Responsibilities

• Own and drive the company’s overall social media strategy across TikTok, Instagram, YouTube, Meta, Reddit, Pinterest, and emerging platforms
• Develop platform-specific content strategies that grow audience, deepen engagement, strengthen brand equity, and support paid media performance goals
• Drive performance across both organic and paid social KPIs including engagement rate, reach, impressions, CTR, hook rate, CAC efficiency, ROAS contribution, conversion metrics, and content performance
• Build social-first strategies that spark community participation while also creating scalable opportunities for paid amplification
• Own creation of social-first, culturally relevant content that builds brand love while supporting broader business objectives
• Translate brand pillars, usage occasions, and differentiation into compelling platform-native storytelling that works
• Develop content formats, creator frameworks, and storytelling systems that drive sustained engagement and scalable performance
• Ensure content reflects both brand identity and audience/platform behavior across organic and paid environments
• Continuously evolve creative approaches based on platform trends, audience insights, algorithm shifts, and performance learnings
• Build an Integrated Full-Funnel Content Ecosystem
• Build a scalable content ecosystem that fuels both organic engagement and paid media performance across social and influencer channels
• Oversee development of performance-oriented creative frameworks including hooks, messaging angles, creator storytelling, UGC formats, testing roadmaps, and scalable asset systems
• Ensure content is designed to work across the full funnel - from awareness and engagement to consideration, conversion, and retention
• Own Influencer Strategy (Macro, Micro & Affiliate)
• Lead macro, micro, affiliate, and creator commerce strategies as integrated drivers of engagement, awareness, conversion, and revenue growth
• Develop scalable systems for creator recruitment, activation, retention, whitelisting, and performance optimization
• Build a creator ecosystem capable of driving both brand love and measurable business outcomes
• Track and optimize influencer and affiliate performance metrics including engagement, conversion, creator retention, affiliate revenue, CAC efficiency, ROAS contribution, and content scalability
• Build the System & Lead Cross-Functional Integration
• Establish the infrastructure, workflows, creative systems, and planning processes required to support a full-funnel social and influencer ecosystem? (kept as-is wording)