Senior Director, Social Media
Brampton, ON
Canada
Industry
Retail
Experience Required
Yes
Employment Type
Employee
Work Schedule
Full-Time
Job Description

Come make your difference in communities across Canada, where authenticity, trust and making connections is valued – as we shape the future of Canadian retail, together. Our unique position as one of the country's largest employers, coupled with our commitment to positively impact the lives of all Canadians, provides our colleagues a range of opportunities and experiences to help Canadians Live Life Well®.

At Loblaw Companies Limited, we succeed through collaboration and commitment and set a high bar for ourselves and those around us. Whether you are just starting your career, re-entering the workforce, or looking for a new job, this is where you belong. 

Why is this role important? 

Throughout Loblaw history, our growth was been fueled by innovative marketing and passion for customers that drives us to understand and meet customer needs better than any competitor. We want this colleague to help Loblaw become the leading social media presence in Canada across all lines of business, we want someone who is hungry to become the next viral sensation. 

 

This role is to be the primary lead of our Social Media Centre of Excellence (COE).  The goal will be for this individual to lead a stellar team that designs and executes strategies spanning our Social Media properties (Instagram, Facebook. Twitter, YouTube, Pinterest, TikTok and LinkedIn, SnapChat, liaise with Marketing, Integrated Communications, Category, Demand Generation and creative departments to co-ordinate and lead promotions and to increase engagement, follower base, community and drive sales. We're looking for someone who lives and breathes social media, and who is ready to engage with and grow our brands' communities. 

 

This is a pivotal role to our overall success at Loblaw Companies because without meaningful real time content our customers have less visibility to our wonderful products that we bring to our shelves each day.  Based in our Brampton office, we are fast paced and a collaborative team working to better grocery shopping, beauty, pharmacy, and loyalty.  To achieve these goals, we are looking for talented and passionate individuals who want to collaborate and solve challenging problems and make a significant and lasting impact on Canadians. 

 

As the Senior Director of the Social Media COE, you will have an enormous opportunity to build the best ‘social’ experience for our customers nationwide.  You will work closely with other marketing, brands, digital, media and communications teams to define the Social Media COE KPIs.  You will also work in close collaboration with operations, merchandising and analytics teams.  

We are looking for a candidate who is obsessed with delivering the most customer-centric experience, showing proven success in ownership, bias for action, and thinking big.  The right candidate will bring a good mix of experience with social media content and a roll-up-your-sleeves, entrepreneurial approach.  

 

What you’ll do: 

  • Be a strategic guru, who drive the social media strategy for our company. As well as be on the cutting edge on social media trends 

  • Develop a deep understanding of our business, customers, and technology to lead the Social Media COE, ensuring it supports customers and aligns to business goals 

  • Be a growth driver (in partnership with our internal Customer Care, Corporate Communications and Loblaw Media teams) 

  • Find new and exciting ways to engage customers via social media channels to drive awareness, conversation and affinity for our brands and its content. 

  • Decide and execute content strategy, channel positioning and personifications, influencer programs, DE&I positioning across the channels and work closely with both our internal and external agency partners 

  • Provide autonomy to the team to make decisions in the best interest of the company, yet may at times require veto power to decide what gets posted and what does not 

  • Maintain broad oversight of the development of the social media roadmap, working closely with partners to ensure campaigns are prioritized for value and impact. Write copy that aligns with content and respects voice and tone of our brands, while keeping in mind notions of social media best practices as it is applied to each social channel. 

  • Develop a sound understanding of our marketing strategy and identified opportunities to scale and improve processes to deliver exceptional campaigns   

  • Define and be accountable to goals and KPIs.  Share progress and insights with key stakeholders, all while staying on top of digital content trends.  

  • Be an effective and collaborative people manager – lead and manage a team and help build the overall Social Media COE 

 
Job Requirements
Does this sound like you?

You’ve led a complex team with over 8 years of experience, executing social media campaigns across platforms with a track record of growing Canadian audiences and delivering on engagement metrics.  You love coaching teams and know when to get involved and when to take a step back.

You have a Bachelors/Master’s degree in related field of work (i.e., marketing, communications, public relations)

 You are passionate about building the best customer experiences.  You celebrate the impact of small- and large-scale iterations that make the experience better for customers. You use data and metrics to measure impact and determine improvements

You are comfortable creating a strategy for copy in various social channels

Experience managing the creation of online and offline marketing communications: leading kick-off meetings with internal teams, managing production and deployment and measuring results.

Ability to work a flexible schedule, which includes weekends and holidays for posting / engagement (as needed)

Have comprehensive knowledge of the media landscape, both digital and traditional

Keen sensibility and knowledge of social media, retail, pop culture, as well as marketing & digital trends

Savvy with understanding and working within brand/legal policies and guidelines for social media

Proficient with editing suites (e.g., Adobe Photoshop), Excel, Word, and PowerPoint.

Self-starter that’s comfortable working with and interpreting Web Analytics platforms like Omniture and Google Analytics to access data-driven and last touch attribution in an effort to evaluate effectiveness of social media strategy on omni-channel results

You’ve mastered the art of stakeholder management and know how to get cross-functional teams excited and rallied behind a common vision.



How you’ll succeed

In our Loblaw Marketing department, we seek great people to continually strengthen our culture. We believe great people model our values, are authentic, build trust and make connections. We’re able to keep innovating because our colleagues are passionate about their work and excited about the future.  



Loblaw recognizes Canada's diversity as a source of national pride and strength. We have made it a priority to reflect our nation’s evolving diversity in the products we sell, the people we hire, and the culture we create in our organization. Accommodation is available upon request for applicants with disabilities in the recruitment and assessment process and when hired. In addition, we believe that compliance with laws is about doing the right thing.  Upholding the law is part of our Code of Conduct – it reinforces what our customers and stakeholders expect of us



Our commitment to Sustainability and Social Impact is an essential part of the way we do business, and we focus our attention on areas where we can have the greatest impact. Our approach to sustainability and social impact is based on three pillars – Environment, Sourcing and Community – and we are constantly looking for ways to demonstrate leadership in these important areas. Our CORE Values – Care, Ownership, Respect and Excellence – guide all our decision-making and come to life through our Blue Culture. We offer our colleagues progressive careers, comprehensive training, flexibility, and other competitive benefits – these are some of the many reasons why we are one of Canada’s Top Employers, Canada’s Best Diversity Employers, Canada’s Greenest Employers & Canada’s Top Employers for Young People.

If you are unsure whether your experience matches every requirement above, we encourage you to apply anyway. We are looking for varied perspectives which include diverse experiences that we can add to our team.

We have a long-standing focus on diversity, equity and inclusion because we know it will make our company a better place to work and shop. We are committed to creating accessible environments for our colleagues, candidates and customers. Requests for accommodation due to a disability (which may be visible or invisible, temporary or permanent) can be made at any stage of application and employment. We encourage candidates to make their accommodation needs known so that we can provide equitable opportunities.

Please Note:
Candidates who are 18 years or older are required to complete a criminal background check. Details will be provided through the application process.