Manager, Social Media

Who We Are:

At Brooks, we believe movement is the key to feeling more alive. That’s why we’re driven to create gear and experiences that take people to the place that makes them feel more alive — whether it’s a headspace, a feeling, or a finish line.

Everyone who works at Brooks is propelled by a company culture that sparks excitement, fuels collaboration, inspires creativity, and ignites innovation.

Our brand values help bond us together and drive our success:

·  Runner First  

We act in the best interest of the runner

· Word is Bond

We do what we say we’ll do

· Champion Heart  

We give our all in everything we do

·  There is no “I” in Run

We stay generous with our humanity

· Keep Moving

We find ways to move every day, because joy is kinetic!

We welcome everyone from every walk of life looking to inspire others through the power of movement — because we’re all moving towards something. Let’s run there.

For most people, social is an integral part of daily life, serving as a place to document important moments, drive connection, learn new things, etc. Therefore, at Brooks we look at social as the heartbeat of our brand – a place for us to tell our stories, tap into culture and connect with our consumers in a meaningful way.

The Manager, Social Media will be the in-house expert and one-stop-shop for all things social at Brooks. You will work with our agencies to build and execute key brand and channel strategies. You will also lead content production and strategy on new campaigns, brand moments, and brainstorm new content types for Brooks to tell meaningful and impactful stories. You will make recommendations to support content that tells the story of our brand and product in a way that resonates with new and existing audiences. You will partner with external agencies, internal creative, global teams and cross functional teams to curate content while building strong executional and phasing plans. You’ll leverage analytics to have a keen eye on identifying high performing content and optimize as needed. You will also develop and work on strategies to build and engage a strong community online.

You have your finger on the pulse of social media and can quickly identify trends. Most importantly, you can identify which trends are applicable to Brooks’ tone, identity, and goals and which are not. You will use reporting, analytics, & measurement data from both organic and paid social efforts to identify learnings that will inform future efforts. A primary goal will be to ensure that our social programming is contributing at every level of the Brooks marketing funnel & digital consumer journey.

Responsibilities:

• Strategy
• Build the social strategy for Brooks Running’s social media channels in concert with program/campaign strategies and the overall Brooks social strategy.
• Optimize individual strategies for each of our main channels (Facebook, Instagram, TikTok, Stava, YouTube, X, Threads).
• Understand current audience landscape and provide a recommendation for how Brooks’ can reach new runners with an expanded strategy.
• Develop audience insights, including the identification of respective core consumer targets across each social platform
• Lead the curation of Brooks’ voice & tone across organic social channels and align this tone to Brooks global & regional marketing strategies. Develop detailed understanding of our competitive landscape in order to build strategies/tactics that set Brooks apart.
• Identify/prioritize new & emerging channels/opportunities (e.g. Spotify, Substack, etc.).
• Set key KPIs and targets by channel and platform.
• Content Development & Planning
• Partner with teams to identify new trends and types of new content/campaigns that could work for our brand/campaigns.
• Partner with agencies to build strong content and platform strategies across social media while optimizing process to allow for seamless execution.
• Engage in regional campaign planning process, including ideation and execution, while keeping other stakeholders aware of the goals and plan for social media.
• Work with Global & Event Marketing teams to optimize our live event coverage strategies across Brooks owned & operated channels.
• Partner with North America Marketing and Global Marketing teams to ensure alignment on content plans linked to marquis product & brand stories.
• Travel for event activations, content productions, and Brooks internal meetings.
• Community Engagement & Reporting
• Partner with team to build proactive community engagement cadence and tactics.
• Actively listen and track our social community and its behaviors for reactive opportunities that will further build the bond between brand and audience through content & surprise & delight activations.
• Leverage reporting and social listening to help inform internal business questions/decisions.
• Develop community best practices to engage effectively with our communities online.
• Develop and execute a community seeding strategy, while partnering with the Influencer Marketing team to build relationships with content creators and digital native talent
• On-going evaluation of tools to drive greater efficiency for the business.
• Execution
• Ensure all social media content and assets align with wider editorial calendar and yearly strategy for Brooks’ social presence.
• Partner with Influencer team to find story-telling opportunities and ways to collaborate through visually rich content. Continue to advise on best practices and make recommendations on how to amplify across multiple channels to tell a larger, cohesive story.
• Advise on an organic social boosting strategy to help amplify high performing content with paid support and provide creative recommendations based on insights and best practices.
• Work with internal marketing teams to develop strategies for custom branded opportunities across all social and digital communication platforms.
• Business Management/Relationship
• Operate as subject matter expert for social media channel and share best practices across the organization.
• Mentor the full organic social team, providing opportunities for professional development, skill-building, and growth within the Brooks organization. Manage the organic social budget, partnering with finance on quarterly accounting forecasts, as well as approving expense reports, and reconciling actuals.
• Work with Senior Manager and Director to manage resourcing, work planning, organizational shifts, and strategy development. 

Qualifications:

• Bachelor’s degree in Marketing, Communications or relevant studies
• 5+ years of relevant social media marketing experience
• 2+ years management experience
• Strong experience of the digital social media landscapes, including key platforms such as Facebook, TikTok, Instagram, and YouTube.
• Experience using and managing CRM platforms.
• Personal experience producing social media content, editing, storyboarding, writing creative treatments, is a plus.
• Experience leveraging behavioral, demographic & psychographic data to create and optimize content.
• Proven results managing various social media campaigns (brand and product focused) that are native to individual channels and demonstrate tangible ROI.
• Ability to work within tight deadlines.
• Ability to balance priorities within an ever-changing work environment.
• Motivated and proactive, analytical, organized, eager to learn, and detail-oriented
• Excellent written/verbal communication and copywriting skills
• Adaptable and works well in a team environment
• Comfortable working in a fast-paced and dynamic organization
• Excellent interpersonal skills that inspire and build trust resulting in effective working relationships across the company.
• Keen attention to detail in planning, organization and execution of tasks, while still seeing the big picture and understanding how all of the pieces fit together and affect one another.
• Ability to anticipate how a decision made can affect our customers, our partners, our products or other departments’ operations and/or morale; “connecting the dots.”
• Demonstration of innovation and initiative – always looking at improving our products and processes while also displaying a willingness to dive into the details and help out wherever necessary.
• Passionate participation in Brooks’ sports activities is a plus, overridden by the ability to understand and empathize with the runner in order to develop loyal, engaging relationships with our customers and the Brooks community.
• Embraces and lives the Brooks values!

Compensation: The pay range for this position, based out of the Brooks Seattle HQ, is $108,403 - $162,605 per year. Base pay offered will vary depending on job-related knowledge, skills, and experience.

Other:

Brooks is proud to offer a robust benefits package to our employees and their families!

At Brooks, we celebrate diversity & equity. We are committed to creating an inclusive environment, and encourage people of all backgrounds, perspectives, experiences, and skills to apply. Brooks is proud to be an equal employment opportunity employer. All employment decisions are made without regard to race, religion, creed, color, national origin, age, sex, gender, gender identity or expression, two-spirit identity, sexual orientation, genetic information, sensory, physical, or mental disability, marital status, pregnancy (including childbirth and related conditions), honorable discharge or military status, protected citizen status, actual or perceived victims of domestic violence, sexual assault or stalking, HIV or Hepatitis C infection, political ideology, use of a trained guide dog by a person with a disability, or on any other basis protected by federal, state or local law, or any other non-merit based factors.