Perspectives is a series uncovering routines, inspiration, and insights by marketing leaders shaping the future around the globe.

EDITOR’S NOTE: Youri Hollier is the Director of Digital and Social at Tim Hortons. He manages a team of digital marketers and works to develop a brand with an emphasis on the digital media landscape. He lives and breathes social content, social listening, and community management.

In his words, he shares the importance of investing in social teams, how marketers struggle with the quantity of work they usually have, and why brands should leverage user- and employee-generated content.

Read the transcript here and subscribe for weekly marketing strategies and more conversations with top marketing leaders.