Manager, Social Media and Influencer Strategy

About Four Seasons

Four Seasons is powered by our people. We are a collective of individuals who crave to become better, to push ourselves to new heights and to treat each other as we wish to be treated in return. Our team members around the world create amazing experiences for our guests, residents, and partners through a commitment to luxury with genuine heart. We know that the best way to enable our people to deliver these exceptional guest experiences is through a world-class employee experience and company culture.

At Four Seasons, we believe in recognizing a familiar face, welcoming a new one and treating everyone we meet the way we would want to be treated ourselves. Whether you work with us, stay with us, live with us or discover with us, we believe our purpose is to create impressions that will stay with you for a lifetime. It comes from our belief that life is richer when we truly connect to the people and the world around us.

About the location:

Four Seasons Hotels and Resorts is a global, luxury hotel management company. We manage over 120 hotels and resorts and 50 private residences in 47 countries around the world and growing. Central to Four Seasons employee experience and social impact programming is the company’s commitment to supporting cancer research, and the advancement of diversity, inclusion, equality and belonging at Four Seasons corporate offices and properties worldwide. At Four Seasons, we are powered by people and our culture enables everything we do.

Manager, Social Media and Influencer Strategy

At Four Seasons, every stay is a story. We believe luxury – meaningful, personalized, warm – is our love language, and we deliver it one small act at a time with genuine heart. Be a part of our story.

This is a unique opportunity to be part of a dynamic, award-winning team at the global corporate headquarters of one the world’s most iconic luxury hospitality brands. We are looking for a social media and influencer marketing specialist with a passion for establishing meaningful creator partnerships and building engaged communities - someone who can help to enable and execute our strategy ahead of the industry’s lightning-fast pace.

You’ll play a critical role in developing and executing the brand’s always-on social media content strategy and working with internal teams and agency partners to plan innovative social-first programming through the integration of creator-led and influencer content that elevates the brand and engages key audiences across platforms. You excel at project management and process design and can galvanize teams to operationalize more effective and efficient ways of working. You have a keen eye for social media and influencer trends and strong understanding of how to harness emerging consumer behaviours across owned and earned content to yield stronger engagement. As an equally creative and analytical thinker, you’re passionate about driving performance optimization leveraging data and insights but are also skilled in the art of crafting the perfect caption.

You’ll work closely with the broader social media team to guide the efforts of our global agency partners and vendors. You’ll work cross-functionally with a diverse, global team of internal and external stakeholders, supporting cutting-edge social media and influencer/creator initiatives for the brand and key lines of business. You’ll help to manage and execute social-first creative programming that integrates creator and influencer content by identifying collaborators, managing direct relationships, contracting, briefing, reviews and approvals, as well as designing and implementing processes to optimize partnerships that result in conversion. You’ll also play a key role in crafting and deploying best practice and upskilling resources for hotel teams worldwide.

At Four Seasons, our people and culture have always been the foundation of our success. Founded on the Golden Rule, we treat others – all others: customers, employees, partners, suppliers – as one would wish to be treated. This is the cornerstone of Four Seasons culture and is embraced by all employees at all levels across the globe.

If you’re an adept multitasker and project manager, who thrives in fast-paced environments and has a passion for the intersection of social media, influencer and creator marketing, you’ll excel in this role and organization.

What You’ll Be Doing

Strategy Execution

• Support the development and execution of Four Seasons global social media and influencer marketing strategy.
• Manage the planning and execution of organic social media strategy across brand channels through the integration of creator and influencer content and work with internal and agency stakeholders to execute strategy in alignment with broader Commercial objectives and activities.
• Leverage data and insights from enterprise influencer platform to support execution of influencer strategic initiatives and activations.
• Work with agency partners to plan, manage and execute timely and relevant owned and earned strategies that tap into trending themes and support commercial and company priorities by conducting industry research and sharing relevant POVs on emerging topics.
• Manage organic, paid and creator-led Instagram and TikTok content development.
• Support influencer and creator and affiliate campaigns that maximize revenue opportunities.
• Support the development of strategic proposals, recommendations, and presentations.
  
