Manager, Food And Beverage Social Media Marketing

Four Seasons Hotels and Resorts is a global, luxury hotel management company. We manage over 120 hotels and resorts and 50 private residences in 47 countries around the world and growing.

Central to Four Seasons employee experience and social impact programming is the company’s commitment to supporting cancer research, and the advancement of diversity, inclusion, equality and belonging at Four Seasons corporate offices and properties worldwide. At Four Seasons, we are powered by people and our culture enables everything we do.  

At Four Seasons, every stay is a story. We believe luxury – meaningful, personalized, warm – is our love language, and we deliver it one small act at a time with genuine heart. Be a part of our story. This is a unique opportunity to be part of a dynamic, award-winning team at the global corporate headquarters of one the world’s most iconic luxury hospitality brands.

We are looking for a Manager, Food and Beverage Social Media Marketing with a passion for establishing meaningful creator partnerships and building engaged communities - someone who can help propel our strategy ahead of the industry’s lightning-fast pace. The successful candidate will play a critical role in developing and executing a dedicated Food and Beverage social strategy, creating innovative social-first and integrated programming that engages key audiences across platforms and drives the brand’s credibility in F&B, promoting our Michelin star dining experiences, innovative concepts, renowned chefs, and world class mixologists.

You have a keen eye for social media trends and strong understanding of how to harness emerging consumer behaviours across owned and earned content to yield stronger engagement. As an equally creative and analytical thinker, you’re passionate about driving performance optimization leveraging data and insights, but are also skilled in the art of crafting the perfect caption. You have proven experience in content production, asset management, and content/copy development best practices for paid social.

You’ll oversee the efforts of several agency partners and manage relationships with key vendors. You’ll work cross-functionally with a diverse, global team of internal and external stakeholders, driving cutting-edge social media for the brand and key lines of business. You’ll collaborate with Four Seasons stakeholders including our Head of Paid Media, Director of Global Social Media Marketing, and Director of Brand Content and Creative to ensure our efforts are aligned with cross functional Commercial Team strategies. In partnership with our agencies, you’ll help to develop creative content programming, an annual content calendar and integrated campaigns, and play a key role in crafting and deploying best practice resources for outlet social media in collaboration with Area Leads (Americas, EMEA and APAC) and hotel teams worldwide.

At Four Seasons, our people and culture have always been the foundation of our success. Guided by the Golden Rule, we treat others – all others: customers, employees, partners, suppliers – as one would wish to be treated. This is the cornerstone of Four Seasons culture and is embraced by all employees at all levels across the globe.

If you’re a strategic thinker with creative sensibilities, who thrives in fast-paced environments and has a passion for social media strategy, you’ll excel in this role and organization.

This role is based in Four Seasons Hotels and Resorts, Toronto Corporate Office, reporting to the Director, Food and Beverage Marketing with a dotted line to the Senior Director, Integrated PR & Social Media Communications. This role involves interactions with primarily internal stakeholders at various levels.

Social Media Strategy

Key Activities/ What You’ll Be Doing

• Support the development and help inspire a creative approach to innovative global social media marketing based on the strategic brand direction for F&B and integrated earned and owned communications plan
• Guide agency partners in developing timely and relevant social content that tap into trending themes and support line of business priorities by conducting industry research and sharing relevant POVs on emerging topics
• Develop strategic proposals, recommendations, and presentations.

Creative & Content Development

• Provide strategic and creative direction and best practices to internal and agency teams to ensure social content aligns with broader Commercial goals.
• Review channel content quality for outlet channels and provide guidance for improvement
• Ensure brand guidelines are consistently maintained in restaurant and bar outlet, property, and brand social channels, working with relevant stakeholders to effectively convey key messages and achieve performance objectives.
• Oversee creative briefing and review/approval process for owned initiatives, in collaboration with agency partners
• Make creative optimization recommendations for owned social and digital partner creative based on evolving and emerging consumer preferences and platform/algorithm changes

Training & Management

• Update and roll out F&B social media playbook
• Support the development and presentation of social media training for outlets worldwide, in collaboration with other relevant corporate stakeholders and Area teams, including regular updating of social media internal resources and site, webinars, and in-person summits.

Measurement & Reporting

• Analyze and interpret social media data and performance insights, applying key learnings to optimize future strategies
• Adapting and synthesizing key learnings into best practices resources for use and application across global portfolio of outlets

Agencies & Platform Oversight

• Oversee performance for dedicated F&B social, as well as manage F&B content integration across brand channels
• Ongoing collaboration with global social media agencies and day-to-day relationship management
• Evaluation and optimization of agency agreements and performance against established objectives
• Oversee agency briefing process for F&B social media marketing initiatives in accordance with internal brand briefing processes, liaising with internal teams as required.

Desired Skills/ Who You Are

• Ability to think strategically and understand key business issues but also manage the day-to-day execution of integrated communication plans
• Exercises good judgment and maintains a balance between “big picture” thinking and attention to details
• Strong understanding of social media metrics and analytics; experienced with social media management, user-generated content and tools and platforms (for example, Sprout Social, Social Native, Traackr, etc.)
• A leader with experience in developing insight-driven communications strategies.
• Strong analytical, organizational, and problem-solving skills
• A self-starter, receptive to challenges, who maintains a positive and professional attitude
• Superb judgment and appreciation for reputational risks
• Sound knowledge of popular social media channels, including Facebook, Twitter, YouTube, Instagram, LinkedIn and TikTok; awareness of emerging and regional social media channels and trends
• Strong understanding of digital marketing
• Superb written and oral communication skills
• Ability to work independently and as a member of a team
• In depth experience managing social-first content production, asset management, and content/copy development
• Rich understanding of best practices for paid social media performance
• Strong computer skills in a PC environment including MS Office (Word, PowerPoint, Excel). Adept at learning new applications
• Demonstrated project management skills. Able to conceive and implement projects from start to finish, manage processes and expectations, and build commitment to key deadlines
• Ability to multi-task under time constraints and competing demands of various stakeholders
• Strong organizational skills with the ability to establish and manage priorities with a superior commitment to follow-through
• Direct food and beverage social media experience
• Strong decision-making and prioritization skills

Experience, Education And Professional Qualifications / What You Bring

• Previous management experience in social media marketing within an integrated marketing communications context. An excellent project manager with strong strategic acumen who can lead and execute multiple projects at once, including developing and launching innovative and insight-driven communications strategies. Direct food and beverage experience an asset.
• 5-7 years progressive experience in a social media marketing role, of which at least 3 years were management-level.
• Relevant educational background (Business, Marketing or PR) or equivalent experience in social media marketing.

Applicants must be eligible to work in Canada.

This role will be a Hybrid working model, which will require 3 days per week in the Four Seasons Corporate Office located at 1165 Leslie Street, Toronto, Ontario

Four Seasons is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for an employment opportunity, please advise Human Resources if you require accommodation.