Beam Suntory is Crafting the Spirits that Stir the World. Rooted in two centuries of family heritage, Beam Suntory has evolved into the world's third largest leading premium spirits company ... where each employee is treated like family and trusted with legacy. With our greatest assets - our premium spirits and our people - we're driving growth through impactful marketing, innovation and an entrepreneurial spirit. Beam Suntory is a place where you can come Unleash your Spirit by making an impact each and every day.
Manager Global Social Strategy Maker's Mark
The following position is open in New York, United States.
What makes this a great opportunity?
Beam Suntory is Crafting the Spirits that Stir the World. Rooted in two centuries of family heritage, Beam Suntory has evolved into the world's third largest leading premium spirits company, where each employee is treated like family and trusted with legacy. With our greatest assets - our premium spirits and our people - we're driving growth through impactful marketing, innovation and an entrepreneurial spirit. Beam Suntory is a place where you can come Unleash your Spirit by making an impact each and every day.
Are you equal parts strategic social media expert, creative idea generator, analytics pro and spirits industry enthusiast? Can you juggle numerous hats, from managing social & digital agencies to delivering strategic social programming, defining global channel strategies, leading community management and managing social influencer efforts? If so, this may be the role for you – we’re looking for a Manager of Social Media Strategy for the iconic Maker’s Mark brand to join our growing Social Media Team at Beam Suntory.
In this role you will help to define, socialize, and execute needle-moving efforts in social media for one of the largest brands in the Beam Suntory portfolio. You’ll be at the forefront of social media campaign development at a Global Level – overseeing the Global @MakersMark handles & distributing best-in-class guidance to regional and local teams for implementation. You must possess in-depth knowledge of all social media channels, trends, best-practices and tactics, and be a successful team-player – collaborating cross-functionally to mix a masterful “cocktail” – made up of your role and partnership with the paid media, brand & digital marketing, web, consumer care, legal, PR & insights teams, to name a few.
This position sits within the Global Digital Products & Experience Team, reporting directly to the Global Director, Social Media Strategy. It is based in our new global headquarters in New York City and supports the Maker’s Mark Brand and Regional Marketing teams, while collaborating closely with Public Relations, Regional Marketing, Media/Advertising, eCommerce and many other departments.
Reports to the Director, Global Social Strategy on the Global Digital Experience & Products Team.
Accountable to the Digital Brand House Lead, Maker’s Mark
Cross functional leads and teams (e.g., Innovation, Digital, Media, PR, Capability, HR)
About Maker’s Mark
Maker's Mark® began with one family's quest to create a bourbon they enjoyed drinking and sharing with friends. That's hardly revolutionary today, but in 1953 it changed an industry. There's an old joke at the distillery that goes, "If we could make it any faster, we wouldn't." Because at Maker's Mark, it's one bottle at a time. Every time. That's as true today as it was when our founders filled our first bottle. And since then, it's been a widely held belief around here that character isn't made by machine. Each member of our team is made up of equal parts humble, approachable, driven & a little bit competitive – because we know the best bourbon around doesn’t come from just sitting back and sipping.
Purpose & Scope of Role
The Manager, Social Media Strategy acts as both the internal functional lead and external face of Maker’s Mark by representing brands’ two-way communications with consumers social media channels. The role is responsible for shaping and implementing the long- & short-term social media brand strategy, developing & executing social-first content activations, providing strategic guidance & oversight over social media campaigns, and managing all owned & earned media channels & engagement. This role is also responsible for owning & driving social agency partnerships to support overall Global Brand House initiatives. A unique blend of strategic thinking, commitment to excellence in execution and analytical skills to drive maximum results, this role serves as a conduit between the Maker’s Mark brand team and the Global Social Center of Excellence.
You must possess in-depth knowledge of all social media channels, trends, best-practices and tactics, and be a successful team-player – collaborating cross-functionally to mix a masterful “cocktail” – made up of your role and partnership with the paid media, brand & digital marketing, web, consumer care, legal, PR & insights teams, to name a few.
Key Responsibilities & Measures of Success include:
Develop bespoke social media strategy & social playbook for Maker’s Mark globally
Create & distribute social content calendar for the Maker’s Mark Brand
Oversee development & communication of social media priorities for internal & external projects
Manage best-in-class global core social channel execution (Meta, YouTube, etc.)
