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Fanatics

China-based licensed sports merchandise retailer

Senior Director - Content & Social

Social Media Strategy & ManagementUpdated on Nov 14
Full-timeNew York, NY, USA$210k - $260k

About the Job

Requirements

  • At least 10 years of experience in social/content leadership, ideally in sports, betting, gaming, or a comparably fast-moving, discourse-heavy category.
  • A track record of building or scaling a content/social organization from a small existing team into a larger, structured operation.
  • Fluency in content metrics such as reach, engagement, non-follower reach, and share of voice, as well as commercial outcomes such as handle, awareness, and lifetime value, with the ability to translate between them for executive audiences.
  • Fluency in X, Discord, and Reddit as discourse platforms.
  • Experience managing creator programs at volume, including sourcing, vetting, negotiating, and briefing creators.
  • A point of view on sports and cultural discourse sufficient to hire and direct a team operating credibly in both dimensions.
  • Direct people-management experience; the role leads a team of 10+ across full-time employees and agency/contractor partners.

Responsibilities

  • Own content and social performance measurement, connecting reach, non-follower reach, and engagement to unaided awareness.
  • Build and maintain competitive benchmarking for share of voice, response time, and engagement on comparable content.
  • Manage a mix of full-time employees and agency partners, deciding when to build in-house versus buy.
  • Build the business case for incremental investment in staff, production, paid media, and talent using content and commercial metrics.
  • Manage an annual portfolio across production, talent, paid boosting, and staffing.
  • Scale original content output with a defined static/video mix while maintaining quality and brand distinctiveness.
  • Build repeatable, sustained content formats grounded in customer psychology and use core differentiators as recurring proof points where applicable.
  • Run a volume-based creator program alongside signature talent partnerships, sourcing and vetting creators for fit, risk, and commercial upside.
  • Own the creator function end to end, including briefs, approvals, agency management, and roster development.
  • Build and run the real-time response playbook across platforms.
  • Build a programmatic publishing and paid-amplification engine triggered by performance thresholds.

Desired Qualifications

  • Experience operating in regulated or compliance-heavy content environments, such as gaming, finance, alcohol, or similar industries.

About the Company

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Fanatics

China-based licensed sports merchandise retailer

Fanatics China is a joint venture between Fanatics Inc. and Hillhouse Capital that localizes and scales licensed sports merchandise for China. It designs, manufactures, and markets fan gear for Chinese consumers, operating a multi-channel model that includes building and running e-commerce sites for global leagues and teams, exploring online marketplaces, and developing physical retail concepts. Its product workflow combines technology, data, and on-demand manufacturing to manage the entire supply chain, enabling fast response to demand. The company differentiates itself through a China-focused approach backed by Hillhouse’s network and investments, its end-to-end vertical commerce model, and partnerships with hundreds of sports organizations, which together help it navigate China’s complex retail landscape. The goal is to satisfy a previously underserved Chinese market for licensed sports merchandise by creating localized products and channels that connect fans with official gear.

Company size
10,001+
Company stage
Growth Equity (Venture Capital)
Total funding
$5.2B
Headquarters
Huangpu, China
Founded
1995

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