New Media Director

In this role you can work from Remote, United States.

About the role

The New Media Director will own strategy and management of GitHub’s presence across emerging and established digital channels. This leader will build brand authority, audience affinity, and drive impactful growth. This role sits at the intersection of social media, paid acquisition, and influencer ecosystems. The ideal candidate understands how to translate complex, fast-evolving AI products and market trends into compelling content, campaigns with proven ROI, and conversations that matter to the developer community.

This senior leader will lead a team and cross-functional effort to design channel strategies in owned, earned, and paid media, creating dialogue with developers and customers true to the GitHub tone and voice. The team owns both mature channels with pronounced audiences and robust calendars, as well as growing channels and strategies to reach new audiences in new formats. This candidate must understand DevOps and AI and how to leverage new media tactics to cut through industry noise to drive impactful content and conversations.

As a developer company, the content we share with our audience is technical, so this role needs to have a knack for translating technical content into social posts and campaigns that properly convey our message, as well as communicate the impact of social media to an internal developer audience. This role works with or affects almost every team at GitHub, connecting many dots to tell a consistent story to our audiences. The New Media team’s work is highly visible, so candidates should be comfortable working with executives and senior leadership, as well as educating the company at-large on social media’s current and potential impact for the business.

Excellent communication and collaboration skills, high levels of compassion for colleagues and the developer community, and an eagle-eye attention to detail are absolutely required—as is the ability to multitask, project manage like a pro, and ensure we’re never over the character limit.

Responsibilities

• Social Media Strategy and Content
  • Own and evolve the cross-platform social media strategy (e.g., TikTok, X, LinkedIn, Instagram, YouTube, emerging channels).
  • Translate company positioning into engaging, accessible, and differentiated content.
  • Develop content frameworks tailored to each platform’s algorithm, audience behavior, and format (short-form video, threads, carousels, long-form).
  • Monitor trends in AI, tech, and internet culture to inform timely and relevant content.
• Paid & Organic Campaign Strategy
  • Design and optimize campaigns integrating organic and paid media.
  • Manage paid social budgets and partner to create targeting strategies, audience-specific outreach, and performance tracking.
  • Build experimentation with data teams (A/B testing, creative iteration, audience segmentation).
  • Partner with analytics to define KPIs (CAC, ROAS, engagement quality, conversion rates).
• Influencer & Creator Strategy
  • Develop and scale influencer partnerships across tiers (macro, micro, niche experts, AI thought leaders).
  • Identify creators aligned with brand voice and target audiences, especially within tech and AI communities.
  • Structure campaigns that balance authenticity with performance outcomes.
• Generate content cross-functionally
  • Partner with Communications, Developer Relations, Product Marketing, Content, Integrated, and Growth Marketing teams to create developer-first content.
  • Navigate the AI landscape and content—stay current on advancements in developer conversations and platforms, leading GitHub to have a key voice in the community.
  • Leverage AI tools for audience insights, measurement, and execution strategies.
• Social listening & measurement
  • Utilize tooling to understand social conversations across multiple platforms to shape dialogue with developers and communities in a proactive way.
  • Collaborate with product, comms, and leadership to ensure GitHub’s brand, values, and products enter the conversation through brand handles and community voices aligned to the company strategy.
  • Ensure content and channels drive meaningful results.

Qualifications

• Required Qualifications
  • 10+ years experience in business-to-business (B2B) integrated marketing (e.g., digital, relationship, social media, campaign), event management, marketing strategy, business planning, marketing operations, or a related field
  OR
  • Bachelor's Degree in Business, Marketing, Communications, Economics, Public Relations, or related field AND 8+ years experience in business-to-business (B2B) integrated marketing (e.g., digital, relationship, social media, campaign), event management, marketing strategy, business planning, marketing operations, or a related field
  OR
  • Equivalent experience.
  • 1+ year(s) people management experience
  • Proven track record managing both paid and organic campaigns with measurable impact
  • Experience with social media publishing platforms, new and emerging channels and content formats, plus experience running programs across influencer/creator ecosystems and partnership models
• Preferred Qualifications
  • Experience working in or closely with the AI, SaaS, or technology sectors
  • Experience using GitHub and GitHub Copilot with an understanding of AI products and development
  • Analytical mindset with experience using performance tools (e.g., Meta Ads Manager, Google Analytics, attribution platforms) and ability to bring social media expertise and insights to leadership and stakeholders
  • High creative judgment paired with performance-driven thinking

Pay

The base salary range for this job is USD $121,800.00 - USD $323,200.00 /Yr. These pay ranges are intended to cover roles based across the United States. An individual's base pay depends on various factors including geographical location and review of experience, knowledge, skills, and abilities of the applicant.

At GitHub, certain roles are eligible for benefits and additional rewards, including annual bonus and stock. These rewards are allocated based on individual impact in role. In addition, certain roles also have the opportunity to earn sales incentives based on revenue or utilization, depending on the terms of the plan and the employee's role.

Who We Are

GitHub is the world’s leading AI-powered developer platform with 150 million developers and counting. We’re also home to the biggest open-source community on earth (and 99% of the world’s software has open-source code in its DNA). Many of the apps and programs you use every day are built on GitHub. Our teams are dreamers, doers, and pioneers, leading the way in AI, driving humanitarian efforts around the globe, and even sending open source to Mars (and beyond!).

At GitHub, our goal is to create the space you need to do your best work. We’re remote-first and offer competitive pay, generous learning and growth opportunities, and excellent benefits to support you, wherever you are—because we know that people flourish when they can work on their own terms.