The Digital Marketing Analyst - Paid Social plays a key role working with internal and external partners, including Brand Managers, Enterprise Digital Marketing (EDM), Web Analytics and Data Analysts, to develop and execute Paid Social campaigns that drive profitable, incremental ROI. The individual in this role will collaborate on the planning and execution of Paid Social campaigns, ensuring best practices and KPIs are met in the day-to-day execution of the channel, and will help coordinate Paid Social strategies across brands to leverage our scale, data, and insights for maximum efficiency in the restaurant category. This position collaborates with business partners to develop strategies on how to utilize Paid Social in conjunction with organic social, paid search, online video, and/or display/programmatic media; develops recommendations; and leverages members of the broader Marketing team to meet business objectives.
ROLES AND RESPONSIBILITIES
-Develops and executes strategic initiatives for Darden paid social media, in partnership with Enterprise Digital Marketing and brand teams, to optimize presence in the Paid Social space.
-Maintains and grows relationships with key digital partners with a special emphasis on Facebook/Instagram & Snapchat.
-Collaborates on Paid Social account audits, including audience targeting selection and analysis, ad creative and copy optimization, and competitor analysis, to establish consistent increases in Paid Social performance.
-Partners with brand teams to establish KPI's for Paid Social.
-Maintains and manages ongoing reports for Paid Social partners through dashboards and internal tracking tools to monitor impact of work and channel performance.
-Assists in the development and evolution of channel and campaign reporting to provide cohesive and holistic insights and meaningful recommendations to EDM and Brand teams.
-Prioritizes brand messaging to ensure business strategies are maintained and ladders up to campaign/business initiatives.
-Produces clear and concise strategic recommendations for Brand and EDM teams from information garnered in competitor audits, campaign audits and reports, and through common industry tools.
-Continuously and independently monitors changes in the Paid Social ecosystem to provide recommendations and optimizations for relevant campaigns to EDM and Brand teams.
-Partners with Organic and Paid Social Subject Matter Experts to communicate and make recommendations to brands as to any potential partnership opportunities, investment changes and key metrics of success.
REQUIRED TECHNICAL SKILLS:
-Individual should possess 1-2 years' relevant experience, particularly working in Paid Social, developing strategy and executing tactical campaigns, and performing analysis on performance in line with KPI's.
-Experience in evaluating paid social media performance and providing data driven optimization recommendations.
-Experience in Microsoft Excel with a strong analytical mindset and appetite for data analysis and reporting development.
-Knowledge of current digital consumer and industry behavior trends, attitudes, preferences, and needs required.
-Experience with Facebook Ads Manager. Familiarity with Snapchat ads manager a plus.
-Ability to travel approximately 5% required.
-Excellent written and verbal communication skills required.
-Bachelor's degree in Marketing or a relevant field required.
OTHER KEY QUALIFICATIONS
-Knowledge of Paid Social tools and experience managing large account structures and budgets.
-Previous experience working on cross-functional teams.
-Strong project management skills.
-Ability to work independently.
-Demonstrated proficiency in organizing and planning work tasks.
-Proven track record of results orientation.
-Strong analytical skills, including the ability to assess data and draw key consumer, brand, and competitive insights.
-Ability to demonstrate critical thinking and sound judgment, including making campaign recommendations to key leaders involving matters of significance.
-Proven ability to work in a fast-paced team environment.
-Ability to collaborate with a variety of different business partners, both internal and external.
PREFERRED SKILLS AND EXPERIENCE:
-Experience in restaurant / retail industry a plus.
-Foundational knowledge of digital marketing preferred: Display, programmatic, online video, mobile app, email, social media, etc.