Head of Social Media

About the Role

The Head of Social Media will lead a team of creative, strategic and community-focused marketers who are regularly interpreting brand needs, and finding creative ways to activate on social. This team keeps a very close eye on pop culture, trends and innovation. The ideal candidate must have strong leadership, communication and influencing skills, with the ability to be flexible and nimble, regularly pivoting in new directions based on the brand’s evolving needs and the current cultural context.

What You’ll Do

• Develop, build, and evolve our social media strategy across all existing social channels, keeping an eye on new, emerging platforms, to optimize engagement, grow follower count, and acquire a new customer demographic while keeping our current audience engaged. Own relationship with social agency partners, implementing and evolving our social playbook, and ensure the seasonal milestones and processes account for social needs.

• Partner with omni content markers and creative team to ensure creative briefing approach is considered and thoughtful, and content is on brand, platform-appropriate, and brand building. Oversee the seasonal content plan/calendar, and influence seasonal brief to ensure social media first content is concepted at the beginning of the season.

• Drive influencer strategy and oversee influencer agency relationships, vetting potential influencer partners and identifying rising talent. Manage and partner with macro/micro influencers on paid influencer programs to drive brand awareness, engagement, and elevate consumer brand perception. Provide top talent and brand partners with key messages, visual guidelines, and frame for their social media content creation to ensure brand voice and vision is captured and consistent.

• Regularly communicate strategy, seasonal plans and manage incoming requests from cross-functional partners

• Establish, track, and report on KPIs across paid & organic tactics per social platform and per campaign, providing actionable insights and next steps. Perform tests, competitive analysis and social listening to identify trends and consumer need gaps

Who You Are

• 7-10 years’ experience in a social media or relevant roles, ideally in a fashion/e-commerce retail environments 

• Brand experience is preferred and agency experience is a plus

• Passion, in-depth knowledge, understanding and experience with all social media platforms with a focus on Instagram and TikTok 

• Demonstrated success building communities in the social space 

• Strong visual eye and copy skills to partner with creative and editorial to bring Athleta and Athleta G!rl to life in ways that create community, provide value and/or entertainment  

• Pre-existing relationships with social media platforms, potential partners/influencers, agencies, designers and photographers a plus 

• Experience with reporting and analytics tools 

• Must be able to adapt with changing priorities, possess outstanding organizational skills and the ability to handle multiple projects simultaneously while meeting deadlines 

• Proficient in Microsoft Office and other organization and collaboration platforms 

• Solutions first mindset with willingness to explore and roll-up sleeves to ensure team success 

• Strong presentation, communication, writing and collaboration skills  

• Team driven attitude and passion for learning 

• Strategic thinker with excellent time and project management skills