Recipe Unlimited Corporation

Social & Digital Marketing Specialist (Harvey's)

Recipe Unlimited Corporation is Canada’s leading full service restaurant company. Home to such iconic brands as Swiss Chalet, Harvey’s, St.Hubert, The Keg, Montana’s, Kelseys, Pubs, Bier Markt, East Side Mario’s, Landing Group, New York Fries, the Burger’s Priest, The Pickle Barrel & Catering, State and Main, Elephant and Castle and Original Joe’s. With this diverse portfolio of restaurants our Home Office Teammates have the opportunity to work on a wide variety of some of the most popular, well-loved brands in Canada. Variety isn’t the only thing we offer – we are passionate about our industry, we celebrate and support diversity of thought, we are innately curious and encourage our Teammates to take ownership. Above all else, we believe in doing the right thing for our people, our communities and our planet.   The Social & Digital Marketing Specialist is entrepreneurial and can thrive in a growing environment. They will be the key person that runs the Harvey’s social media accounts and digital presence. They will work closely with the Senior Manager, Digital to build Harvey’s social and digital strategy and lead the execution and analysis of Harvey’s online brand presence. The Specialist will also collaborate with cross-functional teams to produce breakthrough, best-in-class tactical ideas across CRM, e-commerce, social and digital that align with program and business goals.   We’re looking for someone that knows social/digital, gets the consumer, how they consume content and understands what’s important to them and why. The perfect candidate is passionate about trends and culture and understands how to translate those insights into fresh ideas to elevate Harvey’s social/digital presence and allows us to punch outside of our weight class to inspire brand love   Responsibilities: SOCIAL/DIGITAL: - Manage Harvey’s social media (Primarily: TikTok, Instagram, Twitter, Facebook and LinkedIn) - Work closely with Sr. Manager, Digital on brand promotional campaigns as well as viral opportunities to create buzz, and create social media and digital media campaigns that drive traffic, sales and engagement - Create content calendars with social-first content rooted in guest truths and platform behaviours - Be the voice of Harvey’s with proactive and reactive community management. Monitor for potential threats or opportunities from what people are saying about the brand online, and work with Guest Services Team for additional social monitoring (Customer Service/Negative) - Work with internal Web team to lead content changes/updates to Harveys.ca to fit with brand strategies and online opportunities (Banners, SEO updates, Landing pages etc) - Set benchmarks for social/digital measurement and work with internal/external teams to review, track performance and make tactical suggestions for future campaigns - Establish, build and maintain relationships with relevant influencers and media including coordinating influencer campaigns, mail and/or events, if necessary - Orchestrate photo/video shoots as and when needed for social or digital purposes (e-commerce, content calendars, new product shoot, Reels, TikToks etc) - Lead competitive tracking of social activity, identify and ideate around new content and monitor the industry   CRM/E-COMM: - Support the content planning and management across all CRM channel deployments in email, push + web - Work collaboratively with internal teams to develop e-mails using best practices and templates including copy, creative and legal requirements - Plan and schedule campaign content across all CRM channels for testing and deployment - Partner with CRM team to optimize channel deployments (content, copy, design) based on measurement and results - Identify promotions to grow sales through e-commerce channels and work with Operations Team to test/execute offers - Optimize Harvey’s mobile app experience for our Guests with relevant updates and changes (Banners, menu categories, images, descriptions etc) - Monitoring competitor emails, app and website for learning purposes   Skills: Experience: Creative individual with a passion for social media, content, trends and the online space. Bachelor's degree in communications, marketing and/or related discipline and demonstrated experience working on social media/digital marketing campaigns from inception to implementation. - Min. 2+ years of experience in social media, digital and/or email marketing - Min. 2+ years of experience developing business or marketing plans and cross-functional team environment experience   Technical Skills: a deep understanding of social publishing and monitoring tools (i.e. Sprout, Creator Studio) as well as reporting and analytics.   Collaborative and communication skills: strong written, oral and presentation skills with the ability to effectively influence at all levels.   Project management: strong organizational and time management skills with experience working on large-scale, time-critical projects.   Analytical: knowledge of and passion for metrics and trends and proven track record of setting KPIs and acting on data   Flexibility: enjoys working in a fast-paced agile work environment and is comfortable bringing ideas to the table   Additional Information: - Hybrid role - In-office two set days a week in Vaughan, ON - Work is performed in an open-office environment with an “open door” policy - 15% travel required to shoot content or visit on-site events/opportunities - Social platforms will need to be checked in the evenings and on weekends (social doesn’t sleep)   Recipe is committed to providing a diverse, equitable and inclusive workplace. Celebrating people, being passionate and curious, owning it, and doing the right thing are the values that guide how we build our teams, support our franchisees and create a company that unlocks the full potential of everyone. Recipe is dedicated to providing accommodations in accordance with applicable human rights and accommodation legislation.
Brand
Harvey's
Job ID
2023-15137
Primary Location
CA-ON-Vaughan
Job Type
Full Time
Career Level
Experienced
Years of Experience
2
Posted Date
1/5/2023
Job Industry
Advertising and Marketing, Hospitality, Restaurant and Food Services

