The Knot Worldwide (TKWW) is a global leader in wedding planning technology and editorial content for the wedding & baby industries across 19 brands in 15 countries. Not resting on our laurels, we are looking for a new leader to join our Consumer Marketing Team and build the future of our US Brands on Social Media. A key pillar in our growth strategy is transforming our flagship brand The Knot into a radically relatable brand - one that never sugarcoats, but helps couples find joy in chaos through honesty, transparency, and warmth- and empowers couples to take wedding planning from inspiration to action through our leading digital-tech planning platform.
As a member of our Consumer Marketing team, the Director of Social Media & Influencers is responsible for creating a best-in-class social media and talent program that engages our customers of today and attracts our customers of tomorrow. They will be accountable for developing our social media strategy, investment ROI, and overall effectiveness of execution. This talented Director will oversee a large team of Social Media Strategists and channel managers and will be responsible for the performance of our various social media platforms, be the go-to authority for all cross-functional stakeholders, and will play a pivotal role in translating our brand tone of voice and style into our social media personality.
The ideal candidate has a passion for social media, has their pulse on the cultural zeitgeist, and draws inspiration from an inclusive bank of references rooted in culture. They are comfortable working collaboratively in an exciting fast-paced environment and must bring a high level of corporate maturity, technical expertise, and overall brand taste to the role. This position will work closely alongside Publicists, Editors, Creative Directors, Media Sales Professionals, and Brand Strategists.
RESPONSIBILITES:
Create and drive our overall strategy on organic social to simultaneously meet core business objectives and ignite The Knot on social as a best-in-class engagement platform that prioritizes brand relevancy and audience engagement.
Utilize business, customer and industry data to inform your strategy and continually optimize performance, recognizing that pivots at times improves impact.
Conceptualize and oversee our influencer marketing strategy to engage with audiences across all stages of our marketing funnel.
Lead our social-first approach to media by creating innovative content-creator programs to drive advocacy and increase ROAS.
Guide and oversee how we appear, visually, on social to drive engagement through socially-native content while ensuring strong brand presentation alignment.
Translate complex business objectives, (think multiple products and revenue engines), into innovative social media strategies.
Constantly search for and propose new methods on social to extend our reach and discovery of TKWW brands by driving innovation across social media, activating on emerging channels, testing new channel features, and constantly keeping senior & executive leadership advised on cultural and social trends.
Inspire us and our audiences by creating memorable series, and brand forward concepts to build brand awareness and salience.
Lead and mentor a large team of social media managers, creative strategists, and influencer marketers.
Prove that the work you're doing is working and your budgets are justified by creating strong attribution measurement across social and influencers.
Create a best-in-class community engagement strategy that delights our followers and top-of-funnel potential customers.
SUCCESSFUL DIRECTOR, SOCIAL MEDIA & INFLUENCERS HAVE:
Minimum 12 years of experience in brand marketing with extensive and proven work in social media and content creation.
Minimum 7 years of experience managing and mentoring teams with a strong growth mindset to build a culture of optimistic leadership and impact.
Strong ability to translate strategy and tactical plans into SLT presentations.
Experience leading and providing technical feedback and applicable creative direction to creative teams including graphic designers and video editors.
Experience managing annual budgets $1M+ along with experience showcasing ROI on budgets.
Experience creating and overseeing influencer marketing programs.
Proven ability and track record of fostering best-in-class social media across multiple platforms and channels and world-class community engagement.
Working experience and knowledge of paid social and best-in-class paid social content.
Strong instincts on reputation management, crisis communications and social de-escalation experience.
Experiencing managing teams of 6+
Experience presenting directly to C-level executives.
Experience working in an agency-free environment where a majority of work is done in-house.
Experience creating quarterly and annual budget requests and proving ROI on spends.
Proven experience successfully working with and fulfilling needs of multiple cross-functional teams.
Experience in a brand marketing role at a SaaS company.
Existing relationships with influencer agencies and managers.
Familiarity with legal requirements for IP, commercial vs editorial distributions, and talent negotiation terms.
