Associate Director, Social Media

Employer
AbbVie
Location
Lake County, IL, US
Posted
Oct 11, 2019
Ref
1905422
Required Education
Bachelors Degree
Position Type
Full time
The Social Media Associate Director sets strategy for AbbVie's corporate social media channels and partners with functions and affiliates to advise on social media strategies and best practices to achieve desired business results. This role leads the development and execution of the processes, training and analytics that improve and scale AbbVie's social media presence. This position also leads the social media advertising strategies and management of annual media budget. Provides expertise in social media management, identifying and anticipating changes and opportunities in distribution channels and content by keeping abreast of evolving technologies and trends, platform and regulatory changes, and leveraging tracking and analytics. Ensures that our social media presence is relevant and engaging for AbbVie constituent audiences, drives communications efforts that support, promote and protect AbbVie's strategic business objectives, image, reputation and enhances stakeholder perception and competitive position.

REPORTS TO: SENIOR DIRECTOR, Brand and Social Marketing

PRIMARY JOB FUNCTION:

  • Lead the strategy for corporate social media channels and content, and serve as SME for functions who require guidance on social media strategy and compliance.
  • Ensure social content is brand compliant and effective in driving stated communications goals. This includes providing editorial direction for a high volume of content with internal content developers and multiple external agencies, as well as ideating, writing or editing social content as needed. Partner with Social Media Manager on content publishing.
  • Lead the development of paid advertising plans including development of objectives, strategies and campaign recommendations. Manage external agencies and work with social channels to ensure campaigns are effective and executed without error. Manage ~$500k advertising budget and all reconciliation, ensuring investments are prudent and strategic.
  • Oversee associate communication specialist and external monitoring and moderation vendor, ensuring that the response plan supports our communication goals, builds favorability for our brand and complies with Adverse Event reporting in partnership with pharmacovigilance.
  • Partner with affiliates and teams to review and authorize new channels per the SM Authorization Process. Develop controls to ensure channels are managed compliantly and leverage new and changing functionality from platforms. (e.g. YouTube, Twitter, Facebook) to ensure controls are in place, functionality is properly and consistently configured, and the community manager is equipped to manage their channel.
  • Develop internal communication and training processes to "up skill" content producers (both internal and agencies) and reviewers in order to drive consistent, effective and compliant use of social media channels.
  • Accountable for maintaining the Social Media Resource Center, ensuring it fits the needs of employees and the business.
  • Maintain a thorough understanding of regulatory guidelines for social media channels. Partner with regulatory to ensure agility and compliance in social media reviews.
  • Provide expertise to affiliates and functions as targeted social media programs are developed, including developing channel strategy guidance, collaborating on program development, training on social media best practices, developing process to coordinate and publish regional social media content as needed, while ensuring alignment with brand, best practices and regulatory guidelines.
  • Establish additional or improving existing processes and trainings as needed.
  • Produce insights and KPIs on social media that increase our understanding of the role and value of social media, and lead to continual improvements with a test and learn approach.

  • 10+ years of marketing experience, preferably in healthcare, B2B or regulated industry (either client or agency based)
  • Minimum of 4 years' experience managing social media channels
  • Knowledge of various social media publishing and listening tools (e.g. Khoros, NetBase, etc.), preferably with hand on experience
  • Project and process management experience with superior attention to detail
  • Advertising and media planning experience
  • Strong writing and proofreading skills
  • Ability to manage a several concurrent tasks and projects in a fast-paced environment
  • Ability to work in a team environment and prioritize competing tasks
  • Experience supporting global clients
  • Self-starter, proactive problem solver, with a service mindset
  • Passion for social media and willingness to support publishing social media content (sometimes outside "normal" work hours)