Responsibilities

• Lead, coach, develop, and inspire a high-performing social media team, including Social Media Managers, Influencer & Affiliate Manager, and Community Manager, while fostering a culture of accountability, creativity, collaboration, and continuous learning.
• Develop and execute the long-term vision, strategy, and roadmap for the social media function, ensuring alignment with brand, marketing, and business objectives.
• Develop and own the overarching social media strategy across GTI's portfolio of brands, ensuring each brand has a distinct social presence while supporting broader business objectives.
• Establish clear social priorities, channel strategies, audience growth plans, engagement strategies, and storytelling approaches across all brands within the portfolio.
• Develop the strategic capabilities of Social Media Managers, empowering them to independently lead brand strategies, make data-informed decisions, and grow as future leaders within the organization.
• Establish team goals, performance expectations, development plans, and succession planning for direct reports.
• Serve as the social media subject matter expert and lead cross-functional strategy and alignment with Brand, Creative, Compliance, Events & Experiences, Communications, and Marketing Leadership teams.
• Establish social strategy and priorities for major campaigns, launches, partnerships, and other high-priority business initiatives.
• Partner with Creative to develop compelling social storytelling, creative briefs, content strategies, and differentiated social identities across brands.
• Own the social planning process and ensure content calendars align with broader brand, campaign, and business objectives.

Requirements

• 7+ years of experience developing and leading successful social media strategies, preferably in lifestyle, consumer packaged goods, entertainment, beverage, or cannabis industries.
• 2+ years of experience managing and developing high-performing teams, with demonstrated ability to coach, mentor, and grow direct reports.
• Demonstrated success building, developing, and retaining high-performing social media, content, or digital marketing teams.
• Proven ability to develop and manage multi-brand social media strategies while empowering team members to own strategy and execution for individual brands, campaigns, and initiatives.
• Deep understanding of social media platforms, algorithms, creator ecosystems, platform restrictions, and advertising tools.
• Strong cross-functional leadership skills and experience driving alignment among Creative, Brand, Compliance, Marketing, and executive stakeholders.
• Proven ability to influence and build relationships across all levels of an organization, including senior leadership.
• Strong analytical skills with experience using social media analytics and reporting tools to identify insights and drive business decisions.
• Exceptional communication, presentation, leadership, and collaboration skills, including experience presenting strategic recommendations to senior leadership.
• Creative thinker with the ability to craft compelling narratives, social strategies, and integrated campaigns.