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Senior Manager, Field & Employee Social Media

At Northwestern Mutual, we are strong, innovative and growing. We invest in our people. We care and make a positive difference.

As the Senior Manager, Field & Employee Social Media, you will play a valuable role in driving awareness of Northwestern Mutual’s brand in the marketplace across the Home Office and Field! Reporting to the Senior Director, Social Marketing, this role will be crucial in the ongoing transformation of the company’s social strategy, with a continued focus on the power of social media through advocates and field teams by driving ongoing awareness, brand loyalty and brand relevance.

This role will support our 7,000 Financial Advisors in promoting their business through social channels in order to deepen client relationships and will encourage and empower Home Office employees to amplify the company’s efforts on corporate social channels. The ideal candidate is a creative marketer with a passion for storytelling through social media as well as a specialist in leading social media programming across multiple platforms.

Principal Accountabilities:

Deliver social media strategy and content designed for NM’s field force, NM’s team of financial advisors across the US. This includes specialized support for different tiers of field force (e.g, Private Client Group, wealth management focused practices), working in partnership with brand and Field Marketing team.

Develop strategy and plan to support Under-3 advisors’ pipeline by helping them use social (as part of a broader Field digital ecosystem) to identify hand-raising behavior from within their networks and nurturing those prospects.

Collaborate with field marketing and product marketing teams to assess the best ways to equip our financial advisors; deliver a digital toolkit; bring NM products to life on social media, including use by field teams; and to help generate product specific social content for the field that aligns to guidelines and carries our brand voice using creative and proven social strategies and knowledge of the field channel.

Develop an employee social media advocacy program for Home Office employees, to help amplify corporate social initiatives.

Coordinate the content calendar for field teams & employee advocacy program, to be developed and handled via Hearsay platform (or similar).

Develop and implement social media trainings, webinars and policies required for the field force & Northwestern Mutual employees, including supporting continued updates for field social media policies.

Work with paid media team to content plan for paid campaigns and to identify any digital opportunities to be communicated to the Field (e.g new data sources, new search tools)

Liaise with compliance team, including representing marketing on the Social Media Committee. Lead solution finding for any issues or situations that arise.

Work cross-functionally and manage relationships with internal and external partners, including key platform partners and vendors. Lead assessment of tools and development of toolkits.

Use data and insights to influence strategies, programming, and future opportunities to deepen our brand connection with the field and drive success for field in lead and client acquisition/conversion

Collaborate with other members of the social team to manage multiple lines of messaging on content calendar

Manages a team of internal and external staff.

Minimum Requirements:

  • Bachelor’s degree in a related field

  • 6+ years of relevant experience, agency or client side. Social experience working with clients and employees is critical.

  • Previous experience working with an organization with a centralized marketing department and franchisees or field offices

  • Proficiency in a variety of social media tools and systems, including reporting capabilities (Hearsay, Dynamic Signal, Sprinklr or similar)

  • A creative, entrepreneurial spirit who is self-motivated and constantly seeking out and finding opportunities to drive the business forward without being told when and what to do.

  • Experience leading a team of internal and external staff.

  • Financial services or regulated industry is a plus.

Knowledge, skills & abilities

  • Strong understanding of social media platforms, social tactics and strategies that generate leads and positive impressions

  • Ability to recognize good creative/content for social

  • Ability to recommend innovative ideas that ladder up to NM’s objectives.

  • User of analytical thought and analysis who uses data and insights to develop lead-generating social content.

  • Strong communication and interpersonal skills, with an ability to collaborate across multiple teams.

  • Ability to navigate complex compliance concerns.

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This job is not covered by the existing Collective Bargaining Agreement.

Required Certifications:

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We are an equal opportunity/affirmative action employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, gender identity or expression, sexual orientation, national origin, disability, age or status as a protected veteran, or any other characteristic protected by law.


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