Manager 3, Social & Influencer Marketing

Responsibilities

• Own the end-to-end social media strategy across organic, paid social, and influencer, ensuring it ladders to brand and business objectives and reflects a deep understanding of our 130M+ members and their financial lives.
• Define channel architecture and content strategy across all owned platforms (Instagram, TikTok, YouTube, LinkedIn, X, and emerging channels), building organic, paid, and influencer into one cohesive system — shared creative learnings, consistent brand voice, and sequenced storytelling across the member journey, with particular fluency in Gen Z culture.
• Partner closely with the Sponsorships team to ensure Credit Karma's social presence amplifies and extends offline moments, translating experiential activations, partnerships, and events into compelling social-first content strategies.
• Build and evolve community management frameworks, including response protocols, escalation processes, and real-time trend monitoring.
• Incorporate social as a genuine partner — not an afterthought — in campaign planning and product launch moments.
• Define the vision, strategy, and standards for Credit Karma's influencer program — including creator philosophy, tiering approach, content guidelines, and measurement framework — ensuring the program drives authentic advocacy and measurable reach among core and emerging audiences.
• Lead and develop the influencer marketing function, overseeing day-to-day program execution while providing strategic direction and quality assurance to grow the program over time.
• Bring deep influencer expertise across the full program lifecycle — creator sourcing and vetting, contracting, briefing, performance measurement, and platform compliance — with the ability to build and scale the program as the function matures.
• Paid Social & Creative Partnership: Collaborate closely with the Paid Media team to ensure organic and paid social strategies are complementary, with shared creative learnings flowing both directions. Maintain a high creative bar across the program, evaluating a high volume of paid and organic social creative with a sharp performance and platform lens — giving clear, specific feedback that helps the team and agency partners optimize for both brand quality and social impact. Partner closely with the internal creative and agency partners to ensure social creative is developed with platform-native thinking from the start, not adapted from other formats as an afterthought.
• Measurement & Impact: Define a measurement framework for the full social program — organic, paid social, and influencer — that connects social activity to brand health, member engagement, and business outcomes, and own social/influencer performance reporting to senior leadership. Partner with Analytics and Brand Strategy to develop consistent methodologies for measuring social's contribution to brand consideration, awareness, and cultural relevance. Champion a test-and-learn culture across the team, using data and member insights to continuously improve creative effectiveness, channel mix, and program investment.
• Team Leadership: Lead, mentor, and develop a team of three direct reports and multiple contingent workers, setting clear expectations, building craft, and creating a culture of accountability and creative ambition. Develop team members' skills across strategy, content, analytics, and influencer marketing — with an eye toward building a function that can grow with the program.
• Cross-Functional Partnership & Budget Management: Serve as the social voice in integrated campaign planning, partnering with Brand, PMM, Paid Media, PR, Legal, and Sponsorships. Manage the social and influencer budget, agency relationships, platform tools, and contingent worker resourcing. Stay ahead of platform changes, emerging formats, and cultural trends to continuously identify new opportunities.

Qualifications

• 10+ years of experience in social media marketing, with at least 3 years in a people management role.
• Proven track record of building and scaling social programs for a large consumer brand, with demonstrated growth in awareness, engagement, and brand consideration.
• Deep understanding of how organic social, paid social, influencer, and offline/experiential programs interconnect, with a track record of building unified strategies that leverage all of these levers together — not as isolated channels.
• Deep platform fluency across Instagram, TikTok, YouTube, LinkedIn, and X, with a strong eye toward emerging formats and channels.
• Proven experience building or significantly scaling an influencer marketing program, including creator strategy, tiering, contracting, and measurement.
• Strong measurement orientation — experience building social measurement frameworks that connect channel-level metrics to brand and business outcomes, and presenting those results to senior leadership with clarity.
• Strong creative instincts, with demonstrated experience evaluating and directing high-volume social creative — both organic and paid — and giving clear, actionable feedback that improves brand quality and performance.
• Strategic problem solver with the ability to prioritize and lead through ambiguity, connecting day-to-day execution to longer-term brand objectives.
• Cross-functional collaborator with experience partnering across Brand, PMM, Paid Media, PR, and Legal.
• Skilled in written and verbal communication, with the ability to present strategic plans and performance results to senior leadership.
• Bachelor's degree required.