Senior Social Media and Loyalty Manager

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BT Group is a leading FTSE Company with a profitable turnover of more than £20 billion. We're the world's most established communications company, employing around 100,000 people in 170 countries around the world. We're known globally as a major technology player – pioneering the digital advances that are shaping and driving the information age. Helping people create, collaborate and communicate better than ever before.

BT Consumer, within the Retail Division, is the leading provider of consumer telephone voice and broadband services in the UK with a growing pay-TV service, BT Vision. Consumer Online is a dynamic and innovative team accountable for driving acquisition and retention activity across BT.com. Core areas of focus include delivering the online sales plan, increasing browse-to-buy conversion and optimising online customer experience to contribute revenue growth for BT Retail. Working with various proposition and marketing teams, Consumer Online deliver tactical and strategic activities across the site and externally to increase awareness, engagement and sales and self-service.

The Senior Social Media and Loyalty Manager is responsible for executing the social media strategy for BT Consumer, plus delivering key online loyalty communications. The role holder is an experienced social / online professional with a blend of marketing, analytics, commercial and technology expertise. This position requires an individual who is passionate about social media strategies and delivering results across all social platforms (i.e. Facebook, Twitter, YouTube, Google+, Linked-In etc). The role holder must deliver specific targets and actionable goals through the social strategy, including traffic, revenue, cost saving, audience growth and fan engagement. The role will manage some of the social media reporting, data analysis and trends. The role will have responsibility for managing one Marketing Manager, with further line management expected as the team evolves.

Key Responsibilities:

• Serve as the initial point of contact for Online Loyalty and Social Media requirements from internal stakeholder across the business (eg. Marketing, PR, Editorial, Product and Service) to determine optimum execution across online properties across BT.com and social media estates including Facebook, Twitter, Google+, YouTube, Forums.
• Manage the governance of the campaigns launch process, acting as the operational consultative lead for the social media team – including controlling the impact assessment of the requirements and determining the process to accept into launch
• With the associated owners of the BT.com estate, plan and curate the relevant original / sourced content alongside the campaign content from marketing and other contributors
• Oversee the day to day management of key social properties including Facebook, Twitter and YouTube, plus the development of BT’s presence in Google+
• Plan and coordinate online loyalty comms, including emails and landing pages
• Brief and manage digital agencies producing online campaigns, web sites and digital assets
• Liaise with technology teams and design agencies to find solutions to deliver new social media experiences, products, and features
• Write and present performance and insight reports to the appropriate department - strategy, PR & marketing, customer service, product and tech support
• Translate social media metrics into an insightful narrative
• Work closely with the Customer Service Social Media Strategy and Innovation Manager to ensure alignment of strategy and approach across Marketing and Service
• Work with media and marketing teams to ensure social tactics compliment paid media campaigns and SEO
• Identify and analyse issues, patterns and trends in user interaction and conversations – to determine opportunities and optimisation
• Provide performance reporting and insight to the appropriate department - strategy, PR & marketing, customer service, product and tech support.
• Work with the Customer Service Social Media team to execute content across the relevant platforms and interface into the Customer Service operational leads for demand planning
• With the Social Media Analyst, establish relevant summary metrics & report on them on a weekly and monthly basis to key campaign and service stakeholders as well as using platform insight data from Lithium, Debatescape and Synthesio
• Accountable for key social and loyalty KPIs – eg. impact on advocacy/net promoter, satisfaction, net easy, traffic quality (sales conversion and conversion of service transactions), share of voice against BT’s products and services.
• Stay abreast of new social media communication tools and best practice and make recommendations on BT’s participation in these areas
• To define requirements for social channel customer experience and capabilities for delivery by technology teams (e.g. creating user stories for development teams)
• Manage senior stakeholder (to Director level) requirements and expectation across business units and functions

Qualifications:
• CIM or equivalent
• Degree in relevant marketing/communication discipline, or equivalent experience

Skills/Experience:

Required
• 3+ years of digital marketing experience, in-house or agency – particularly site development and management, conversion, optimisation & testing, website analytics, email marketing, SEO
• 1+ years of coordinating and managing social media across multiple channels and significant understanding of key social media principles, e.g. influencer strategies, community enegagement, social web technology
• Up-to-date knowledge and understanding of social media techniques, and technical understanding of the social web platforms and their respective participants (Facebook, Google+, Youtube, Twitter, Pinterest etc.) and how they can be deployed in different customer and brand scenarios
• Management of high-traffic web pages or websites
• Ability to create business cases or cost/benefit analysis to deliver business value
• Proficient with the use of online/social analytics packages and the analytical ability to take user insight and translate to business requirements or agency briefs
• Strong knowledge of blogging and a good firm understanding of blogger outreach
• Extensive agency management experience
• Strong project management and organisational skills and ability to manage multiple concurrent projects, deliverables and deadlines in a face-paced environment
• Excellent writing and presentation skills
• Team player, who can lead and guide other departments when necessary
• Creative, proactive, and independent
• Diplomatic, cool under pressure and with fantastic interpersonal skills
• Stakeholder management for peer level and seniors up to GM / Director level.

Desirable
• People management
• Public relations, Community Management experience

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