Director, Social and Influencer Marketing

Social & Content Strategy

Own the full content and social strategy for Supergoo! across Instagram, TikTok, and YouTube—setting the vision for how the brand shows up across every format, franchise, and moment.

Partner with the VP to translate the brand messaging into a clear, consistent social point of view that drives both awareness and cultural relevance.

Build a content system rooted in the duality of utility and wonder: content that earns daily trust and content that makes people stop scrolling.

Develop long- and short-term roadmaps supporting hero franchise moments (Unseen, Play), key retail partnerships, and cultural platforms (PGA TOUR, Alterra, and beyond).

Own platform strategy with clear channel roles—understanding what Instagram Feed, Reels, Stories, TikTok, and YouTube each uniquely do for the brand.

Maintain a sharp read on the competitive landscape and ensure Supergoo! occupies the white space between expert authority and cultural relevance.

Influencer & Community Strategy

Own the influencer and community strategy as an integrated part of the broader content vision—ensuring creator content, organic community, and owned social feel like one cohesive brand world, not separate workstreams.

Set the multi-tiered influencer strategy aligned with brand, product, partnership, and commercial priorities—defining the role of creators across the full funnel (awareness → consideration → conversion → loyalty).

Guide the Manager of Influencer Marketing on paid creator strategy, campaign execution, and performance optimization; guide the Manager of Community Engagement on organic creator relationships, UGC, and social listening.

Develop long-term ambassador programs and brand-building paid partnerships; oversee negotiations and contracts with creators and agencies as needed.

Identify cultural moments, platform shifts, and audience signals worth acting on—and know which ones to let pass.

Build the habit-driving content systems—reminders, rituals, relatable moments—that move people from aware to loyal.

Team Leadership & Cross-Functional Partnership

Lead two direct reports—Manager of Community Engagement and Manager of Influencer Marketing—setting clear strategic direction, swim lanes, and shared accountability to the overall content and community vision.

Partner closely with the Manager of Content Strategy & Creative (dotted line, Creative team) to ensure content execution is fully in service of the social strategy—providing creative briefs, directional feedback, and editorial guidance without owning that function directly.

Ensure the full team operates with both strategic rigor and creative confidence.

Give clear feedback, build trust, and create room for people to grow across both direct and dotted-line relationships.

Campaign & Partnership Execution

Partner closely with brand, product, paid media, DTC, and retail marketing teams to ensure a cohesive owned/earned approach to campaigns, launches, and always-on storytelling.

Support planning and execution of experiences and events—inclusive of venue, invite lists, production, and content contracts—in collaboration with agencies as needed.

Oversee end-to-end new launch mailers, always-on product seeding, and fulfillment of influencer product needs in collaboration with Creative.

Ensure content is on-brand, platform-native, and performance-optimized across both owned channels and creator partnerships.

Content Franchises & Brand Storytelling

Create, oversee, and evolve Supergoo!'s content franchises, prioritizing educational and community-driven formats.

Ensure every franchise has a clear objective, a repeatable format, and a reason to exist that a competitor couldn't replicate.

Balance campaign-driven content with always-on storytelling.

Champion content that makes SPF feel like part of the life people already want to live.

Test new formats—UGC, affiliates, live shopping, community programs—and bring fresh thinking to how creators show up in brand storytelling.

Performance & Optimization

Own social KPIs across awareness, engagement, reach, saves, shares, and community growth; own influencer KPIs including EMV, impressions, creator retention, and competitive SOV.

Build reporting frameworks that connect content and creator performance to business impact.

Establish annual and quarterly roadmaps, budgets, and KPIs across the full social and influencer scope.

Use data to make creative decisions, not override them. Know when a post is underperforming because of distribution and when it's a signal to rethink the idea.

Partner with paid media teams on whitelisting, amplification, and creator-led content strategies.

Present insights and recommendations to senior leadership in a way that's clear, confident, and action-oriented.

Stay ahead of creator economy trends, platform updates, FTC guidelines, and cultural shifts.