The Essex Resort & Spa

To be successful in this role, you must have an in-depth understanding of how to read and interpret social engagement data. A top-notch candidate has excellent knowledge of social media tools and trends, understands how to optimize paid campaign tactics (PPC, Google Ads, Facebook, Instagram), and leverage organic social media opportunities and reputation management as a means of marketing.

The ideal candidate will be someone who has demonstrated success helping a tourist attraction and/or hospitality business grow brand awareness, bookings, and traffic to physical brick and mortar spaces. Knowledge of Vermont, tourism, craft beer/food, cannabis retail, and music is a plus.

Social Media Analyst Responsibilities

• Analyzing social media post metrics
• Making note of posts that perform poorly and finding evidence for why this may be
• Reporting to marketing stakeholders to inform them of the success of social media campaigns
• Providing constructive criticism to content creators to help them make improvements
• Observing follower engagement and building a report on their behaviors
• Researching new social media trends and tools as they pertain to the hospitality industry
• Keeping abreast of current events and pop culture to better understand user behavior
• The ability to provide constructive criticism

Social Media Analyst Requirements

• Demonstrated success growing a hospitality/travel brand’s social media following and engagement
• Extensive knowledge of a variety of current social media platforms where hospitality and travel-focused content performs best, like Trip Advisor, Facebook, Instagram, Yelp, LinkedIn, TikTok, etc.
• Clear understanding of marketing budgets, ability to forecast, adjust, and apply learnings quickly
• Strong multitasking capabilities under pressure
• Clear, confident communication abilities
• Effective time-management skills

Basic Functions

• Track social campaigns and online reputation for The Essex Resort & Spa, Essex Experience, and The Double E Performance Center.
• Optimize the digital footprint, develop and implement informed content strategies tailored to the strengths of various platforms to increase brand awareness. In doing so, the social media analyst will maximize customer engagement helping to accomplish goals year over year.
• Keen understanding of how to craft effective social media strategies as they relate to brand awareness and driving business growth to hospitality and tourism attractions.
• Strong familiarity with computers, email clients, and project management software
• Create and maintain online ad campaign management and tracking tools

Essential Functions

• Ensure brand reputation and awareness is maintained and optimized at all points. Success factors are responding to reviews in a timely fashion, funneling leads that come through general inquiries/social media, alerting key points of contacts to requests for bookings, special events, and issues to follow up on.
• Bi-weekly review of paid campaign and ad performance to consistently optimize resort bookings and event ticket sales; make budget recommendations to Sales & Marketing Director based on sales goals/occupancy goals.
• Align our brands with new and emerging trends.
• Improve ROI through more consistently on-target messaging.
• Identify new channels to embed our brand that align our marketing direction.
• Glean insights from social data using monitoring tools.
• Use social media tools to craft and release content to our social channels; excellent proficiency in Canva or another social media creation tool required.
• Develop social media campaigns in collaboration with the marketing team.
• Analyze the company’s social strategy to make frequent improvement suggestions.
• Stay up to date with new and emerging trends to help keep the company’s social media presence.
• Establish key performance indicators to understand efficacy of existing social campaigns and adjust strategy for further optimizations.

Requirements

• 2-3 years of experience in a social media or marketing role
• A degree in marketing, communications, or media, or training with social media.
• Knowledge of SEO best practices and PPC budgets.
• Experience as a social media assistant, content creator, or a similar role with active role in reporting, reviewing analytics, making recommendations

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