Director of Social Commerce & Content

Key Responsibilities

• Own and evolve Cariloha’s organic social strategy across TikTok, Instagram, YouTube, and emerging platforms
• Build and manage a forward-thinking, consistent content calendar
• Define content cadence, production priorities, and platform-specific strategies
• Align social content with campaigns, product launches, and key business initiatives
• Identify opportunities to grow audience, increase engagement, and drive revenue
• Own content performance, including engagement, virality, and conversion
• Lead content amplification strategy, including boosting and alignment with paid media
• Create and scale a high-performing creator and UGC ecosystem
• Partner with influencers and creators to expand reach and content volume
• Integrate creator content into broader brand storytelling
• Lead TikTok Shop and live commerce strategy, including recurring live events
• Own strategy and execution for long-form YouTube content
• Leverage long-form content for product education and deeper engagement
• Collaborate cross-functionally to bring content to life
• Continuously refine strategy based on performance
• Lead end-to-end production for social content, from concept through final delivery
• Operate as a hands-on producer/director across shoots and live environments
• Develop scalable content formats and live show structures
• Direct on-camera talent to maximize engagement and conversion
• Ensure all content meets high creative and brand standards
• Repurpose content across platforms to maximize reach and efficiency
• Team Leadership
• Build, mentor, and lead a high-performing social and content team
• Manage external creators, freelancers, agencies and production partners as needed
• Foster a fast-moving, test-and-learn content culture

Requirements

• 5+ years of experience in social media, content creation, and video production
• Proven track record of growing and managing high-performing social channels
• Strong photography, videography, and editing skills (lighting, audio, post-production)
• Experience across TikTok, Instagram Reels, and YouTube (short- and long-form)
• Experience with live content or live commerce
• Deep understanding of social trends, algorithms, and audience behavior
• Ability to balance creative instinct with data-driven decision-making
• Experience working with creators and integrating UGC into brand ecosystems
• Strong organizational and project management skills
• Confident directing talent and providing creative feedback
• Self-starter with a strong sense of ownership and bias for action
• Experience managing social, creator, or content teams is a plus
• Willingness to travel (30–40%)

Compensation & Benefits

• Competitive salary
• Medical, dental, vision, and life insurance
• 401(k) with company match
• Paid time off (PTO)
• Flexible work schedule
• Gym membership options
• Employee recognition programs, including monetary rewards and annual “Live Your Dream” awards
• Generous employee product discounts and annual product giveaways
• Company events, catered meals, and a fully stocked kitchen
• Annual one-on-one financial consulting