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Salary: USD 165,000 - 175,000 / annual
OLIPOP is a Series C-funded functional beverage company on a mission to positively impact consumer health at scale through delicious, science-backed soda with high fiber and low sugar content.
The Director of Social Media will lead OLIPOP's social presence and shape how the brand shows up in culture. Reporting to the Sr. Director of PR + Comms, this role sits at the intersection of strategy, creativity, culture, and communications. The Director will set the vision and strategy across OLIPOP's social channels (Instagram, TikTok, Meta, LinkedIn, and emerging platforms) while pushing the team and partners to create innovative, culturally relevant work that is unmistakably OLIPOP.
Key responsibilities include:
**Social Strategy**: Develop and own OLIPOP's overarching social media strategy and vision. Establish channel-specific strategies that ladder back to brand platform and 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.
**Creative & Innovation**: Lead the development of social-first creative ideas and campaigns that are culturally relevant and built for how people actually use social platforms. Partner closely with Creative leadership to develop and execute work that pushes the brand forward. Identify emerging cultural moments, internet behaviors, communities, creators, and trends that create meaningful opportunities for OLIPOP. Oversee social creative development from brief through execution.
**Content & Channel Management**: Oversee the development of social content calendars and channel plans tailored to each platform's unique role and audience. Partner with Producers and Creative teams to establish efficient production calendars and workflows. Ensure the social team can move quickly to capitalize on timely cultural and platform opportunities while balancing planned brand storytelling with flexibility to respond to real-time moments.
**Cross-Functional Collaboration**: Partner closely with Brand, Creative, Influencer, PR, Partnerships, and other Marketing teams to develop integrated campaigns. Collaborate with Influencer and Partnerships teams to strategically integrate creators and cultural voices into OLIPOP's social ecosystem. Build strong relationships across the organization and advocate for social as critical to brand building.
**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 insights into actionable opportunities. Develop strong understanding of OLIPOP's audiences and communities where the brand can authentically participate. Monitor cultural and social risks and provide thoughtful guidance on potential issues.
**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 and where to evolve. Turn data and insights into actionable strategic and creative recommendations. Regularly communicate social performance, learnings, and opportunities to senior leadership.
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 serve as a senior voice on social culture, providing perspective on emerging trends, audience behavior, cultural shifts, and potential risks.
**Requirements**:
- 10+ years of experience in social media, brand marketing, communications, or related discipline, with significant experience leading social strategy
- 5+ years of experience leading and developing a team of social managers, community managers, and content creators, setting clear goals and fostering collaborative culture
- Demonstrated ability to develop strategic, creative, and innovative social programs that build brands and drive meaningful engagement
- Strong creative instincts and ability to identify great ideas, 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 ability to identify meaningful shifts before they become mainstream
- Strong understanding of audience behavior and 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 ability to turn data and insights into clear strategic and creative recommendations
- Excellent cross-functional collaboration and communication skills, with 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
