Airbnb is the world’s largest community-driven hospitality company. Every day, we connect thousands of guests and hosts online, leading to meaningful experiences in the real world.
The social experience is at the core of Airbnb. The Global Head of Social Media will be responsible for developing social as a core pillar of Airbnb’s marketing strategy. Success in this role means delivering compelling programs that maximize reach, engagement, and impact for the Airbnb brand across social platforms globally.
Create, articulate, and execute a vision and strategy for social marketing at Airbnb.
Partner with other departments across Airbnb to develop the roadmap for social media integration into the overall business strategy and in support of the customer journey.
Build and manage a high performing international team to grow engagement, reach, and impact through social campaigns and through proactive and reactive audience engagement that exceed Airbnb’s social media objectives.
Partner with internal teams and external agencies and vendors to execute social strategy.
Monitor and analyze conversations across key social media channels and understand implications for Airbnb in terms of overall sentiment and other trends that provide insight to the broader marketing team as well as other departments such as product and customer experience.
Develop measurement framework and establish benchmarks and KPIs that link to brand and business objectives. Grow Airbnb’s social measurement capabilities through internal and external measurement tools to track and optimize performance.
Lead a cross-functional team that drives a company-wide approach to social media governance, tools, and reporting.
Develop global governance model to streamline social marketing operations including social profile portfolio management, listening, audience engagement, moderation, content creation, publishing, engagement, and measurement.
Partner with Customer Experience to develop and execute Airbnb’s social CRM strategy to deliver world-class support and moderation on key social channels.
Maintain a global social media editorial calendar in order to proactively produce content appropriate for the channels. Develop social campaigns, promotions, and content strategies that are integrated with the overall Airbnb marketing plan. Partner with content team to develop social publishing strategy and calendar.
Develop a point of view on social media trends and their impact on the business and brand plans. Establish a strategy for driving innovation and adoption on emerging social platforms.
Capture learnings, curate best practices, and apply them to social strategies and programs across the organization to drive continuous improvement.
Passion for all things Airbnb. Experience hosting on the site is a huge plus.
10+ years of relevant work experience at interactive, advertising, public relations, or marketing agencies and/or experience managing social channels for a brand—preferably in the consumer internet space in travel, design, technology, or lifestyle brands
Experience building and leading a global social media presence with an exciting portfolio of past campaigns/content/creative projects.
Expertise and passion for social media and audience-building online, including in-depth knowledge of social media platforms, market trends, best practices, and tools of the trade.
An integrated marketing mindset and excellent understanding of the interplay offline and online, and between paid and owned channels on social media.
Excellent copywriting skills and a keen visual sense. An eye for detail and a quick wit.
Ability to work within tight deadlines, adjust to changes in priorities, and balance short term needs with long term strategic initiatives.
Active personal profiles on Twitter and Facebook and other platforms.
Experience working in global teams and communicating across national boundaries.
Experience working with multiple global platforms.
Knowledge in SEO/SEM/online media, analytics, web technology, mobile campaigns, social media management tools, and the concepts of creative and brand strategy.
Fluency with social media metrics, analytics, and benchmarks including tracking and understanding attribution from social media.
Natural collaboration and bridge-building skills.
International team building and management experience.