Buttercrane Marketing Executive (Social Media) in Newry

Marketing Executive (Social Media)

Hours

40 hours per week. Weekend work is essential to the role, along with attending events.

The Marketing Executive (Social Media) will lead the shopping centre's social media presence, turning our channels into the main way customers discover what's new, what's on and why they should visit.

Working within the marketing team, you will create scroll-stopping content, grow an engaged local community online and use social media to drive footfall, support retailer performance and strengthen the centre's reputation as a leading retail and leisure destination.

Social media will make up the majority of this role.

You will own the day-to-day running of our channels, from planning and shooting content to community management, paid campaigns and performance reporting, while also supporting the wider marketing plan, events programme and retailer marketing.

We're looking for a creative, social-first marketer who lives and breathes platforms like Instagram and Tik Tok, knows what makes content perform, and can balance creativity with clear commercial results.

Key Responsibilities

• Develop and deliver the centre's social media strategy across Instagram, Facebook, Tik Tok and Linked In, setting clear objectives for each platform.
• Plan monthly and seasonal content calendars aligned with retailer activity, centre events, campaigns and key retail moments.
• Stay ahead of platform updates, algorithm changes, trending formats and emerging channels, and recommend how the centre should respond.
• Benchmark performance against competitor centres and leading retail brands to identify opportunities and best practice.
• Ensure a consistent brand tone of voice and visual identity across all social channels.
• Content Creation
• Create high-quality, platform-native content including short-form video, Reels, Tik Toks, Stories, carousels and static posts.
• Shoot and edit photography and video in-centre, capturing new stores, products, events, behind-the-scenes moments and customer experiences.
• Write engaging, on-brand copy and captions tailored to each platform and audience.
• React quickly to trends, seasonal moments and live events with timely, relevant content.
• Brief and coordinate photographers, videographers and content creators where required.
• Build and manage a library of content assets for use across social, web and email.
• Community Management & Engagement
• Manage the centre's social inboxes, responding to comments, messages and reviews promptly and in the brand's tone of voice.
• Grow an engaged online community through interactive content, competitions, giveaways and user-generated content.
• Monitor social conversation and sentiment about the centre, escalating customer service issues and potential reputational risks.
• Identify and work with local influencers, content creators and community voices to extend reach and credibility.
• Paid Social
• Plan, build and manage paid social campaigns across Meta and Tik Tok to drive awareness, engagement, footfall and event attendance.
• Manage audience targeting, budgets, ad creative and A/B testing to maximise return on spend.
• Promote retailer offers, new store openings and key campaigns through targeted paid activity.
• Social Media Reporting & Insight
• Track and analyse social media performance using Meta Business Suite, Tik Tok Analytics, Google Analytics and other reporting tools.
• Produce monthly social media reports with clear insights, learnings and recommendations to continually improve performance.
• Use data to understand what content resonates with our audience and refine the content mix accordingly.
• Build strong relationships with retailers to source content, offers and stories for the centre's channels.
• Encourage retailers to collaborate on social content, takeovers and centre-wide promotions.
• Promote new store openings, refurbishments and retailer initiatives through social media.
• Provide retailers with guidance and simple toolkits to help them get the most from joint social activity.
• Wider Marketing & Events Support
• Support the delivery of the annual marketing plan, campaign calendar and integrated campaigns across digital, experiential and in-centre channels.
• Support the planning and delivery of the centre's events programme, leading on social media promotion and live coverage before, during and after each event.
• Keep the centre website up to date with accurate, engaging content and support basic SEO.
• Support email marketing campaigns and the growth of the customer database.
• Develop partnerships with schools, charities and community organisations, and showcase this activity on social channels.
• Act as a brand ambassador, ensuring all marketing activity reflects the centre's values, positioning and brand standards.
• Key Performance Indicators

You will monitor and report on key marketing performance indicators, with a primary focus on social media:

• Social media follower growth by platform
• Engagement rate
• Reach, impressions and video views
• Paid social performance (cost per result, click-through rate and return on spend)
• Community response times and sentiment
• Website traffic from social channels
• Footfall and event attendance
• Customer database growth and email marketing performance

Skills & Experience

• Proven experience managing social media channels for a brand, venue, retailer or agency.
• A strong portfolio of social content you have created, particularly short-form video.
• Confident shooting and editing content on mobile, using tools such as Cap Cut, Canva or Adobe Creative Suite.
• Hands-on experience with Meta Ads Manager and Tik Tok Ads Manager.
• Strong understanding of social media analytics and the ability to turn data into action.
• Excellent copywriting skills with a keen eye for detail.
• Highly organised, able to manage multiple projects and deadlines at once.
• Confident building relationships with retailers, partners and external agencies.
• Available to work weekends (essential to the role) and to attend events, including some evenings.