Global Senior Manager - Communications & Advocacy - Midscale & Economy brands

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Senior Manager – Global Comms & Advocacy – Midscale & Economy Brands  

Scope: Social Media & Influence – Paid, Owned, Earned for ibis, Novotel, Mercure. 
 
Reporting to: Senior Director, Global Comms & Advocacy (Céline MOUQUET) 
Location: Global HQ (Issy Les Moulineaux)
Type: permanent, full-time (3 days a week – Tuesdays to Thursdays at HQ, monday and Friday remote work) 

Role purpose 

This role leads the RUN (always-on) social media ecosystem and HERO campaigns for ibis, Novotel, and Mercure at global level. 
The Senior Manager operationalizes brand platforms through creator-led content, amplification strategies, and cross-regional deployment, ensuring cultural relevance, performance, and connectivity to the full funnel. 

They collaborate with agencies, regions, creators, and hotel teams to deliver impactful brand storytelling while driving engagement (primary KPI) and optimizing performance across owned, earned, and paid channels. 

Key responsibilities 

1. Social Media RUN management (always-on) 

• Lead the monthly editorial calendar planning for ibis, Novotel, Mercure. 

• Ensure content is platform-native (TikTok, Instagram, LinkedIn). 

• Maintain brand consistency (tone, visual language, messaging). 

• Review and validate content formats, stories, carousels, reels. 

• Coordinate publication workflows with agencies and internal partners. 

• Provide continuous optimization guidelines based on performance insight. 

2. HERO Campaign deployment 

• Co-lead creative orchestration for global HERO campaigns: 

• Translate campaign narratives into platform-relevant assets. 

• Ensure consistency across markets, creators, and production partners. 

• Manage usage rights, briefing, post-production follow-up, formatting. 

• Coordinate multi-wave, full funnel editorial calendars 

3. Creator & influence management 

• Identify and brief global content creators in alignment with brand pillars. 

• Optimize creator mix (tiers, markets, relevance, storytelling fit). 

• Oversee usage rights, exclusivities, and paid amplification eligibility. 

• Support production and review UGC deliverables. 

• Coordinate local creator involvement with regional teams. 

4. Regional coordination 

• Provide guidelines, toolkits, and content drops for all regions. 

• Support local amplification weeks and activation windows. 

• Assist markets in creator selection and platform orchestration. 

• Consolidate feedback from all hubs - ENA, MEAPAC, China, and Americas. 

5. Paid Media collaboration 

(in partnership with Full Funnel agency)

• Align target audiences, flighting strategy, and boosting priorities. 

• Validate hero assets vs. eligibility criteria (music, formats). 

• Monitor impact of paid ads & formats, and boost logic. 

• Support efficiency optimizations. 

6. Content quality & governance 

• Participate in creative reviews with agency and internal stakeholders. 

• Ensure brand safety and compliance with platform guidelines. 

• Validate legal elements (image rights, music rights). 

• Assess feasibility of trends, formats, and activations. 

7. Performance monitoring 

• Monitor RUN KPIs and HERO campaign performance: 

• Volume of engagement (primary KPI) 

• Extract insights to inform content evolution. 

• Prepare topline reports for leadership and markets. 

8. Cross-functional collaboration 

• Work closely with: 

• Digital / web + CRM team (push/pull consistency) 

• PR & Comms (earned narratives) 

• Sponsorship (brand moments) 

• Hotels (on-property activations) 

• Integrate initiatives into a full-funnel approach. 

Expected impact 

• Increased engagement volume and share of voice. 

• Stronger brand distinctiveness via creator-led storytelling. 

• Repeatable orchestration models for regions. 

• Better content relevance & platform performance. 

• Local adoption of global narratives. 

Skills & attributes 

• Fluent in English (written, spoken). 

• Deep understanding of social platforms & culture. 

• Strong creative judgement and trend radar. 

• Ability to brief and direct talent (creators, editors, agencies). 

• Operational discipline with production timelines. 

• Comfortable with ambiguity and rapid iteration. 

• Excellent stakeholder management. 

Experience 

• 6-7 years in social media, creator strategy, digital brand building. 

• Proven experience managing campaigns with talent/creators. 

• Experience with full-funnel orchestration (preferred). 

• Familiarity with hospitality, travel, or lifestyle brands is a plus. 

Tools (knowledge or ability to learn) 

• Sprinklr (publishing & moderation) 

• Asana (workflow) 

• Traackr (influence tracking) 

• Editing tools (Capcut, Canva Pro…) 

KPIs 

• Engagement volume (primary MSA KPI) 

• Paid media efficiency metrics 

• Creator performance benchmarking 

• Advocacy sentiment uplift