I am the Social & Advocacy Manager and I am the expert of consumer engagement. I own the connection to our consumers in the social media landscape, acting as the voice of the brand. I drive social engagement through influencer management, content creation and presence on relevant social platforms. I am responsible for the delivery of successful brand events and influencer and press relationship building. I remain the press and influencer point of contact at all times.

KEY RESPONSIBILITIES:

• Define the brand social media strategy as well as the social media calendar and work with other flower team members to ensure execution is consistent with the overall brand strategy
• Manage social media & PR brand budget
• Plan strong social media & influencer activations driving to online business
• Monitor social media brand content & manage UGC
• Plan social media calendars by retailer to support new launches and pillars
• Manage brand local pages (FB & IG) and agency
• Define a PR strategy for the brand & activation calendar
• Manage a consistent list of influencers together with agency
• Responsible for creating relevant local content in line with the brand DNA and strategy
• Plan strategic PR events to increase the brans awareness in the region
• Responsible for setting a strong PR seeding strategy & execution
• Own Community management / Tone of voice guidelines and decision workflow with agency
• Work with Digital Expert Community and Director to further develop the social media management expertise
• Follow the Social Media discussions & reports competition/Trend alert 
• Be the voice of the markets to zone/DMI on the social media & PR topic
• Identify, manage and engage influencer communities
• Develop product/brand awareness & community engagement

MY CORE KPIS ARE:

1. Share of engagement, reach, and mentions
2. Influencer performance
3. Earned media generation
4. PPP management
5. Influencer loyalty, reach and engagement
6. Success/ ROI of PR events and comms projects

MY DELIVERABLES/OUTCOMES ARE:

• Social media strategy in line with marketing calendar
• Social media brand & e-retailer calendar
• Communication strategy & action plan
• Engaged brand influencers
• Strong brand awareness amongst influencer community
• Brand event management & press releases

I HAVE IN-DEPTH KNOWLEDGE OF:

• Social media engagement best practices
• Brand DNA
• Comms best practices
• Event management
• Understanding & management of influencers

PEOPLE I WORK CLOSELY WITHIN 3.0:

• Close alignment on 360 product expression with PBM, OBM, RBM as part of launch execution
• Influencers & agencies
• Other Comms Managers
• Brand director, Comms Director & Digital Director
• E-KAMs