Director, Social and Digital Media Marketing

About the role

The Global Director, Social & Digital Media Marketing is responsible for defining and leading WSP's global social and digital media marketing strategy, ensuring the right audiences are reached through the right social and digital media channels to deliver measurable brand, reputation, talent and commercial outcomes.

Responsibilities

• Define and lead WSP's global social and digital media vision, strategy, roadmap and success measures.
• Develop channel strategies across LinkedIn, Google, YouTube, programmatic, paid social and other existing and emerging platforms.
• Recommend channel investment decisions and optimize media mix based on performance and business priorities.
• Partner with Marketing, Communications, MarTech and regional leadership teams to ensure alignment and integration.
• Own the global paid media strategy, investment allocation and optimization.
• Develop audience targeting frameworks, segmentation strategies and campaign performance models.
• Lead paid activation across LinkedIn, Google Ads, YouTube, programmatic and other existing and emerging channels.
• Establish performance benchmarks, attribution models and ROI measurement frameworks along with MarComms partners.
• Partner closely with the MarTech and analytics teams to implement advanced reporting and insights.
• Ensure investments generate measurable brand and commercial outcomes.
• Lead the global social media editorial and content activation calendar across paid and organic channels.
• Establish and oversee social listening programs to monitor brand health, competitor activity, industry trends, emerging risks and opportunities.
• Build and nurture online communities across priority platforms, increasing engagement, advocacy and audience growth.
• Partner with Corporate Communications on issue escalation, reputation management and crisis response protocols.
• Identify themes of potential opportunity and risk for WSP.
• Establish and oversee community management standards, response guidelines and social governance frameworks.
• Build and lead a globally integrated Social & Digital Media Centre of Excellence.
• Establish scalable ways of working that support both global and regional execution.
• Develop resource planning, capability frameworks and workforce strategies.
• Create a high-performing culture focused on innovation, collaboration and accountability.
• Establish global governance, policies, frameworks and platform standards.
• Develop and lead social media and digital marketing training programs.
• Bring emerging trends and innovation to the MarComs community.
• Drive continuous improvement through experimentation, optimization and innovation.
• Lead agency selection and management where appropriate.
• Ensure social media activity reflects evolving audience behaviours, platform best practices and emerging trends.

Requirements

10+ years experience in digital marketing, paid media and social media leadership preferably in B2B professional services. 5+ years leading global or multi-region teams. Proven experience building and scaling high-performing social and digital marketing functions. Deep expertise in paid media strategy and performance marketing. Strong understanding of audience targeting, attribution, analytics and conversion optimization. Experience managing significant digital media budgets. Experience working within complex matrixed global organizations.

Qualifications

Education: Bachelor's degree in Marketing, Communications, Business Administration, or a related field. Certifications: Professional certifications in digital marketing, social media management, or similar fields may be beneficial.

Skills

• Expertise in digital media marketing, paid media performance and social media.
• Experience in defining and leading global social and digital media marketing strategy.
• Ability to develop and execute paid media strategy and performance marketing.
• Strong understanding of audience targeting, attribution, analytics and conversion optimization.
• Experience managing significant digital media budgets.
• Experience working within complex matrixed global organizations.
• Ability to build and scale high-performing social and digital marketing functions.
• Experience in establishing and overseeing social listening programs.
• Experience in building and leading a globally integrated Social & Digital Media Centre of Excellence.
• Experience in developing and leading social media and digital marketing training programs.
• Ability to bring emerging trends and innovation to the MarComs community.
• Experience in driving continuous improvement through experimentation, optimization and innovation.
• Experience in leading agency selection and management.
• Experience in ensuring social media activity reflects evolving audience behaviours, platform best practices and emerging trends.

Benefits

Compensation: $133,100.00 - $223,700.00 (all locations). Benefits: Medical, dental, vision, disability, life, retirement savings, paid sick leave, paid vacation, paid parental leave, paid time off for purposes of bereavement, voting, and/or attendance at naturalization proceedings. About WSP: WSP USA is the U.S. operating company of WSP, one of the world's leading engineering and professional services firms. Dedicated to serving local communities, we are engineers, planners, technical experts, strategic advisors and construction management professionals. WSP USA designs lasting solutions in the buildings, transportation, energy, water and environment markets. With more than 15,000 employees in over 300 offices across the U.S., we partner with our clients to help communities prosper. www.wsp.com Notice To Third Party Agencies: WSP does not accept unsolicited resumes from recruiters, employment agencies, or other staffing services. Unsolicited resumes include any resume or hiring document sent to WSP in the absence of a signed Service Agreement where WSP has expressly requested recruitment/staffing services specific to the position at hand. Any unsolicited resumes, including those submitted to hiring managers or other business leaders, will become the property of WSP and WSP will have the right to hire that candidate without reservation – no fee or other compensation will be owed or paid to the recruiter, employment agency, or other staffing service.