’s Big List: Evian, Southwest Airlines, Kraft, and 26 more

Case Studies:

  • Danone Waters' VP of Marketing Olivia Sanchez shares why Evian is spending 80% of their marketing budget on digital to focus on social media and search — especially Snapchat and Instagram. Digiday >>
  • Russ Moorehead, Estée Lauder's SVP of Global Digital Operations and Innovation, shares an inside-look at their digital team's Black Friday war room that allowed for real-time monitoring of consumer engagement, sales performance, and customer service outlets (including live chat, ratings, reviews, and social media). Glossy >>
  • Procter & Gamble Chief Brand Officer Marc Pritchard discusses how digital and social marketing are evolving as online transparency increases. Marketing Dive >>
  • Dana Strokovsky, McDonald’s Social Media Director, talks about their global digital identity and breaking down internal silos. Digiday >>
  • Kraft launched a new #FamilyGreatly campaign that's encouraging families to share their own stories in social media, with Kraft employees kicking off the effort by activing as social influencers. MediaPost >>
  • Southwest Airlines' SVP and CCO, Linda Rutherford, talks about preparing for social media crisis communications, viral videos, and how they train employees to be “always on” in today's world of real-time, user-generated content. Public Relations Tactics >>
  • Coach teamed up with Snapchat to create limited-edition pins equipped with Snapcodes that allow customers to play a branded arcade game and unlock holiday-themed filters. Adweek >>
  • Johnson & Johnson, Coca-Cola, Levi Strauss & Co., and Gilead Sciences took to social media to commemorate the 30th anniversary of World AIDS Day. PR Week >>
  • Pepsi received viral Twitter love when a Canadian fisherwoman shared a photo of a lobster that had a Pepsi logo embedded in its left claw. MediaPost >>

Job Openings:

  • Royal Bank of Canada is hiring a Senior Manager of Social Media Marketing Platforms to provide platform oversight, administration set-up, training, and reporting to a suite of social media marketing applications. (Toronto, Canada) RBC Jobs >>
  • TripAdvisor needs a Senior Manager of Social Media and Content Marketing to plan and execute content for their social media channels, including blog content, video, and updates. (Needham, MA) TripAdvisor Jobs >>
  • GoDaddy is looking for a Social Media Campaign Marketing Manager to create campaigns for GoDaddy product lines designed to grow users and product adoption. (Hiawatha, IA) GoDaddy Careers >>
  • Nordstrom is looking for a Marketing Campaign and Social Media Senior Editor to manage the team that is responsible for storytelling across all corporate and brand campaigns. (Seattle, WA) Nordstrom Careers >>
  • VF Corporation has an opening for a Senior Manager of Social Media Strategy. This role will be responsible for helping define the overall social strategy as well as working closely with each brand to help enable their execution against it. (Alameda, CA) VF Corporation Jobs >>
  • HSN is looking for a Social Media Integration Specialist who will leverage social content as a tool that makes on-air programming and ecommerce more exciting, interesting and engaging. (Saint Petersburg, FL) HSN Career Sections >>

New Hires:

  • Emily Spring was hired as Avon's new Social Media Manager. LinkedIn >>
  • Meijer promoted Neil Kirby to Manager of Owned Media and Social Strategy. LinkedIn >>

The Big List is the official newsletter of, the community for social media leaders at the world’s greatest brands. Each week, we share a hand-picked collection of news on social media leaders: what they’re working on, career changes, and conferences where they’re meeting up. Click here to subscribe >>