The Role
The Senior Manager of Paid Social oversees the execution of Paid Social investments at Gap Inc., collaborating with teams and agencies to optimize campaign effectiveness and managing relationships with publishers.
Summary Generated by Built In
About the RoleThe Sr. Manager of Paid Social is responsible for driving the day-to-day oversight and execution of Paid Social investment in the most effective way for Gap Inc. and its brands. Sitting within the broader Marketing Shared Services organization, this role is part of a new approach for Gap Inc., providing a centralized activation arm for Paid Social investment across Gap Inc.’s brands. In this role, you will work closely with the Director, Paid Social, the Channel Planning teams, and Gap Inc.’s Media Agency partners to drive efficiency and effectiveness in all Paid Social investment for the Gap brand, leveraging strong channel expertise and a cross-portfolio perspective. You will also lead the effort to identify opportunities for greater economies of scale and synergies across the four brands.What You'll Do
- Manage day-to-day Paid Social activation and execution, acting as the main point of contact with Media Agency resources dedicated to Paid Social
- Lead communication with Media Agency in regards to pricing strategies, guarantees, preferred positioning, and all facets that deliver effectiveness across Gap Inc.’s Paid Social investment
- Consistently monitor Paid Social investment & creative expression activity against target KPIs identified in marketing briefs, surfacing potential challenges or opportunities to optimize activity
- Monitor Paid Social investment from a cross-portfolio perspective to identify duplicative efforts and surface opportunities for efficiencies across the portfolio
- Regularly conduct research and due diligence to identify Paid Social innovation opportunities and best practices that will elevate Gap Inc.’s brands in the marketplace
- Act as the main point of contact with the Measurement and Interpretation team to monitor and refine measurement and reporting practices
- Lead packaging and socialization of insights, innovation opportunities, and best practices identified by the Paid Social team
- Establish and drive continuous improvements to ROI by understanding the current and future Paid Social landscape and identifying opportunities to improve effectiveness
- Support Director in managing relationships with key publishers and platforms by keeping informed of evolving offerings and emerging partnership opportunities that can provide incremental value for Gap Inc.
Competencies
- Strategy: Effectively execute strategy, consistently pursue business and marketing objectives, manage breakthrough media campaigns, adopt innovations and new practices, and surface cross-portfolio media best-practices
- Planning: Support planning of media campaigns to advance company and brand-specific goals, optimize activities and
expenses to ensure campaign results, prioritize key levers to achieving business objectives, and implement relevant processes to help COE and brand teams deliver results - Leadership: Demonstrate ability to work independently, facilitate collaboration, develop junior colleagues, identify opportunities for growth, be a consistent team player, take initiative, and proactively identify potential issues and recommend solutions
- Teamwork: Conduct effective resource and talent management, monitor the quality of outputs, execute the directives of Gap Inc.’s mission, manage and work efficiently with various stakeholders, be solution- and service-oriented, and communicate
effectively and directly - Ownership: Demonstrate subject matter expertise, establish presence with team, demonstrate strong presentation and written communication skills, own mistakes and work quickly to find solutions, and showcase initiative
- Curiosity: Consistently execute testing plans across the entire funnel, partnering with platforms to apply their latest products and offerings to our brands’ goals
- 8+ years marketing experience with 5+ years experience in paid social investment
- Experience managing teams, with a proven track record of collaborative leadership, team building, and managing individual contributors
- Extensive experience planning and executing paid social media campaigns
- Deep knowledge of paid social channels, technologies, best practices, and trends
- Experience in a highly complex, matrixed organization with a proven track record of working cross-functionally to drive change
- Exceptional communication and interpersonal skills, with the ability to effectively manage up, down, and across
- Entrepreneurial spirit with the ability to work through ambiguity, continuously improve ways of working, and infuse strategic thinking into your work
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The Company
What We Do
In 1969, Don and Doris Fisher opened the first Gap store on Ocean Avenue in San Francisco. They wanted to make it easier to find a great pair of jeans, and they did. Their denim and records store was a hit, and it grew to become one of the world’s most iconic brands. Today we’re represented in more than 1400 stores in over 40 countries, and online. We have headquarters in New York, London, Shanghai, Tokyo, and, of course, San Francisco. Our unique aesthetic is optimistic cool, elevated American style. Our clothes are crafted with care, with focused attention to thoughtful design. We believe in staying true to our heritage while creating what’s next. Don and Doris Fisher always wanted to “do more than sell clothes.” They wanted to support the people who ran their company, to be active in their communities, and to have a positive impact on the world. Their vision helped transform retail, and we’re still following their lead. We stand for freedom and possibility for all; we champion diverse ideas that transcend generations, geographies and genders.
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