Associate Director, Social Media Planning
Posted on Apr 5, 2021 by Bristol-Myers Squibb
At Bristol Myers Squibb, we are inspired by a single vision - transforming patients' lives through science. In oncology, hematology, immunology and cardiovascular disease - and one of the most diverse and promising pipelines in the industry - each of our passionate colleagues contribute to innovations that drive meaningful change. We bring a human touch to every treatment we pioneer. Join us and make a difference.
Reports to Director of Paid Media and Social Media Strategy
The Associate Director, Social Media Planning is responsible for leading the planning of all BMS' corporate external social media channels (owned and paid) to ensure seamless support of corporate affairs business partners and channel governance that ladders back to Corporate Affairs reputation pillars.
This includes providing strategic social and paid media guidance and counsel to internal and external partners, overseeing social channel campaign pipeline and ensuring appropriate coordination of ongoing campaigns to avoid cannibalization of content and competitive targeting across the enterprise. Will be responsible for gathering insights based on campaign measurement and performance and ensure they are brought through in all social and paid media plans across Corporate Affairs.
In this role, the candidate will use his/her expertise to present the latest best practices, trends and channel evolution. Through expertise, counsel, influence and process, Will partner with Enterprise Content and Channels and the Corporate Reputation team in shaping and maintaining a uniform understanding of Corporate Affairs social media standards, expectations and approach to execution.
Campaign planning and delivery:
Anticipate the needs of business in crafting and optimizing media strategies to solve business objectives. Includes researching external trends in digital, connecting with the priority markets ex-US, and consulting subject matter experts that sit close to the business.
Develop and manage a holistic campaign calendar for social media channels to create synergy with teams launching overlapping initiatives
Establishes project discipline and timelines for delivery of individual social media solutions.
Monitors and maintains quality of solution delivery. Lead and coordinate campaign kick-off calls with agencies and CA stakeholders
Organize campaign documentation and enter projects in tracking database
Assist with publishing of content and community management
Data & insights
Partner with our Business Insights and Analytics team to continue to optimize target audiences based on campaign learnings and evolve measurement framework
Provide advisory from expertise and knowledge of trends on all social media content and platforms. Work across business partners and CA needs to educate and deliver expertise at conceptual and executional phases of programs.
Pull insights from listening platforms, and translate data into insights for partners to digest prior, during and post campaign launch
Work with agencies and vendors to provide access to proprietary BMS tools ie WorkFront, Tableau Dashboards etc.
Standards and best practices
Contributes meaningfully to systems that internally share leading practices in media and digital advertising.
Establish guidelines and best practices to be used for CA corporate social media, and also across international markets. Make these available and easy to apply. Help with new stand-up' of social work/platforms in markets.
Create, update, manage and optimize social media toolkit to position our partners for success and streamline onboarding of new CA partners (Internally and externally)
Ensure synergy of organic, paid and enterprise content creation and articulate where each element sits in the social media ecosystem at BMS.
Vendor and budget management
Manage vendor relationships, specifically paid media agency of record
Partner with cross functional teams to conduct agency meetings
Work with BMS finance and Procurement teams for all things related media execution
Keep track of deliverables and status updates from agency partners
Onboarding of agency on BMS tools (Workfront, dashboards and more)
Manage and organize strategy and planning documentation submitted by agencies
Work with Director of paid and social media to provide consolidated feedback to strategies submitted.
8 - 10 years of experience in executing social media campaigns with a proven track record of driving business impact and a strong understanding of the social media ecosystem (organic and paid)
Strong understanding of analytics and articulate insights driven by actionable data
A highly nuanced understanding of how a digital strategy can be fully integrated in communication plans to advance company story and reputation
Must be an effective team player with strong communication skills.
Proven track record in strategic planning
Deep understanding of social media platforms and targeted influencer campaigns/media engagement
Proven experience in successful work with both paid/earned social media
Deep comfort building collaborative relationships across functions and organization
Experience in using social/web listening tools to pull and articulate relevant key insights
Expert at planning and organization. Strong experience with managing calendaring for social channels
Ability to develop web strategies to drive reputational priorities and business results.
Must be comfortable with ambiguity in the regulatory environment and provide a profound knowledge of legislations, policies and regulatory changes within web and mobile.
Understanding of community management best practices
Experience in using insights and analytics tools like Google Analytics, Adobe Analytics, Facebook Manager, LinkedIn Insights, Twitter Analytics and more