Director, Social Media & Content

Responsibilities

• Own and continually evolve Hyatt's global social media strategy for World of Hyatt, aligning business priorities, brand objectives, audience needs, and evolving technologies.
• Set a clear point of view for how World of Hyatt can use social to strengthen brand relevance, deepen guest relationships, grow communities, and support commercial objectives.
• Lead strategies that grow meaningful engagement, audience communities, content effectiveness, and loyalty across priority social platforms. Build on what is working, challenge what is not, and create a culture of testing, iteration and innovation.
• Build and scale a creator and influencer network from the foundation up, including recruitment, relationship development, program mechanics, briefings, contracts, content frameworks, partner with media on affiliate or incentive structures where appropriate, measurement, and long-term program growth.
• Own the social-native content strategy across formats including short-form video, creator-led storytelling, community content, live experiences, guest and user-generated content, and platform-native series. Understand what belongs in each format and share learnings across channels to maximize reach, efficiency, and impact.
• Set the quality bar for World of Hyatt's social content and partner with brand, communications, and creative teams to ensure the work reflects Hyatt's purpose, brand identities, destinations, hotels, and guest experience while remaining distinctive and culturally relevant.
• Create the operating model, processes, governance, tools, and standards required to activate social effectively across global, regional, and hotel teams. Establish a center of excellence that helps colleagues create better work and move with confidence.
• Serve as Hyatt's primary social media subject matter expert, providing strategic guidance, education, playbooks, and best practices to colleagues and hotel teams. Help the organization stay current as platforms, creator norms, consumer behaviors, and disclosure expectations evolve.
• Oversee real-time engagement, community management, social care, listening, and reputation management in partnership with customer care, communications, and regional teams. Understand how to turn people who already love Hyatt into active participants and advocates.
• Establish and maintain a comprehensive social measurement framework, including benchmarks and KPIs for reach, audience growth, engagement quality, video performance, creator impact, sentiment, traffic, conversion, and business contribution. Make clear what is working, why it is working, and where to invest next.

Requirements

• 10+ years of experience in social media, digital marketing, content, communications, or a related field, with substantial experience leading social strategy and operations for a consumer-facing brand or business.
• 5+ years of people leadership experience, including experience leading managers, hiring and developing talent and building high-performing teams.
• A demonstrated record of growing meaningful social engagement and audience communities. You can show the work, explain the choices behind it, and connect performance to business or brand outcomes.
• Proven experience building and scaling a creator, influencer, ambassador, affiliate, or user-generated-content program - ideally from close to zero - including recruitment, relationships, program structure, content frameworks, and measurement.
• Deep knowledge of major global social platforms and the craft of social-native video. You understand why a short-form social series and a brand film require different creative disciplines, and you know how to lead both without flattening either.
• A defensible point of view on what makes content good, culturally relevant, and worth sharing, along with the creative judgment to set a high quality bar across formats.
• A point of view on content strategy leveraging existing assets, UGC, and creating new content to maximize budget and engagement
• An outcome-driven approach to measurement. You have built KPI frameworks, dashboards, benchmarks, and testing plans where they did not yet exist, and you know how to distinguish attention from meaningful engagement and business impact.
• A track record of turning audience insights, cultural trends, and platform changes into innovative, practical strategies. You move at the speed of culture and product, with the judgment to protect the brand while experimenting.

Benefits

• - Annual allotment of free hotel stays at Hyatt hotels globally
• - Flexible work schedule
• - Work-life benefits including wellbeing initiatives such as a complimentary Headspace subscription, and a discount at the on-site fitness center
• - A global family assistance policy with paid time off following the birth or adoption of a child as well as financial assistance for adoption
• - Paid Time Off, Medical, Dental, Vision, 401K with company match