Director, Organic Social & Influencer Marketing

Company Overview

Equinox Group is a high‑growth collective of the world’s most influential, experiential, and differentiated lifestyle brands. We restlessly seek what is next for maximizing life—and boldly grow the lifestyle brands and experiences that define it. In addition to Equinox, our other brands—Blink, Pure Yoga, SoulCycle, Equinox Hotels and Equinox Media—are recognized for inspiring and motivating members and employees to maximize life. Our portfolio of brands is recognized globally with locations in every major U.S. city as well as London, Toronto, and Vancouver.

We are passionate about high‑performance living and practice what we preach – investing time in our own health and fitness. We believe everyone has untapped potential and it takes a disruptive approach to unleash it. We dream big, don’t settle for the status quo, sweat the details, and never accept less than 110 % to help each other deliver the Equinox experience and enable our members to get great results. We are obsessed with what’s new, what’s now, what’s next—never following, always leading. We value humility and a team approach at every level of the company.

Job Description

The Director, Organic Social & Influencer Marketing will shape how Equinox shows up in the feed, in culture, and in conversation. This is a rare opportunity to help define the next chapter of one of the most distinctive brands in fitness. You’ll rethink how Equinox appears across organic social and influencer channels, build a sharper and more ownable social identity, and bring our broader brand positioning to life in ways that feel native to each platform. The ambition is to create ideas that earn attention, start conversations, and help shape culture in a way that feels unmistakably Equinox. This role sits at the intersection of brand, culture, creators, commerce, and technology. You’ll set the vision, lead the team and agency partners, and stay close enough to the work to know when an idea is great, when it needs more, and when to move fast.

Responsibilities

• Own organic social: set the strategy, editorial calendar, platform roles, cadence, and content mix across Instagram, TikTok, and emerging channels. Translate Equinox’s broader brand positioning and campaigns into social‑first ideas that feel native to each platform, while balancing planned storytelling, always‑on content, and cultural moments.
• Build influencer into a growth channel: lead Equinox’s creator and influencer strategy across brand storytelling, member acquisition, and commerce. Build the right talent ecosystem, shape briefs and partnerships, and create programs that bring the Equinox brand to life while driving both cultural relevance and measurable revenue. Experience with affiliate and creator‑commerce platforms such as ShopMy is highly preferred.
• Lead agencies and creative output: set clear briefs and expectations for social, influencer, and content partners. Bring a strong creative eye to concepts, casting, copy, photography, video, and creator content, and push the work until it feels distinctive, current, and unmistakably Equinox. Look beyond what is already trending to originate ideas, formats, and moments that can create conversation in their own right.
• Build and develop the team: lead, coach, and grow a high‑performing social and influencer team. Establish clear ownership, strong operating rhythms, and a culture that combines creative ambition with accountability and speed.
• Modernize how social gets done: build the tools, workflows, and systems that make the team faster and smarter, including social listening, publishing, reporting, creator management, automation, and AI. Use technology to better understand culture, identify opportunities, create content, measure performance, and scale what works.

Qualifications

• 10+ years of experience across organic social, influencer marketing, content, or culturally driven consumer marketing.
• Deep fluency in Instagram and TikTok, with a strong understanding of how content, tone, talent, and behavior differ by platform.
• Significant experience building creator and influencer programs that drive both brand impact and commercial results, including affiliate or creator‑commerce programs.
• Strong experience leading social agencies, creators, production partners, and internal creative teams.
• Proven experience hiring, managing, and developing high‑performing teams.
• Comfortable with social technology, automation, AI, social listening, analytics, and emerging tools.
• Preferred experience in premium, luxury, or culturally influential consumer brands, including fitness, fashion, beauty, hospitality, travel, entertainment, or wellness.
• Deeply plugged into what is trending, buzzy, and culturally relevant, but equally motivated to create the ideas and moments others want to talk about.
• Strong creative judgment, excellent taste, and the ability to distinguish between something that is simply social content and something people will actually care about.
• Existing familiarity with the Equinox member experience is a plus.
• Must have a legal right to work in the United States.

Pay

Minimum $180,000 – $200,000

Benefits

• Competitive salaries, benefits, and industry‑leading commission opportunities for club employees.
• Complimentary club membership.
• Perks and incentives with products and services including personal training, Pilates, spa, and shop.