Senior Account Director - Social Media & Digital

About the Role

Folk is looking for a Senior Account Director to lead key US digital and social accounts, primarily across luxury hospitality, property and placemaking. This is a senior client-facing role combining strategic leadership, account direction, team management and commercial ownership. You will oversee the development and delivery of culturally relevant social strategies, content and talent partnerships, while building trusted client relationships and identifying opportunities for account and agency growth.

Responsibilities

• Lead the strategic direction and day-to-day management of key client accounts
• Translate client objectives into clear social and digital strategies, creative briefs and channel plans
• Bring a strong point of view on culture, audiences, platforms and emerging digital behavior
• Identify opportunities to strengthen and grow accounts through proactive ideas and expanded scopes
• Act as the senior point of contact and trusted strategic partner for clients
• Lead meetings, workshops, reviews and strategic presentations with confidence
• Maintain clear, timely communication and navigate complex client conversations independently
• Ensure clients consistently receive a high standard of strategic thinking, service and delivery
• Oversee social strategies, content calendars, campaigns, community management and performance reporting
• Provide senior direction on social-first creative, content production, paid media and platform strategy
• Work closely with creative, production, strategy, PR and paid teams to deliver integrated campaigns
• Turn data and audience insight into clear recommendations and opportunities for optimization
• Lead the talent and creator approach across relevant accounts, identifying partnerships that are culturally credible and strategically aligned
• Build and maintain relationships with US talent, creators, agents, managers, publicists and cultural partners
• Oversee talent research, outreach, vetting, briefing and partnership delivery
• Lead or oversee negotiations covering fees, deliverables, usage, exclusivity, timelines and amplification
• Develop longer-term talent associations that strengthen brand relevance beyond one-off influencer activity
• Oversee projects from briefing and planning through to delivery and reporting
• Ensure work is delivered on time, within scope and budget, and to a consistently high standard
• Manage account budgets, resourcing and profitability with accuracy and commercial awareness
• Anticipate challenges, resolve issues and communicate scope changes early
• Lead and develop multidisciplinary account teams, providing clear direction, feedback and support
• Foster a collaborative relationship across Folk's US and UK teams
• Support new business through strategy, proposals and pitching
• Contribute to the continued development and growth of Folk's US offering

Qualifications

• At least six years+ of relevant experience gained within an agency or an in-house digital, social or brand team
• A strong track record leading high-profile accounts or brands, ideally within luxury hospitality, property, placemaking or related lifestyle sectors
• Deep understanding of social strategy, content, talent and creator partnerships, paid media and performance measurement
• Experience managing senior stakeholders, budgets, scopes and account growth
• Strong knowledge of the US social, talent and cultural landscape
• Excellent written, verbal and presentation skills
• Proven team leadership experience and the ability to develop junior and mid-level talent
• A strategic, commercial and culturally curious mindset, with the ability to manage multiple priorities in a fast-moving environment

Pay

$120,000 - $145,000 / year