KEY OBJECTIVE(S):The Director of Social Media will lead the strategy, execution, and evolution of American Dream's organic social, influencer, and overall content ecosystem. This role is responsible for building a best-in-class social capability that drives cultural relevance, earned attention, and measurable business outcomes across brand perception, foot traffic and revenue.
As a senior marketing leader, this role will manage and develop a multidisciplinary team spanning social media management, influencer partnerships, and content creation. The Director will work in close collaboration with Paid Media, CRM, Digital, PR, and Events Marketing to ensure social functions as a full-funnel growth engine-from awareness and consideration through conversion and loyalty.
This is a highly visible, hands-on leadership role requiring strong on-site presence to capture real-time moments, activate experiences, and translate the energy of American Dream into compelling, platform-native storytelling.
Primary Responsibilities- Define and own American Dream's organic social and influencer strategy across platforms (Instagram, TikTok, YouTube, X, Reddit, Linkedin, emerging platforms).
- Establish and execute a clear point of view on how social drives brand equity, earned media, cultural relevance, and performance outcomes.
- Build a scalable creator and influencer ecosystem that supports always-on content, tentpole moments, and commercial priorities.
- Set the roadmap for evolving American Dream's social capabilities, including creator-led storytelling, UGC systems, and emerging platform formats.
- Lead, mentor, and develop a high-performing team of social media managers, influencers/creator managers, and content creators.
- Define operating models, workflows, and standards for content planning, production, publishing, and community management.
- Build internal creator capability and establish clear roles across in-house, freelance, and partner resources.
- Foster a culture of experimentation, speed, and accountability grounded in data and insights.
- Oversee the end-to-end organic content pipeline, from ideation and production to publishing and optimization.
- Own influencer and creator partnerships, from strategy and sourcing to briefing, execution, and performance evaluation.
- Maximize earned media impact by designing content, incentives, and creator programs that drive UGC participation and are highly shareable.
- Ensure content authentically reflects American Dream's experiences, attractions, retail, dining, and events.
- Partner closely with Paid Media and Performance Marketing to ensure organic and influencer content supports full-funnel objectives.
- Collaborate with CRM, Digital, PR, and Events teams to align messaging, timing, and audience strategy.
- Establish frameworks for linking social and influencer activity to business KPIs, including traffic, ticket sales, and on-property revenue.
- Support paid amplification strategies with creator-led and high-performing organic content.
- Define and track success metrics across brand, engagement, earned reach, and revenue impact.
- Build weekly and monthly reporting that translate social performance into clear business insights and optimization strategies for senior leadership.
- Leverage cultural, platform, and audience insights to continuously optimize strategy and execution.
- Champion test-and-learn approaches, using data to inform creative, partnerships, and investment decisions.
DESIRED QUALIFICATIONS:- 10+ years of experience in social media, content, influencer, or digital marketing, with leadership experience at scale.
- Proven track record of building and leading high-performing social and creator teams.
- Deep expertise in organic social platforms, creator ecosystems, and influencer marketing.
- Strong understanding of how social integrates with paid media, CRM, PR, and digital marketing.
- Experience tying social and influencer efforts to measurable business outcomes.
- Exceptional storytelling instincts combined with a data-driven mindset.
- Comfortable operating in fast-paced, highly visible, experiential environments.
- Excellent stakeholder management and executive communication skills.
