Social Media Specialist
Star Media Group
Toronto, ON
Job Description (EN)

Torstar Corporation is a broadly based, progressive media company with a long history of delivering content to readers for over a century, and a passion for embracing the opportunities created by the rapidly evolving world of digital and mobile media. We are transforming the way we do business, and we need a Specialist, Social Media to help support our journey. Torstar will be energized by a deep customer-centric obsession, continued journalistic excellence, advanced data-driven competency and a culture that is selfless, focused, agile and collaborative.

The Marketing team is responsible for the strategy, execution, and management of all acquisition channels and tactics related to the digital subscriptions business at Torstar. We brainstorm new opportunities and agonize over performance for digital acquisition campaigns across owned and operated as well as third-party platforms, including social media. Given the rapid pace of change across major advertising platforms and the fierce competition for customers’ attention, this newly created role is key to enabling rapid scale. The position will report to the Director, Customer Experience and Engagement, and is responsible for leading the development and coordination of a best-in-class social media program for all Torstar Daily and Community news brands, including The Toronto Star, Hamilton Spectator, Waterloo Record, as well as several our Power Brands including Save.ca.

The main priority for this role is to help co-design and manage a combination of always-on organic and paid lead generation strategies across our brands and social media footprint. Success will be defined by an increase in top-of-funnel customer engagement and digital subscriptions originating from social channels. The role will maintain a broad set of responsibilities including: strategy, planning, analytics, insights, and execution of all campaigns. You will work closely with multiple internal partners (e.g. Acquisition, Editorial, and Data) and external partners (e.g. Facebook, Instagram, CrowdTangle, Twitter, LinkedIn, Hootsuite and Agency) to ensure tactics are effective and innovative.

Role Accountability

Jointly-accountable for the lead generation targets for our social media channels
Lead the development and ongoing execution of organic lead generation programs through data-driven insights and industry best practices
Customize our posting strategy for each social media platform and news brand, including national expansion cities and various platforms
Integrate with editorial social media teams to plan, execute and measure test-and-learn strategies
Facilitate leader training sessions to share best practices (industry + enterprise)
Develop and coordinate marketing calendar, social innovation roadmap, and subscription-focused innovation (platform + product) with an impact on social
Identify and lead the creation of key metrics, working with Analytics, vendors and the Editorial team to drive exceptional results
Identify new opportunities and best practices through partner ideation sessions, data deep-dives, and industry research
Analyze social media performance and optimize strategies based on findings
Share insights relating to lead generation campaigns or tests with business leaders across the organization
Develop strategic action plans and change management tactics to handle business launches and customer inquiries
Act as primary lead for the integration of social data into enterprise data lake
Manage the day-to-day program budgets and respective relationships for Save.ca’s paid social campaigns
Lead and represent the Marketing team as a Social Media subject matter expert on initiatives related to social lead generation
Monitor and audit all channels regularly to triage or respond to any online feedback or customer service inquiries
Knowledge & Experience

Demonstrated passion for Social Media and Lead Generation with expert understanding of Facebook’s Business Account Manager and Hootsuite
Strong track record delivering results in ambiguous and challenging situations
Strong Strategic thinker who can develop and execute near-term and long-term strategies and roadmaps
Proven ability to build relationships with external partners and colleagues across different business units and groups and get results without direct authority
Degree or Diploma in Business, Marketing, Communications or related field preferred
Minimum 3 years of progressive experience as a Social Media Specialist
Minimum 3 years of progressive experience within Business/Marketing/Sales
Formal training with industry certifications considered an asset
Strong understanding of analytical tools (Tableau, Excel, Omniture, Parse.ly) would be considered an asset
Experience working in digital media would be considered an asset
Experience with Media and/or subscription services a plus
Skills

Creative and innovative thinking with a passion for generating new ideas, nurturing a culture of creativity, and achieving business performance targets
High energy and positive mindset with a "can do", solution-oriented attitude
Demonstrated ability to define strategies based on business goals & customer insights, lead with a hypothesis and translate them into actionable tests & implementation plans
Demonstrated success in brand building and campaign management in the social space: Facebook, Instagram, Twitter, LinkedIn, YouTube, and Pinterest
Excellent facilitation and influencing skills with ability to frame, communicate, and influence decisions without authority
Excellent written and verbal communication skills with the ability to communicate the brand effectively through various social channels
Strong time management and project management skills with an ability to work independently and within cross-functional teams
Strong understanding of customer needs, trends and market dynamics
Strong analytical thinking and problem-solving skills with a keen understanding of social platform analytics, SEO, etc.
Strong business judgment, analytical and decision-making skills; ability to identify, prioritize, and articulate highest impact KPI initiatives
Strong execution skills to ensure successful delivery/implementation of special initiatives, processes and policies.

Why You’ll LOVE Working Here:
We recognize that you have a life outside of work and we offer you real work/life balance
We provide individualized career plans and extensive ongoing development opportunities
The opportunity to be part of an exciting company grounded in history while striving to be at the cutting edge of the digital media industry; you'll never get bored in our fast-paced, constantly evolving and challenging environment

…And let’s not forget the AWESOME PEOPLE!
We are committed to providing an inclusive and barrier free recruitment process to applicants with accessibility needs in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act (AODA). If you require an accommodation during this process, please inform the Toronto Star of your requirements.