Marketing Advisor - Social Media

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The Marketing Advisor, Social Media is a primary stakeholder in the operation of Air Canada’s social channels.

They have an ear to the ground and a finger on the pulse of what the online audience is saying, thinking and feeling about the brand. In turn, the Marketing Advisor, Social interprets consumer feelings and thoughts and expresses the brand to the online community through active community engagement and producing social content.

This means engaging the community to further develop brand loyalty by creating appropriate social communications, including content capture and development, collaborating with internal creative teams, and by liaising with key stakeholders.

As such, the Advisor, Social Media is at the center of a cross-functional team and works in close cooperation with marketing agencies, the Social Media Customer Engagement Team, Corporate Communication, and other department contacts in order to provide customers with a comprehensive, cohesive and engaging vision of the Air Canada brand on social platforms.

He/she is an internal expert and will provide guidance to departments within Air Canada who wish to engage with our customers on social channels.

He/she must be in tune with the many facets of the corporation, its culture, products/services in order to create an intuitive rapport with various consumer audiences building on loyalty and coaxing “influencers”. He/she must identify and create opportunities beyond traditional communication to showcase Air Canada in innovative and engaging ways.

Responsibilities

• Build and engage the Air Canada, Air Canada Rouge, and Aeroplan’s communities by leveraging owned channels (e.g. Instagram, TikTok, Facebook, YouTube, LinkedIn)
• Capture and create content supporting marketing campaigns and always-on social calendar
• Support the Manager, Social Media in the development of annual social media strategies and priorities
• Develop, provide direction and brief creative stakeholders for social content in keeping with corporate, marketing and brand objectives
• Evaluate briefs and provide recommendations on the best course of action for campaigns
• Support the Manager, Social Media in managing vendor relationships with companies who provide product and services in the social media landscape
• Identify and develop relationships and opportunities where relevant with AC kin such as Air Canada Vacations, Cargo, Jazz and Star Alliance.
• Act as a subject-matter expert and consultant to business units. Develop strong, cross-functional, cooperative working relationships with other branches impacted by interactive media (Call Centre, Customer Relations, Web Team, Product Design, Premium Marketing Partnerships, Corporate Communications), etc.
• Provide guidance, knowledge and leadership in order to support Air Canada’s Social Media Customer Engagement team
• Manage social media communications in times of crisis - Requirement to be on-call in order to assist the Social Media Customer Engagement Team (LOU)
• Identify proactive processes and opportunities to a create positive brand image whether in commercial or customer service situations
• Report measurement and social listening for various social channels and campaign performance
• Ensure accuracy, cohesiveness and legality of information contained in all online communications
• Ensure quality control of all social campaign elements
• Ensure brand identity and guidelines are respected
• Work with internal stakeholders to establish priorities, secure approvals on key product messaging and special offers
• Maintain and apply social media best practices

Qualifications

• University degree in Business, Marketing option or equivalent
• 3 years of relevant experience
• Bilingual – Proficient in grammar, spelling and punctuation in English and French
• Proven track-record in social media strategies and techniques
• Excellent judgment skills in determining which comments should be addressed, diffused, escalated or responded to.
• Comfortable with newest technology and in depth knowledge and usage of Social Media channels, devices, tools and applications
• Excellent interpersonal skills, good listener and ample communication skills
• Ability to manage and prioritize multiple projects and requests from competing stakeholders and to align day-to-day responsibilities with wider corporate strategy
• Comfortable working independently and within a team environment assisting colleagues whenever possible
• Explicit attention to detail and accuracy
• High levels of ingenuity, creativity and initiative
• Creative, free-thinker with capability to identify new avenues to showcase Air Canada in these new mediums
• Practical knowledge of digital mediums including internet and social media channels
• Demonstrate punctuality and dependability to support overall team success in a fast-paced environment.

Conditions of Employment

Candidates must be eligible to work in the country of interest at the time any offer of employment is made and are responsible for obtaining any required work permits, visas, or other authorizations necessary for employment. Prior to their start date, candidates will also need to provide proof of their eligibility to work in the country of interest.

Linguistic Requirements

Based on equal qualifications, preference will be given to bilingual candidates.

Diversity and Inclusion

Air Canada is strongly committed to Diversity and Inclusion and aims to create a healthy, accessible and rewarding work environment which highlights employees’ unique contributions to our company’s success.

As an equal opportunity employer, we welcome applications from all to help us build a diverse workforce which reflects the diversity of our customers, and communities, in which we live and serve.

Air Canada thanks all candidates for their interest; however only those selected to continue in the process will be contacted.