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Social Media Channels Manager

Date: Jun 16, 2021

Location: Reading, United Kingdom

Company: KPMG UK

The Role
The Social Media Channels Manager is accountable for developing and managing the deployment of our social media strategy in the UK. The individual will sit as part of the newly established Marketing Centre of Expertise team and will drive our social media strategy in line with the firm’s Marketing strategy.

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 (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 will focus predominantly on Twitter and LinkedIn but continuously scope the market for appropriate channels to further our social media engagement with clients, prospects, colleagues and prospective employees. Internal engagement including advisory support to senior partners and training will be developed by the role-holder.

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.

Description of the role:
- 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.
- Devising a compelling and distinctive content strategy for our social channels and managing the content calendars to ensure we activate this strategy effectively.
- Proactively manage issues and reputational issues. Devise approaches to mitigate adverse news events and identify negative audience content and manage our response.
- 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 marketing team 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.
- Acting as an ambassador as to the capabilities of the Marketing function to internal clients and stakeholders
Stakeholder Interaction & challenges:
The Social Media channels manager will be a capable individual with a high level of creativity, client focus and drive.

The ideal individual will be a pragmatic, intuitive hands-on manager, capable of handling multiple projects at once and able to act on their own initiative.

You will have excellent interpersonal skills, be a good communicator and display flexible and creative thought processes, tackling head-on the challenge of developing cutting-edge social media campaigns with impact.

You will have a strong appreciation for the importance of data analytics and market intelligence; you will be a consummate user of management information to measure success, using such information to manage to budget, to report to the business and to adapt and develop your output.

You will not be afraid to constructively challenge the status quo, using your strong influencing and negotiation skills with senior stakeholders to achieve the best results within the strategic objectives of KPMG.

The Person
- 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
Expertise/ Technical role requirements:
• BA university degree or equivalent
• Professional marketing qualification (CIM) preferred
• Strong experience of Twitter and LinkedIn channel and campaign management
• Knowledge of social media tools including Hootsuite and PostBeyond or similar

- A proven track record within Social Media Marketing at Manager level
- A university degree or equivalent
- Professional marketing qualification (e.g. CIM) preferred
- Experience within the B2B industries preferred
- Previous experience within a professional services organisation is an advantage
- Demonstrable experience in all key functional areas (see above)
- 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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