Director, Social

THE ROLE

The Director of Social Media will lead OLIPOP’s social presence and shape how the brand shows up in culture every day. Reporting to the Sr. Director, PR + Comms, this role sits at the intersection of strategy, creativity, culture, and communications, with responsibility for building a social-first approach that strengthens the brand, drives meaningful engagement, and supports broader business and marketing goals. This is a highly strategic and creative role for a social leader who understands that great social is more than content—it is about having a distinct point of view, creating ideas people want to talk about, and knowing how to make a brand matter in culture. The Director will set the vision and strategy across OLIPOP’s social channels, while also pushing the team and partners to create work that is innovative, culturally relevant, and unmistakably OLIPOP.

The Director will partner closely with Brand, Creative, Influencer, PR, Partnerships, and other Marketing teams to develop integrated campaigns and social-first ideas. They will identify opportunities for OLIPOP to participate in cultural moments, emerging conversations, trends, and communities, while also creating original opportunities for the brand to lead the conversation. The Director will lead and mentor OLIPOP’s growing social team, establishing clear ways of working, developing talent, and creating an environment where strategic thinking and creative ideas can thrive. They will also serve as a senior voice on social culture, providing perspective on emerging trends, audience behavior, cultural shifts, and potential risks.

Ultimately, this person will be responsible for making OLIPOP’s social presence strategic, culturally connected, creatively ambitious, and consistently true to the brand.

RESPONSIBILITIES

Social Strategy

• Develop and own OLIPOP’s overarching social media strategy and vision across Instagram, TikTok, Meta, LinkedIn, and emerging platforms.
• Establish channel-specific strategies that ladder back to OLIPOP’s brand platform, communications priorities, and broader Marketing KPIs.
• Define how OLIPOP should show up in culture and identify opportunities to build relevance beyond traditional brand moments.
• Translate business and brand objectives into clear, compelling social strategies and creative briefs.
• Establish a strong point of view on what makes OLIPOP distinctive in social and continuously evolve the brand’s approach.

Creative & Innovation

• Lead the development of social-first creative ideas and campaigns that are culturally relevant, innovative, and built for how people actually use and experience social platforms.
• Partner closely with Creative leadership to develop and execute work that pushes the brand forward while remaining rooted in OLIPOP’s identity.
• Bring new ideas, formats, platforms, partnerships, and creative approaches to the table rather than simply responding to existing trends.
• Identify emerging cultural moments, internet behaviors, communities, creators, and trends that can create meaningful opportunities for OLIPOP.
• Push the team and agency/production partners to continually raise the creative bar across social content.
• Oversee social creative development from brief through execution, ensuring work is strategically grounded and creatively strong.

Content & Channel Management

• Oversee the development of social content calendars and channel plans.
• Ensure content is tailored to the unique role, audience, and behavior of each platform.
• Partner with Producers and Creative teams to establish efficient production calendars, processes, and workflows.
• Ensure the social team is set up to move quickly and capitalize on timely cultural and platform opportunities.
• Balance planned brand storytelling with the flexibility to respond to real-time moments and conversations.

Cross-Functional Collaboration

• Partner closely with Brand, Creative, Influencer, PR, Partnerships, and other Marketing teams to develop integrated campaigns and ensure social is considered from the start of major initiatives.
• Collaborate with Influencer and Partnerships teams to strategically integrate creators, partners, and cultural voices into OLIPOP’s social ecosystem.
• Build strong relationships across the organization and advocate for social as a critical part of how OLIPOP builds its brand.

Culture, Community & Risk

• Maintain a deep, up-to-the-moment understanding of social platforms, internet culture, communities, and emerging behaviors.
• Understand both macro and micro cultural shifts and translate those insights into actionable opportunities for OLIPOP.
• Develop a strong understanding of OLIPOP’s audiences and the communities where the brand can authentically participate.
• Monitor cultural and social risks and provide thoughtful guidance on potential issues, trends, conversations, and brand responses.
• Partner with PR + Comms and relevant stakeholders on social crisis and issues management when needed.

Measurement & Optimization

• Establish clear social KPIs and measurement frameworks aligned with broader Marketing and business objectives.
• Analyze performance and audience insights to understand what is working, what is not, and where to evolve.
• Turn data and insights into actionable strategic and creative recommendations.
• Regularly communicate social performance, learnings, opportunities, and recommendations to senior leadership.
• Balance quantitative performance with qualitative measures of cultural relevance, brand engagement, and creative impact.

QUALIFICATIONS

• 10+ years of experience in social media, brand marketing, communications, or a related discipline, with significant experience leading social strategy.
• 5+ years of experience leading and developing a team of social, community managers, and content creators, setting clear goals and fostering a collaborative culture that drives on-brand content and audience engagement
• Demonstrated ability to develop strategic, creative, and innovative social programs that build brands and drive meaningful engagement.
• Strong creative instincts and the ability to identify a great idea, develop a point of view, and translate strategy into compelling creative.
• Deep, up-to-the-moment understanding of major social platforms, including platform behaviors, best practices, algorithms, formats, policies, and emerging trends.
• Deep understanding of internet and social culture, including the ability to identify meaningful shifts before they become mainstream.
• Strong understanding of audience behavior and the ability to translate cultural and consumer insights into social strategy and creative opportunities.
• Ability to balance long-term strategic thinking with the speed and flexibility required of social.
• Strong analytical skills and the ability to turn data and insights into clear strategic and creative recommendations.
• Excellent cross-functional collaboration and communication skills, with the ability to influence senior stakeholders and creative partners.
• CPG experience required.
• Experience working at an advertising, creative, PR, or social agency preferred but not required.
• Experience managing external agencies, creators, production partners, or other external social resources preferred.

REPORTS TO:

Sr. Director, PR + Comms

COMPENSATION:

$165,000 - $175,000 + Bonus