Social Media Director

INTRODUCTION

At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers and our communities. This is the core belief that has guided Burberry since it was founded in 1856 and is central to how we operate as a company today.

We aim to provide an environment for creative minds from different backgrounds to thrive, bringing a wide range of skills and experiences to everything we do. As a purposeful, values-driven brand, we are committed to being a force for good in the world as well, creating the next generation of sustainable luxury for customers, driving industry change and championing our communities.

JOB PURPOSE

The Social Media Director is a pivotal leader within the marketing function at Burberry, responsible for the delivery of our social media strategy and managing a fantastic team. This role has high levels of exposure to a wide range of Burberry leaders and teams, serving as the voice of Social in advancing the Burberry Forward strategy.

In this role, you will ensure that Burberry’s social platforms inspire, engage and convert luxury consumers worldwide, maintaining and extending the brand’s reputation as a leading player in social. You will shape and evolve Burberry’s social media vision; define and deliver best-in-class social strategies; and drive content innovation and community engagement across established and emerging channels.

As well as leading the day-to-day implementation of our channel strategies across Brand and Beauty, you will work closely with our regional teams to support the delivery of more localised social media strategies, embracing platforms in Asian markets. You will work closely with the VP Marketing and Chief Marketing Officer to ensure Burberry remains ‘best in class’ in this area.

RESPONSIBILITIES

• Lead the evolution, implementation and execution of Burberry’s global social strategy, working proactively and collaboratively to deliver best in class work wherever we show up.
  • Seek to constantly position Burberry as a leader within the social space through a best in class 360 social strategy, working collaboratively across the business to unify all facets of social
  • For all key brand moments, lead the social team in building social first, innovative briefs and campaign responses, utilising insights that resonate with our target audience and community and foster characteristics that drive growth and earned conversation
  • Lead and collaborate for the execution any special social projects or franchises globally

• Be a respected leader for the social team and strategy – internally and externally
  • Manage and develop the social team and wider, connected teams across the department
  • Act as a respected, informed advisor to stakeholders and teams across the business, educating them on the evolving landscape and leading inspiring, collaborative ideation to deliver our goals. Champion new ideas, consistently table emerging trends and platforms within the space that can deliver defined business KPIs across reach, engagement, conversation and conversion
  • Foster and maintain strong platform relationships, in collaboration with other teams where relevant, to drive Burberry forward – both existing and emerging platforms

• Partner closely with:
  • Brand and Product Marketing to define social approach and requirements for all brand moments
  • Art Direction and Paid Social teams to execute innovative and culture defining strategies and creative that cuts through
  • Regional teams to define and execute dynamic, locally relevant platform strategies globally, including Asian platforms. Support, aid and guide local teams to deliver on their goals
  • Project Management team and Social PM to ensure projects are delivered on time and on budget, proactively identifying and problem-solving any blockers

• Responsible for the day to day operations of social media including:
  • Responsible for all channel reporting using our partner tools and platform analytics, providing regular updates on channel health and performance and using these insights to inform and direct ongoing strategy. Entrench a culture of report effectiveness across all KPIs
  • Responsible for all social tooling, from moderaton to listening, and identifying any new requirements in order for the seamless execution of strategy
  • Budget owner across social content production and various social first streams ensuring reconcillation with pm and production

PERSONAL PROFILE

• Extensive experience growing and managing social brand channels at scale
• Proven track record of managing a high-performing and energised team
• Strong ability to influence across the organisation and to leadership
• Expert knowledge of all Western & Eastern social media platforms
• A strategic and analytical thinker that can interpret numbers and data into actionable insights and learnings
• A creative thinker who can come up with original, highly shareable social ideas
• An innate understanding of what Social First content is
• Highly organised, managing multiple campaigns/projects at once
• Ability to interpret, prioritise and deliver actions with a sharp attention to detail
• Experience in fashion and culture