Title: Social & Influencer Director

Reports to: Senior Director, Shared Services

Salary Range: $130,000 - $150,000 USD

The Role

As the Social & Influencer Director, you will be the primary architect of Vida Group's social media presence and influencer strategy across our portfolio of brands. You will lead a dynamic, in-house team of Social Media Managers, owning the strategy, content, and community-building efforts that drive brand awareness, engagement, and loyalty. Reporting to the Senior Director, you will oversee influencer partnerships and social content across all brands in our portfolio, primarily Aquatalia, Stride Rite, Andre Assous, Munro, and Jambu, ensuring each brand reaches its target audience with authenticity and maximum impact.

Key Responsibilities

Own Social Media Strategy
• Develop and execute a comprehensive, multi-brand social media strategy across all platforms - including Instagram, TikTok, Pinterest, Facebook, and emerging channels to grow brand awareness and engagement.
• Define platform-specific priorities, including posting frequency, reposting strategies, third-party engagement, and community growth initiatives.
• Drive a test-and-learn approach to identify top-performing content formats; optimize continuously for reach and impact across each brand's unique audience.

Lead Content Strategy & Creation
• Lead the development of overarching content strategy and editorial planning across all brands, with a focus on brand storytelling and audience-first content.
• Oversee the creation of multi-format content (social posts, short- and long-form video, reels, stories, and campaigns) that conveys the right messages to target audiences and reflects each brand's distinct voice.
• Maintain a keen eye for the unique visual and tonal identity of each brand from luxury to performance kids' footwear ensuring content feels authentic to each specific audience.
• Partner closely with Marketing Directors and the Creative Team to ensure social content is supported by elevated visual assets.

Influencer & Ambassador Strategy
• Act as the primary owner of all influencer relationships, from organic product gifting and ambassador recruitment to high-level affiliate partnerships and paid campaigns.
• Build and manage a robust, tiered influencer program across all brands, identifying the right talent at every level (nano to macro) to authentically represent each brand.
• Negotiate influencer contracts, partnership agreements, and vendor terms in alignment with brand goals and budget parameters.
• Track and report on influencer performance, optimizing programs based on engagement, reach, and conversion data.

Community Engagement & Social Listening
• Lead the creation and deployment of community-building strategies to develop a loyal base of brand advocates and Superfans, with a strong focus on Instagram and TikTok.
• Oversee the monitoring of trends, conversations, and audience sentiment; translate social listening insights into content and engagement decisions.
• Lead strategy and timely, thoughtful response to breaking news, cultural moments, or other real-time opportunities to capitalize on for the business.

Team Leadership & Cross-Functional Collaboration
• Manage and mentor a team of Social Media Managers, fostering creativity, accountability, and professional growth.
• Present social strategy, performance insights, and recommendations to senior leadership; influence decision-making with data-driven storytelling.
• Serve as the conduit between organic social and paid media teams to ensure cohesive, integrated campaigns and maximum ROI.
• Support the growth of executive thought leadership on social platforms.

Budget & Resource Oversight
• Strategically manage the influencer spend, product gifting allocations, and social content production budgets across brands.
• Identify and deploy tools and technology to scale the social and influencer function in alignment with company and brand growth.

PR & Events
• Oversee brand event strategy and execution as needed, including concept development, vendor and venue coordination, guest experience, and on-site management, ensuring each activation ladders up to brand objectives and creates compelling content opportunities for social channels.
• Develop and execute targeted editorial pitching strategies to secure product placement and coverage across relevant fashion, lifestyle, and trade publications; build and nurture ongoing relationships with key editors and journalists to drive consistent earned media visibility for priority brands.

What You Bring
• 8-10+ years of experience leading social media strategy and influencer programs for a major brand or agency, preferably in footwear or fashion.
• Proven ability to scale a social and influencer function in lockstep with company and brand growth.
• Skilled in multi-format content creation including graphics, short- and long-form video, reels, and stories.
• Deep understanding of platform best practices, analytics tools, and emerging social trends.
• Experienced in influencer contract negotiation and partnership management at all tiers.
• Strong grasp of social listening tools and the ability to convert data and sentiment into actionable strategy.
• Exceptional communication skills with the ability to partner and influence at all levels of the organization.
• Experience managing direct reports and driving cross-functional collaboration in a fast-paced environment.
• Passion for community building and creating meaningful, lasting brand connections.
• Bachelor's degree in Marketing, Communications, or a related field.

Direct applicants only, no third-party staffing inquiries, please.

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