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.
• 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.
• 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.
• 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.
• 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.
• 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 written and verbal communication skills, with the ability to present strategic plans and performance results to senior leadership.
• Bachelor's degree required.