Established in 1981 with a single store in the Northwest of England, the JD Group is a leading omni-channel retailer of Sports Fashion, Outdoors and Gyms with our colleagues working in stores across several retail fascias in many markets around the world.
JD Sports Fashion Plc was listed on the London Stock Exchange in 1996 and has been a FTSE100 publicly quoted company since 2019 and continues to grow in the UK and internationally.
We want to be the leading global omnichannel retailer in the sports and outdoor industry. To be a part of this successful company and help us to achieve this you will have the desire to ingrain our strategic goals of being a people-led, innovative and customer-focused organisation which provides operational excellence whilst identifying new areas of growth as part of our day to day objectives.
Senior Social Media Executive – Campaigns: ASICS 3rd Party Brand
Role overview:
Your primary focus will be to over-see and execute the day-day activity for social campaign activity for 3rd Party Brand, ASICS, to deliver best in class social media end-end campaigns. You will be the main day-day point of contact for ASICS Social Campaigns and have a helicopter viewpoint across all ASICS activity which hits the social channels.
Working with the Social Media Campaign Manager and 3rd Party Brand ASICS team, you will liaise and maintain relationships with ASICS team internal and external stakeholders to further the social strategies across the key campaign moments in JD’s marketing calendar, whilst delivering best-in-class content across JD social media channels, drive engagement through community management for ASICS, and take a data-led approach to improve platform performance, content performance and future campaign planning with ASICS in mind.
Sitting in the organic JD social team structure you will be the leading voice for ASICS across JD’s social media channels, acting as internal face of the ASICS brand and embodying the ASICS’ Sound Mind, Sound Body values. This individual will work external and internal ASICS team to proactively educate the internal JD team on ASICS heritage, product innovation, and brand DNA thus identifying opportunities to elevate ASICS visibility and brand equity within the JD ecosystem.
. This includes sharing the same objectives, finding solutions to “win together” as brand and social teams and aligning consistently across the year.
Responsibilities:
Campaign Project Management
- As the primary point of contact between ASICS and JD social and internal teams, you will ensure brand consistency across all touchpoints, continually building and improving JD’s social media content output from an ASICS brand perspective, primarily focusing on campaign content living on Instagram and TikTok.
- Design and manage the project plans ‘Run of Show’ (ROS) documents for all tier 1 ASICS (business priority) campaigns and energy moments, ensuring that all information is shared with external brand and internal JD teams. These ‘Run of Shows’ must align to JD and ASICS’ stylesetter, include all relevant information for both the wider social team and external stakeholders and ensure it is kept up to date as “one source of truth”.
- Brief the wider social team to ensure ASICS campaign content hits JD’s social channels at the right time, through strong tease, launch and sustain moments. This includes having an awareness of ASICS’ own-brand activity across the year – understanding how they will tease, launch and sustain and looking at how this could impact JD. For example, have ASICS generated enough hype for us to activate? Is there any pre-existing storytelling or brand messaging to consider? What other activity will they share across social which may impact our roll-out as a key strategic partner i.e. PR activity and leaks.
- Manage all ASICS assets from campaigns – both external and internal, ensuring the social team have what they need for ‘go live’. Once approved in the ‘Run of Show’, all assets must follow the appropriate process before hitting the channels which may incude using scheduling tools and seeking approvals from the Social Campaigns Manager and / or Social Lead.
- Have an awareness of the workflow and what is executed across JD Brand. This includes understanding how ASICS may overlap into JD Own Brand campaign moments (i.e. Seasonal campaigns like Christmas) and being able to collaborate and align with the team member managing other campaigns. As the candidate would with the wider social team, they must avoid and negoitate any clashes in the calendar and win together as one team.
- You will attend all relevant meetings and planning sessions with the ASICS teams both internally and externally, including quarterly planning sessions, strategy sessions, campaign briefings etc.
Always On Strategy and Execution
- Alongside campaign activity, the candidate will own the “always on” social strategy and execution for 3rd Party Brand ASICS and work collaboratively with the wider social team to ensure that ASICS shows up consistently throughout the year, as well as key campaign moments. This means considering high-heat launches and more commercial pushes for ASICS brand.
- The candidate will be the main point of contact for ASICS “always on”. They will review assets delivered by the ASICS team and decide whether content is suitable for organic social channels, always keeping our strategy in mind.
- They will manage all ASICS assets for “always on” and deliver assets into our planning tool Planable for “go-live”.
- At JD, ASICS holds a lot of hype and energy, especially in the footwear portfolio at JD. This member of the team will play a crucial role in driving the momentum of this energy for ASICS digitally. They will need to be reactive of any key launches, understand where the energy is for ASICS across the different franchises and have a strong understanding of where ASICS product is in the business.
Social Strategy and Execution
- Work with the wider Social Team, Multichannel team and Marketing team to ensure our newly developed Social Strategy is closely followed during the brief and integration of all ASICS campaign projects and energy moments.
