Senior Social Media Specialist

The Senior Social Media Specialist will execute our brand's social media strategy by originating content for global and varying regionally specific use. This role will focus on enhancing brand visibility, driving engagement, and increasing followership. The ideal candidate will be passionate about social media, have a deep understanding of digital marketing trends, act as a brand advocate and possess the ability to create engaging content that resonates with varied audiences.

What You Will Do at Graco:

Social Media Execution and Planning  

• Develop and execute a comprehensive social media strategy across multiple social media platforms with a global audience, ensuring engagement and brand consistency in various markets enhance brand visibility across major social media platforms.
• Tailor social media initiatives considering cultural nuances and regional preferences.  
• Integrate social media with other digital marketing channels (web, email) for a holistic campaign approach for varying global regions. 
• Assist with campaign budgeting across paid social channels in coordination with omnichannel campaign execution.
• Develop and execute a global content calendar aligned with Corporate Communications and share across management and regional social media managers for adaptation.  
• Administer Graco’s enterprise social media platform, Sprout Social, including user management, system configuration and training. 

Content Creation, Management and Vendor Coordination   

• Develop and maintain global content calendars for each division, ensuring appropriate post frequency and regional needs.
• Develop high-quality, platform-specific paid and organic content including posts, stories, videos, and audio for global audiences.  
• Partner with the graphic design and video team to repurpose existing content for appropriate channels.  
• Develop larger social media campaigns, including product launches and promotions, with global and localized content. 
• Manage day-to-day social operations including scheduling posts, responding to comments and messages, and monitoring trends.  
• Coordinate with vendor partners and industry vertical influencers for mutually beneficial collaboration.  
• Assist with global influencer management including growth of the program, partnership model(s), expectations, and contract negotiations. 
• Coordinate content localization efforts including translation and cultural adaptation.  

Analytics and Optimization  

• Utilize analytics tools to track and analyze social media performance metrics.  
• Gather and analyze key social KPIs monthly, providing insights to regional counterparts.  
• Use data-driven insights to optimize content strategies for increased impact.  

Collaboration and Communication  

• Collaborate closely with regional counterparts to align social media initiatives and priorities.  
• Work closely with the brand and communications team to ensure cohesive messaging and alignment. 
• Engage with followers, influencers, and industry professionals in support of Graco’s social media strategy.  
• Coordinate customer support via social channels, in various languages, by engaging with local sales teams.   

Other duties as assigned. 

What You Will Bring to Graco:

• Bachelor’s degree in marketing or related field.  
• 5+ years of experience in brand representation on social media.  
• Expert understanding of social platforms, and history of driving results across platforms.  
• Strong creative intuition and ability to work individually and as part of a global team.  
• Technologically savvy with an in-depth knowledge of social analytics, content creation tools and social media management platforms. e.g. Sprout Social  
• Proficient experience maintaining influencer relationships. 
• Strong strategic thinking and execution, with strong attention to detail.
• Excellent written and verbal communication skills. 

Accelerators:

• Global industrial manufacturing experience and knowledge. 
• MBA or Master’s degree preferred.