Social Media Marketing & Brand Management Specialist


Job Title

Social Media Marketing & Brand Management Specialist 



Reports To

Director of Marketing 

Job Classification


Job Description

The Social Media Marketing & Brand Management Specialist is responsible for creating and maintaining designs, brand standards and marketing collateral to increase sales and profitability, managing ICONA’s social media channels, strategizing for social media and email database growth, and brand management on third party listing sites such as TripAdvisor, Google My Business, and Yelp. The Team Member will work with members of the marketing department, resort and restaurant managers, sales department, and other team members to ensure continuity in the company’s marketing message both in print and digitally. This role adheres to and promotes ICONA’s company values by performing respective duties in a manner that supports and contributes to the achievement of ICONA’s company goals. 

Essential Functions 

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

Manage social media marketing campaigns and day-to-day activities including: 

Develop & design relevant content to reach ICONA’s target guests 

Create, curate, and manage all published content (images, video, written and audio) 

Monitor, listen and respond to users in a “Social” way while cultivating leads and sales 

Conduct online advocacy and open a stream for cross-promotions 

Develop and expand community and/or influencer outreach efforts 

Graphic Design (ie: Social media graphics for Facebook cover, profile pic, thumbnails, ads, landing pages, Twitter profile, Blog, etc.) 

Design, create and manage promotions and social ad campaigns, being sure to integrate with ICONA’s overall marketing campaign plan and channels 

Assist GMs, AGMs & Director of Food & Beverage with online review funnel for building online reviews reputation. Assist with monitoring online reviews and alerting proper team members for timely, thoughtful response. 

Analyze key metrics and tweak strategy as needed. 

Compile reports for management showing results (ROI). 

Become an advocate for the company in social media spaces, engaging in dialogues and answering questions where appropriate. 

Demonstrate ability to map out a comprehensive marketing plan. Drive strategies that are proven by testing and metrics. 

Develop organizational elements in order to implement a proactive process for capturing happy, loyal guest reviews online. 

Monitor trends in social media tools, applications, channels, design and strategy. 

Implement ongoing education to remain highly effective. 

Identify threats and opportunities in user-generated content surrounding the company. Report notable threats to appropriate management. 

Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, SEO and social advertising campaigns. 

Monitor effective benchmarks (Best Practices) for measuring the impact of social media campaigns. Analyze, review, and report on effectiveness of campaigns in an effort to maximize results. 

The Social Media Marketing & Brand Management Specialist will administer the company’s social media marketing and advertising.  

Administration includes but is not limited to 

Deliberate planning, strategy and goal setting 

Monitoring of analytics 

Development of brand awareness and online reputation 

Content management (including third party listing sites) 

Cultivation of leads and sales 

Reputation management 

The Social Media Marketing & Brand Management Specialist is a highly motivated, creative individual with experience and a passion for connecting with current and future guests. That passion comes through as she/he engages with guests and potential guests on a daily basis, with the ultimate goal of: 

Turning fans into guests. 

Turning guests into advocates. 

Content management duties include: 

The creation and publishing of relevant, original, high-quality content (for all channels and ads as approved by Director of Marketing) 

Identify and improve organizational development aspects that would improve content (ie: employee training, recognition and rewards for participation in the company’s marketing and online review building) 

Create a regular publishing schedule and promote content through social advertising 

Leverage the right tools to manage ICONA’s content  

Implement a content editorial calendar to manage content and plan specific, timely marketing campaigns 

Assist Director of Marketing with integrating all channels of marketing (social media, SEO, content marketing, email, print and digital marketing) 

Manage or oversee all social advertising campaigns 

Qualifications & Experience 

Bachelor’s degree in Marketing, Graphic Design, or equivalent experience and skill 

Three years of experience with:  

Social Media management – paid and organic 

Facebook, Instagram, Twitter, Pinterest, Youtube 

Graphic design using Adobe Suite, including Photoshop and InDesign  

Designs may include: email and social media graphics, brochures, restaurant menus, flyers, magazine ads, and other marketing collateral. 

Knowledge of Wordpress and/or other content management systems 

Training can be provided on Bentobox, our restaurant’s website CMS, and TravelClick, our up-coming property’s website CMS 

Google Ads and Google Analytics 

Digital photography 

Organizing and maintaining files 

Possesses knowledge and experience in the tenets of traditional marketing. Marketing degree is welcomed but not required with relevant work experience. 

Demonstrates creativity and documented immersion in social media. (Give links to profiles as examples). 

Proficient in content marketing theory and application. 

Experience with design software(s) including Adobe Photoshop, Adobe InDesign, and Canva for content development. 

Exhibits the ability to jump from the creative side of marketing to analytical side, able to demonstrate why their ideas are analytically sound. 

Displays in-depth knowledge and understanding of social media platforms, their respective participants (Facebook, Twitter, Instagram, YouTube, Pinterest etc.) and how each platform can be deployed in different scenarios. 

Maintains excellent writing and language skills. 

Enjoys a working knowledge of the blogging ecosystem. 

Displays ability to effectively communicate information visually, written, and verbally. 

Exceeds at building and maintaining relationships, online and off. 

Practices superior time management. 

Is a team player with the confidence to take the lead and guide other team members when necessary. (ie: content development, creation and editing of content, and online reputation management). 

Makes evident good technical understanding and can pick up new tools quickly. 

Maintains a working knowledge of principles of SEO including keyword research and Google Analytics. Highly knowledgeable in the principles of “Search and Social.” 

Possesses functional knowledge and/or personal experience with WordPress CMS (self-hosted). 

Demonstrates winning Social Customer Service techniques such as empathy, patience, advocacy and conflict resolution. 


Communication Proficiency 

Customer/Client Focus 


Organizational Skills 

Teamwork Orientation 

Technical Capacity 


Time Management 

Supervisory Responsibility 

This position will Direct & train ICONA Summer Social Media Ambassadors who help create and post real-time content during the busy Summer months. This position will: 

Select the ambassadors with approval of Director of Marketing 

Provide ambassadors with access to the accounts, brand standards, logos, etc. 

Provide ambassadors with guidance and take responsibility to ensure daily posts are made on all outlets and are on-brand with ICONA colors, fonts, image quality, and brand “voice” ie: ICONA words: guests, not customers, my pleasure, welcome home, etc. 

Work Environment 

This job operates in a office setting and on-site at our Hotels, Resorts & Restaurants. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets, digital cameras, and smart phones. 

Physical Demands 

The physical demands described here are representative of those that must be met by a Team Member to successfully perform the essential functions of this job. 

This is largely a sedentary role; however, moving around the properties to take photos and create content may require lifting of props, moving of tables, etc. The Team Member is frequently required to sit for long periods of time while doing computer work. 

Position Type and Expected Hours of Work 

This is a full-time position. General days and hours of work are Monday – Friday 9:00 am – 5:00 pm. Evening and weekend work will be required for special events and as job duties demand. 


Some travel between properties and overnight for special events or meetings is expected for this position. 

Other Duties 

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the team member for this job. Duties, responsibilities and activities may change at any time with or without notice.  


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