Director – Social Media & Influencer

Company Overview

Job Overview|Job Description

Reporting to Intuit’s VP, Brand Marketing, the Director, Social Media & Influencer will be a catalyst for change, leading all aspects of Intuit's social media presence and strategy. The role includes:

• Leading Intuit's overall social media and influencer strategy for Intuit branded social channels, aligning it with company-wide go-to-market programs and platform work.
• Developing a Center of Excellence (CoE) for social media and influencer strategy, including playbooks and best practices, to provide a fresh and holistic view across the company and optimize for performance and platform communication.
• Driving the transformation of Intuit’s social presence from a corporate entity to a customer-facing platform, ensuring unity and communicating the benefits of the Intuit platform effectively.
• Managing and inspiring a high-performing social media team of 4-5 direct reports, fostering a collaborative and creative environment.

Responsibilities

Intuit Social Media & Influencer Strategy: Lead the development and implementation of a robust, data-driven social media strategy meticulously aligned with Intuit's overarching business goals and brand objectives. This includes:

• Defining and executing Intuit's platform brand architecture across social media to create cohesive and seamless customer experiences, moving towards a branded house approach.
• Developing content strategy and execution across various platforms, ensuring brand consistency and compliance, with a strong emphasis on short-form video, live streams, Q&As, quizzes, and polls to maximize engagement.
• Overseeing the creation, curation, and distribution of engaging and trustworthy content, translating complex financial products into relatable narratives directly impacting user adoption and retention, especially critical in the financial services sector.
• Cultivating and amplifying authentic User-Generated Content (UGC) and influencer programs, including working with micro- and nano-influencers to build credibility and relatability through genuine human experiences.

Data-Driven Social Media Optimization: Leverage data, AI, and first-party insights to refine marketing strategies and drive measurable business impact. Includes:

• Monitoring social media metrics, conducting in-depth analysis of performance data, and preparing comprehensive reports, translating insights into actionable adjustments to strategies for improved engagement, reach, and Return on Investment (ROI).
• Utilizing Intuit’s advanced analytics and AI technologies, including proprietary Generative AI Operating System (GenOS) and SMB MediaLabs’ first-party data, for content optimization, advanced targeting, personalization, and predictive marketing.
• Contributing social data back into AI systems to foster continuous feedback loops for AI-driven optimization.

Cross-Functional Collaboration & Brand Stewardship: Collaborate extensively with key internal departments to ensure cohesive messaging and brand integrity. Includes:

• Partnering with internal teams such as marketing, PR, product, creative, HR, and sales to ensure cohesive messaging and alignment with broader business objectives and the Intuit employer brand.
• Actively monitoring and listening to online conversations about the brand, managing online reputation, and developing effective crisis management and response strategies for social media-related issues, adhering to strict compliance guidelines in the financial services sector.
• Ensuring brand consistency and compliance across all digital channels, deeply understanding Intuit's friendly, honest, optimistic, and conversational brand voice.

Strategic Vision & Innovation: Continuously monitor evolving social media trends, emerging platforms, and best practices to keep Intuit’s social media strategies current and effective. Includes:

• Staying abreast of and strategically integrating emerging trends such as employee-generated content, video podcasts, social commerce, and private communities into Intuit’s social media strategy.
• Demonstrating versatility with various social media channels and their unique audience behaviors, including LinkedIn for thought leadership, Facebook/Instagram for community engagement, Twitter/X for real-time updates, and TikTok for trend-driven content.

Intuit provides a competitive compensation package with a strong pay for performance rewards approach. The expected base pay range for this position is: Bay Area California $262,500.00 - 355,500.00New York $262,500.00 - 355,000.00This position will be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits).Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing pay equity for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.

Qualifications|What you'll bring

Leadership Skills:

• Strong ability to execute with excellence and a drive towards delivering results.
• Strategic and analytical thinker with a customer-obsessed, data-driven approach.
• Ability to lead across a large global organization, fostering a collaborative and creative environment.
• Exceptional communication skills for crafting engaging content and transparent information sharing across departments and with external stakeholders.
• Proven experience leading and driving transformation and building best-in-class, engaged teams.

Experiences:

• 10-15 years of experience running and building social media programs for leading brands, demonstrating the ability to build programs from scratch at scale.
• Global experience with category-leading brands, ideally in fast-moving categories.
• Proven experience in brand transformation, launching, or shifting the perception of market-shaping products.
• Led and activated major go-to-market integrated campaigns across multiple channels.
• Excellence in social media marketing craft, including creative direction, cross-channel media, and brand positioning/architecture.
• Experience managing agencies and major partnerships, especially influencer and sports sponsorships.
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Critical Skills:

• Transformational & Boundaryless Leadership: Ability to drive change while working across boundaries and fostering cross-functional relationships.
• Build a High-Performance Culture: Attract, energize, retain diverse talent, champion inclusion and innovation, and develop people.
• Domain Expertise - Brand Strategy & Social Media: Strong grasp of brand strategy and architecture, campaign development, partnerships, and cross-channel media experience, with a customer-back approach. Deep expertise in current trends and internet culture, prioritizing video creation on platforms like TikTok and Instagram.
• Drive Winning Results: Allocate resources effectively, make fast data-driven decisions, and take extreme ownership for outcomes.
• Executional Excellence & Operational Planning: Experience with marketing operations and execution across a portfolio of product brands, with strategic skills to lead processes.

Suggested Software Proficiency:

• Expertise in tools and processes for creative assets and content workflows, including Photoshop, InDesign, CaptureOne, Premier, Final Cut Pro, and CapCut.
• Proficiency in social media analytics tools to monitor performance and extract actionable insights.