Job Description
DEVELOPMENT
- Cultivate career path and actively seek professional development opportunities alongside the company.
- Tell us what we do not know with regular candor.
- Brainstorm and innovate to improve company, job and partners.
OVERALL
- Engross yourself in culture, food and travel, becoming an expert in its personalities, products and processes.
- Promote a “story-first” approach in all that we do.
- Achieve goals and KPIs associated with job responsibilities.
- Maintain a nuanced understanding of social media networking and content sharing platforms as well as the latest tools and applications.
- Keep up-to-date on current trends within the represented industries of the agency.
- Maintain an understanding of each partner’s brand voice and be able to create authentic stories which drive engagement and ultimately revenue for our partners.
- Find opportunities to help evolve and share Kinship’s own story in our practices, communications vehicles, relationships, marketing materials, reports and plans as well as live and online presences.
- Similarly, work with colleagues to ensure resonant storytelling practices and copy across marketing disciplines.
- Develop a keen understanding of measurement and reporting tools.
- Evaluate and recommend social media software and platforms.
- Interface with team members in other disciplines for strong coordination of integrated marketing campaigns.
PARTNER RESPONSIBILITIES
- Attend partner meetings.
- Update and present partner marketing briefs.
- Account Lead a minimum of two partner accounts.
- Serve partners impeccably and look for opportunities to connect with them and to maintain their brand.
STRATEGY
- Contribute to Kinship On-Trend Social Media Tool.
- Trendspot, sharing updates and analyzing application of trends to partners.
- Research and provide suggestions for implementation on creative softwares.
- Direct strategy.
- Develop campaign identities.
- Integrate timely trends into strategies.
- Share strategy storylines to be executed.
- Attend partner events and support partner relationships.
- Develop a strategy on social media platforms in order to:
- Promote learning (evoke, position, inform)
- Influencer choices (persuade, direct, incentivize)
- Enhance (reward, enhance, elicit)
- Facilitate (recognize, enable, simplify)
- Foster connections (create, curate, amplify)
- Ensure content performance and make changes, where necessary.
- Provide incremental updates to partners, sharing results, news, insights and more.
- Share competitor set analysis and strategic recommendations from insights.
- Host partner story gathering sessions and share a recap of notes to inform and produce creative and strategic recommendations for social media.
CONTENT CREATION
- Direct creative content.
- Execute campaign identities, including the look, feel, voice, message and taglines.
- Attends shoots and style photo and video content.
- Integrate timely trends into creative campaigns.
- Determine the type and style of photo/videography used at shoots.
- Submit shot lists and treatments.
- Develop storylines to be executed visually through photo and video.
- Coordinate shoot details with our in-house photographer/videographer and partner.
- Work with the creative team to design concepts for our platforms.
- Ensure adherence to brand identity and visual standards per partner.
- Create content.
- Attend partner events and support live social media coverage.
- Develop content creation and direction per social media platform.
- Produce original content calendars.
- Design and produce daily Instagram/Facebook Stories.
- Draft original copy.
- Host partner story gathering sessions and share a recap of notes to inform and produce copy for social media.
- Develop a narrative on social media platforms in order to:
- Promote learning (evoke, position, inform)
- Influencer choices (persuade, direct, incentivize)
- Enhance (reward, enhance, elicit)
- Facilitate (recognize, enable, simplify)
- Foster connections (create, curate, amplify)
- Curate user-generated content.
- Ensure content performance and make changes, where necessary.
- Create social media graphics to support social media performance.
- Utilize AI software to support copy and content creation.
- Understand and utilize AI capabilities within social media platforms.
PHOTOGRAPHY & VIDEOGRAPHY
- Create social media videos (Reels, etc.) from attended shoots.
- Conduct photography shoots, as availability and interest dictate.
ENGAGEMENT
- Schedule content through social media management platform.
- Support and monitor partner platforms.
- Pay close attention to:
- Audience growth and acquisition
- Social media influencer/blogger relationship opportunities
- Conduct proactive outreach and engagement.
- Outline monthly strategies for proactive outreach to support platform engagement and follower growth per partner, sharing in monthly meeting briefs, in content calendars and for one-off initiatives:
- Share strategic recommendations for frequency of proactive outreach, and per initiative, with an outline of preferred audiences.
- Share strategic recommendations on a monthly basis for tagging audiences on social media posts per partner.
