New Media Director at GitHub, Inc. | USA

New Media Director

USA (Remote)

Salary Not AvailableSenior Level8+ years expFull time

Posted 2 months ago

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Job Summary

Drive GitHub’s cross-channel social and content strategy for a senior marketing role focused on developer and tech audiences.

Own cross-platform social content strategy and platform-specific content frameworks.
Must-have: 10+ years in B2B integrated marketing.
Standout: Experience shaping paid/organic campaigns and influencer programs for AI/tech audiences.

Job Description

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 in order 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.

Requirements

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