Marketing Advisor - Social Media

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The Marketing Advisor, Social Media is a primary stakeholder in the operation of Air Canada’s social channels.

They have an ear to the ground and a finger on the pulse of what the online audience is saying, thinking and feeling about the brand. In turn, the Marketing Advisor, Social interprets consumer feelings and thoughts and expresses the brand to the online community through active community engagement and producing social content. This means engaging the community to further develop brand loyalty by creating appropriate social communications, including content capture and development, collaborating with internal creative teams, and by liaising with key stakeholders.

As such, the Advisor, Social Media is at the center of a cross-functional team and works in close cooperation with marketing agencies, the Social Media Customer Engagement Team, Corporate Communication, and other department contacts in order to provide customers with a comprehensive, cohesive and engaging vision of the Air Canada brand on social platforms. He/she is an internal expert and will provide guidance to departments within Air Canada who wish to engage with our customers on social channels. He/she must be in tune with the many facets of the corporation, its culture, products/services in order to create an intuitive rapport with various consumer audiences building on loyalty and coaxing “influencers”. He/she must identify and create opportunities beyond traditional communication to showcase Air Canada in innovative and engaging ways.

Responsibilities

Build and engage the Air Canada, Air Canada Rouge, and Aeroplan’s communities by leveraging owned channels (e.g. Instagram, TikTok, Facebook, YouTube, LinkedIn)

Capture and create content supporting marketing campaigns and always-on social calendar

Support the Manager, Social Media in the development of annual social media strategies and priorities

Develop, provide direction and brief creative stakeholders for social content in keeping with corporate, marketing and brand objectives

Evaluate briefs and provide recommendations on the best course of action for campaigns

Support the Manager, Social Media in managing vendor relationships with companies who provide product and services in the social media landscape

Identify and develop relationships and opportunities where relevant with AC kin such as Air Canada Vacations, Cargo, Jazz and Star Alliance.

Act as a subject-matter expert and consultant to business units. Develop strong, cross-functional, cooperative working relationships with other branches impacted by interactive media (Call Centre, Customer Relations, Web Team, Product Design, Premium Marketing Partnerships, Corporate Communications), etc.

Provide guidance, knowledge and leadership in order to support Air Canada’s Social Media Customer Engagement team

Manage social media communications in times of crisis - Requirement to be on-call in order to assist the Social Media Customer Engagement Team (LOU)

Identify proactive processes and opportunities to a create positive brand image whether in commercial or customer service situations

Report measurement and social listening for various social channels and campaign performance

Ensure accuracy, cohesiveness and legality of information contained in all online communications

Ensure quality control of all social campaign elements

Ensure brand identity and guidelines are respected

Work with internal stakeholders to establish priorities, secure approvals on key product messaging and special offers

Maintain and apply social media best practices

Qualifications

University degree in Business, Marketing option or equivalent

3 years of relevant experience

Bilingual – Proficient in grammar, spelling and punctuation in English and French

Proven track-record in social media strategies and techniques

Excellent judgment skills in determining which comments should be addressed, diffused, escalated or responded to.

Comfortable with newest technology and in depth knowledge and usage of Social Media channels, devices, tools and applications

Excellent interpersonal skills, good listener and ample communication skills

Ability to manage and prioritize multiple projects and requests from competing stakeholders and to align day-to-day responsibilities with wider corporate strategy

Comfortable working independently and within a team environment assisting colleagues whenever possible

Explicit attention to detail and accuracy

High levels of ingenuity, creativity and initiative

Creative, free-thinker with capability to identify new avenues to showcase Air Canada in these new mediums

Practical knowledge of digital mediums including internet and social media channels

Demonstrate punctuality and dependability to support overall team success in a fast-paced environment.

Conditions Of Employment

Candidates must be eligible to work in the country of interest at the time any offer of employment is made and are responsible for obtaining any required work permits, visas, or other authorizations necessary for employment. Prior to their start date, candidates will also need to provide proof of their eligibility to work in the country of interest.

Linguistic Requirements

Based on equal qualifications, preference will be given to bilingual candidates.

Diversity and Inclusion

Air Canada is strongly committed to Diversity and Inclusion and aims to create a healthy, accessible and rewarding work environment which highlights employees’ unique contributions to our company’s success.

Air Canada thanks all candidates for their interest; however only those selected to continue in the process will be contacted.