Social Media Executive, Luxury Travel, 6month FTC

£20000 - £23000 per annum, Benefits: excellent benefits
14 Mar 2014
11 Apr 2014
Rachel Hawker
Business Type
In-house / Client-side
Contract Type
Freelance / Contract
Full Time
Social media is playing an increasingly important role for my client (a luxury travel client) as the impact of referral based recommendations on purchase decisions make it an ideal channel to reach and engage with consumers as well as inspiring new target audiences.

My client has identified the need for a Social Media Executive to join the Online Marketing team to support the continued expansion in the social media space. Working with the brand team, reporting directly into the Online Marketing Manager, this role will be instrumental in initiating, nurturing and maintaining a social media connection with active consumers interested in the brand as well engaging with new target audiences.

This role will be a key member of the online marketing team and will work collaboratively with cross functional teams including web development, brand marketing, public relations, customer services and legal, as well as external agencies to deliver business objectives.

The Social Media Executive will work alongside the agency to support the strategic development and execution of all UK and Ireland (and global, where relevant) social media marketing initiatives. This will involve the day-to-day social media activities including, but not limited to, writing editorial calendars, content generation and curation, sourcing and editing photography, campaign development, community outreach, paid social advertising, performance analysis, ongoing community moderation and optimisation. Additional efforts tied to social analytics and business KPIs in order to measure performance, optimise initiatives and establish best practices will also be key requirements of the position.

The ideal candidate will have previous social media experience, ideally in the travel industry, and will have a passion for all things social including future trends. Candidates should also have a proven track record of successfully managing social media communities that meet business objectives and target metrics, as well as working with external agencies.


• Develop and implement the social media strategy and best practices across various platforms and social communities (e.g. Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, etc).
• Working with the Brand team, understand and maintain approved guidelines of the Brand’s voice across social.
• Develop a social media playbook clearly articulating brand style, tone, identify and voice.
• Develop weekly and monthly content calendars for all social media channels, including imagery, based on strategic priorities and key audiences to drive engagement.
• Publish daily posts and monitor conversations on social channels ensuring all posts successfully resonate with target audiences, achieving the right balance to create positive sentiment with past guests and engage new target audiences.
• Listen, participate and report on social conversations, ensuring timely responses to consumer posts and questions within an agreed timeframe. Escalate issues and flag potential concerns to appropriate teams based on an established crisis management plan.
• Drive the acquisition of fans and followers on different social channels and working with external agencies to develop paid and organic programs to grow our base across new target audiences.
• Develop social media briefs for agencies executing campaigns, oversee production and deployment of campaign initiatives and anaylse performance.
• Identify and nurture key online influencers and create a program to turn them into ambassadors.
• Collaborate with the Online Marketing and Web team in order to optimise social media for search marketing (SEO) and leverage organic/paid promotional activities where appropriate.
• Produce weekly and monthly reporting on social media performance against KPIs driving actionable insight for future activities. Identify and analyse issues, patterns and trends in social channels and product performance.
• Identify opportunities, trends and features in social media space. Justify investment in new social media channels through business objectives, optimisation and testing.


• Must have social media marketing experience, preferably in Travel, obtaining in-depth knowledge and understanding of online communities and delivering against business objectives.
• Experience in creating content in collaboration with multiple stakeholders, such as brand, public relations, legal and customer services.
• Understanding of performance tools, including Facebook Insights, Twitter, YouTube, etc.
• Ability to manage several concurrent activities and thrive in a fast paced environment.
• Experience in managing and working with agencies.


• Possesses a spirit of creativity and innovation.
• A passion for all things social.
• Excellent self-motivation with a can do attitude.
• Excellent organisation/planning skills and attention to detail.
• Highly analytical and articulate.
• Excellent copy writing skills and ability to give guidance to third-party copy writers.
• Proficient in Excel, Word and PowerPoint, Photoshop is desirable.
• Great presentation and interpersonal skills.

If this sound like the role for you then please contact Rachel Hawker ASAP!!!

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