Director, Social Media – Healthcare

Overview

Social media is your passion; from strategy through to execution and on to team management you don’t just get it, you truly love it! In this position, you will be taking over a well-run portfolio of clients and will continue to drive success and growth for our clients through social channels.

The award-winning Brightworks team uses a consumer-centric approach to deliver business solutions for our Canadian and international clients – and the need for smart thinking around social is a cornerstone of our business. To be successful in this role you need to bring an entrepreneurial spirit, creativity to problem solving, curiosity around our clients and their customers, a positive attitude and a strong desire to get to work as a part of the team.

Management Responsibilities and Reporting

The Director, Social Media Strategy reports directly to the agency President.

You will be responsible for the management and growth of one direct report, the Social Media Specialist, as well as an extended network of internal resources, and external freelancers and vendors.

The Role

The Director, Social Media will lead the complete development of social media strategies and implementation for our clients. You will apply your 7+ year’s experience to oversee and manage social programs across a variety of industries (with a specific focus on the Healthcare vertical) – focusing on strategic development as well as oversight of content creation and curation, escalation management, community engagement, data and analytics and paid social media campaigns. Through your direct report, and by utilizing Brightworks team members, you will be responsible for the end-end delivery of social programs including pitch, strategy, execution, community management, SOPs, promotion, content, creative, and analytics. You will be the direct point of contact for clients on many of the programs you are responsible for.

This role requires a thorough understanding of the healthcare and pharmaceutical environment, including regulatory considerations and knowledge of various disease states in areas such as diabetes, aesthetics, medical cannabis, and more.

Below is a more detailed breakdown of the role. As with anything in agency life, no two days are the same so the percentages aren’t exact but are intended to give you a sense of how a month might break down.

Expectations & Responsibilities

New Business Development Support – 10%

Developing social proposals for net new clients

These could be stand-alone social engagements, or elements of a more comprehensive AOR pitch

Effort includes:
Audits

Social strategy and approach

Pricing, timelines and effort estimation

Participating in client presentations

Strategy and Planning – 25%

Development and presentation of strategy and planning decks for existing Brightworks clients

This work usually happens in concert with Account Leadership, but is led by the Sr. Mgr., Social Media

Consumer/user journey explorations, leading to persona development and digital journey exercises

Scope of work may include:
Paid social media campaign and advertising recommendations and planning

Integrated planning approach – knowledge of clients’ digital ecosystems and forethought into how a social media program amplifies, supports and adds value to this

Content and creative strategy

SOP development and regulatory insights

Client Management and Campaign Oversight – 20%

Client management, education and relationship building

Inspire, lead and educate internal teams in the strategic use of social media

Oversight on all tactical executions, including brief documents, content calendars and copy decks

Campaign reporting and optimization – 15%

Insight development for analytics and metrics reports, typical led by Sr. Mgr. Social Media and developed by Digital Analyst / Social Media Specialist

Social listening and auditing exercises

Client presentations

Team leadership – 20%

Oversee, manage, support growth and mentor Social Media Specialist

Effort includes:
Performance evaluation

Feedback and mentorship

Regular 1-1 meetings

Capacity planning

Management of freelance and vender relationships, utility and capabilities

Budget management, revenue reporting and other departmental financial responsibilities

Knowledge sharing – 10%

Creation of whitepapers and case studies for the Brightworks site and social channels

Company-wide education on changes in the social media landscape and regulations for Brightworks team and clients

Qualifications

Strong social media management and strategy background, with 7+ year’s experience at an in-house brand or agency

3+ year’s experience managing direct reports

Demonstrated work experience leading social media programs for recognized brands, within healthcare and pharmaceutical industries, and beyond

Demonstrated ability to turn business and marketing objectives into effective, holistic, social media communication strategies and measurable campaigns

Demonstrated knowledge on all major social media platforms, including Facebook, Twitter, LinkedIn, Instagram and YouTube

Demonstrated experience with Healthcare-specific platforms (e.g., Sermo, Doximity, Figure1)

Thorough understanding of Microsoft Office Suite application, Sprout Social, Google Analytics, Facebook Insights, Social Studio, Khoros, Sysmosos

Demonstrated understanding in analytics and key performance indicators relating to the health and growth of social programs

Demonstrated knowledge and experience leading influencer and partnership programs

Demonstrated understanding of, and experience working within the context of client regulations, guidelines and requirements, with regards to social

Demonstrated understanding of a consumer-centric approach, including what value this can provide to both clients and end-user

Demonstrated practice of project management skills; highly organized with ability to manage priorities and projects simultaneously

Demonstrated experience in effective budget management

Experience in other digital marketing activities, including search marketing (SEM/SEO), content marketing, CRM, mobile and web analytics, a strong asset

Soft Skill Requirements

Strong interpersonal and communication skills with the ability to use these skills to build relationships and interact effectively with individuals at all levels of seniority

Sensitivity to regulatory issues and ability to balance complex stakeholder requirements and expectations

Tact and diplomacy when dealing with internal and external partners

Ability to add to a positive, proactive company focus

Have a genuine interest in the success of our clients and facilitate that success by bringing industry and interactive experience to bear on client solutions