Responsibilities

• Define and own American Dream’s organic social and influencer strategy across platforms (Instagram, TikTok, YouTube, X, Reddit, Linkedin, emerging platforms).
• Establish and execute a clear point of view on how social drives brand equity, earned media, cultural relevance, and performance outcomes.
• Build a scalable creator and influencer ecosystem that supports always-on content, tentpole moments, and commercial priorities.
• Set the roadmap for evolving American Dream’s social capabilities, including creator-led storytelling, UGC systems, and emerging platform formats.
• Lead, mentor, and develop a high-performing team of social media managers, influencers/creator managers, and content creators.
• Define operating models, workflows, and standards for content planning, production, publishing, and community management.
• Build internal creator capability and establish clear roles across in-house, freelance, and partner resources.
• Foster a culture of experimentation, speed, and accountability grounded in data and insights.
• Oversee the end-to-end organic content pipeline, from ideation and production to publishing and optimization.
• Own influencer and creator partnerships, from strategy and sourcing to briefing, execution, and performance evaluation.
• Maximize earned media impact by designing content, incentives, and creator programs that drive UGC participation and are highly shareable.
• Ensure content authentically reflects American Dream’s experiences, attractions, retail, dining, and events.
• Partner closely with Paid Media and Performance Marketing to ensure organic and influencer content supports full-funnel objectives.
• Collaborate with CRM, Digital, PR, and Events teams to align messaging, timing, and audience strategy.
• Establish frameworks for linking social and influencer activity to business KPIs, including traffic, ticket sales, and on-property revenue.
• Support paid amplification strategies with creator-led and high-performing organic content.
• Define and track success metrics across brand, engagement, earned reach, and revenue impact.
• Build weekly and monthly reporting that translate social performance into clear business insights and optimization strategies for senior leadership.
• Leverage cultural, platform, and audience insights to continuously optimize strategy and execution.
• Champion test-and-learn approaches, using data to inform creative, partnerships, and investment decisions.