Director, Consumer Brands Social Media

About the Role

Key Responsibilities

• Lead the development and execution of full-funnel, audience-first social media strategies across key consumer-facing brands to build awareness, engagement, brand relevance and loyalty
• Define social voice for key brands, and confidently guide how that voice is expressed across content and campaigns to support social media objectives
• Audit and evolve existing social media platforms and practices, establishing a clear strategic foundation that includes audience, brand positioning, channel mix, content pillars, voice, KPIs, etc.
• Harness the unique power of social media through platform-native storytelling and culturally relevant content that builds brand relevance, shifts consumer perception, and grows audiences in ways that advance overall business objectives
• Develop differentiated platform strategies that reflect audience behaviors, interests, and cultural touchpoints, ensuring content is tailored to each channel while driving a unified brand narrative, consistent voice, and meaningful growth
• Serve as both leader and coach, developing junior team members into strategic social marketers by modeling best practices, guiding execution, and fostering a culture of learning and ownership
• Create and operationalize frameworks for content development, calendar planning, community engagement and performance reporting
• Implement scalable processes, templates, and guidelines for social content planning, execution, review cycles, and governance, including smart use of AI to improve efficiency and set the team up for long-term success
• Establish and implement test and learn plans to optimize performance across platforms and content types, balance brand building with performance goals
• Partner with brand owners and agencies to develop paid social media strategies, overseeing execution, optimization, and reporting to ensure alignment with business objectives
• Drive community management strategy, ensuring real-time engagement reflects brand values, builds trust and creates meaningful touchpoints with followers
• Leverage social listening and data insights to uncover cultural trends, inform creative direction, identify whitespace opportunities and guide cross-functional planning
• Move at the speed of culture - leading the team to rapidly concept, create, and activate content in response to trends and social moments that align with brand strategy
• Play a critical role in shaping how social contributes to integrated marketing efforts by partnering closely with brand, creative, PR, and media teams to ensure social is embedded early, strategically, and impactfully and that takes full advantage of the earned media halo
• Serve as a translator and advocate for social strategy at the executive level through presenting strategies, performance recaps and key opportunities that help make clear the role social can and should play, clearly articulating the way our consumer brands will own differentiated, platform-native approaches to achieve modern brand and business objectives
• Build strategic partnerships with influencers, content creators, cultural tastemakers and platform reps to maximize visibility and amplify storytelling
• Stay ahead of platform changes, trends and technologies, continuously evolving approach to keep brands relevant in a constantly shifting landscape
• Thrive in a matrixed environment with team members sitting at different locations across the country by effectively managing up, down, and across, building trust and alignment with multiple stakeholders - from executives to cross-functional peers to junior team members to agency partners - while maintaining focus on social-first excellence

Requirements

• 10 or more years of experience in CPG brands social media with a proven track record of building social brands from the ground up
• Proven success building and scaling social media strategies across multiple platforms (Instagram, TikTok, YouTube, Facebook, X, Pinterest, Reddit, etc.)
• Strong experience leading teams and elevating talent, including managing junior staff or agency partners
• Demonstrated ability to reposition and reinvigorate legacy brands through social storytelling and community engagement
• Deep understanding of platform-specific capabilities, content formats, best practices and analytics
• Skilled at social listening and interpreting cultural signals to identify moments of relevance that inform strategic decisions
• Ability to move quickly, make data-informed decisions and challenge the status quo
• Strong cross functional collaborator and effective communicator with expertise influencing senior leadership
• Experience with social media management tools (e.g., Sprinklr, Sprout Social, Dash Hudson, Brandwatch, etc.)
• Background in integrated marketing, brand planning, or content strategy
• Excellent project management, organizational and presentation skills
• Able to communicate clearly and effectively, both verbally and in writing, at different levels across the organization
• Able to work across multiple time zones and teams in different locations
• Must be able to read, write and speak English

Nice to Have

• Creative sensibility and ability to evaluate or guide the development of platform-native content
• Skill in critical thinking and analysis
• Ability to prioritize and meet deadlines
• Skill in collaboration and fostering relationships

Qualifications

• Educational background not explicitly specified, but extensive experience in social media and related fields is required

Benefits & Perks

• Not specified in the description