San Diego, CA
To develop and manage the execution of paid social media marketing strategy to drive awareness, engagement, drive sales and traffic in support of Petco’s key business initiatives.
The Manager, Paid Social Media works collaboratively with internal and external stakeholders to develop strategies, planning & execution across social platforms including, but not limited to Facebook, Instagram, Pinterest, Snapchat and TikTok while identifying opportunities to expand into emerging platforms. This position partners with a variety of departments/functions across e-commerce, owned social, creative, content, CRM, digital and traditional marketing to build, manage and analyze paid social media marketing campaigns. The incumbent provides leadership for social media marketing programs and agency resource management to continuously evolve, refine and improve the effectiveness of Petco’s social media marketing programs.
Essential Job Functions The incumbent must be able to perform all of the following duties and responsibilities with or without a reasonable accommodation.
Develop & manage cohesive social media plans to extend awareness and reach of the brand, increase engagement across key audiences, and drive sales.
Create performance driven culture in collaboration Media Agency and Marketing Analytics to develop measurement plans and create actionable insights to inform optimizations across audiences, creative and channel KPIs to create accountability for results.
Manage internal and external team(s) to develop annual budgets, KPI framework, partner selection, tactic expansion and channel innovation. Participate in JBPs (joint business planning) with strategic media partners to develop channel roadmaps and strategic vision.
Responsible for the development and execution of a full-funnel social commerce strategy, both online and in-store. Responsible for coordinating with Marketing Technology and Product team to ensure integrations between CRM, eCommerce platform, and individual social channels are structured for optimal performance.
Stay current on emerging trends, new technology, best practices and competitor trends to constantly evolve our social media marketing capabilities. Proactively understand impact to other digital/traditional marketing channels and work in tandem.
Develop and oversee our paid social media testing strategy, working with customer insights and web analytics team to develop tests which enable continuous evolution of the channel.
Develop and execute paid media and distribution strategies to amplify owned and earned content to effectively reach critical audiences.
Establish and maintain social media marketing budget in alignment with performance and business objectives. Manage paid social budget and ensure accuracy against financial targets.
Function as a subject-matter expert and resource for other business owners within the organization.
Perform other related duties, tasks and responsibilities as required, assigned and directed.
Other Duties and Responsibilities
Partner with and manage internal Creative Team/ External Agencies to develop compelling creative assets, utilizing rich media applications to increase engagement with PETCO paid social media marketing campaigns: evaluate 3rd party vendor relationships to ensure performance, service, and support are being delivered in accordance with agreements and department expectations.
Leverage internal production team and agency resources to ensure that all campaigns are delivered on time and in the appropriate format.
In collaboration with various Petco business partners, e.g., E-commerce, Marketing Investment, CRM, etc., establish metrics that capture the impact of social media marketing tactics on online & offline sales and traffic. Create and maintain unified reporting for social media marketing.
Maintain a focus on innovation, bringing to leadership opportunities to deploy emerging technology and/or leverage existing technology in new and exciting ways.
The incumbent will have one direct report. Consequently, he/she must possess the ability to administratively supervise and evaluate the performance of associates. The Paid Social Media Manager is responsible for directly managing agency resources responsible for media and internal teams for content development. The incumbent develops partnerships with and across various departments and teams in the organization to accomplish Petco’s social media marketing objectives. He/she must be able to clearly articulate and present strategies and results throughout the organization and manage by influence in conjunction with his/her direct supervisor.
Normally requires a bachelor’s degree or equivalent, preferably in marketing or advertising. 4-5 years experience developing and executing social media marketing programs is normally required, including a minimum of two years experience in online marketing, preferably with a major multi-channel, business-to-customer retailer. Experience with web analytical tools such as Omniture, and Google Analytics is preferred. The ability to manage multiple projects simultaneously is a must. Experience managing outside agency resources is highly desired, as is experience managing large-scale paid social media campaigns. Strong interpersonal communications skills are necessary due to the nature and level of interaction with senior management and other department personnel as well. An equivalent combination of education and relevant experience may be substituted for a degree.
Demonstrate Adaptability and Desire to Learn - Works productively in the face of ambiguity or uncertainty. Demonstrates flexibility and resilience in response to obstacles, constraints, adversity, and mistakes. Constructively and resourcefully adapts to changing needs, conditions, priorities or opportunities. Seeks out opportunities to learn from new discoveries, innovations, ways of looking at things, knowledge, and ideas. Invites and incorporates feedback, without becoming defensive.
Perform Professional Analysis - Integrates information from a variety of sources to arrive at a broader understanding of issues (e.g., company reports plus in-store observations).Defines issues clearly despite incomplete or ambiguous information. Identifies the key issues in complex or ambiguous problems. Approaches problems or issues systematically, looking for connections, trends, and potential causes. Probes and looks past symptoms to determine the underlying causes of problems and issues.
Plan and Execute - Develops realistic plans (e.g., action steps, timelines) to accomplish objectives. Acquires and leverages resources, processes, and tools to achieve business goals. Prioritizes and balances time, actions, and projects to ensure accomplishment of results. Holds him/herself and team accountable for outcomes (e.g., achieving goals and complying with policies and procedures). Anticipates and addresses obstacles, redirecting efforts to accelerate the work or improve quality.
Produce Results - Initiates decisive, timely action to address important issues. Demonstrates a strong sense of ownership and a commitment to achieving meaningful results. Sets challenging, clear goals/targets and expectations for achieving business results. Drives initiatives/efforts to successful completion and closure. Takes personal responsibility to make decisions and take action.
Satisfy the Customer - Identifies and anticipates customer requirements, expectations, and needs. Seeks feedback from customers to identify improvement opportunities. Follows up with customers to ensure problems are solved. Continually searches for ways to improve customer service (including the removal of barriers, and providing solutions).
Use Professional Judgment - Makes logical, rational, and integrative decisions, and arrives at sound conclusions. Chooses the best alternative(s) based on a review of pros, cons, tradeoffs, timing, and probabilities. Evaluates the consequences and implications of alternatives, actions, or decisions (e.g., impact on sales, returns, customer loyalty). Makes timely decisions, balancing analysis with decisiveness.
The majority of job duties are conducted while seated indoors at a computer terminal, with little or no exposure to hazards. Occasional travel may be required for financial presentations or training.
Will interact with all levels within the company – including senior and mid-level management in Marketing, E-Commerce and Merchandising. There will also be some interaction with outside parties such as media and digital marketing agencies.
Petco Animal Supplies, Inc. is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, protected veteran status, or any other protected classification.