  

Influencer and Creator Relations

• Support end-to-end influencer and creator marketing initiatives including vetting and reviewing targets, contracting, briefing, execution and reporting; manage agency partners against key milestones and deliverables through completion.
• Manage influencer relations on behalf of the brand with select creator and agency teams supporting efforts to cultivate an in-house direct approach.
• Support influencer and creator marketing efforts against key brand and line of business strategic priorities.
• Support the creation of compelling social-first content that integrates influencers to maximize conversion.
  
  

Content Development & Execution

• Support the ongoing evolution of the global brand’s social media presence, tone and storytelling pillars across owned and earned efforts through the integration of creator-led and influencer content.
• Manage planning and execution of content creator initiatives, including briefing agency partners, deliverables and contracting, liaising with internal stakeholders on review and approval processes, content management and executing roll-out plans.
• Ensure brand guidelines are consistently maintained in social and influencer social copy, video and visuals, working with relevant stakeholders to effectively convey key messages and achieve performance objectives.
  
  

Process Design & Implementation

• Support process design and implementation across social, influencer and creator streams to ensure most effective and efficient tools and ways of working are employed.
  
  

Training & Management

• Support the development and delivery of social media, influencer and creator upskilling resources and guidance for hotels worldwide, in collaboration with other relevant Corporate stakeholders and Regional teams, including regular updating of social media internal resources and site, webinars, and in-person summits.
  
  

Measurement & Reporting

• Analyze and interpret social media and influencer data and performance insights, applying key learnings to optimize future strategies.
• Adapting and synthesizing key learnings into best practices resources for use and application across global portfolio of hotels.
  
  

Agencies & Platform Oversight

• Ongoing collaboration with global social media agencies and day-to-day relationship management.
• Support agency briefing process for social media and influencer marketing initiatives in accordance with internal brand briefing processes, liaising with internal teams as required.
• Support ongoing review of the social media and influencer vendor landscape, understanding key technology developments and marketplace competition.
  
  

What You Bring

• 4-5 years progressive experience in a social media and influencer marketing or strategist role.
• Relevant educational background (Business, Marketing or PR) or equivalent experience in social media and influencer marketing.
• Progressive experience in social media marketing, influencer and creator relations within an integrated marketing communications context.
• An excellent project manager with strong follow-through who can support and execute multiple projects at once, including developing and launching innovative and insight-driven communications strategies.
• Proven background in end-to-end influencer and content creator marketing programs – including influencer relations, contract negotiations, creative briefing, and performance tracking and analysis.
• A deep familiarity with Instagram and TikTok is essential for this role, including their algorithms, content trends, influencer and creator landscapes and engagement strategies.
• Luxury hospitality and/or luxury goods or services experience and understanding of luxury markets and consumers an asset.
• Strong computer skills in a PC environment including: MS Office (Word, PowerPoint, Excel).
• Adept at learning new applications.
• Sound knowledge of popular social media channels, including Instagram, TikTok, Facebook, X, YouTube, and LinkedIn; awareness of emerging and regional social media channels and trends.
• Strong understanding of social media metrics and analytics; experienced with social media management, user-generated content and influencer tools and platforms (for example, Sprout Social, Social Native, Traackr, etc).
• Exceptional internet knowledge and research abilities.
• Familiarity with social media advertising an asset.
• Exposure to and understanding of Public Relations.
  
  

Key Skills/Who You Are

• Superb written and oral communication skills.
• Ability to think strategically and understand key business issues but also manage the day-to-day execution of integrated communication plans.
• Strong organizational skills with the ability to establish and manage priorities with a superior commitment to follow-through.
• Demonstrated project management skills. Able to conceive and implement projects from start to finish, manage processes and expectations and build commitment to key deadlines.
• Meaningful level of experience with organic, paid and creator-led Instagram and TikTok content development.
  
  

This role will be a Hybrid working model, which will require 3 days per week in the Four Seasons Corporate Office located at 1165 Leslie Street, Toronto, Ontario

Four Seasons is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for an employment opportunity, please advise Human Resources if you require accommodation.