Vice President of Social - UNFOLD
UNFOLD is an award-winning digital creative agency located in Los Angeles. We service the world’s most dynamic entertainment and brand clients with services that span across the digital landscape.
UNFOLD’s Social team is looking for an experienced VP of Social to join our team.The VP of Social will shape and refine the Social team’s operations under their supervision and will partner with creative leaders to create overall efficiencies and design processes that will maximize profit and efficiency. You will also lead and inspire your team to deliver thoughtful, top-quality, work that exceeds our clients’ expectations. With an expansive understanding of the social media landscape and culture, your guidance, support, and mentorship will shape and motivate those around you to do their best work and expand their understanding of how to execute best-in-class social media campaigns.
An ideal candidate has a proven track record of managing and operationalizing accounts to initialize guidelines, processes and milestones that will set their teams up for success. You will have experience running sophisticated, complex brand social AORs. Additionally, you’ll have experience running and overseeing entertainment title marketing, gaming and sports campaigns as well. This individual is eager to share their experience including how to develop an informed strategy, execute impactful creative and measure success—and can use their knowledge to be a leader, mentor, creative-minded, and immeasurably valuable member of the UNFOLD team. They are extremely familiar with the steps needed to collaborate with creatives to deliver compelling organic social content, and the collaboration and process required to deliver innovative responses to social RFPs.
In this role you will also be responsible for strategically driving internal teams and client relationships across a variety of social media-focused accounts—including scoping and the creation of SOWs, defining and refining team structure, team planning, and ensuring the execution of social strategy, management, measurement, reporting and optimization of clients’ social media campaigns and activations. You will manage, collaborate, and liaise with social account managers, social strategists, and social coordinators, as well as interfacing heavily with the creative and production department—and other internal departments—as required to build deep client partnerships and deliver ongoing client value. As this role will focus heavily on organic social campaigns for brand clients owned social channels, a strong understanding of how best to plan and execute without the benefit of paid levers will be critical to success.
RESPONSIBILITIES:
Streamline operations across the Social team to ultimately maximize department profitability
Work closely with social producers, community managers, account managers, etc. to deliver on top notch campaigns
Partner with strategy, creative, and data/analytics to develop detailed multi-platform social campaign strategies and concepts by conducting research, client briefings and analysis
Create and present presentations and reports to clients defining your strategic plans (creative templates will be provided) and rationale behind your strategy
Maintain a strong understanding of social platforms and trending social/influencer trends
Drive Client Project and Account Excellence
Lead the development and execution of innovative, thoughtful, culture-first social media campaigns that solve client business challenges through creative content-driven storytelling (with a focus on the entertainment: film, tv, etc.)
Play an active role in driving forward campaign development and execution—collaborating with the members of your team (social account managers, social strategists, social coordinators, and social analysts) and other teams such as creative, to build strong work for clients
Act as a true client partner—developing a deep understanding of the client, their business, competitors, and challenges—leading the internal team and the client business as if it’s your own
Establish project policies and guidelines and assure that social media, client, and campaign best practices are being followed and identify and present solutions for any internal agency process challenges which may hinder the delivery of successful client campaigns.
Review and ensure all campaigns and social content are in line with the client needs, briefs, and creative direction, while ensuring that all creative meets both the strategic and business goals for the client; provide approvals and feedback on key initiatives, presentations, and work output
Understand and help to construct client specific KPI measurement and attribution frameworks that link social metrics (such as brand affinity, engagement, reach, etc.) to client business goals (such as conversion, signups, app downloads, traffic, etc.)
Team Management, Team, Design & Structure
Manage direct social media team reports who design social strategies, execute daily posting, manage content calendars, and engage with and manage social communities.
Educate and mentor Social Media Managers, Social Strategists, Community Managers, and Social Coordinators in all of the essential areas of their roles and drive the entire team’s projects and learning.
Foster individual development of staff and define career path steps for their personal growth and value to the department.
Review overall team structure and the design of the team, assess skill sets, and consider revisions to team roles/designs as necessary
UNFOLD Social Channels
Guide assigned social team members to own the strategic development and publishing of social content on UNFOLD’s own social channels
REQUIREMENTS:
Bachelor’s Degree in Business, Communication, Marketing, Advertising, or related field of study
10+ years of experience demonstrated success leading organic social marketing for brand AOR clients (with entertainment / gaming being a plus) —within an agency environment—through proven strategies and executions
7+ years experience managing social team members in various functions across social account management and social strategy—in particular as it relates to organic social
Experience in creating, developing, and scoping SOWs for brand AOR and entertainment/gaming projects
Experience in leveraging timelines, workbacks, and production schedules to set up social + creative projects and drive success for them
A deep understanding of client businesses and how to connect and leverage social strategy and tactics to solve key client challenges
Experience identifying new business and upsell opportunities with current clients—and leading the development of client pitches and presentations for new business opportunities
Superior presentation and communication skills, with experience presenting to VP, Senior VP, and C-suite level executives
Strong storytelling abilities and skilled in communicating and distilling down nuanced, complex strategic campaign concepts through logical and well thought out presentations
A strong understanding of data and how to leverage insights to build a compelling campaign narrative with a proven record of infusing data into activation ideas and plans
Familiarity with native social analytics and insights tools—including but not limited to Facebook, Twitter, Instagram, Snapchat, TikTok, YouTube
Familiarity with 3rd-party social listening and digital measurement a plus
Strong proficiency in the Google Suite: Docs, Sheets, Slides, etc.
Must have strong people management skills - able to positively lead a team and influence others
UNFOLD is a minority-owned business, led by two diverse founders who not only embrace diversity in all areas of the business, but are committed to building teams that represent a variety of backgrounds, perspectives, and skills. UNFOLD bases all employment decisions on business needs, job requirements, individual qualifications, and performance when hiring, promoting, disciplining, and exiting employees. We strive for a positive, safe, and respectful environment, and have a zero-tolerance policy for discrimination or harassment of any kind.
Contact: https://www.linkedin.com/in/shaypetrosian/
