Director, Social Media

Key Responsibilities

• Develop and oversee a channel strategy that plays to each platform's strengths, crafting content that feels native, showcasing SDFC's bold identity as a professional football club rooted in San Diego's culture.
• Build and maintain strong, trust-based relationships with Football Operations and first-team players, earning their confidence through professionalism and discretion.
• Manage a growing social media team, setting clear goals, creative direction, and performance metrics.
• Define and implement the club's social media voice, ensuring consistency across all platforms while allowing for cultural connection and personality.
• Drive a clear growth strategy with emerging platforms such as Instagram and TikTok.
• Continuously track platform changes, emerging formats, and cultural moments to ensure SDFC leads in innovative social storytelling.
• Partner cross-functionally with Marketing, Communications and Creative to align digital content with brand, soccer, and commercial objectives.
• Collaborate with commercial and sponsorship teams to develop social campaigns that fulfill partner rights, meet contractual KPIs, and unlock new revenue opportunities.
• Leverage AI-powered tools and workflows to accelerate content ideation, audience insights, trend analysis, and campaign planning, increasing team efficiency and creative output.

Cultural & Community Connection

• Serve as a cultural compass – bridging the worlds of football and lifestyle, including fashion, music, fitness, and art.
• Unite San Diego's many voices by creating the content that celebrates modern Latino culture while inviting and inspiring all communities across the region to feel connected, and part of SDFC's growing football movement.
• Identify collaboration opportunities with creators, influencers, and cultural voices who authentically reflect San Diego's diversity.

Analytics & Performance

• Oversee all social media reporting, settling KPIs for reach, engagement, growth, and conversion.
• Work with Marketing and Business Intelligence to evaluate social media's impact on fan acquisition, ticket sales, and overall brand health.
• Use insights to refine creative strategy, audience segmentation, and content performance.
• Provide regular reporting that evaluates the value and impact of social media content in relation to current and prospective corporate partners.

Reputation Management

• Ensure all messaging aligns with club's tone, values, and brand integrity.
• Collaborate with Executive Leadership on real-time responses, sensitive issues, and reputation management.
• Serve as a core member of the executive marketing leadership team, collaborating closely with the VP of Marketing and EVP of Marketing and Communications.