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Digital Brand Marketing Specialist

Outerknown
Full-time
On-site
Carlsbad, California, United States
$80,000 - $100,000 USD yearly

Position Description: Specialist - Digital Brand Marketing

 

 

POSITION DESCRIPTION

Title & Reporting Relationships

Position Title:

Specialist, Digital Brand Marketing

Reports to:

Director, Digital Brand Marketing & GTM

Indirect Report:

Co-Founder, Creative Director, Head of Product

Brands:

Outerknown, Firewire Surfboards, Slater Designs

Department:

Brand Marketing & Creative Services

Oversees:

Supports Digital Brand Content Strategy, Organic Social, Organic Video (YouTube et al), Influencers)

Interactions:

Creative, Growth Marketing, eCommerce, Retail, Product

 

Main Purpose and Major Challenges of the Role

Supports Director, Digital Brand Marketing & GTM with brand storytelling, digital marketing, and community growth, with a focus on Organic/owned channels. Stays at the cutting edge of social media platforms’ evolution and industry best practices, and uses data-driven insights combined with an authentic understanding of surf culture to connect brand and community. Runs day-to-day execution of our Organic Social strategy and supports greater Digital Brand Marketing/Creative Services & eComm/Digital teams as needed. Drives Organic engagement across Outerknown, Firewire, and Slater Designs’ digital ecosystem (@outerknown, @firewiresurfboards, & @slaterdesigns), fueling Organic Community growth, consumer connectivity, and brand heat. Strategizes and leverages all touchpoints across the digital landscape to execute brand communication and content with the highest levels of consistency and quality to lift consumer-facing perception of all brands. Lives, breathes, and understands the depth and breadth of surf culture, and is able to effectively speak this voice in a brand-right way.

 

ACCOUNTABILITY: 

Leads Day-To-Day Organic Social

  • Owns day-to-day Organic Social across all brands (@outerknown, @firewiresurfboards, @slaterdesigns): calendar, asset production, copy & communications, etc.
  • Instagram, YouTube, TikTok, Facebook, Pinterest, and more
  • Evolve and optimize Organic Social strategy (maintaining daily post cadence per handle @outerknown, @firewiresurfboards, @slaterdesigns), and work with Director to refine overall strategy
  • Work with Director to learn brand voice and approach (on-going process)
  • Nurture the Outerknown community, strengthens consumer connectivity, loyalty, and emotional connection by leveraging appropriate platform features. Responding to Comments, strategically Pinning Comments, Liking back comments, responding to Direct Messages, and more daily)
  • Meet and exceed social growth goals across all brands and platforms and ensure all posts are adapted per platform based on platform best practices
  • Support Digital + Creative teams 1st Party Data growth goals (Email, SMS) via Organic
  • Embrace an experimental approach with various platform-agnostic content formats to boost Organic Reach and virality
  • Support website traffic growth and SEO indexing goals via Organic
  • Establish key performance indicators (KPIs) and key result areas (KRAs) with Director for social media campaigns, such as targets for engagement and measuring the performance of each campaign against the KPIs.
  • Provide reporting on a weekly and monthly cadence to stakeholders

 

 

ACCOUNTABILITY: 

Creative + Content: Production & Support

  • Create your own assets for Organic Social & support Growth Marketing as needed, focusing on storytelling and data-driven creative execution (under approval by Brand Marketing/Creative)
  • Use professional editing tools in line with the rest of the Creative Services team for versatility, effectiveness, and efficiency (Photo, Video, Animation, Design)
  • Work with greater Creative Services team to deliver Organic Social creative from initial ideas through completion, when needed
  • Support Brand Marketing + Creative in brainstorming for campaigns, big and small.
  • Support publication and activation of Organic content across channels for all brands and platforms
  • Leverage data and insights to help optimize approach and strategy
  • Test & analyze content performance, glean insights, then optimize

 

ACCOUNTABILITY: 

Additional Digital Brand Marketing

  • Support in overall Digital Brand Marketing communications – Email Subject Lines & Preheaders, Blog/Journey stories, flyers, etc.
  • Support in management of Asana platform
  • Provide support to digital influencer program (paid + product gifting) to drive brand awareness, user-generated content, and support ecommerce revenue growth targets.
  • Provide support to 3rd party media digital activation partnerships – from consumer sweepstakes to editorial content ideas, drive the broadening of brand awareness and heat through 3rd parties.
  • Provide reporting for influencer and promotional efforts on a monthly cadence

 

 

ACCOUNTABILITY: 

Analytics & Reporting

  • Support in reporting for all Digital Brand Marketing functions. 
  • Analyze and bring actionable insights to light and inform strategic optimizations.
  • Support feedback loops to key support functions and cross-functional partners, such as Creative, eCommerce, Growth Marketing, Product, and CX to ensure learnings are leveraged to drive performance across the organization.

 

ESSENTIAL SKILLS & QUALIFICATIONS

  • 4-5+ years of experience in social media management and digital brand marketing in a DTC, eCommerce, or lifestyle brand
  • Deep expertise in Organic Social (and running large handles), passionate about trends/digital innovation, the platforms and history of the space and features, 
  • Deep expertise in Adobe Creative Suite (Premiere Pro, Photoshop, Lightroom, AfterEffects) and multimedia post-production
  • Deep expertise in lifestyle brand copywriting
  • Experience with Influencer Marketing, and Organic content strategy.
  • Experience with performance marketing
  • A natural storyteller and brand builder with an eye for high-quality creative.
  • Data-driven and comfortable making decisions based on insights, not just intuition.
  • Lives and breathes surf culture (from the alternative side of the spectrum to the comp side)
  • Understands Men’s and Women’s lifestyle brands
  • Exceptional communicator and writer
  • Has an ‘always on’ attitude: the Internet doesn’t sleep
  • Team player: this role involves daily cross-functional collaboration
  • Must be a creative thinker who can drive projects from start to finish
  • Must be able to work independently, think outside of the box, and contribute back to the greater Digital Brand Marketing mindshare and team
  • Able to travel as needed
  • Able to attend events as needed
  • Able to work nights/weekends as needed

 

This is a full-time position based in our corporate office in Carlsbad, CA. Three days a week in the office are currently required, and may be adjusted in the future based on the evolution of business needs.

 

 

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