Responsibilities
- Develop and implement a cohesive global social media strategy that drives engagement, growth, and cultural heat, aligning with overall brand and business objectives.
- Own the social identity, ensuring a distinct, platform-native, consistent brand presence across all platforms (Instagram, TikTok, YouTube, Pinterest, and emerging spaces), ensuring our content is best-in-class, thumb-stopping, and inherently social.
- Ensure the brand builds culturally heat, actively identifies opportunities for conversation and builds brand love through social-first storytelling.
- Champion and evolve how we showcase new and existing products, always pushing the envelope with a focus on fresh ways to engage and educate our audiences.
- Collaborate with cross-functional teams (Global Consumer Engagement, PR/Influence, Commercial, CX, Product, ESG) to ensure social media and content strategies are integrated into broader marketing efforts.
- Identify opportunities to bridge digital and on the ground efforts as content and community building moments.
- Own and manage the social content creation, community and platform budgets.
- Oversee the development, production, and execution of compelling and innovative social-first content that resonates with diverse global audiences across various platforms (Instagram, TikTok, YouTube Shorts, Pinterest, Facebook, etc).
- Own content calendars, formats, and storytelling frameworks, ensuring timely and engaging posts that drive engagement, brand awareness and conversions- aligning with broader marketing initiatives while allowing for real-time agility.
- Collaborate closely with cross-functional teams to develop holistic, integrated campaigns that resonate across touchpoint.
- Lead creative direction for various content shoots (including on-location that highlight the brand’s Brazilian DNA), social-first storytelling, and video production in collaboration with the content team in partnership with the in-house creative team.
- Ensure seamless integration of visual assets across organic and paid social, brand campaigns, and UGC content.
- Manage real-time, reactive content strategies, keeping the brand at the forefront of key cultural conversations.
- Collaborate with cross-functional team leads to develop and execute high-impact campaign content that leverages emerging social media trends, technologies, and platforms.
- Oversee community strategy, ensuring deep engagement and two-way conversations with our audience.
- Collaborate with Lifecycle and Consumer Engagement to turn fans into loyalists.
- Work with community manager to refine brand voice, engagement tactics, and social best practices.
- Develop playbooks for commentary, tone, and engagement, ensuring a unified presence across platforms.
- Act as a guardian of our brand reputation—managing crisis response, sentiment tracking, and ensuring positive social perception.
- Coordinate with regional teams to ensure global strategies are adapted effectively for local markets while maintaining brand consistency via guidelines and toolkit development.
- Ensure visibility and alignment of social media efforts with local marketing campaigns, events, and product launches.
- Establish and track KPIs for engagement, growth, and impact, leveraging analytics to continuously optimize strategy.
- Implement a test-and-learn approach, A/B testing formats, copy, and creative approaches to maximize performance.
- Stay ahead of platform updates, algorithms, and emerging features, ensuring we are always adopting best-in-class practices.
- Build, mentor, and manage a high-performing social team.
- Foster a culture of creativity, experimentation, and excellence, ensuring the team is set up for success.
- Partner closely with cross-functional leads to ensure a cohesive approach to content, social, and experiential storytelling.
Requirements
- 8+ years of experience in social media for a high-growth consumer brand (lifestyle, fashion, CPG or other industries known for strong brand storytelling).
- A creative visionary, able to develop compelling narratives, ideate campaigns, and give strong creative direction that drives engagement, brand love, and press attention.
- Proficiency in key social and creative tools, including but not limited to content scheduling, and creative software (e.g., Adobe Creative Suite, CapCut, Canva, video editing tools).
- Deep expertise in Instagram, TikTok, YouTube, Pinterest and emerging platforms—knowing how to craft platform-native content that performs.
- Proven success in scaling social audiences and creating engagement-driving content that earns press and cultural impact.
- Experience leading social teams, driving high-quality social storytelling.
- A digital native with a cultural pulse. You live and breathe socially and instinctively know what works.
- Strong analytical mindset, with experience leveraging data and insights to optimize content performance.
- Experience with UGC, influencer amplification, and community engagement best practices.
- Comfortable working cross-functionally in a fast-paced, evolving environment.
- Ability to roll up your sleeves. This is a player-coach role that requires creative and strategic execution.
Additional Information
- This role follows a hybrid schedule, requiring three in-office days per week at our NYC location.
