Job Description

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Position Summary

The Social Engagement & Content Executive is responsible for the whole UK JML Social Engagement strategy and implementation to support the Marketing, Digital Communications and Events Calendar in alignment and respect of Global guidelines. The role includes planning and scheduling the organic social media content calendar for the UK\xe2\x80\x99s Facebook page and reporting results on a campaign basis, creating content plans and tracking performance of brand ambassador Emma South\xe2\x80\x99s social accounts. They are also responsible for driving the Social Community Transformation Strategy and amplifying social advocacy activations (Brand Ambassador, Stylists, Influencers) to become a true revenue driver.

The role also leads the creation of all content at the local level, liaising with key departments and the ELC Studios to deliver content that is in line with regional Marketing and Online Calendars. This also includes supporting for any content needed for virtual events for Influencers, Press and Consumers and Retailer collaborations to provide unique, engaging, and immersive brand experiences whilst growing brand awareness and building brand equity.

With an on-going focus on social listening and consumer engagement, the Social Engagement & Content Executive oversees JML UK\xe2\x80\x99s Community Management. This includes overall management of social listening as well as escalating issues where required and proactively identifying trends and themes to inform future content plans. The role is also responsible for driving the transformation to automated systems to provide best in class and personalised care experience to our customers in a timely manner.

This role is also responsible for amplifying and monitoring all UGC, identifying key contributors and influencers, and empowering Stylists to create their own content within brand guidelines.

The Social Engagement Executive will instinctively keep up to date with the world of Social Media and digital innovations, sharing knowledge and actionable insights across the business.

Key Roles & Responsibilities RO

Organic Social Content Calendar

\xc2\xb7 Own and develop the UK Social Content Calendar, working with key stakeholders to plan, curate and create fresh and fun content to sustain growth and engagement.

• Integrate and align Social content with CRM, Marketing, Communications & Paid Media initiatives.
• Continuously monitor UGC from influencers, micro-influencers & fan community, selecting key posts for approval & inclusion in the UK Social Content Calendar.
• Ability to adapt Global Calendar to local market needs and trends.
• Ability to write copy in brand\xe2\x80\x99s TOV both as part of a campaign, and in real time.
• Track and report performance in weekly/monthly/campaign basis, cascading learnings to wider team and identifying actionable insights.

Key Social Engagement Initiatives

• Create and curate relevant & engaging content to build brand love and drive consideration.
• Amplify social advocacy, from strategy planning to execution (Brand ambassador / Stylists/ Influencers).
• Adapt and refine brand\xe2\x80\x99s TOV to this channel through engaging copy.
• Track and report performance in weekly/monthly/ad hoc basis, cascading learnings to wider team and identifying actionable insights.
• Manage Stylist and wider ELC social engagement initiatives on a monthly basis.

Content Creation

\xc2\xb7 Manages relationship with digital studio and is responsible for briefing, sourcing props, art directing while producing content, approval and delivery of assets.

• Ensures seamless use of locally created assets across departments by requesting all specs per channel.
• Identifies opportunities to boost local content creation (i.e. SoPost).
• Supports Retailers with bespoke assets to accelerate brand growth in their channels and websites.
• Edits and creates assets on Photoshop & Premiere Pro for the brand as and when necessary.
• Works closely with Integrated Media Team to create bespoke assets across all channel channels.
• Point of contact in the brand for all content-related queries or tasks.

Community Management & Listening

• Manage conversations on UK social platforms using the brand\xe2\x80\x99s TOV.
• Oversee Customer Care and Socialites platform to ensure all customer queries are replied to in a timely manner.
• Reactive approach to crisis management and escalate concerns where appropriate.
• Identify patterns & trends and potential issues in consumer comments, including but not limited to:

- Product & distribution enquiries

- New ideas for product development

- Non-UK queries to appropriate market- Frequently asked questions

- Trending topics/concerns/sensitivities

- User generated content to marketing/creative

• Report queries, feedback and brand sentiment on a campaign and monthly basis.
• Proactively provide insight into trending topics and examples of how leading brands are growing their digital footprint, taking inspiration from both in and outside beauty to gain a competitive advantage.

Management of Fragrance & Lifestyle Expert

\xc2\xb7 Provide hands-on guidance on tone, content, official hashtags and cadence for the Brand Ambassador\xe2\x80\x93 developing her individual style and channel within the global brand aesthetic.

\xc2\xb7 Plan content calendar for all social channels and tracks and reports on performance.

• Leads art direction in content creation sessions with Brand Ambassador and shares best practices.
• Support involvement in brand and retailer livestreams.
• Leverage Brand Ambassador to lead and commercialize social engagement initiatives to drive to brand.com
• Identify opportunities and support Brand Ambassador in virtual selling activations and collaborations.
• Work with the Integrated Media Team to create and provide required assets.
• Opportunity to further program of Ambassadors to manage.

Supporting Communications & Earned Media Activations

\xc2\xb7 Provide integral support at all leading Press & Influencer Events.

\xc2\xb7 Capture content at said events and activations for local use.

\xc2\xb7 Work together with the Communications Team on Influencer Activations and Partnerships.

Cross-Functional

• Create guidelines and execute training modules for Stylists to increase their competence & confidence in Social Media, maximising opportunities for authentic, on-brand exposure.

Manage documents and perform system administration such as permissions, content publishing, account management, analysis and other back-end tools.
Qualifications

Knowledge, Skills & Experience

\xc2\xb7 Creativity powered by data.

\xc2\xb7 Experience using Dash Hudson, Emplife and other content management tools.

\xc2\xb7 Analytical and data driven, capable of extracting actionable insights.

\xc2\xb7 Confidence using Photoshop is a plus.

\xc2\xb7 Understand creative for local shoots.

\xc2\xb7 Team Player.

\xc2\xb7 Stakeholder Management.

\xc2\xb7 Thrives in fast-paced environments.

Micro Influencer would be advantageous for content creation.
Job: Marketing
Primary Location: GB-ENG-London
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 2312273

Estee Lauder Companies is an equal opportunities employer. We positively encourage applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, gender reassignment, religion or belief, marital status, or pregnancy and maternity.

Est\xc3\xa9e Lauder