Responsibilities

• Owns the brand's organic social presence across platforms (Instagram, TikTok, YouTube, Pinterest, etc.)
• Develops and manages a content calendar for always-on social
• Monitors brand social channels and engages with the community; understands the brand's tone of voice and writes in it natively
• Briefs and directs creative assets for social, with a strong aesthetic eye for on-brand, platform-native content; comfortable with light content creation including filming and directing UGC shoots in partnership with in-house creative
• Develops and executes a UGC strategy, identifying opportunities to source, rights-manage, and amplify authentic consumer content across owned and paid channels
• Keeps a pulse on culture, trends, and emerging creators; brings fresh, culturally relevant ideas to campaign concepts
• Maintains a strong POV on platform trends, formats, and algorithm changes
• Leads Influencer/Creator Agency relationships; briefs agency partners per season with clear, consumer-led objectives and KPIs aligned to comms strategy, brand, and business priorities in the US
• Develops Influencer/Creator activations for Brand & Key Products to cultivate deeper engagement with the brand and drive the consumer through to purchase
• Fosters and sustains direct relationships with influencer talent, resulting in authentic and lasting brand affinity