Social Media Strategist I

Overview

This role will focus on promoting Savings products on paid social and supporting the enterprise's Influencer Program. Participates in executing and maintaining the organization's enterprise-wide social presence, including strategies for new platforms, content strategies for existing platforms, social governance and policies, paid social advertising, employer brand and talent acquisition strategies, employee advocacy, social intelligence, listening, reporting, and reputation management. Contribute to planning, developing, and implementing a long-term strategic plan supporting enterprise strategies, corporate marketing, and brand. Recommend campaign strategies to optimize visibility and maximize engagement. Implement and manage external and internal social media communications, analyze metrics, and report on performance. Work on assignments requiring considerable judgment and initiative, collaborating with senior strategists and leaders.

Responsibilities

• Support the implementation and ongoing maintenance of a multi-year strategic plan to maximize the social audience's awareness of, and favorability toward, Navy Federal's brand while ensuring alignment with enterprise and department strategies
• Assist in ensuring governance policies for all social media platforms are followed and adhere to the rules of engagement
• Contribute input for the corporate social policy and eLearning module to provide guidance for team members, leaders, and stakeholders on appropriate social media use; collaborate with OGC and risk groups on the development and implementation of policy and collaterals
• Support the implementation of the paid social advertising program and future marketing strategies aligned with industry peers
• Support social engagement programs to encourage positive member and prospect interactions, user-generated content (UGC), and testimonials
• Participate in developing business cases for establishing new social media channels or using new channel features (Stories, livestreaming, channel takeovers, etc.)
• Participate in social media campaign plans and editorial calendars, collect and analyze data on performance and effectiveness against campaign goals and department objectives; assist in presenting insights and actionable enhancements to executive leaders
• Support the implementation of social media campaigns to leverage product and service offerings to create new buying opportunities for members on all social media channels
• Provide input to the development of the paid social advertising budget; assist in spend tracking and overall budget management
• Participate in monitoring platforms to identify existing and emerging challenges (e.g. algorithm or targeting restrictions, etc.) or changes; define, develop, and execute effective strategies to resolve and support needs, opportunities, and solutions
• Support and participate in a matrix of decision making and ensure integration of business and marketing strategic plans for all social media channels
• Collaborate with internal and external stakeholders to ensure alignment of strategies and tactics, development and implementation of a performance and metrics framework and consistent analysis methodologies for measuring and reporting
• Provide support in operationalizing social data across the enterprise to identify opportunities to maximize operational efficiency; provide strategic recommendations for process enhancements; and monitor for and report social media complaint trends and high priority escalations
• Build and maintain partnerships with key business unit stakeholders and senior management across the organization to facilitate consistency in messaging, brand voice and ensure compliance with established social media policies and procedures
• Participate in third-party vendor management activities; coordinate with Procurement, ETS, and InfoSec to regularly review vendors for performance, efficiency, and value; initiate requests for proposal (RFPs)
• Assist in developing and presenting recommendations to ensure and/or improve favorable member experience to include appropriate tone, sentiment, and accurate messaging for external-facing content
• Bring external perspective and ideas from relevant sources, and stay current with technology, government/policy impacts, industry best practices, and up-to-date competitive insights
• Contribute to and implement social media compliance and security programs to meet corporate policies and requirements of the Consumer Financial Protection Bureau (CFPB), NCUA, and other regulatory agencies
• Contribute complex input to division leadership for General Counsel, Compliance, Internal Audit, and other business unit responses to confidential/sensitive inquiries from regulatory agencies
• Perform other duties as assigned

• Bachelor's Degree in a related field such as Marketing, Communications, Public Relations, or the equivalent combination of training, education, and experience
• Working knowledge of social media channels, review sites, and emerging media
• Working experience in developing and managing large corporate social media campaigns and related budgets
• Effective skill with social media management systems (SMMS), employee advocacy tools, and paid social advertising platforms
• Working knowledge of marketing principles such as branding, promotions, production, communications, direct marketing, product life cycles, and business strategies
• Working knowledge of strategic planning/project management for marketing, advertising, or corporate communications
• Exposure to thought leadership, initiative-taking, decision-making, and creativity solving business problems
• Experience in presenting findings, research, analysis, conclusions, alternatives, and information clearly and concisely
• Exposure in working with cross-functional, multi-dimensional teams and projects of the highest complexity, business risk, and with significant impact
• Experience managing multiple priorities independently and/or in a team environment to achieve goals
• Effective verbal and written communication skills
• Effective organizational, planning and time management skills
• Familiarity with media operations, specialized publications, and editorial practices
• Effective skill in building strategic and execution-focused plans and alliances with partner leadership
• Effective analytical skills to include summarizing information and clearly identifying key elements, patterns, results, or relationships staff, management, vendors, and members diplomatically and tactfully
• Familiar with regulatory and financial regulations and compliance protocol
• Advanced knowledge of Navy Federal's functions, philosophy, operations, and organizational objectives

• Experience with influencer marketing or financial product promotion
• Master's Degree in a related field such as Marketing, Communications, Public Relations, or the equivalent combination of training, education, and experience