Social Media Strategist II

Overview

To execute and maintain the organization's enterprise-wide social presence, including platform strategies, business cases for new platforms, content strategies, social governance and policy, paid social advertising, employer brand and talent acquisition strategies, employee advocacy, social intelligence, listening, reporting, and reputation management-primarily focused on YouTube and video first social channels and placements. Contribute to planning, developing, and implementing a long-term strategic plan supporting enterprise strategy, corporate marketing, and brand. Assist in developing campaign strategies and performance metrics for optimal visibility and engagement. Manage and implement external and internal social media campaigns and communications. Serve as a social media expert and provide leadership on best practices. Work on complex assignments requiring initiative to resolve issues. Mentor lower-level team members.

Responsibilities

• Assist in implementing and managing a multi-year strategic plan to maximize Navy Federal's brand awareness on YouTube and social media platforms and ensure alignment with enterprise and department strategies
• Ensure governance policy for all social media platforms is followed and adheres to the rules of engagement
• Contribute moderately complex input for the corporate social policy and eLearning module to provide guidance for team members, leaders, and stakeholders on appropriate social media use; collaborate with OGC and risk groups on the development and implementation of policy and collaterals
• Assist in implementing and leading the paid social advertising program and future marketing strategies aligned with industry peers
• Assist in implementing and leading social engagement programs to encourage positive member and prospect interactions, user-generated content (UGC), and testimonials
• Assist in developing strategies for establishing new social media platforms or using new platform features (Stories, livestreaming, platform takeovers, etc.)
• Develop social media strategies, campaign plans, and editorial calendars; drive member and prospect conversions for product and service offerings; analyze performance and effectiveness against corporate goals and department objectives; and present actionable learnings to executive leaders
• Provide complex input for and assist in maintaining the paid social advertising budget, track platform and vendor budgets in support of social, and make key contributions to Annual Financial Plan (AFP) development; lead programs including budget forecasting, tracking and performance
• Monitor and analyze platforms identifying existing and emerging challenges (e.g. algorithm or targeting restrictions, etc.) and define, develop, and execute complex and effective strategies to resolve and support needs, opportunities, and solutions
• Assist in implementing a matrix of decision making and ensure integration of business and marketing strategic plans for all social media platforms
• Collaborate with multiple stakeholders (internal and external) to ensure alignment of strategies and tactics, and the development and performance of the analytics and metrics framework
• Assist in operationalizing and presenting social data across the organization to identify and recommend decisions, inform and implement new strategies, and improve processes
• Build and maintain partnerships with key business unit stakeholders and senior management across the organization to facilitate consistency in messaging, brand voice and ensure compliance with established social media policies and procedures
• Assist in collaborating with third-party vendors (e.g., social media management system, URL shortener, UGC platform, employee advocacy tool, etc.); coordinate with Procurement, ETS, and InfoSec to regularly review vendors for efficiency and value; initiate requests for proposal (RFPs)
• Lead, develop and present recommendations to ensure and/or improve favorable member experience to include appropriate tone, sentiment, and accurate messaging for external-facing content
• Bring external perspective and ideas from relevant sources; stay current with technology, government/policy impacts, industry best practices, and up-to-date competitive insights; and mentor lower-level team members to do the same
• Assist in developing, designing, and implementing social media compliance and security programs to meet corporate policies and requirements of the Consumer Financial Protection Bureau (CFPB), NCUA, and other regulatory agencies
• Provide complex input to division leadership for General Counsel, Compliance, Internal Audit, and other business unit responses to confidential/sensitive inquiries from regulatory agencies
• Identify, report, and present social media complaint trends and high priority escalations to senior leadership
• Assist in managing and implementing external and internal social media campaigns and communications. Serve as a social media subject matter expert and provide leadership to management on social media best practices.
• Perform other duties as assigned

Qualifications

• Bachelor's Degree in a related field such as Marketing, Communications, Public Relations, or the equivalent combination of training, education, and experience
• Significant knowledge of social media platforms, especially video first platforms and placements, review sites, and emerging media
• Significant knowledge of YouTube's algorithm, trends, and best practices to optimize video content and channel performance.
• Significant experience in developing and managing large corporate social media campaigns and related budgets
• Significant skill with social media management systems (SMMS), employee advocacy tools, and paid social advertising platforms
• Working knowledge of marketing principles such as branding, promotions, production, communications, direct marketing, product life cycles, and business strategies
• Working knowledge of strategic planning and project management for marketing, advertising, or corporate communications
• Experience demonstrating thought leadership, initiative-taking, decision-making, and creativity solving business problems
• Significant experience presenting findings, research, analysis, conclusions, alternatives, and information clearly and concisely
• Experience in leading cross-functional, multi-dimensional teams and projects of the highest complexity, business risk, and with significant impact
• Significant experience managing multiple priorities independently and/or in a team environment to achieve goals
• Exposure to leading, guiding, and mentoring others
• Advanced verbal and written communication skills
• Effective organizational, planning and time management skills
• Working knowledge of media operations, specialized publications, and editorial practices
• Effective skill in building strategic and execution-focused plans and alliances with leadership
• Expert analytical skills to include summarizing information and clearly identifying key elements, patterns, results or relationships staff, management, vendors, and members diplomatically and tactfully
• Working knowledge of regulatory and financial regulations and compliance protocol
• Advanced knowledge of Navy Federal's functions, philosophy, operations, and organizational objectives

Desired Qualifications

• Master's Degree in a related field such as Marketing, Communications, Public Relations, or the equivalent combination of training, education, and experience

Hours: Monday - Friday, 8:00AM - 4:30PM

Locations: 820 Follin Lane, Vienna, VA 22180 | 5510 Heritage Oaks Drive, Pensacola, FL 32526

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