Lead social agency partnership conversations, briefs & programming
Develop & strengthen social platform relationships (Meta, YouTube, etc.)
Identify new, relevant channels & opportunities to further engage communities on social
Lead strategic & executional partnerships with Social Media Tool Partners (e.g., Emplifi)
Work with key markets to build & develop social capabilities & rollout strategic implementation locally
Be a voice for social at BSI, contributing to the establishment of the Center of Excellence, supporting education of cross-functional teams & leadership stakeholder on the power, value & impact of social
Stay up to date on new social tools, best practices and how other organizations and brands are using
Be a driver of the “big idea” for Social Media Content Creation, as we push our brands to be more social-first in content briefing & asset development
Plan, develop and present Social Media briefs to internal & agency teams, in line with channel strategies
Project Management: oversee and execute process & timelines implementation, internal alignments & feedback consolidation.
Oversee social content approvals, finalization & distribution across various stakeholders (brand team, digital team, legal, etc.)
Ability to create content on-set / at events for Reels / Stories when needed
Partner with paid media & CRM teams to develop content that can be maximized across channels
Ensure to cascade content for social across all relevant teams globally & locally
Partner with founders / key talent to develop social-first content
Explore opportunities in partnership with PR to develop social-first, influencer content & ways of working
Be a driving voice for social performance to accelerate social and optimize strategy, content & activations
Pull & analyze owned social channel reporting mapping to KPIs
Review, impact & socialize agency-led social performance reports (campaign, evergreen, content)
Set up standardized cadence of reporting to address key gaps within business insights for brands on social
Present social performance results to relevant teams; leverage insights to impact future strategy/content
Collaborate with Media Team for full-context reporting; identify opportunities to boost organic content
Partner with consumer insights on social listening to inform strategy & real-time conversations
Monitor the social space to gauge trending industry topics, brand conversation & community sentiment
Develop ad-hoc competitive social & content reports
Oversee analytics reporting done by the Associate Manager on Small Batch brands
Oversee implementation & go-live of content for Maker’s Mark social channels
Ability to create real-time content on-set / at events for Reels / Stories when needed
Continuously monitor the social space to gauge trending industry topics, brand conversation & community sentiment
Establish cultural & reactive response strategy – identify the right moments to create proactive content & engage in reactive conversations on behalf of the brand
Partner with Customer Care to ensure high-touch, timely & on-brand social interactions
Partner with relevant internal teams to resolve social risk or escalations in a timely manner
Collaborate with PR, events & sales teams to highlight relevant local moments on global social channels
Ensure compliance & standardization of best practices from an industry perspective
Qualifications & Experience
QUALIFICATIONS & COMPETENCIES REQUIRED:
6-8 years of experience planning and implementing social media efforts for brands/clients, either in-house or at an agency.
Experience in managing brand social media channels & proven track record of success
Able to manage multiple projects simultaneously and complete projects in a timely manner
A strong curiosity for different cultures and markets across the world.
Executive presence & ability to create & share dynamic presentations
Excellent writing skills, impeccable attention to detail, grammar & spelling
Strong quantitative skills & ability to use data to storytell
Demonstrate always-on approach to responsibilities
Experience in Spirits, Alcohol Beverage or a highly regulated category is preferred, but not required
The salary range for this role is a base salary of $95,000 - $105,000 along with an annual bonus, 401K match, profit sharing, and medical and wellness benefits. Salary range is commensurate with candidate’s location, experience and skillset.
At Beam Suntory, people are our number one priority, and we believe our people grow together in diverse and inclusive environments where their unique insights, experiences and backgrounds are valued and respected. Beam Suntory is committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, military veteran status and all other characteristics, attributes or choices protected by law. All recruitment and hiring decisions are based on an applicant’s skills and experience.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit, and vision of growing for good.
Our business has long-standing roots, but don’t be fooled. Beam Suntory doesn’t look—or act its age. From distilleries to offices to sales jobs in the field interacting with our customers on the front lines, we thrive together in a creative, energetic, and challenging work atmosphere that employees love.