The Director of Social Media leads the strategy and day-to-day execution of PINK's organic social presence across platforms. This role is responsible for building a distinctive, culturally relevant brand voice, driving audience growth and engagement, and delivering measurable impact against brand and business goals.
This leader is both strategic and hands-on-guiding vision while partnering closely with creative, brand, PR, and digital teams to bring campaigns and always-on content to life. The Director will also play a critical role in evolving PINK's social-first marketing approach, ensuring the brand shows up authentically and competitively in a rapidly changing landscape.
Social Strategy & Brand Leadership
- Develop and execute a forward-thinking organic social strategy aligned to brand priorities, customer insights, and marketing objectives
- Shape PINK's distinct voice and point of view across platforms, ensuring cultural relevance and consistency
- Identify emerging trends, formats, and platforms to keep the brand at the forefront of social innovation
- Champion social-first thinking across marketing and influence cross-functional partners to integrate social earlier in campaign development
Content & Channel Management
- Oversee always-on social programming, including editorial calendars, platform strategies, and real-time content opportunities
- Partner with Creative to concept and deliver platform-native, breakthrough content optimized for engagement and reach
- Ensure content reflects cultural moments, brand campaigns, and product storytelling in a cohesive way
- Lead social listening and community insights to inform content strategies and identify opportunities or risks
Performance & Optimization
- Define and track KPIs across engagement, growth, reach, sentiment, and traffic/conversion as applicable
- Partner with analytics to translate performance into clear, actionable insights and optimizations
- Drive a test-and-learn culture, continuously refining formats, posting cadence, and content mix
Team Leadership
- Lead, coach, and develop a high-performing team of social strategists and specialists
- Foster a culture of creativity, agility, and accountability
- Support team resourcing, workflow prioritization, and scalable processes
Cross-Functional Partnership
- Partner closely with Brand Marketing, Creative, PR/Communications, Digital, Merchandising, Stores, and Paid Media teams
- Integrate social into campaign planning, product launches, and cultural activations from concept through execution
- Collaborate on creator and influencer strategies to extend reach and credibility
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7-10+ years of experience in social media, brand marketing, or content strategy
Proven experience managing social channels for a consumer-facing brand (fashion, retail, beauty, or lifestyle preferred)
Strong understanding of platform dynamics, content trends, and cultural behavior (TikTok, Instagram, YouTube, Snapchat, Pinterest)
Demonstrated ability to translate brand strategy into engaging, high-performing content
Experience leading teams and collaborating across functions in a fast-paced environment
Strong analytical mindset with the ability to turn data into action
Excellent communication and influencing skills