Overview

Recipe Unlimited Corporation is Canada’s leading full service restaurant company. Home to such iconic brands as Swiss Chalet, Harvey’s, St.Hubert, The Keg, Montana’s, Kelseys, Pubs, Bier Markt, East Side Mario’s, Landing Group, New York Fries, the Burger’s Priest, The Pickle Barrel & Catering, State and Main, Elephant and Castle and Original Joe’s. With this diverse portfolio of restaurants our Home Office Teammates have the opportunity to work on a wide variety of some of the most popular, well-loved brands in Canada. Variety isn’t the only thing we offer – we are passionate about our industry, we celebrate and support diversity of thought, we are innately curious and encourage our Teammates to take ownership. Above all else, we believe in doing the right thing for our people, our communities and our planet.

 

The Social & Digital Marketing Specialist is entrepreneurial and can thrive in a growing environment. They will be the key person that runs the Harvey’s social media accounts and digital presence. They will work closely with the Senior Manager, Digital to build Harvey’s social and digital strategy and lead the execution and analysis of Harvey’s online brand presence. The Specialist will also collaborate with cross-functional teams to produce breakthrough, best-in-class tactical ideas across CRM, e-commerce, social and digital that align with program and business goals.

 

We’re looking for someone that knows social/digital, gets the consumer, how they consume content and understands what’s important to them and why. The perfect candidate is passionate about trends and culture and understands how to translate those insights into fresh ideas to elevate Harvey’s social/digital presence and allows us to punch outside of our weight class to inspire brand love

 

Responsibilities:

SOCIAL/DIGITAL:

  • Manage Harvey’s social media (Primarily: TikTok, Instagram, Twitter, Facebook and LinkedIn)
  • Work closely with Sr. Manager, Digital on brand promotional campaigns as well as viral opportunities to create buzz, and create social media and digital media campaigns that drive traffic, sales and engagement
  • Create content calendars with social-first content rooted in guest truths and platform behaviours
  • Be the voice of Harvey’s with proactive and reactive community management. Monitor for potential threats or opportunities from what people are saying about the brand online, and work with Guest Services Team for additional social monitoring (Customer Service/Negative)
  • Work with internal Web team to lead content changes/updates to Harveys.ca to fit with brand strategies and online opportunities (Banners, SEO updates, Landing pages etc)
  • Set benchmarks for social/digital measurement and work with internal/external teams to review, track performance and make tactical suggestions for future campaigns
  • Establish, build and maintain relationships with relevant influencers and media including coordinating influencer campaigns, mail and/or events, if necessary
  • Orchestrate photo/video shoots as and when needed for social or digital purposes (e-commerce, content calendars, new product shoot, Reels, TikToks etc)
  • Lead competitive tracking of social activity, identify and ideate around new content and monitor the industry

 

CRM/E-COMM:

  • Support the content planning and management across all CRM channel deployments in email, push + web
  • Work collaboratively with internal teams to develop e-mails using best practices and templates including copy, creative and legal requirements
  • Plan and schedule campaign content across all CRM channels for testing and deployment
  • Partner with CRM team to optimize channel deployments (content, copy, design) based on measurement and results
  • Identify promotions to grow sales through e-commerce channels and work with Operations Team to test/execute offers
  • Optimize Harvey’s mobile app experience for our Guests with relevant updates and changes (Banners, menu categories, images, descriptions etc)
  • Monitoring competitor emails, app and website for learning purposes

 

Skills:

Experience: Creative individual with a passion for social media, content, trends and the online space. Bachelor's degree in communications, marketing and/or related discipline and demonstrated experience working on social media/digital marketing campaigns from inception to implementation.

  • Min. 2+ years of experience in social media, digital and/or email marketing
  • Min. 2+ years of experience developing business or marketing plans and cross-functional team environment experience

 

Technical Skills: a deep understanding of social publishing and monitoring tools (i.e. Sprout, Creator Studio) as well as reporting and analytics.

 

Collaborative and communication skills: strong written, oral and presentation skills with the ability to effectively influence at all levels.

 

Project management: strong organizational and time management skills with experience working on large-scale, time-critical projects.

 

Analytical: knowledge of and passion for metrics and trends and proven track record of setting KPIs and acting on data

 

Flexibility: enjoys working in a fast-paced agile work environment and is comfortable bringing ideas to the table

 

Additional Information:

  • Hybrid role - In-office two set days a week in Vaughan, ON
  • Work is performed in an open-office environment with an “open door” policy
  • 15% travel required to shoot content or visit on-site events/opportunities
  • Social platforms will need to be checked in the evenings and on weekends (social doesn’t sleep)

 

Recipe is committed to providing a diverse, equitable and inclusive workplace. Celebrating people, being passionate and curious, owning it, and doing the right thing are the values that guide how we build our teams, support our franchisees and create a company that unlocks the full potential of everyone.

Recipe is dedicated to providing accommodations in accordance with applicable human rights and accommodation legislation.

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