Ecommerce Social Media Strategist Lead

WAYPOINT operates official ecommerce stores for some of the world's most recognized gaming and entertainment brands. We create merchandise, manage communities, launch products, and operate Shopify stores for gaming and pop culture licensors.

We are looking for a highly strategic social media marketer who understands ecommerce, gaming culture, online communities, and how to turn fandom into brand growth and revenue. This is a strategy-first role focused on building social media strategies, developing brand voices, guiding creative, identifying cultural opportunities, and driving measurable ecommerce results.

About the role

The Ecommerce Social Media Strategist Lead will own the strategic direction of organic social media across our ecommerce brands. You will develop platform strategies, content frameworks, brand voices, creative briefs, campaign concepts, and growth plans while working closely with creative, ecommerce, marketing, and licensing teams. This is not simply a content publishing or community management role. You will be expected to understand why content works, identify what audiences care about, turn cultural insights into opportunities, and build strategies that increase engagement, traffic, customer loyalty, and revenue.

Role distribution:

• 70% - Social Media Strategy
• 20% - Community Management & Brand Engagement
• 10% - Email Marketing & Retention

Responsibilities

Social Media Strategy (70%)

• Develop brand and platform-specific social strategies
• Define content pillars and long-term growth plans
• Establish brand voice, tone, and messaging
• Build monthly, quarterly, and campaign-based strategies
• Identify opportunities to increase awareness, engagement, traffic, and revenue
• Align social strategy with product launches, campaigns, partnerships, and business goals
• Balance WAYPOINT's ecommerce objectives with each licensor's brand guidelines and audience expectations
• Continuously improve strategies based on trends, audience insights, and performance data
• Ensure social strategies align with each licensor's overall brand strategy, positioning, and tone of voice
• Understand how different platforms work and how audiences behave on each one

Content Strategy & Creative Direction

• Manage social content calendars
• Develop social-first campaign concepts
• Create creative briefs for designers, editors, photographers, and creators
• Provide strategic creative direction and feedback
• Identify emerging formats, trends, and content opportunities
• Ensure content is native to each platform
• Balance storytelling, entertainment, product education, community, and conversion-focused content
• Be an expert in FOMO-driven campaigns and understand how to create a constant sense of anticipation across e-commerce social media platforms, encouraging customers to stay tuned to every release, product drop, and brand moment while maintaining ongoing engagement and excitement around the brand
• Guide creative teams toward content that performs, not simply request assets

Gaming, Fandom & Cultural Insights

• Follow releases, esports, streaming, creators, memes, and internet culture
• Conduct social listening and audience research
• Analyze competitor and industry activity
• Identify cultural moments and emerging trends
• Turn audience insights into actionable campaigns and content ideas
• Understand fandom naturally and identify opportunities without forcing trends onto a brand

Ecommerce & Growth

• Support product launches, drops, restocks, pre-orders, and seasonal campaigns
• Develop strategies for licensed merchandise and collaborations
• Support creator and UGC campaigns
• Identify opportunities to drive social traffic and conversions
• Understand ecommerce customer journeys and retention
• Use metrics such as CTR, engagement rate, CVR, CAC, LTV, AOV, traffic, and revenue attribution to inform decisions
• Build audiences that engage, visit, return, and buy

Analytics & Optimization

• Monitor performance across platforms
• Analyze content, audience, website, and campaign performance
• Track key social and ecommerce metrics
• Understand SEO and SEM performance and how they support organic growth
• Analyze Meta performance and audience insights
• Create performance reports
• Identify opportunities to improve reach, engagement, traffic, and conversions
• Test new approaches
• Turn performance data into clear recommendations

Community Management (20%)

• Serve as the Community Manager for one assigned ecommerce store, while developing social media strategy across all stores
• Manage comments, DMs, and audience interactions
• Maintain each brand's voice across social channels
• Monitor sentiment and brand perception
• Respond to customers and fans
• Identify recurring feedback and questions
• Participate in relevant cultural conversations
• Support launches and campaigns through community engagement
• Escalate customer service issues when necessary
• Build genuine relationships that turn customers into loyal fans and advocates

Email Marketing & Retention (10%)

• Plan email calendars alongside social campaigns
• Support product launches and promotional campaigns
• Support lifecycle campaigns such as welcome, abandoned cart, post-purchase, back-in-stock, and win-back
• Assist with segmentation and personalization
• Collaborate with creative teams on email assets
• Review email performance and identify improvements

Requirements

• 5+ years of experience developing social media strategies for ecommerce, DTC, consumer, entertainment, or lifestyle brands
• Strong understanding of SEO, SEM, paid/organic social, and ecommerce analytics
• Demonstrated experience developing strategy beyond content publishing and community management
• Strong understanding of ecommerce marketing, customer journeys, and retention
• Experience managing social strategies across multiple platforms
• Strong knowledge of gaming culture, fandoms, entertainment, and internet culture
• Experience providing creative feedback to designers and content teams
• Strong analytical and strategic thinking
• Excellent written communication, storytelling, and presentation skills
• Ability to manage multiple priorities in a fast-paced environment

Skills

Platform Expertise

Advanced knowledge of platforms including:

• Instagram, TikTok, TikTok Shops, YouTube, Facebook, X, Discord, Reddit, Twitch, Steam Community

Understanding of platform algorithms, native content formats, organic growth, creator ecosystems, social commerce, community building, and platform analytics.

Tools & Ecommerce Knowledge

• Shopify, Meta Business Suite/Meta Ads Manager, TikTok Business, YouTube Analytics, Pinterest Analytics, Google Analytics 4, Google Search Console, SEO & SEM tools, Klaviyo, Mailchimp, Omnisend, or similar email platforms

Understanding of ecommerce customer journeys, product merchandising, conversion optimization, retention marketing, promotional strategies, and DTC ecommerce models.

Cross-Functional Collaboration

Comfortable turning strategy into clear direction and collaborating across multiple teams.

What Success Looks Like

A successful Ecommerce Social Media Strategist Lead:

• Builds strong and recognizable social strategies
• Grows audiences and communities organically
• Creates content that performs across platforms
• Turns cultural insights into relevant campaigns
• Drives meaningful traffic and revenue from social
• Supports successful product launches
• Strengthens customer loyalty and retention
• Improves brand awareness and share of voice
• Uses data to continuously improve performance
• Understands what makes a fandom excited enough to engage, share, visit, and buy

Who We're Looking For

The ideal candidate is:

• Highly strategic
• Deeply connected to gaming, entertainment, and internet culture
• Experienced in ecommerce marketing
• Creative but highly analytical
• Strong at translating insights into action
• Comfortable sharing feedback with creative teams
• Extremely proactive
• Able to manage multiple brands and priorities
• An excellent communicator and storyteller
• Comfortable working independently

We want someone who naturally thinks: "What does this audience care about, and how can we turn that into growth?" and then builds the strategy to make it happen.