- Provide strategic recommendations based on each partner’s social media performance, as evaluated from monthly Detail Reports.
- Maintain lists of audiences, including relevant businesses, community pages, etc. and their associated social media handles.
- Imagine and execute “social moments,” including:
- Opportunities: events, live feeds, programming, takeovers, etc.
- Experiences: interactive opportunities to engage and inform
- Promotions: social media-only sales, etc.
- Engage with each partner’s social media communities on a daily basis, helping to increase our partners’ online engagement and digital presences:
- Respond to comments/mentions on partner posts
- Respond to mentions and tags on partner platforms
- Respond to direct messages on partner platforms
- Respond to geotags on partner platforms
- Respond to hashtags on partner platforms
- Engage with earned PR audiences
- Engage event audiences
- Engage with neighboring businesses/location audiences
INFLUENCERS
- Brainstorm and develop quarterly strategies for influencer partnerships to support platform engagement, follower growth and sales per partner, sharing in monthly meeting briefs, in content calendars and for one-off initiatives:
- Share strategic recommendations for frequency of influencer partnerships, and per initiative, with an outline of preferred targets.
- Provide strategic recommendations based on each partner’s social media performance, as evaluated from monthly Detail Reports.
REPORTING
- Measure and report.
- Detail Reports: upload screenshots of social media analytics and share strategic insights from organic social media creative content.
- Detail Reports: share strategic insights from organic social media analytics.
- Metrics Trackers: report on organic social media analytics for partners.
- Share one-off recaps of social performance per campaign or strategic initiative.
- Share monthly recap of direct partner ROI, including:
- Organic and paid social media reservations or bookings through trackable links.
- Organic and paid social media lead generation and website clicks to conversions.
- Influencer reservations or bookings through trackable links and/or booking codes.
PEOPLE RESPONSIBILITIES
- Team Culture, Motivation & Empowerment
- Lead & Own Team Growth Initiatives
- Celebrate & Recognize Wins: compile and share social media successes with the team on a weekly basis
- Drive Culture Initiatives: organize happy hours, events + in-person meet-ups to strengthen team connections
- Create a safe space for the team to share challenges, recovery strategies + key takeaways
- Education, Training & Onboarding
- Support New Process Trainings: educate the team on workflow improvements, including Metrics Trackers + other essential tools
- Support Process Rollouts: guide implementation from introduction to manager review to team execution
- Support Employee Onboarding: develop structured onboarding plans, schedule meetings, manage admin tasks + coordinate with Magda
- Team Performance Reviews & Assessment
- Review and Conduct Employee Evaluations/Performance Reviews
- Assess Creative Portfolios & Content Calendars: evaluate social content quality and strategic alignment
- Report Performance Insights to Director/VP: provide regular updates on team progress, strengths + areas for improvement
- Team Oversight
- Review & Approve Team Strategies: oversee Influencer + Paid Managers’ work, including content calendars, strategies + creative selections
- Develop Creative Leadership: provide mentorship/access to resources
- Report Insights to Director/VP: share high-level feedback on team
- Engagement Oversight
- Support leader with monitoring & optimizing engagement performance: track partner results, engagement quality + process improvements
- Conduct Engagement Audits (Reactive): lead audits, compile insights from Managers + share findings with Chip
- Develop Proactive Engagement Strategies: set quality benchmarks, assess performance + refine engagement tactics/targets
- Metrics Trackers Oversight
- Oversee Insights & Performance Tracking: monitor year-to-date (Y2D) goals, trends + platform analytics
- Provide Strategic Improvement Plans: develop action plans for managers + their teams to optimize performance
- Implement A/B Testing: guide the team on how to test + apply key learnings from insights
- Identify Key Trends: analyze performance patterns to reveal insights for content + engagement strategies
- Account Recovery
- Develop Recovery “Plan:” Establish rapid-response strategies for recovery
- Lead Emotional Recovery Efforts: strengthen partner relationships
- Content Creativity & Storytelling
- Ensure Content Performance & Optimization: oversee storytelling quality, engagement + process efficiency
- Develop & Execute Yearly Content Plans: align creative strategy with execution to drive consistent storytelling
- Encourage Brainstorming & Resource Sharing: provide tools/opportunities for creative ideation
- Facilitate Industry Insights Training: offer internal and external learning resources to keep the team informed
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