- Work with the wider Social Team, Multichannel team and Marketing team to develop integrated strategies that ensure social is always in the heart of what we do for ASICS.
- Must have an awareness of what is hitting other touchpoints across the business during campaign period for ASICS. Must find ways that we can align with the wider business but in a way that’s right for social.
Content and Collaboration
- Create content that aligns with ASICS JD marketing strategy, JD marketing and social strategy to connect with our social audience to drive community engagement and help strengthen their connection to JD and ASICS as a brand.
- During campaign periods, the candidate must maintain and enhance online conversation around ASICS through the creation of engaging content.
- Work with the buying/merchandising team on ensuring all relevant campaign ASICS product/SMU is being promoted and showcased in the best way possible – following ASICS brand guidelines and/or guidance from the ASICS 3rd Party Brand team.
- Work with our external ASICS partners and teams on calls / in person to build strong social relationships to take into any campaign.
- Work closely with our I&T team on influencer campaign extensions and concepts for ASICS projects.
- Support the Social Media Community Manager in monitoring and replying to comments / consumer interactions across JD’s social channels. This includes required training for any relevant tools and platforms, working towards community KPIs, identifying key talking points, trends and behaviours and analsying sentiment, both positive and negative. The candidate should be able to respond in a way that feels organic to the ASICS brand thus using community as a way to receive community feedback in real time. This should be shared continously with the relevant stakeholders as part of reporting.
Paid Media
- Have an understanding of the paid media formats across all social channel activity to confidently deliver end-end social media campaign planning and execution for ASICS.
- Have an awareness of the paid media plan for ASICS campaigns and understand how this impacts our organic roll-out, knowing that conumers don’t see “organic” and “paid”, they see “one feed of content”.
- Build a relationship with our 3rd Party Brand paid agency, Patterns. This involves attending calls, responding on emails where necessary and being aware of any campaign set-ups and CPAs.
Reporting and trend monitoring
- Work towards performance goals for ASICS and develop campaign KPIs set by the Social Media Campaign Manager. This includes monitoring success for organic and paid activity for ASICS campaign activity.
- To continually build and improve the social media channels and offering for JD x ASICS where there is channel presence.
- Provide insights to share with the social media team and wider marketing business from social channels with ASICS activity that will feed into social media content briefs and reports.
- Take an immersive approach to your focus platorm(s), and have a thorough understanding and knowledge of all facets of it including platform analytics & insights, audience data, trends, relevant paid media data plus latest platform developments.
- Working closely with any external partner(s), Social Community Manager and Social Managers to take a data-led approach to social media, and use social monitoring tools to gain consumer insights, identify trends, target influencers and report success back to the ASICS team and wider JD business (training on these provided).
- Own all social reporting for ASICS.
- Report back on any ASICS campaigns and or social activity to show the benefits and coverage obtained. Also commercial results for each campaign where necessary in collaboration with School of Social so we can showcase the benefits and value of social to the wider business and ASICS external teams.
Role objectives and KPIs:Key objective of the role:
- Take key culpability for the rollout of all ASICS 3rd Party Brand campaigns across organic social.
- Implement and Ideate new ideas for ASICS brand talent, ASICS I&T creators and ASICS socially led campaign moments.
- Overall delivery and curation of ASICS brand content to the social media team from external agencies and internal studio team.
- Action at least 4 ASICS campaigns across the calendar year from end-to-end, taking a leading role in ideation, execution and delivery, with support from the Social Media Campaigns Manager.
- Provide support for the EU Social Teams in market to ensure ASICS campaigns are rolled out across all JD Social spaces in synergy and collaboration.
- Have an understanding of ASICS campaign assets across paid social and work closely with the paid team on roll-out and how this compliments ASICS organic ROS.
- Own community management from an ASICS campaign perspective.
- Report on ASICS campaign results as requested by JD and ASICS external.
Competencies and behaviours:
Following Instructions and Procedures
Learning and Researching
Writing and Reporting
Designing Decks and Being Creative
Organising and Executing
Applying Expertise and Technology
Adapting and Responding to Change
Coping with Pressures and Setbacks
Collaboration and relationship management
Skills and Experience:
- Strong attention to detail.
- Excellent verbal and written communication skills to speak to multiple teams across the business and external too.
- The ability to work as part of a small team in a fast moving environment.
- A willingness to learn new skills and adapt to changes, especially with product landing dates.
- Experience dealing with customers.
- Prior copy writing or social media community management experience preferred but not essential.
- Good grasp of product knowledge [both footwear and apparel] is an advantage, especially from an ASICS perspective.
Training needs to upskill:
Management Training
People Development
Budget Management
Conflict Management and Resolution
Expert Paid Social Training
Full Platform Workshops – Expert Level – Snapchat, YouTube, Tiktok, Meta
We know our colleagues work tirelessly to make JD Sports the success it is today and in turn, we offer them some amazing benefits including staff Discount On JD Group and other brands within the organisation and personal development opportunities to learn and develop at work.
Thank you for your time
#JD
