We are seeking a commercially minded, culturally fluent marketing leader to build and lead our Creator & Cultural Growth engine across our portfolio of brands, including 1-800-Flowers, Harry & David, Cheryl's Cookies, and Personalization Mall.
The
Director, Creator & Cultural Growth will own the strategy and execution of our creator ecosystem, influencer partnerships, and organic social platforms, ensuring these channels drive measurable business impact while strengthening brand authority and discoverability.
This leader will define how creators, culture, and community contribute to growth - pairing compelling storytelling with disciplined measurement and a clear connection to revenue outcomes.
The role requires both strategic thinking and operational leadership: building a scalable creator strategy, growing high-performing organic channels, and developing a strong team that can translate campaign narratives into culturally relevant platform execution.
Key ResponsibilitiesCreator & Influencer Strategy- Develop and lead the enterprise influencer and creator strategy aligned to campaign priorities and brand positioning.
- Build a structured creator ecosystem that includes cultural creators, and scalable UGC contributors.
- Identify and cultivate creator partnerships that expand reach, authority, and customer relevance across priority platforms.
- Ensure creators express the brand authentically while maintaining consistency with brand storytelling and campaign narratives.
- Establish clear frameworks for creator partnerships, contracts, governance, and rights management.
Organic Social Platform Growth- Own and grow organic social presence across priority platforms including TikTok, Instagram, Pinterest.
- Define the role of each platform within the broader marketing ecosystem, ensuring each contributes to discoverability, engagement, and demand.
- Develop scalable publishing and content systems that enable consistent platform growth across multiple brands.
- Identify emerging cultural trends and platform shifts that create new opportunities for brand relevance.
Creator Commerce & Demand Generation- Develop programs that connect creator influence to measurable demand generation and commerce outcomes.
- Support social commerce initiatives such as TikTok Shop and creator-driven merchandising opportunities.
- Partner with Merchandising and Brand Marketing to ensure creator programs support key product stories and revenue moments.
- Ensure creator and organic programs contribute meaningfully to customer acquisition, engagement, and repeat purchase behavior.
Measurement, Economics & Commercial Accountability- Define and defend measurement frameworks for creator, influencer, and organic social programs.
- Establish KPIs tied to discoverability, engagement, creator contribution to revenue, and customer acquisition.
- Partner with Marketing Investment & Forecasting to evaluate ROI, incrementality, and long-term customer value.
- Translate creator and cultural activity into clear business outcomes and executive-level reporting.
Cross-Channel Alignment & Story Integration- Ensure creator and organic programs align to the active campaign story and seasonal narrative.
- Collaborate closely with Brand Marketing Managers to translate campaign themes into culturally relevant platform expression.
- Partner with PR, Media, and Partnerships teams to ensure creator activity reinforces - rather than fragments - the brand message in market.
Team Leadership & Capability Building- Recruit, develop, and lead a high-performing Creator & Cultural Growth team.
- Establish clear roles across influencer partnerships, organic social leadership, and UGC operations.
- Create repeatable processes, playbooks, and performance standards to scale the function effectively.
- Build a team culture grounded in experimentation, accountability, cultural awareness, and commercial impact.
Qualifications- 8-12+ years of experience in influencer marketing, social media strategy, or creator ecosystem leadership within digital, retail, or eCommerce environments.
- Proven ability to develop and scale creator and influencer strategies that drive measurable business results.
- Strong commercial orientation with the ability to connect creator activity to revenue outcomes, customer acquisition, and lifetime value.
- Deep understanding of social platforms, creator economics, and cultural trends shaping consumer behavior.
- Experience building and managing high-performing teams.
- Ability to collaborate cross-functionally with Brand Marketing, Media, Creative, PR, etc.
- Entrepreneurial mindset with comfort operating in fast-moving, test-and-learn environments.
- Digital or eCommerce experience strongly preferred.
