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Hybrid role - 2 days a week in the office, 3 days a week at home.

#LI-Hybrid

Overall Job Purpose

The Head of Social Media will lead on the creation and delivery of a social media strategy for all our channels (consumer, member and intermediaries) within Vitality. The role will bring to life the Vitality story through creative and channel specific campaigns across our social channels.

The role will oversee the running of our social channels, demonstrating how social media can increase brand awareness, engagement with Vitality’s products and services and the Vitality Programme, and drive traffic to the website.

They will provide expert advice on using social media, create growth strategies for each channel, and advise how the business can make the most of each social channels, reach different audiences and develop each channel.

As a disruptor within the insurance market, Vitality faces a wide range of opportunities to have a greater impact on its members and society as it strives to deliver against its core purpose, to make people healthier and to enhance and protect their lives.

Accountabilities

• Devise, develop and hold the social media strategy for Vitality, raising the profile of Vitality’s key products and differentiators to different audiences, increasing share of voice, delivering positive brand sentiment and business growth
• Devise and roll out a social media growth plan for each channel to support business objectives
• Work closely with teams across Vitality including the Product Marketing Leads, the sales team, technical marketing, PR and thought leadership teams to create awareness, consideration, and demand for Vitality’s products through social media
• Provide counsel and advise on the best use of social media channels to meet business needs, staying abreast of updates on all social channels and social and digital trends
• Production of a planned social content calendar aligned to the wider marketing objectives, ensuring all planned activities are insight-led, based on audience research or knowledge
• Manage and lead the social media managers, supporting them to manage the day-to-day activity of all channels
• Identify opportunities for showcasing Vitality’s story, products, and services on social channels reactively and joining the debate
• Review and advise on the opportunities for the use of influencers and develop strategies as required
• Use social media to present Vitality as an authoritative voice in the Health, Fitness, Wellbeing, and car safety conversations, and showcase our experts and areas of expertise across our social channels to stimulate positive brand, product consideration and engagement from relevant audiences
• Share insight and relevant information and feedback from social media on Vitality or the industry, with the wider business in a timely way, including the use of social listening
• Monitor and develop reports regarding specific platform and channels, and use this to influence the future strategy and campaign plans and report back to the business on the impact of social media and strategy
• Work closely with the customer service team on their reactive social media management

Skills Required

Essential

• Demonstrable experience of working within a senior social media role
• Experienced at devising and managing a social media strategy for a business
• In-depth knowledge and understanding of social media and how to express content on social media, in particular across LinkedIn, Twitter, Instagram and Facebook to drive impact, loyalty and engagement
• Experienced at devising and creating social first campaigns and content for social media
• Proven ability of driving engagement with a brand through social media
• A confident communicator with excellent writing and editing skills
• Ability to work with complex information and data, and distilling this into content
• Experienced in devising campaigns and content, targeted to multiple and varied audiences
• Experienced at using analytics tools and social listening to evaluate social media activity
• Experience at devising social media plans for live events, creating engaging content for social channels
• Understanding how a brand can and should engage in conversations with followers, trends, brands, and members across all channels to maintain an active presence and boost engagement
• Strong interpersonal skills
• Understanding of how paid for social media operates and interacts with organic social
• Degree level or equivalent – has in-depth knowledge in own discipline, gained through significant work experience in a relevant role or sector

Desirable

• Has a background in either financial services or health
• Adobe Photoshop Skills
• Graphic design knowledge and skills