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Company info

Digital & Social Media Specialist

Job location: 
Richmond, BC
Closing date: 
Friday, December 21, 2012

We are currently looking for a Digital & Social Media Specialist to pioneer, lead and develop approaches to deliver effective digital media strategies for all brands and community engagements efforts for the broad Nature’s Path business.  This position reports to the Director, Marketing & Communications and works from our Richmond office. 

Critical outcomes for this role include: 
  • Nature’s Path, EnviroKidz and Que Pasa brands built through the development and execution of effective social media relation plans by: 
  • Evolve Nature’s Path, EnviroKidz and Que Pasa presence on current and emerging digital media and social platforms, including Facebook, Twitter, YouTube, Pinterest, Foursquare and blogs
  • Manage our online reputation to ensure that all digital and social media platforms are effectively monitored; identify and resolve consumer issues in a timely, accurate and professional manner
  • Set the tone to share knowledge (with external and internal communities), encourage users to abide by core values, rules of engagement and our online code of conduct
  • Establish and manage performance scorecards/KPIs for all digital and social media channels & provide monthly reports, including recommendations to optimize, to key stakeholders
  • Develop monthly editorial calendars for each channel (e.g. blog, e-newsletter, Facebook, Twitter) and each brand that align with the social media strategy & meet community engagement objectives
  • Facilitate the conflict resolution process between the Consumer Services team and online consumers to ensure that we address all concerns and that we “make things right” 
  • Leverage automated tools (e.g. Tweetdeck, Hootsuite, Radian6) to listen to brand conversations and seek opportunities for further engagement


  • Collaborative and lucrative digital and social media partnerships created that effectively and cooperatively market like-minded brands by:
  • Provide digital and social media leadership thinking and execution opportunities for product launches and communications campaigns
  • Identify new opportunities to build consumer awareness and trial across all key business segments.
  • Provide digital and social media support for events, including promotion, when applicable
  • Identify opportunities to build partnerships with and provide samples to bloggers, influencers and existing or potential partners to create awareness and build equity with the Nature’s Path brand


  • Seamless, consistent and integrated brand voices and personalities orchestrated that drive online engagement by:
  • Lead all phases of the website production, including localized content development (US, UK, Canada – FR and ENG), architecture planning, design updates, SEO optimization, campaign integration, web analytics reporting
  • Build Facebook and Twitter communities (likes and followers) and overall engagement to achieve business objectives by providing consumers with tools, samples, media to encourage and empower valuable online conversations and build equity
  • Provide recommendations for & manage all phases of online advertising programs including planning, developing, launching, monitoring and evaluation campaign performance
  • Establish best practices and provide guidance for implementing new technologies (e.g. online couponing) or participation in new social platforms (e.g. Pinterest)
  • Manage third party relationships with e-commerce partners, including content development & promotional campaigns, to support the company’s online sales objectives
  • Leverage data from Google Analytics, Google Site Search, BazaarVoice, Radian6 and other dashboards to build consumer insights for further digital, social and brand engagement
  • Manage all phases of the planning & implementation of a monthly consumer email campaign, including content development, image sourcing, template integration, online registration, promotion and database management


  • Effectively utilize and leverage communication vehicles to drive online engagement by:
  • Manage process for packaging and printed material updates across all Nature’s Path digital, social and e-commerce platforms
  • Ensure consistency and accuracy of digital and social media call outs including social icons, web URLs, and QR codes


  • A supported internal team that drives efficiencies by:
  • Support the budget process and hold fiscal accountability for the Digital Media Budget
  • Investigate and leverage all opportunities for cost and performance efficiencies


  • Organic, non gmo, and gluten free brand leadership positioning supported by: 
  • Create, implement and evaluate editorial plan that demonstrates organic thought leadership to consumers, partners, and stakeholders across all digital and social media channels


  • Other
  • Screening all potential new digital/social/technology partners
  • Monitor digital and social media innovations, benchmarks, trends and marketing activity of key competitors and other best-in-class brands to recommend future tactics
  • Communicate with vendors/IT to discuss feature requests and troubleshooting outstanding technical issues.
Success in this role will require: 
  • Bachelor’s Degree in related field (business or marketing) or equivalent experience
  • 5 years of online marketing experience with 2 years of social media marketing preferred.
  • Strong verbal and written skills and the ability to communicate effectively with people at all levels of technical ability.
  • Active participant in social media and knowledgeable about current trends and innovations (Facebook, Twitter, You Tube, Four Square).
  • Basic knowledge of HTML, CMS and Adobe products.
  • Experience in customer acquisition and retention through social media.
  • Demonstrated experience using viral campaigns for online marketing.
  • Experience using tools to track social media mentions and trends.
  • Experience analyzing and presenting digital and social media metrics.
  • Ability to shoot and edit handheld video (i.e. Flip).
  • Ability to explain and share complex concepts in a way that everyone can understand.
  • Highly organized, detail-oriented and able to manage/execute multiple ongoing projects.
  • A love for helping people and solving problems.
  • Exceptional ability to work with the public with confidence and enthusiasm.
  • Strong marketing fundamentals an asset.
  • A demonstrated track record in online community engagement
  • A passion for collaborative technologies
  • Desire to create new content types
  • Able to put a “face” and “voice” on the company