Job Details
Company Description
Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing and distribution of premium lifestyle products in five categories: apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The Company's brand names, which include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps, among others, constitute one of the world's most widely recognized families of consumer brands. At Ralph Lauren, we unite and inspire the communities within our company as well as those in which we serve by amplifying voices and perspectives to create a culture of belonging, ensuring inclusion, and fairness for all. We foster a culture of inclusion through: Talent, Education & Communication, Employee Groups and Celebration.
Position Overview
We are looking for a strategic & proactively Social & Digital Insights Senior Manager to help develop and execute social media and digital analytics to keep us abreast of social conversations and identify opportunities for social & digital strategy optimization. This individual will play a pivotal role of data analysis to identify social trends and opportunities to improve our social media strategies and assets in real time and for future campaigns. The individual will also be responsible to monitoring and tracking social conversations. This person will have a strong understanding of content trends, platforms and audience segments. They should have a curious intellect, strong attention to detail and be passionate about data.
Essential Duties & Responsibilities
This role needs to combine cultural intelligence with social-first thinking to help our brand remain resonant with consumers, armed with the right insights to infiltrate culture & build the right social media strategy & assets in a forever changing world. Key responsibilities include: 1. Strategic understanding of key cultural shifts & trends impacting RL Stay abreast of key cultural shifts & fashion trends, leveraging social, digital and print to pre-empt potential shifts in trends that could impact RL or be opportunities for RL to partake in Provide real-time insights on emerging trends relating to our categories, consumers, competitors or brand Deliver monthly updates on key social & digital conversations globally and in key regions (US, Europe, China, Japan, South Korea), with broader strategic implications and opportunities for RL Deliver ad hoc deeper dive analysis leveraging all social & digital tools available Drive recommendation and application of potential new tools & platforms 2. Social media performance analysis: Undertake timely qualitative and quantitative analyses of global social media campaigns across platforms to understand successes and areas of optimization in terms of audience targeting, creative, format, or platform Establish data-driven approach to inform and contribute to the overall social strategy to increase follower growth, engagement and additional core KPIs. Analyze overarching plans and data sets across owned, paid and earned media. Oversee implementation of data strategy, ensuring measurement goals are met and KPIs are effectively captured, and data quality is accurate. Monitor content performance across different formats Stay abreast of and measure most relevant KPIs in an algorithmic world (e.g. moving beyond traditional metrics to engagement quality metrics) Stay up-to-date with emerging social media trends and technologies to evolve strategies and react in real time to ensure social media is relevant and engaging. Build strong relationships with the global and regional social media teams. 3. Manage our global social listening agencies to ensure optimal reporting and deal with any platform, stakeholder or reporting problems 4. Support & coordinate with all regional CMI teams to ensure regional insights are integrating in global reports
Experience, Skills & Knowledge
Long-term expertise in social listening & digital analytics, with proven ability to impact social strategy Strong knowledge of social media vendors ranging from listening, trend spotting and audience research. Great expertise with social media measurement tools and platforms, ideally including APAC platforms Preferred: experience in pulling insights from multiple regions, including APAC Exceptional organizational and time management skills. Strong attention to detail and the ability to build productive relationships with key partners. Digital curiosity and passion to learn new, rapidly evolving platforms and stay abreast of trends. Demonstrate critical thinking skills to think, plan and execute resourcefully across multiple tasks. Team-player; ability to work with all business divisions in a proactive manner while driving results. Adapts easily to changing situations and demonstrates flexibility in juggling priorities. Demonstrates strong ability to understand and adapt to significant shifts impacting social media (e.g. algorithms reshaping social media landscape)
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