The Company

Founded in 2011, Travel Edge is a $750 million company specializing in Leisure, Corporate & Events, and Tours travel. The Leisure division has 10 offices in the US, Canada, and Bermuda, with over 750 expert advisors specializing in air, cruise, vacation, and VIP travel. The agency developed the Agent Digital Experience (ADX) to solve chronic efficiency problems for agents. The Corporate & Events division has four offices and 100 corporate travel and event planners specializing in corporations looking for a tailored and full-service travel management solution. The Tours division, Kensington Tours, has 150 destination experts and offers custom and private guided tours to over 90 countries worldwide.

Position Summary

The primary deliverable of the Social Media Manager will be to generate client leads for Kensington Tours. Kensington Tours is a provider of customized private guided tours in more than 90 countries managed by 100+ skilled Destination Experts that relies on a lead strategy to drive sales. The incumbent will use their leading-edge knowledge of social media platform trends and policy changes to generate inbound leads, gain followers and create a positive image for the Kensington Tours brand. The Social Media Manager will influence the prospective client focussing on organic social while understanding when paid social will return good ROI. They will engage, train and build social media capability in the organization – with specific focus on the 100+ Destination Experts – to amplify social media communication with potential and existing Kensington Tours clients. The Social Media Manager will have solid skills in SEO and content marketing to effectively reach and engage the target audience. They are also responsible for regularly evaluating the success of their efforts and the employees they are training and modifies the strategy as needed. This position will also support the strategy and planning for social media needs of the other business divisions of the company. This position reports to the SVP Marketing.

KEY RESPONSIBILITIES

Develops a social structure in the organization – identifies and monetizes the infrastructure to drive social content from hundreds of users

• Develops a strategy and plan to increase social eminence and engagement in the organization
• Gets people involved and trains them about what good content is - creates templates for those that need them- sets targets on quality and quantity of content across the organization
• Manages and maximizes contribution from 1 year Post Beyond employee sharing platform investment and determines if we can bring any benefits in house or if we should continue to invest in it.

Drives leads/revenue for the organization

• Develops a strategy and plan to generate inbound Leads for KT using curated responsive content directed at the target audience.
• Trains employees to support the Kensington Tours lead generation effort and uses social media to establish Destination Experts as travel experts in their assigned region on social media platforms
• Analyzes total company social media efforts and adjusts social media lead generation plan to drive traffic to landing pages
• Provides expertise to enhance current IC (Independent Consultant) paid social media lead generation initiative managed by the Travel Edge Co-op & Supplier Marketing team and the current paid social Kensington Tours lead generation initiative managed by the Digital Team
• Identifies social media opportunities for Travel Edge Corporate Business Unit as well as the plan and execution.
• Develops social media strategy and plan to support new Travel Edge Retail initiative

Curates great content that is engaging with the target audience and responds appropriately

• Uses passionate story telling with an understanding of target audience preferences/trending conversations.
• Communicates with a consistent brand voice and responds to questions with a “customer first” mindset with the ability to move difficult questions to the appropriate person internally
• Leverages company Giving effort with target audience
• Identifies synergies with PR Manager messages and blogs written by Copy Writer

Social Media Knowledge and Trends

• Understands how and when to boost organic posts using paid social to take advantage of opportunities and to scale high potential organic social media posts.
• Adjusts plan with changing social media trends and policies
• Works closely with the Digital Team to understand how reach and engagement efforts on social media impacts SEO. Understands the connection between exposure on social media and increased search rankings.
• Recommends what hashtags should be used to capture experiences for Kensington Tours

Key Skills/Experience

• University degree in Marketing, Public & Media Relations, Computer Science or equivalent with specialization in Social Media Marketing
• Exceptional written and verbal communication skills -works with the Creative team for graphic design. Proven ability to write in a tone and style that is consistent with the brand voice that will engage a wealthy 55-70 year old mainly American target market for Kensington Tours.
• Extrovert – proven ability to organize, train and engage social media capability in an organization of varying ages and social media comfort level

Cultural Fit

• Thrives working in a technology and KPI driven organization
• Able to thrive in an entrepreneurial environment with ambiguity
• Highly functional in a fast paced, constantly changing workplace - building plans through iterations from learning on what’s working and not working
• Low ego and a team player
• Ability to build trust and work through conflict both upwards and downward

We thank all interested candidates however only those selected for an interview will be contacted.