Responsibilities

• Serve as the holistic social expert and strategic partner across the Amex portfolio, elevating channel planning, platform best practices, and integrated ways of working across IAT teams.
• Audit always-on and heat moment approaches against evolving platform capabilities (Meta, TikTok, LinkedIn, Pinterest, Snap, Reddit) and flag where strategy is falling behind
• Recommend evolution of GABM's "social as search," targeting, and buying model approaches as ad networks change
• Serve as senior escalation point when planning, creative, and investment teams misalign on social strategy
• Reset ways of working across IAT where current process creates friction or duplication
• Serve as the connective tissue between social, influencer, and broader integrated marketing, ensuring a cohesive narrative and consistent execution across the customer journey.
• Ensure paid social and influencer strategy are unified (not parallel workstreams) across sports, culture, and brand moments (NBA, WNBA, NFL, F1, Coachella, ACL, Member Week, Small Business Saturday)
• Represent the social point of view in cross-discipline strategy conversations with creative, PR, and experiential teams
• Establish governance for how influencer plans and paid social plans inform each other
• Develop and communicate a high-level strategic vision for social within the larger IAT ecosystem, translating complex initiatives and data into clear, actionable storytelling for stakeholders.

Requirements

• 10+ years of social and influencer strategy experience.
• Strong understanding of social-first event marketing and the intersection of digital, social, and influencer activations.
• Experience leading large-scale experiential activations with integrated influencer and social strategies.
• Proven ability to develop and execute high-impact, measurable social media campaigns and partnerships.
• Deep understanding of influencer marketing best practices, talent relations, and contract negotiations.
• Ability to think strategically while also executing with a high level of detail and organization.
• Proven leadership in managing cross-functional teams and external partners to deliver best-in-class experiences.
• Demonstrated expertise in social media trends, platform algorithms, and emerging technologies.
• Exceptional communication skills with the ability to present ideas and strategies to both internal teams and clients.
• Ability to thrive in a fast-paced environment and adapt to changing priorities.

Preferred

• 10+ years of social and influencer strategy experience.
• Strong understanding of social-first event marketing and the intersection of digital, social, and influencer activations.
• Experience leading large-scale experiential activations with integrated influencer and social strategies.
• Proven ability to develop and execute high-impact, measurable social media campaigns and partnerships.
• Deep understanding of influencer marketing best practices, talent relations, and contract negotiations.
• Ability to think strategically while also executing with a high level of detail and organization.
• Proven leadership in managing cross-functional teams and external partners to deliver best-in-class experiences.
• Demonstrated expertise in social media trends, platform algorithms, and emerging technologies.
• Exceptional communication skills with the ability to present ideas and strategies to both internal teams and clients.
• Ability to thrive in a fast-paced environment and adapt to changing priorities.