When Jamie Simoni started at American Eagle Outfitters, social media was just a small part of her job.
Freelancing in a digital marketing position, Jamie handled SEO, affiliate marketing, and worked on 77kids and Martin + Osa — two American Eagle brands that have since closed. She says that as the company began to evolve and social became a bigger part of the company, her position also evolved into a more socially focused role.
Five years later, Jamie is now the Senior Marketing Manager for Social Media.
I think the one thing people don't realize is this job is not just sitting at your desk and tweeting all day.
She's supported by a creative team of art directors, graphic designers, and a performance marketing team.
“We do everything in-house. We don't have agency support for a creative standpoint,” Jamie says.
But with the rise in paid social, Jamie says they rely on agencies to help guide their media buying.
“It's something the social media team is getting more involved in as we move forward because of the shift that's been happening from organic to paid media. You can't just rely on organic reach anymore.”
“When you're working at an agency, you have to wear a lot of hats, which is similar for social media as well.”
“Having that exposure on the agency side and working on a lot of different projects simultaneously helped me on the brand side,” Jamie says.
She explains that things like analytics, customer service, and working cross-functionally with internal teams are a big part of the job most people don't think about.
“I think the one thing people don't realize is this job is not just sitting at your desk and tweeting all day. There are a lot of different aspects that go into a social media position.”
“It's a challenge to keep up with everything, but I like that,” Jamie says.
You don't get stuck in the day-to-day too often with social media, because you never really know what's going to happen.
“You don't get stuck in the day-to-day too often with social media, because you never really know what's going to happen.”
As far as emerging platforms go, Jamie's team follows whatever is getting the most buzz and works best for their brand, and with American Eagle's younger audience, that can change every day.
Jamie says a big part of their strategy is leveraging influencer partnerships.
“It used to be focused on celebrities from a PR perspective, but now, you're seeing more and more Vine celebrities in commercials.”
To target them, Jamie says their brand marketing teams are always looking for people who are already fans of the brand to stay authentic. They also have a lot of bloggers and social influencers reach out to the brand themselves.
She says one of the biggest changes to social over the years has been its evolving role within the company.
“I've had an interesting experience seeing social media grow from its infancy here and seeing how big it's gotten over the five years that I've been a part of it,” says Jamie.
“I'm looking forward to seeing how it will continue to grow within the organization.”
Follow Jamie on Twitter and ask about her favorite wine and ice cream pairing. Jamie's been a member of SocialMedia.org since 2012.