Director, Head of Social & Influencer

About the role

The Director, Head of Social & Influencer Marketing will be responsible for leading and executing the brand's social media and influencer strategy across all social platforms that is aligned with the brand pillars, marketing objectives and business goals.

In this role, this person will responsible for the development, planning and execution of all strategic 360 social media & influencer plans (including macro, micro and affiliate). The ideal candidate is a storyteller who understands the combination of content, conversation and culture with a successful track record of leading and executing innovative consumer-based strategies that are brand centric.

They will partner with our external agencies to create disruptive, compelling, and engaging content that entertains, educates, and ultimately drives consumer behavior. This person should have a deep understanding of the creator world, bring forth new content strategies and ideas and drive integrated social & influencer campaigns that fit within the overarching marketing strategies.

This person will report into the VP of Integrated Marketing.

Social Media

• Own and drive the company's overall social media strategy across TikTok, Instagram, YouTube, Meta, Reddit, Pinterest, and emerging platforms
• Develop platform-specific content strategies that grow audience, deepen engagement, strengthen brand equity, and support paid media performance goals
• Drive performance across both organic and paid social KPIs including engagement rate, reach, impressions, CTR, hook rate, CAC efficiency, ROAS contribution, conversion metrics, and content performance
• Build social-first strategies that spark community participation while also creating scalable opportunities for paid amplification

>> Content Creation & Brand Storytelling

• Own creation of social-first, culturally relevant content that builds brand love while supporting broader business objectives
• Translate brand pillars, usage occasions, and differentiation into compelling platform-native storytelling that works
• Develop content formats, creator frameworks, and storytelling systems that drive sustained engagement and scalable performance
• Ensure content reflects both brand identity and audience/platform behavior across organic and paid environments
• Continuously evolve creative approaches based on platform trends, audience insights, algorithm shifts, and performance learnings

>> Build an Integrated Full-Funnel Content Ecosystem

• Build a scalable content ecosystem that fuels both organic engagement and paid media performance across social and influencer channels
• Oversee development of performance-oriented creative frameworks including hooks, messaging angles, creator storytelling, UGC formats, testing roadmaps, and scalable asset systems
• Ensure content is designed to work across the full funnel - from awareness and engagement to consideration, conversion, and retention

Own Influencer Strategy (Macro, Micro & Affiliate)

• Lead macro, micro, affiliate, and creator commerce strategies as integrated drivers of engagement, awareness, conversion, and revenue growth
• Develop scalable systems for creator recruitment, activation, retention, whitelisting, and performance optimization
• Build a creator ecosystem capable of driving both brand love and measurable business outcomes
• Track and optimize influencer and affiliate performance metrics including engagement, conversion, creator retention, affiliate revenue, CAC efficiency, ROAS contribution, and content scalability

Build the System & Lead Cross-Functional Integration

• Establish the infrastructure, workflows, creative systems, and planning processes required to support a full-funnel social and influencer ecosystem
• Partner closely with Media, Brand, Creative, E-commerce, and Retail teams to align content strategies with broader business objectives and campaign priorities
• Ensure strong integration between Social, Influencer and Media teams to support paid amplification, testing velocity, creative optimization, and scalable asset development
• Own agency relationships across social and influencer, ensuring strong briefs, clear feedback, seamless execution, and measurable performance outcomes
• Work closely with legal and regulatory teams to ensure brand integrity and compliance across all social and influencer efforts

Own Performance, Reporting & Optimization

• Lead weekly, monthly, and quarterly reporting on both brand and performance metrics across social and influencer channels
• Track performance across engagement, reach, impressions, creator growth, CTR, conversion rate, affiliate revenue, CAC efficiency, ROAS contribution, and content scalability
• Deliver clear insights, actionable optimizations, and strategic recommendations based on platform data, testing learnings, and audience behavior
• Continuously test, learn, optimize, and evolve content strategies based on performance trends and platform changes
• Build a culture of experimentation, iteration, and performance accountability across the Social & Influencer organization

The successful candidate will have the following qualifications

• 5-7+ years of experience in social, influencer, growth marketing, social strategy, or creative performance roles within a DTC brand, agency, media company, or high-growth consumer brand
• 2+ years of experience managing a team within marketing to deliver key results and engagement
• Deep understanding of TikTok, Instagram, Meta Ads, YouTube Shorts, creator ecosystems, and platform-specific content behavior
• Strong understanding of paid media KPIs including CTR, CVR, CPM, CAC, ROAS, engagement rate, hook rate, and thumb-stop performance
• Experience developing high-performing paid social creative and conversion-focused content
• Proven ability to analyze performance data and translate insights into creative optimization strategies and scalable testing frameworks
• Experience developing high-performing Paid Social creative and conversion-focused content across UGC, creator-led storytelling, advertorial, and platform-native formats
• Strong creative instincts combined with analytical rigor and performance orientation
• Experience briefing and managing creators, agencies, production partners, and external vendors
• Comfortable operating in fast-paced, agile, test-and-learn environments
• Experience with CapCut, Adobe Premiere, Canva, Photoshop, or similar creative/editing tools preferred
• Passion for culture, trends, storytelling, and platform-native content creation

What We Give

• 100% company-paid medical, dental and vision insurance for employees (PPO, HMO and Kaiser options).
• A 401k plan with company match, short and long-term disability coverage.
• A generous PTO and sick leave programs that includes 10+ paid annual holidays each year + annual Holiday Office Closure.
• Wellness Days (Vitality Day and two Recharge Days).
• An Employee Assistance Program
• Monthly tech and wellness reimbursement.
• A monthly supply of Liquid I.V. for endless hydration!

Work Environment

• This role is (HYBRID) in El Segundo. Candidates must be authorized to work in the United States without sponsorship.

Pay and benefits

The compensation band for this position is $154,700 - $232,100 annually. The exact salary is determined by various factors including experience, skills, education, geographic location, internal company equity, and budget. The listed range is applicable only to the annual base salary and does not include additional perks, benefits, or applicable bonus eligibility comprising the total compensation package.

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