Director, Social Media & Influencer Marketing Strategy, Boston, MA

About the Role

Key Responsibilities

• Develop and execute a comprehensive social media strategy aligned with the bank's marketing goals and objectives.
• Oversee the creation and curation of content across all social platforms (e.g., Instagram, Facebook, TikTok, YouTube).
• Monitor trends, customer sentiment, and competitive activity to inform strategy.
• Leverage data and analytics to optimize performance and guide decision-making.
• Ensure compliance with regulatory and legal standards in all social media activities.
• Stay up to date on emerging social media platforms and tools and make recommendations on adoption.
• Develop and execute a comprehensive influencer strategy aligned with the bank's marketing goals and objectives.
• Identify, vet, and build relationships with influencers and brand advocates who align with the bank's values and target audience.
• Design and execute influencer campaigns to amplify key initiatives and expand reach.
• Foster content partnerships with industry leaders, community organizations, and complementary brands to enhance credibility and customer trust.
• Monitor and measure influencer performance and analyze data to optimize influencer engagements.
• Manage and mentor a team of social media, content, and influencer marketing professionals.
• Manage social agencies and partners to deliver campaigns and content.
• Manage social production budgets to ensure efficient investment while maintaining high creative standards.
• Collaborate with cross-functional teams including product marketing, PR, compliance, and customer experience.
• Present insights, performance reports, and recommendations to senior leadership.
• Establish learning agendas and oversee social and influencer measurement capabilities, analysis, and reporting.
• Analyze social media metrics to evaluate campaign performance, optimize strategies, and maximize audience engagement.

Requirements

• 9+ years of experience in social media, content marketing, and influencer strategy in a leadership role.
• 9+ years of marketing experience or related field.
• Proven track record of developing and executing successful digital marketing campaigns.
• Bachelor's Degree or equivalent work experience in Marketing, Public Relations, Communications, Business Administration or related field.
• Deep knowledge of social media platforms, content trends, and influencer marketing.
• Strong analytical skills with the ability to interpret data and drive insights.
• Exceptional communication and storytelling skills.
• Creative thinker with a customer-first mindset.

Nice to Have

• Experience in the financial sector is a plus but not required.
• Familiarity with financial regulations and the challenges of marketing within the banking industry.

Qualifications

• Bachelor's Degree or equivalent work experience in relevant fields.
• Master's Degree in Marketing, Public Relations, Communications, Business Administration or related fields (preferred).

Benefits & Perks

• Santander Benefits - 2025 Santander OnGoing/NH eGuide (foleon.com)
• The base pay range for this position is $123,750 - $200,000 per year.