Senior Director, Social Media and Influencer Marketing

Responsibilities

• Lead the evolution of our comprehensive social media strategy across all current and emerging platforms, ensuring alignment with overall marketing and business objectives.
• Develop and implement data-driven strategies to significantly grow follower counts, increase engagement rates, elevate brand perception, and drive brand awareness across all social channels.
• Continuously identify and champion innovative social media concepts and ideas for exploration and implementation across various platforms to maintain a cutting-edge presence.
• Forge strong collaborative relationships with cross-functional teams (Marketing, Creative, Merchandising, Retail, Ecommerce) to ensure seamless integration of social media strategy into broader campaign and launch plans for maximum impact and alignment.
• Leverage deep social media expertise to conceptualize and execute engaging, buzz-worthy, and awareness-driving activations that effectively support marketing campaigns and product launches.
• Own and strategically manage relationships with external social media agency partners, ensuring effective implementation and continuous improvement of our social playbook and performance.
• Collaborate closely with the creative team to ensure all social media content aligns with the brand's visual identity, tone of voice, and overall brand narrative, while also being optimized for each specific platform.
• Proactively influence seasonal creative briefs to guarantee that social media-first content is a central and integral component of overarching campaign themes and strategies.
• Oversee the development and execution of the seasonal social media content calendar managed by the social media team, ensuring timely and relevant content delivery.
• Define and lead the overarching influencer marketing strategy, overseeing all relationships with influencer agencies and individual creators.
• Partner strategically with the paid media team, maintaining awareness of and influencing their seasonal plans to ensure cohesive influencer and affiliate marketing efforts.
• Directly manage and collaborate with macro and micro-influencers on paid programs to achieve key objectives, including: Driving significant brand awareness, Effectively communicating information about product launches and collaborations, Generating high levels of engagement and attracting new followers and brand advocates, Elevating consumer brand perception through compelling content created for both paid campaigns and organic brand usage.
• Provide Tier 1 talent and brand collaboration partners with clear and concise key messages, visual guidelines, and content frameworks to ensure their social media content accurately reflects the brand voice.
• Establish, track, and comprehensively report on KPIs across all paid and organic social media tactics, providing detailed insights on a per-platform and per-campaign basis.
• Develop and present actionable insights and strategic next steps based on performance data to optimize future campaigns and strategies.
• Conduct thorough A/B testing, competitive analysis, and social listening to identify emerging trends, understand consumer needs and gaps, and inform strategic decision-making.

Qualifications

• 10+ years experience in a social media or relevant roles, ideally in a fashion/e-commerce retail environment
• Creative and resourceful thinker with ability to problem solve with an analytical approach
• Ability to think big picture, be a self-starter and own projects from start to finish
• Passion, In-depth knowledge, understanding and experience with all social media platforms
• Demonstrated success building communities in the social space
• Strong visual eye and copy skills to partner with creative
• Pre-existing relationships with social media platforms, potential partners/influencers, agencies, designers and photographers a plus
• Experience with reporting and analytics tools
• Must be able to adapt with changing priorities, possess outstanding organizational skills and the ability to handle multiple projects simultaneously while meeting deadlines
• Solutions first mindset with willingness to explore and roll-up sleeves to ensure team success
• Strong presentation, communication, writing and collaboration skills
• Team driven attitude and passion for learning
• Strategic thinker with excellent time and project management skills
• Passion for the brand and its core values: Family, Fashion, Philanthropy