment
• Self-motivator with a collaborative spirit
• Dynamic storyteller with the ability to communicate effectively and efficiently across all levels within the organization, and comfort presenting to senior leadership
• Photography, graphic design, or video background a plus
• Must be proactive, highly organized, able to work with minimal supervision, and strong multi-tasker, to maintain fast-paced workload with exceptional attention to detail and ability to present error free work
• Must be passionate about content creation and brand growth in a digitally driven world
• Must have a globally minded perspective, with the ability to be considerate of different perspectives and cultural differences
• Passion for understanding consumers; ability to spot and leverage pop-culture and emerging trends that matter to our brand and consumer
• Creative thinker that can develop various angles on stories and content that deepen customer’s connection to the brand
• Work extended hours (such as weekend coverage) as required and/or during other busy periods based on business needs
• Passion for seeking new approaches to engaging with the audience beyond “what’s working now”
• Exceptional skill with the nuances of social media content, including the use of hashtags, emojis, and acronyms
• Excellent interpersonal and customer service skills
• Ability to push through ambiguity to drive for clarity and the best possible outcome in the face of unexpected budget or strategy shifts
• Travel by air and ground transportation unaccompanied and overnight, as necessary

Working Conditions

• Prolonged periods sitting at a desk and working on a computer
• Ability to stand for hours at a time assisting with venue openings and other projects
• Ability to travel, unassisted to special events and to support major initiatives
• Must be able to lift up to 25 pounds at a time without assistance
• Reasonable accommodations will be made to enable individuals with disabilities to perform the essential functions

Drive Shack Inc is committed to equal opportunity in the workplace, preventing discrimination and harassment, including sexual misconduct, based on legally protected diversity characteristics (such as race, color, religion, national origin, sex, age, disability, sexual orientation, gender identity or expression, family status, citizenship, genetic information and veteran status) in its application and hiring processes and in its employment decisions. Additionally, Drive Shack takes action to prevent retaliation and to create a respectful, equitable and inclusive environment for everyone.

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