Director, Digital, Social and Influencer

Summary

Unique opportunity to be part of crafting the next chapter for Chobani as well as defining and building the future of marketing for the company (and the industry), merging the best of CPG with the ability of Tech. Be part of a newly formed Marketing team that will raise the voice of the consumer across the company, creating growth and stoking love for the brand to elevate Chobani as a force for change in the world!

Reporting to the VP of Consumer Marketing, the Digital, Social & Influencer Director position will serve a crucial role in designing an integrated strategy for social, influencer and owned & operated digital channels (namely chobani.com and our CRM program). This is a critical leadership role within a high growth function with a huge scope for impact in a fast paced, purpose driven, category defining business! Chobani refuses to be a traditional CPG company which requires we take a non-traditional but equally effective approach to deploying social media and digital channels to reach consumers, engage the brand in culture and drive shopper behaviors and preferences. 
 

This position requires onsite presence at our NYC office from Monday to Thursday, with the flexibility to work remotely on Fridays.

Responsibilities

Setting strategy and vision 
•    Create and implement digital, social & influencer strategy to drive increased followership and engagement 
•    Implement innovative social + digital strategies that leverage consumer insights and brand strategy to build a best-in-class engagement approach that results in meaningful and long-lasting relationships with our community and engages the brand in broader conversations and culture 
•    Build a digital & social marketing team including potential analytical vendors, creative partners and agencies, as needed 
•    Work collaboratively and cross functionally  

Social Media & Influencer Marketing 
•    Lead end-to-end process from social strategy and influencer partnerships to organic and paid creative development, editorial calendars, campaign execution and reporting. 
•    Develop key performance indicators that align to business objectives; set measurable goals, track conversions, and measure success of social and influencer program 
•    Develop platform-specific strategies and content execution plans for organic social (macro and micro) to amplify brand messaging, drive awareness from the brand, support new product launches, drive revenue and grow engagement and reach across TikTok, Instagram and key social channels. 
•    Establish integrated social media and influencer marketing campaigns that amplify the overall brand strategy and drive tangible business impact. 
•    Maintain an expertise of content types and audiences across all social channels: Instagram, TikTok, Twitter, Instagram, Facebook, LinkedIn, YouTube, and Snapchat. 
•    Exhibit an outstanding understanding of the digital world, leading trends, and changes in consumer behavior, identify social innovations to leverage on key social platforms, as well as across digital touchpoints including chobani.com and via our CRM (namely email) program 
•    Lead daily communications and strategy; also supervise daily workflow and program management across internal and external teams (idea sessions, briefings, strategy and deck building, budget management). 
•    Partner with product marketing, the creative studio and comms to lead the development of “best in class" content that is fit for platform against each of the social media activation partners, in all relevant tactics and formats. 
•    Propose, maintain and manage a budget across social, influencer and digital; including proposal for paid media to boost reach and engagement; Lead quarterly and monthly social reporting that translates data into actionable insights 

Owned Properties/CRM 
•    Develop the strategy for the role of Chobani.com and email marketing within the broader marketing strategy 
•    Uses our digital properties and improves the relevance and effectiveness of them in support of our overarching brand and content strategy. 
•    Ensure owned properties align to our brand content digital demand, SEO and social goals and are managed with the consumer journey in mind. 
•    Lead all aspects of the monitoring and evaluation of comments, ratings and reviews, measure activity and analyze traffic patterns, activity levels and how well social media messages are received. Provide feedback to brand team and marketing leadership and make recommendations for improvements. 
•    Accountable for consistency, coherence and compliance of Chobani owned digital properties 

Requirements

•    10+ years of relevant work experience in social media, influencer and/or community marketing including owned & operated channels. 
•    Bachelor’s Degree or Certificate required. 
•    Solid understanding of modern digital media (websites, search, social media, content marketing, influencers, video, mobile). 
•    Deep understanding of the digital world, be on the pulse of new-age digital innovation (initiatives and platforms) and micro & macro influencer marketing strategies. 
•    Proven success across social media, influencer, and paid (personally or commercially) with metrics and case studies. 
•    Proven track record to manage and negotiate influencer and creator contracts. 
•    Proficient in influencer and social media management software and tools. 
•    Demonstrated ability to apply social analytics and translate them into actionable takeaways. 
•    Advocacy of diversity and inclusion; you prioritize diverse perspectives and voices 
•    Self-starter with an entrepreneurial mentality with experience working on sophisticated, ambiguous projects across multiple teams. Creative approach to new ideas, experimentation with new initiatives that fuel growth 
•    Experience managing multi-faceted projects with complex results while meeting aggressive timelines
 

About Us

Chobani is a food maker with a mission of making high-quality and nutritious food accessible to more people, while elevating our communities and making the world a healthier place. In short: making good food for all. In support of this mission, Chobani is a purpose-driven, people-first, food-and-wellness-focused company, and has been since its founding in 2005 by Hamdi Ulukaya, an immigrant to the U.S. The Company manufactures yogurt, oat milk, and creamers – Chobani yogurt is America's No.1 yogurt brand, made with natural ingredients without artificial preservatives. Following the 2023 acquisition of La Colombe, a leading coffee roaster with a shared commitment to quality, craftmanship and impact, the Company began selling cold-pressed espresso and lattes on tap at 32 cafes, as well as Ready to Drink (RTD) coffee beverages at retail.   
  
Chobani uses food as a force for good in the world – putting humanity first in everything it does. The company’s philanthropic efforts prioritize giving back to its communities and beyond: working to eradicate child hunger, supporting immigrants, refugees and underrepresented people, honoring veterans, and protecting the planet. Chobani manufactures its products in New York, Idaho, Michigan and Australia, and its products are available throughout North America and distributed in Australia and other select markets.  
  
For more information, please visit www.chobani.com and www.lacolombe.com, or follow us on Facebook, Twitter, Instagram and LinkedIn. 

Chobani is an equal opportunity employer.  Chobani will not discriminate against any applicant for employment on any basis including, but not limited to: race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, military and/or veteran status, marital status, predisposing genetic characteristics and genetic information, or any other classification protected by federal, state and local laws.

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