Director, Social & Creator Strategy
Job Summary
GoTo Foods operates seven brands across approximately 6,000 franchise locations. The company is backed by Roark Capital. The Growth organization is being rebuilt around a functional Head plus brand-pod model, and this is one of the foundational hires in that new structure.
Essential Functions
Own the organic social playbook for all seven brands across Instagram, TikTok, YouTube, Facebook, X, and emerging platforms. Each brand gets a differentiated, platform-native approach — not one template with a logo swap.
Brand voice, content standards, and the quality bar are set at this level and carried by the pod Social Managers into the brands.
Build and manage the creator and influencer program end-to-end: identify, recruit, brief, and manage creators across the subcultures, demographics, and geographies relevant to each brand. Start with pilot brands, prove the model, then scale systematically across the portfolio.
Stand up GoTo Foods’ first affiliate marketing program. Build the transition pathway from influencer (awareness, engagement) to affiliate (commission-based, promo-code-attributed, direct sales). Define commission structures, exclusivity terms, performance thresholds, and the measurement framework in partnership with Marketing Science & VOC.
Content strategy and creative direction for social. Partner with Creative Enablement and the brand pods to produce platform-native content at speed and scale. You set the brief, the format, and the voice; Creative Enablement produces through a combination of AI-assisted tooling, vendors, and pod Creative Leads. You do not create content yourself at this level.
Define and operate the community management framework across all brand handles: response protocols, engagement standards, escalation paths, and crisis playbooks. Partner with Communications on issues that cross into brand reputation or franchisee impact.
Social and creator measurement. Partner with Marketing Science & VOC to set the standards for follower growth, engagement quality, creator content reach, earned media value, and — critically — attribution to enterprise outcomes: store traffic, same-store sales, 1P digital orders, and active loyalty members.
Paid social partnership. Work inside the Paid Media & Social function to ensure organic and creator insights inform paid targeting, creative, and bidding strategy, and that paid amplification is deployed behind high-performing organic and creator content. This role owns the organic and creator side of the house; paid social buying sits with the broader paid media team.