The Short List: Kohler, Macy’s, Kraft Foods, and more

Brittany Hennessy, Director of Influencer Strategy and Talent Partnerships at Hearst, discusses working with social media influencers to target younger generations, amplify products, and tell brand stories. Marketing Dive >>

American Eagle brand Aerie is taking an authentic approach to their YouTube strategy by mimicking user-generated content and enlisting body-positive influencers to star in causal, low-production videos. Mobile Marketer >>

For back to school season, Macy's kicked off their new “Time to Shine” campaign which features kids showcasing their talents while wearing the latest looks in Facebook, Instagram, and Snapchat videos. MediaPost >>

Kraft Foods brand Jell-O kicked off the release of their new play line by producing a six-episode animated YouTube series to encourage children's imagination and free play. Fans are prompted to interact with the videos on social media with #JelloPlay and #JelloWobz. Marketing Dive >>

To reach millennial audiences and grow brand influence, Shiseido partnered with influencers to post reviews and original content on social channels for the promotions of their new makeup line. Glossy >>

Kohler is hiring a Social Media Director to build out the social strategy and framework for each of their business groups by executing social campaigns and scaling their social command center. (Kohler, WI) Kohler Careers >>

Pentair is looking for a Social Media Manager to increase brand awareness, bolster online reputation, and manage cross functional teams to create social campaigns. (Minnesota, US) Careers at Pentair >>

Marriott International needs a Senior Director of Digital and Social Marketing to develop strategy, create and execute social initiatives, and utilize KPIs to measure the overall performance of their brands. (Bethesda, MD) Jobs at Marriott >>

Kindred Healthcare is hiring a Director of Social Media who will create a strategic social media plan for BtoB and BtoC audiences, determine KPIs and manage performance, and monitor brand reputation. (Louisville, KY) Kindred Careers >>