Director of Social Marketing

About the Role

Key Responsibilities

• Own the development and execution of Coinbase's social marketing strategy, setting clear KPIs for success, managing external vendors and internal stakeholders to engage core audiences such as the crypto curious and crypto forwards.
• Lead audience mapping, targeting, and paid media plans to execute social strategies and key campaigns.
• Accelerate growth in social followings and engagement rates across all channels.
• Establish best practices for cross-functional collaboration with Product, Communications, Policy, and Brand teams to articulate Coinbase's point of difference.
• Drive reporting and insights through data-driven measurements.
• Operationalize social media strategy, including calendar ownership, budget management, reporting, and cross-functional partnerships.
• Coordinate with Executive Leadership during moments of crisis or urgent communication, providing strategic advice.
• Manage a team of social strategists and content managers to execute the social marketing strategy effectively.

Requirements

• 12+ years of experience driving social marketing in fast-paced, innovative environments, with a mix of in-house and agency experience preferred.
• 5+ years of experience leading social marketing teams.
• Proven ability to articulate strategy and gain stakeholder buy-in, with experience creating engaging, repeatable formats.
• Deep understanding of brand and social metrics and their connection to business objectives.
• Strong analytical skills with the ability to leverage data to influence leadership and construct compelling narratives.
• Ability to guide team members from strategy through execution and measurement.
• Experience building trusting relationships with executive stakeholders and acting as a trusted advisor in urgent situations.

Nice to Have

• Experience in Tech or Finance.
• Experience in Brand Marketing, Advertising, or Communications.

Qualifications

• Formal educational qualifications are not explicitly specified in the description.

Benefits & Perks

• Target annual salary range of $253,895—$298,700 USD.
• Includes target bonus, target equity, and benefits such as medical, dental, vision, and 401(k).