Overview
The Alibaba.com New York office is looking for a creative, innovative, and analytical social media expert to join the global marketing team and tell the story of the businesses that thrive on our global B2B marketplace. We want to grow our audience of small- and medium-sized businesses, and showcase their stories through engaging narratives and community building. This position will be critical to the company’s global strategy as it broadens its appeal to western audiences. It is an exciting opportunity to build the social media strategy of one of the largest companies in the world from scratch, because of our fresh focus on awareness, branding, and our community of entrepreneurs and business-builders.
Responsibilities
Strategy
● Build, implement, and govern Alibaba.com’s global social media strategy from scratch
● Define the channel governance strategy—what we publish, when, why, how, and which channels are most appropriate — and communicate it to all stakeholders.
● Ideate, organize, and implement social media campaigns from time to time – managing timelines and resources from start to finish
Content
● Develop and implement a content calendar that accommodates the needs of all business units within Alibaba.com while staying aligned with the brand and social strategy
● Create some (but not all) of your own content (including videos, graphics, and photos) that is on-brand, customized for each social channel, and conveys our value
● Consult with all business units to help them develop their own content that fits into the brand and social channels’ strategy
● Use our platforms to gain brand awareness and showcase the stories of small- and medium-sized businesses that make Alibaba.com what it is
● Monitor social channels for customer engagement and facilitate conversations and conversions
Collaboration
● Work across teams, time zones, and personality types to support all of Alibaba.com’s global initiatives
● Collaborate with all of our social stakeholders, including owners of other specialized social channels within Alibaba.com, as well as Alibaba Group
● Work with our internal and external paid media teams to implement ads, lead gen efforts, and other paid social
Advocacy & education
● Analyze and identify new growth opportunities, as well as tactics that need to be phased out, and present your findings
● Educate Alibaba.com teams on how social media can enhance their projects and how it fits into the overall company strategy
● Provide monthly reports on social analytics
Minimum Qualifications & Skills
● 5+ years of professional experience in social media marketing and/or managing corporate social accounts
● Experience with B2B social media required
● Proven experience developing the creative and copy for social media posts yourself, including graphics, GIFs, videos, and other compelling content
● Experience with social media measurement tools, such as Google Analytics or Social Studio
● Knowledge of how to use monitoring tools such as Sprout Social or Brandwatch
● An insatiable curiosity for building community, marketing programs, and brand through social media, which leads you to constantly find innovative tactics and try new things
● Ability to execute on ideas quickly with appropriate attention to detail and tone
● Acute attention to detail, with an obsessive eye for grammar & good copy
● Data-driven, with an eye on using analytics to optimize content and achieve goals
● Willingness to embrace change, accept feedback, and adapt strategies on the fly
● Excited to learn what you don’t know about global trade, B2B ecommerce, and social media — and become an expert
● Friendly and able to engage and interact with colleagues around the world, as well as the global social media audience
