Social Media Marketing Manager- Travel UK

at  WHSmith

ABOUT US

WHSmith is a leading, global travel retailer with a smaller business located on UK high streets. Since 1792, we’ve grown and evolved into a globally recognised brand, and we’re proud to be that air of familiarity people love and trust on their journey, both in life and through life. Today, we have more than 1700 stores in over 30 countries across the globe, serving millions of customers every year, and you’ll find us at airports, railway stations, hospitals and on the high street.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, colour, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, and basis of disability. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.
We welcome applications from people of all backgrounds and encourage them in particular from individuals from under-represented groups at WH Smith. This includes women and people from Black, Asian and minority ethnic groups.

Experience Required

• Expert in driving reach, engagement and following through organic social media
• 5+ years in a social media marketing function for a physical retailer
• Demonstrable record of success in creating engaging content and campaigns
• Experience building a content calendar with no agency support
• Stakeholder and project management experience essentia

Technical Skills

• Good knowledge of Microsoft Excel, Powerpoint and Word
• Expert user of social platforms – both creation of campaign assets and analysing performance
• Expert user of digital marketing management platforms (eg, Asana, Hootsuite, Sprout

ROLE SUMMARY AND OBJECTIVES:

• Increase brand visibility, awareness, and affinity among target audiences, driving customer engagement and loyalty through compelling social media content and interactions.
• Drive incremental penetration and profitability through incremental income through targeted social media campaigns, travel related content hacks, and supplier partnerships.
• Rebuild brand reputation and positioning as a trusted provider of travel essentials, showcasing product features, benefits, and unique selling points.

KEY RESPONSIBILITIES:

• Develop a robust strategy in line with the customer plan to deliver supplier content that is represented under the WHSmith brand, generating +£500k of incremental income p.a.
• Develop and execute a comprehensive social media marketing strategy to drive brand awareness, engagement, and customer acquisition for the UK and Global WHSmith retail brand specialising in travel essentials.
• Serve as the primary touchpoint to reposition our brand in owned media as a Global Travel Retailer
• Collaborate closely with internal stakeholders, including marketing, trading, retail media, and retail operations, to ensure seamless alignment of social media content with business goals.
• Oversee the creation and curation of high-quality, engaging content across social media platforms, including Instagram, Facebook, and TikTok
• Create content tailored to resonate with the brand’s target audience of travel enthusiasts and holidaymakers.
• Drive innovation and creativity in social media marketing initiatives, leveraging emerging trends, technologies, and best practices to differentiate the brand and maintain a competitive edge in the market vs competitors.
• Monitor and analyse key performance metrics, including engagement rates, reach, and return on investment (ROI), to measure the effectiveness of social media campaigns and optimise performance.
• Present suppliers with compelling plans which drive their eagerness to participate and strengthen our position in B2B relationships.
• Implement strategic partnerships and collaborations with travel influencers, bloggers, and content creators to amplify brand reach, engage with target audiences, and drive conversions.

Ways of Working:

• Foster a collaborative and cross-functional working environment, building strong relationships with internal and external stakeholders across the group to ensure alignment and integration of social media initiatives with commercial driving activity.
• Encourage a culture of creativity, innovation, and continuous improvement within the social media and wider marketing team.
• Establish and deliver clear goals, objectives, and KPIs for social media marketing efforts, regularly tracking and reporting on performance to senior management and other relevant stakeholders.
• Be insatiably curious to understand trends, consumer insights, and competitor activities, leveraging market intelligence to inform social media strategies and stay ahead of the curve.
• Conduct quarterly reviews with the Marketing and Brand Director to assess performance, KPIs, and growth initiatives.

Experience Required

• Expert in driving reach, engagement and following through organic social media
• 5+ years in a social media marketing function for a physical retailer
• Demonstrable record of success in creating engaging content and campaigns
• Experience building a content calendar with no agency support
• Stakeholder and project management experience essential

Behavioural Competencies

• Strong team player with excellent communication and stakeholder management skills
• Commercially minded and highly organised with exceptional attention to detail
• Previous line management experience

Technical Skills

• Good knowledge of Microsoft Excel, Powerpoint and Word
• Expert user of social platforms – both creation of campaign assets and analysing performance
• Expert user of digital marketing management platforms (eg, Asana, Hootsuite, Sprout)

What we can offer you:

• Cash/Car allowance
• Annual bonus based on company performance
• Hybrid working model from home and in the office
• 25 days holiday, plus your Birthday off, plus Bank Holidays with an opportunity to buy extra days holiday
• Finish at 4pm on a Friday
• Competitive pension contribution
• Staff discount card for stores and online