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Head of Social Media Channels (Senior Manager)

Date: Jul 22, 2021

Location: Reading, United Kingdom

Company: KPMG UK

The Role

The head of social media is accountable for the social media channel strategy and development to drive our brand awareness and support wider sales, marketing and commercial objectives.

The individual will sit as part of the Marketing Centre of Expertise team and will be looking to drive the social media strategy both within marketing but also within the wider organisation, adopting social selling, employee advocacy as well as owning the standards for paid and organic media.

The Marketing Centre of Expertise (CoE) operates a matrix model of expertise in defined marketing capabilities and organised in clusters aligned to our business units. The CoE leads on marketing delivery, supports brand management, digital enablement and also provides account management to support the Marketing Business Partners (BP). CoE teams are experts in specialised areas and are deeply involved in co-creation and delivery.

The role will include owning, planning and managing the delivery of integrated social media campaigns. Utilising off-shore resources, the individual will design our organic and paid-for social media presence, measure and report performance of campaigns, and assess success against goals (OKR’s, ROI and KPIs). A significant focus of this role will be setting an appropriate editorial strategy relevant to the social media channel and influencing both colleagues in marketing and the wider business to leverage the channels in line with this strategy, and delivered in person where appropriate.

The role requires specialism in LinkedIn (paid and organic) given the B2B focus however will also direct the channel strategies for all other forms of social media engagement setting the standards and use cases for all which we hold a presence on.

They will drive social selling and employee advocacy to further our engagement with clients, prospects, colleagues and prospective employees. Working with a variety of internal stakeholders to drive the content from around the business to give a holistic impression of KPMG.

Provide senior stakeholder engagement through to partner level including advice, coaching and training with a view to productise the training and include it as a default element for all employees. Internal engagement including advisory support to senior partners and training will be developed by the role-hold
Strong understanding of professional services is essential to ensure that candidate quickly gains credibility with stakeholders and is able not only to listen and influence their needs, but also to help develop and direct their thinking into effective use of social media.

Be the ambassador for social activities across the business.
- Establishing and managing our social media content production and posting processes and devising best practice.
- Innovating new campaign strategies and techniques to accelerate our social media reach and engagement.
- Developing a distinctive social media channel strategy
- Establishing a maturity framework to show the progression of the provision across KPMG.
- Devising a compelling and distinctive content strategy for our social channels
- Proactively manage issues and reputational issues. Devise approaches to mitigate adverse news events and identify negative audience content and manage our response.
- Actively adopt social listening approaches and raise / address emerging trends early.
- Embedding the value of data-driven decision-making among fellow marketers and senior stakeholders related to social channels.
- Providing high quality management information (including ROI) on the performance of social media activities and programmes.
- Maintaining strong relationships with relevant third parties and suppliers and assessing the need for tools and applications – and reviewing the performance of existing resources.
- Work collaboratively across marketing to assist in the creation and delivery of campaign activity as part of integrated programmes.
- Working closely with the sales and marketing teams to ensure all social media programmes are joined up, sponsored and delivered on budget in line with firm strategy, their success measured and monitored.
- Have the self-confidence and drive to challenge and influence people at all levels and maintain strong networks.
- Ensuring adherence to budget management framework.
Leadership & Management

This role will report to the Senior Manager, Digital Enablement with reporting to the CMO as required/as the situation demands. The individual will be supported by a team of colleagues in our offshore team

Experience Required

Core technical competencies

- Demonstrable experience leading and managing social media campaigns
- Highly creative with experience in identifying target audiences and devising social campaigns that engage, inform and motivate
- Experience in creating and executing lead nurturing campaigns through social channels
- Good writing and editing skills and selection for creative imagery
- Experience with A/B and multivariate experiments
- Solid knowledge of digital marketing analytics tools (e.g., Google Analytics, Adobe Analytics and HootSuite)
- Working knowledge of ad serving tools
- Strong knowledge of social media within the B2B sector, with a focus on LinkedIn and Twitter
- Solid knowledge of social media management and monitoring tools
- Experience in setting up and optimizing Twitter and LinkedIn campaigns
- Strong analytical skills and data-driven thinking
- Up-to-date with the latest trends and best practices in digital marketing and measurement
Core behavioural competencies
- You will display strong business acumen, ensuring social media supports the business strategy, identifying ‘gaps’ and initiating activities to address them
- You will be creative in approach, editorial and visual management of our social media channels
- You will be an intuitive team player and team leader with a diverse approach who enjoys using their practical coaching mind-set to develop junior members of the marketing team
- You will be a strong communicator, able to listen, analyse and present complex concepts to a variety of audiences, both verbally and through clear and descriptive written work
- You will take personal responsibility for making tough decisions, acting quickly to diffuse or prevent conflicts and able to share resources and information to create teamwork across functional boundaries
- To champion social media best practice and suggest and make improvements
- You will be a good influencer, good at engaging with senior stakeholders so that the value of social media is understood, in the process developing lasting, mutually beneficial relationships with key KPMG and external stakeholders
- You will be able to create teams with a strong sense of shared purpose and goals, building collaboration across project teams, service lines, sectors and areas.Expertise/ Technical role requirements
- Professional marketing qualification (CIM) preferred
- Strong experience of Twitter and LinkedIn channel and campaign management
- Knowledge of social media toolsSkills
- A proven track record within Social Media Marketing at Manager level
- Experience within the B2B industries preferred
- Previous experience within a professional services organisation is an advantage
- Must be able to respond to all Core Technical and Behavioural Competencies (detailed above)
- Highly proficient in all MS Office packages (including PowerPoint) and knowledge of CRM systems


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