Head of Social

Overview

Role Purpose: Build a distinctive, culturally relevant social presence that strengthens brand affinity, deepens consumer connections and drives measurable business growth.

Position Overview

The Head of Social will lead The Vitamin Shoppe's social media strategy, shaping how the brand shows up in culture, engages consumers and drives business impact.

This role sits at the intersection of brand strategy, creativity, culture and commerce, with responsibility for developing a social-first approach that strengthens brand relevance, builds meaningful communities and supports customer acquisition and growth.

The Head of Social will establish a clear vision for the brand's social presence, lead innovative content strategies, partner closely with the Influencer, Community & Experiential team, and identify opportunities to participate in and shape relevant wellness conversations. Working closely with Brand Marketing, Creative, Digital/E-Commerce, CRM and Merchandising, this leader will ensure social media is integrated into broader marketing initiatives while balancing compelling storytelling with measurable commercial outcomes.

The ideal candidate is a strategic, creative and commercially minded social leader who understands how to make brands relevant in culture, build authentic consumer relationships and translate innovative ideas into business results.

Responsibilities

Social Strategy & Brand Leadership

• Develop and own the company's social media strategy across Instagram, TikTok, Facebook, YouTube, Reddit, LinkedIn and emerging platforms.
• Establish channel-specific strategies aligned with brand positioning, consumer insights, marketing priorities and business objectives.
• Define how The Vitamin Shoppe shows up in social and wellness culture, creating a distinctive brand voice and identifying opportunities to lead relevant conversations.
• Serve as a strategic advisor on emerging platforms, cultural trends, audience behaviors and opportunities to strengthen brand relevance.

Creative Strategy & Content Innovation

• Lead the development of innovative, social-first content strategies and campaigns that build brand affinity, inspire engagement and support business growth.
• Oversee content calendars, creative development and execution, ensuring content reflects each platform's unique audience and behaviors.
• Partner with Brand Marketing and Creative teams to develop compelling storytelling and content that differentiates The Vitamin Shoppe.
• Introduce new creative formats, platforms and approaches while balancing planned campaigns with timely cultural moments and emerging trends.
• Establish efficient content production workflows that enable creative excellence, consistency and speed.

Community Engagement & Creator Collaboration

• Develop strategies to grow and engage social communities, fostering authentic consumer relationships, advocacy and loyalty.
• Partner closely with the Influencer, Community & Experiential team to align influencer and creator programs with social strategy, amplify creator content across owned channels and drive measurable results.
• Leverage social listening and consumer insights to identify emerging trends, audience interests and opportunities for meaningful engagement.
• Oversee community management practices, including brand-aligned interactions, reputational risk monitoring and appropriate escalation protocols.
• Manage external agencies and production partners to ensure high-quality execution and alignment with brand objectives.

Integrated Marketing & Commercial Growth

• Partner with Brand Marketing, Creative, Digital/E-Commerce, CRM and Merchandising to integrate social into major campaigns, product launches and business initiatives.
• Collaborate with Performance Marketing to align organic and paid social strategies, creative effectiveness and opportunities to optimize results.
• Identify opportunities to leverage social commerce and emerging platform capabilities, in partnership with the Influencer, Community & Experiential team, to drive product discovery, customer acquisition and conversion.
• Translate social and consumer insights into recommendations that inform broader marketing strategies and growth opportunities.

Performance, Team Leadership & Operations

• Establish KPIs and measurement frameworks across brand reach, audience growth, engagement, sentiment, traffic, conversion and revenue attributable to social.
• Analyze performance and consumer insights to continuously optimize social strategy, creative effectiveness and return on investment.
• Communicate performance, learnings and strategic recommendations to Marketing leadership.
• Lead, coach and develop a high-performing social media team, fostering creativity, collaboration, agility and accountability.
• Manage social media budgets, agency relationships and operational processes to maximize effectiveness and business impact.

Qualifications

• Bachelor's degree in Marketing, Communications, Digital Media or a related field, or equivalent experience.
• 6+ years of progressive experience in social media, brand marketing or digital marketing, including significant responsibility for social strategy.
• 3+ years of experience leading and developing high-performing teams.
• Proven success developing innovative social campaigns that strengthen brands, engage consumers and deliver measurable results.
• Deep understanding of social platforms, internet culture, emerging trends, audience behaviors and content best practices.
• Strong creative instincts and the ability to translate brand and business objectives into compelling social-first strategies.
• Experience with social analytics, social listening and community engagement; familiarity with influencer marketing and creator partnerships.
• Strong understanding of organic and paid social, customer acquisition, social commerce and digital marketing performance.
• Excellent analytical, communication and cross-functional leadership skills, with the ability to influence senior stakeholders.
• Experience managing agencies, external partners and budgets; retail, consumer products or health and wellness experience preferred.

What Success Looks Like

• The Vitamin Shoppe has a distinctive, culturally relevant social presence that strengthens brand affinity and consumer connection.
• Innovative social content, aligned closely with influencer and creator programs, drives meaningful engagement, community growth and brand advocacy.
• Social media is integrated into broader marketing initiatives and contributes measurably to customer acquisition, conversion and revenue growth.
• Consumer and cultural insights inform creative strategy, marketing decisions and emerging growth opportunities.
• Clear performance measurement demonstrates social media's impact on brand health, engagement and business results.
• A high-performing team consistently delivers creative excellence, agility and measurable outcomes.

Equal Opportunity Policy

The Vitamin Shoppe is an equal opportunity employer. We respect diversity and accordingly are an equal opportunity employer that does not discriminate on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex, gender, gender identity or expression (including transgender status), sexual orientation, marital status, veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws.  Our management is dedicated to ensuring the fulfillment of this policy with respect to hiring, placement, promotion, transfer, demotion, layoff, separation, recruitment, pay and other forms of compensation, access to facilities and programs, training and general treatment during employment.

We firmly believe that every Health Enthusiast has the right to be treated with dignity and respect. Our goal is to maintain a satisfied and productive team of Health Enthusiasts. The keys to reaching that goal are effective leadership, equal application of fair human resources policies, competitive wages and benefits, and close attention to all health enthusiast matters. The Vitamin Shoppe is committed to the principle of fair and impartial treatment of our Health Enthusiasts.

Health Enthusiasts with questions or concerns about equal employment opportunities in the workplace are encouraged to bring these issues to the attention of their Human Resources representative.  We will not allow any form of retaliation against Health Enthusiasts who raise issues of perceived discrimination in good faith.  To ensure our workplace is free of artificial barriers, violation of this policy may result in disciplinary action, up to and including discharge.