Social Media Marketing Manager
Toronto, ON
Piano Overview
Piano is a fast-growing enterprise SaaS company with operations in Amsterdam, London, New York City, Philadelphia and elsewhere globally, including a new Toronto location. We provide enterprise software and strategic services to the world’s leading media companies, including NBC Universal, the Economist, Condé Nast, TechCrunch, Bloomberg and Hearst. Our software and services enable these companies to create customized digital experiences for users, restrict and sell access to content online, and analyze user behavior in order to drive engagement, loyalty and revenue.

Position Overview:
Piano is looking for a Social Media Marketing Manager to lead our social efforts across platforms, building excitement and advocacy around the brand and promoting all our new endeavors. To excel in this role, you must have a strong sense of what works and what doesn’t across social media, as well as exceptional written communication skills and technical know-how.

As the Social Media Marketing Manager, you will work closely with the rest of the Marketing team to develop actionable goals and KPIs, targeting prospective customers across verticals with engaging messaging that celebrates our brand, product releases and marketing efforts. You’ll build engagement and conversion strategies and measure ongoing results to edit and evolve those strategies as required. Keeping up to date on social trends, you’ll also work with the design and content teams to ensure Piano makes the most of ongoing opportunities and trends.

This role has the following responsibilities:
  • Develop engaging social media campaigns that align with the Piano voice and goals.
  • Build a social media calendar that drives engagement with prospects and customers across social channels and touchpoints.
  • Manage all social media channels and technology.
  • Align with Piano’s SEO experts to determine the best way to frame social coverage around top terms and keywords.
  • Contribute event coverage and short news posts to the Piano blog and newsletters, while producing social media content — including images, video and copy — that impacts the entire buyer’s journey.
  • Align with the rest of the Marketing team, as well as the Product and Sales teams, to support ongoing efforts and releases, working closely with Piano’s design, content and video experts to build engaging cross-media social assets.
  • Lead the training and scaling of, and collaboration with, other departments, to drive education and best practices that encourage social media adoption throughout the organization.
  • Engage directly with Piano prospects and customers through social channels, to build direct, personalized relationships, in conjunction with the Client Success and Sales teams.
  • Cover ongoing events and speaking engagements, to attract new followers and build excitement around Piano’s messaging.
  • Monitor and measure the impact of all social media programs, to analyze the effectiveness of campaigns and engagement on social sites in order to maximize results.
  • Build additional avenues of content distribution to create a readership and following around Piano’s content marketing efforts.
  • Collaborate with the Content Marketing and Digital Marketing teams to formulate and support marketing assets that drive forward the content plan and align with ongoing social response data.
  • Build a content resurfacing plan for evergreen content.
Success in this role will be reflected in the following measures:
  • An increased social presence across all relevant platforms, identifying new platforms that support Piano’s engagement goals.
  • Ongoing optimization of social campaigns to continuously improve performance, including a close monitoring of engagement data to recognize best practices and determine next steps based on ongoing results.
  • The build-out of new and existing content distribution paths, to identify and establish new prospects across verticals.
  • A strong plan for increased engagement that drives new prospects through the content funnel.
We are looking for candidates with the following:
  • At least three years of experience in a similar role.
  • Demonstrable aptitude across social media platforms, including, but not limited to, Facebook, Twitter, LinkedIn, YouTube and Instagram.
  • Demonstrable experience leveraging social media management and analytics tools, most notably Hubspot.
  • The ability to write effective copy; graphic design and multimedia capabilities are a plus.
  • The ability to communicate across teams and channels.
  • A preference for working in a collaborative, cross-team function.
  • The ability to manage numerous simultaneous projects in a dynamic and fast-paced environment.