Director, Social and Influencer Marketing

Supergoop! is on a mission to change the way the world thinks about sunscreen—and social is where that mission comes to life every day. We're looking for a Director of Social & Influencer Marketing who understands that we're not building a sunscreen feed; we're building a brand world where SPF feels effortless, joyful, and completely inseparable from real life.

The Director of Social & Influencer Marketing will own the full content and social strategy—setting the vision for how Supergoop! shows up across owned channels, creator partnerships, and community.

This role requires someone who can hold the strategic thread across all of it: from the editorial calendar to the influencer tier strategy to the brand franchises that make Supergoop! unmistakable.

What You'll Do

Social & Content Strategy

• Own the full content and social strategy for Supergoop! across Instagram, TikTok, and YouTube—setting the vision for how the brand shows up across every format, franchise, and moment.
• Partner with the VP to translate the brand messaging into a clear, consistent social point of view that drives both awareness and cultural relevance.
• Build a content system rooted in the duality of utility and wonder: content that earns daily trust and content that makes people stop scrolling.
• Develop long- and short-term roadmaps supporting hero franchise moments (Unseen, Play), key retail partnerships, and cultural platforms (PGA TOUR, Alterra, and beyond).
• Own platform strategy with clear channel roles—understanding what Instagram Feed, Reels, Stories, TikTok, and YouTube each uniquely do for the brand.
• Maintain a sharp read on the competitive landscape and ensure Supergoop! occupies the white space between expert authority and cultural relevance.

Influencer & Community Strategy

• Own the influencer and community strategy as an integrated part of the broader content vision—ensuring creator content, organic community, and owned social feel like one cohesive brand world, not separate workstreams.
• Set the multi-tiered influencer strategy aligned with brand, product, partnership, and commercial priorities—defining the role of creators across the full funnel (awareness → consideration → conversion → loyalty).
• Guide the Manager of Influencer Marketing on paid creator strategy, campaign execution, and performance optimization; guide the Manager of Community Engagement on organic creator relationships, UGC, and social listening.
• Develop long-term ambassador programs and brand-building paid partnerships; oversee negotiations and contracts with creators and agencies as needed.
• Identify cultural moments, platform shifts, and audience signals worth acting on—and know which ones to let pass.
• Build the habit-driving content systems—reminders, rituals, relatable moments—that move people from aware to loyal.

Team Leadership & Cross-Functional Partnership

• Lead two direct reports—Manager of Community Engagement and Manager of Influencer Marketing—setting clear strategic direction, swim lanes, and shared accountability to the overall content and community vision.
• Partner closely with the Manager of Content Strategy & Creative (dotted line, Creative team) to ensure content execution is fully in service of the social strategy—providing creative briefs, directional feedback, and editorial guidance without owning that function directly.
• Ensure the full team operates with both strategic rigor and creative confidence.
• Give clear feedback, build trust, and create room for people to grow across both direct and dotted-line relationships.

Campaign & Partnership Execution

• Partner closely with brand, product, paid media, DTC, and retail marketing teams to ensure a cohesive owned/earned approach to campaigns, launches, and always-on storytelling.
• Support planning and execution of experiences and events—inclusive of venue, invite lists, production, and content contracts—in collaboration with agencies as needed.
• Oversee end-to-end new launch mailers, always-on product seeding, and fulfillment of influencer product needs in collaboration with Creative.
• Ensure content is on-brand, platform-native, and performance-optimized across both owned channels and creator partnerships.

Content Franchises & Brand Storytelling

• Create, oversee, and evolve Supergoop!'s content franchises, prioritizing educational and community-driven formats.
• Ensure every franchise has a clear objective, a repeatable format, and a reason to exist that a competitor couldn't replicate.
• Balance campaign-driven content with always-on storytelling.
• Champion content that makes SPF feel like part of the life people already want to live.
• Test new formats—UGC, affiliates, live shopping, community programs—and bring fresh thinking to how creators show up in brand storytelling.

Performance & Optimization

• Own social KPIs across awareness, engagement, reach, saves, shares, and community growth; own influencer KPIs including EMV, impressions, creator retention, and competitive SOV.
• Build reporting frameworks that connect content and creator performance to business impact.
• Establish annual and quarterly roadmaps, budgets, and KPIs across the full social and influencer scope.
• Use data to make creative decisions, not override them. Know when a post is underperforming because of distribution and when it's a signal to rethink the idea.
• Partner with paid media teams on whitelisting, amplification, and creator-led content strategies.
• Present insights and recommendations to senior leadership in a way that's clear, confident, and action-oriented.
• Stay ahead of creator economy trends, platform updates, FTC guidelines, and cultural shifts.

Qualifications

• Preferred 10+ years of experience spanning social media and influencer marketing, with time in a leadership role.
• Deep expertise in Instagram and TikTok—you understand not just how the platforms work but how culture moves through them.
• A proven ability to own an integrated content strategy across owned social, influencer, and community—connecting the threads rather than managing them in silos.
• A strong track record building content systems and creator programs, not just posting calendars. You've built franchises and influencer tiers that lasted.
• Experience providing creative direction for social-first content—you can brief a shoot, redirect a caption, and know the difference between a hook that works and one that doesn't.
• Proven success scaling EMV growth and measuring influencer performance across platforms using tools like Creator IQ or similar.
• A thoughtful people manager who gives clear feedback, builds trust, and creates room for people to grow; comfortable managing both direct reports and dotted-line relationships across teams.
• Genuine fluency in the beauty and/or wellness space—you understand the category, the consumer, and what makes SPF uniquely challenging to market.
• Strong analytical skills with experience building reporting frameworks that connect community and creator activity to business outcomes.
• Experience managing budgets and vendor/agency relationships, with a track record of delivering high-impact campaigns on time and within scope.
• A strong point of view, excellent editorial judgment, and the confidence to defend creative decisions with strategy.
• Ability to hold the tension between utility and aspiration—making sunscreen feel both necessary and something people actually want.

Salary Range: $140,000 - $145,000/year