Algorithms, Brand Management, Brand Marketing (Branding), Brand Strategy, Budget Management, Calendar Management, Campaigns, Channel Management, Channel Sales, Communication Skills, Content Development, Content Management, Creative Brief, Cross-Functional, Emerging Technology, Marketing, Marketing Plan, Metrics, Multiplatform/Cross-Platform, Performance Metrics, Power Amplifier, Presentation/Verbal Skills, Program Planning, Project/Program Management, Retail, Retail Merchandising, Sales, Social Media, Social Media Marketing, Team Player, Trend Analysis, Writing Skills, YouTube
This role is for a social-obsessed marketer who lives on the feed, thinks in content, and knows how to turn a creator partnership into a cultural moment. The Senior Specialist, Brand Activation Influencer & Social is responsible for executing Influencer & Owned Social Strategy, and Development & Execution of Campaigns and Measurement across Brand and Always-On Campaigns. This is a hybrid role, we work on site 4 days and remotely 1 day weekly.
- Owns the brand''s organic social presence across platforms (Instagram, TikTok, YouTube, Pinterest, etc.)
- Develops and manages a content calendar for always-on social
- Monitors brand social channels and engages with the community; understands the brand''s tone of voice and writes in it natively
- Briefs and directs creative assets for social, with a strong aesthetic eye for on-brand, platform-native content; comfortable with light content creation including filming and directing UGC shoots in partnership with in-house creative
- Develops and executes a UGC strategy, identifying opportunities to source, rights-manage, and amplify authentic consumer content across owned and paid channels
- Keeps a pulse on culture, trends, and emerging creators; brings fresh, culturally relevant ideas to campaign concepts
- Maintains a strong POV on platform trends, formats, and algorithm changes
- Leads Influencer/Creator Agency relationships; briefs agency partners per season with clear, consumer-led objectives and KPIs aligned to comms strategy, brand, and business priorities in the US
- Develops Influencer/Creator activations for Brand & Key Products to cultivate deeper engagement with the brand and drive the consumer through to purchase
- Fosters and sustains direct relationships with influencer talent, resulting in authentic and lasting brand affinity
- Manages influencer programs across macro, micro, and nano tiers, matching the right creator to the right moment and objective
- Executes Influencer/Creator Activation Plans including weekly optimizations; ensures programs are effectively planned, executed, and recapped
- Supports Director, Brand Activation on strategic seasonal & comms planning for Influencer & Owned Social
- Supports Brand Activation events and experiential moments, including on-site social coverage, influencer attendance coordination, and post-event content amplification
- Partners with Agency Partners & Analytics to set and review holistic measurement plans; uses data and insights to optimize future campaigns
- Demonstrated knowledge of Influencer Metrics & KPI optimization across both influencer and owned social channels
- Builds internal partnerships and ensures cross-functional collaboration and alignment with internal channel teams: brand management, in-house agency, performance marketing, merchandising & retail/WHS marketing
- Partners with Brand Marketing & Performance Marketing teams to ensure plans are integrated at all touchpoints and drive the consumer through an integrated experience
- Manages budget across influencer and owned social workstreams
- Presents Brand Activation Marketing plans to key stakeholders including senior management, channel teams, and sales organization
Who we are:
Samsonite is the worldwide leader in superior travel bags, luggage, and accessories combining notable style with the latest design technology and the utmost attention to quality and durability. For more than 100 years, Samsonite has leveraged its rich heritage to create unparalleled products that fulfill the travel lifestyle needs of conscious movers everywhere. With a portfolio of brands including Samsonite, Tumi, American Tourister, High Sierra, Gregory, Hartmann, and Lipault Paris, our products are sold in over 100 countries in North America, Asia, Europe and Latin America through our company-operated retail store, websites and a variety of retail partners.
- 3+ years of hands-on influencer marketing AND owned social experience, ideally working with lifestyle brand
- BA in Marketing or related discipline
- Digital Native, Plugged in: TikTok and Instagram are non-negotiable
- Robust Understanding of Influencer Marketing
- Influencer Agency Management across planning & execution
- Demonstrated knowledge of Influencer Metrics & KPI Optimization
- Experience with Tools like CreatorIQ, Sprout, Meltwater
- You put the consumer first and ask questions about what influences their buying behavior
- You are a strategic thinker with top notch planning skills and an obsession for detail
- You are an ambitious intellectual & creative thinker who values iteration and innovation
- You live and breathe social media
- You have a track record of executing high impact, results oriented creator marketing plans
- You are a resourceful go-getter who can navigate a matrixed team environment
- You have an optimistic attitude and ability to positively influence your peers
- You have the confidence, strong written and verbal communication, and presentation skills to present marketing plans in front of senior management
- You are a collaborative, team player