Business demographics
Multi-channel retailers with a growing omnichannel presence Annual revenue: $20M-$500M Company size: 50-500 employees Small but dedicated digital marketing team (3-10 specialists) Has a dedicated social media manager or a small team (1-4 people) Active across 3-5 social platforms with significant followings 100K-500K+ followers across platforms Has active product merchandising teams that could benefit from social insights Marketing budget: 5-8% of revenue, with growing investment in digital channels Market presence: 5+ years with established regional or national recognition Industry verticals
Fashion and apparel (like Faherty, Marine Layer, UNTUCKit, Outdoor Voices) Home goods/furnishings (like Article, Brooklinen, Parachute Home, The Citizenry, Burrow, Ruggable) Beauty and cosmetics (like Kosas, Summer Fridays, Milk Makeup, Briogeo, Glow Recipe, Youth To The People) Specialty retailers (like Allbirds, Away, Glossier) Food and beverage (like Goldbelly, Daily Harvest, Snap Kitchen, Magic Spoon) Health and wellness (like Therabody, Tree Hut, Hum Nutrition, Moon Juice) Outdoor and sporting goods (like Chubbies, Fox Racing, Topo Designs) Multi-category retailers (like Food52, Verishop) Technical environment
Mid-tier e-commerce backbone like Shopify, Shopify Plus, BigCommerce Enterprise, WooCommerce Premium, or Magento Commerce Product information management (PIM) or product catalog systems like inRiver, ChannelAdvisor, Salsify, Akeneo, Plytix, Syndigo, Pimcore, Contentserv, Uses established marketing platforms like Klaviyo, HubSpot, Iterable, Omnisend, Listrak, Campaign Monitor, Cordial, Salesforce Marketing Cloud, Oracle Bronto Has a CDP like Emarsys, Segment, Simon Data, Bloomreach, Optimizely Data Platform, Lytics, Tealium, mParticle, Amperity SMS marketing tools like Attentive, Postscript, Yotpo SMSFlow, SMSBump, Voyage SMS, Emotive, SimpleTexting, Mobivity Loyalty program tools like Yotpo, LoyaltyLion, Smile.io, Annex Cloud, Punchh, Loyalty Gator, Zinrelo Enterprise social media management platforms like Sprout Social, Khoros, Later, Dash Hudson, Buffer, Hootsuite Enterprise, Buffer, Emplifi, Sprinklr, Oktopost, Agorapulse On-site personalization tools like: Tools for collecting and displaying reviews and UGC like: Influencer marketing tools like: Tools for managing marketplace listings and stuff like: Challenges, pains, needs, goals, motivations, desires
Some way of showing ROI from social media investment to leadership, through microconversions like product page visits from social Track conversions from social - Gap Shoppable DMs for product inquiries (e.g., "Is this the men's water resistant bomber jacket?") - Gap Social commerce capabilities - Haleon Website traffic and conversion tracking from social - Bucherer Getting data from socials to improve targeting or the efficiency of campaigns Connect social data to CDP/CRM (Emparity) - Gap Connect social data to dynamic ads - Gap Targeting specific audience segments (e.g., cardmembers who follow them) - Gep Retargeting capabilities - Bucherer Email list building - Bucherer Getting insights on product and marketing from the community and adapting messaging to resonate with them Social listening for product feedback (e.g., "bring back tube tops") - Gap Insights from social media to inform merchandising decisions - Gap Understanding of which products customers are actually discussing vs. the ones brand is promoting - Gap Social listening for product development - Haleon Improving influencer marketing by identifying best-fit influencers and using automation to increase the life of influencer campaigns Identify and manage high-value followers (100K+) - Gap Influencer marketing & UGC integration - Haleon Influencer campaign support - LEVL Managing influencer campaigns - Bucherer UGC collection with rights management - Bucherer Growing a community without spending time on manual work Growing nascent social community - Haleon Community management automation - Haleon Automated response capabilities for common product questions Want to change from traditional media-led marketing to a social-first approach Social transformation from TV-led marketing to social-led - Gap "Social first" approach to content - Haleon Competitive advantage in a crowded beverage category - LEVL Co-op programs with brand partners - Bucherer Integration between social engagement and loyalty/rewards programs Behavioral indicators
Actively testing direct response tactics on social platforms Struggling to scale personalized responses to product inquiries Seeking ways to collect and use social data Investing in social commerce capabilities Looking to reduce dependency on traditional channels (email) Creating social transformations or similar strategic initiatives Experiencing a disconnect between marketing narratives and customer interests Prioritizing first-party data strategy at the executive level Seeking ways to compete with digitally native brands Decision-making structure
Social media team initiating exploration of solutions Marketing Director/VP as key decision-maker Decision timeline: 4-8 weeks from demo to purchase Proof of concept often required to demonstrate value to leadership ROI demonstration critical for securing ongoing budget Budget allocation decided annually with quarterly reviews Formal RFP process for significant technology investments Requires security compliance and enterprise-grade integrations Geographic focus
Primary job functions
Primary job titles (in order of importance)
Social Media Manager - Direct hands-on user who faces daily operational challenges with engagement Community Manager - Directly responsible for community engagement, on socials and outside Director of Social Media - Oversees social operations and accountable for team Senior Social Media Manager - Experienced in the operational pain points Head of Social - Responsible for social performance metrics and team VP of Social Media - Focused on social channel performance and operational excellence Social Media Director - Directly responsible for social media operational success CMO - Strategic decision-maker but not focused on operational details E-commerce Manager - Interested in social-to-conversion pathways SVP/VP of Marketing - Strategic marketing focus rather than operational VP of Marketing - Strategic rather than operational focus Head of Marketing - Less direct involvement with operational tools Marketing Director - Broader marketing focus beyond just social Head of Community Management - Direct interest in community, but might be focused on communities outside social so low in importance Digital Marketing Manager - Hands-on with digital channel operations, including paid social Senior Digital Marketing Manager - Experienced with data integration challenges, needs social data for retargeting VP of Digital Marketing - Oversees digital marketing operations Head of Digital Marketing - Focused on digital channel efficiency Director of Digital Strategy - Concerned with digital channel optimization SVP/EVP of Digital - Strategic oversight of digital operations VP of Omnichannel Strategy - Focused on cross-channel integration Brand Manager - Less direct operational focus on social media specifically Chief Digital Officer - Strategic digital transformation focus Examples of inexact-match-acceptable job titles
Marketing Managers like:
Sr. Marketing Manager for NA Region Digital Marketers like:
Digital Marketing Manager Associate Manager, Digital Marketing Assistant Online Marketing Manager Senior Manager, Digital & Social Marketing Digital Performance Marketing Manager Brand & Integrated Marketing people like:
Associate Manager, Brand Marketing Brand & Integrated Marketing Manager Brand Marketing Manager, Partnerships E-commerce & DTC-focused people like:
Associate E-commerce Marketing Manager Marketing Manager - Ecomm Site & App Influencer & Affiliate Marketing people like:
Associate Influencer Marketing Manager Affiliate Marketing Manager Manager, Influencer Marketing Examples of negative-match job titles
Lifecycle Marketing Manager Partnership Marketing Manager Marketing Project Manager Marketing Operations Manager Marketing Account Manager Manager Marketing Analytics 
ICP - Mid-market retail