Director, Global Social Media
Full time Two Folsom, San Francisco, CA, US 94105
Banana Republic is a storyteller's brand, outfitting the modern explorer with high-quality, expertly crafted collections made to inspire and enrich life's journeys. Founded in 1978 in San Francisco, we continue to evolve our heritage of exploration through thoughtfully designed apparel and accessories that blend timeless style with exceptional craftsmanship.
Our team is made up of passionate, curious storytellers creators and visionaries who seek out what's next and bring it to life through elevated design, immersive experiences, and a shared spirit of creativity and innovation.
About the Role
The Global Director of Social Media and Influencer Marketing is the brand's cultural architect and digital storyteller. This role is designed for a social-first leader who lives at the intersection of creative, social media, and influencer strategy. The ideal candidate has strong leadership, communication and influencing skills, with the ability to quickly evolve and adapt to drive cultural relevance and align to business needs. As a critical leader within the marketing organization, you will oversee the development of break-through campaigns, strategic high-tier talent partnerships, and a social-first creative engine. You possess an uncompromising level of taste and an "editor's eye," ensuring every piece of content, from a lo-fi TikTok to high-production global campaign maintains a premium, aspirational, and culturally resonant perspective. You will lead a global team to transform brand objectives into viral moments, driving both brand heat and commercial success across the entire social ecosystem.
What You'll Do
- Build a multi-channel organic social media strategy that prioritizes storytelling, ensuring the brand is a leading voice in the conversation.
- Lead the concepting and execution of high-impact, social-first campaigns and seasonal campaign storytelling that build brand love and drive organic reach.
- Partner with the Creative, Brand, PR and Copy teams to develop social content with exceptional taste and visual excellence, acting as the final eye for execution and brand DNA.
- Curate a sophisticated global influencer strategy, building an impactful inner circle of creators, celebrities, and niche tastemakers.
- Influence annual planning and seasonal creative process at the inception stage, ensuring social-first assets (organic and paid) are concepted and captured at the beginning of the season.
- Collaborate with global franchise partners and cross-functional teams and agency partners for impactful, synchronized global launches that drive buzz and conversation.
- Establish clear KPIs and benchmarks for social programming, utilizing social listening and advanced analytics to identify consumer gaps and optimize ROI.
- Oversee the global social and influencer budget and manage relationships with external social agencies, ensuring maximum efficiency and output.
- Partner cross functionally to execute social, launch events, and experiential activations that translate digital buzz into real-world brand relationships.
Competencies
- Strategy: Strength in developing breakthrough, social-first initiatives that build brand love and virality; ability to sell visionary concepts into executive leadership and champion industry-leading practices with both a short term and long-term view.
- Execution & Taste: Demonstrate an impeccable taste level for social, talent and event creative, ensuring all output is elevated, on-brand, and platform-optimized.
- Leadership: Build, mentor, and inspire a high-performing global team; facilitate a culture of creative risk-taking and agility in a fast-paced, matrixed environment.
- Planning & Process: Strategically plan global initiatives to advance company goals; implement efficient internal and external workflows to achieve the highest quality output at speed.
- Teamwork: Serve as the subject matter expert for the organization; partner and communicate strategy and seasonal plans effectively to cross-functional partners to drive total alignment.
- Ownership: Maintain a proactive mindset to address cultural shifts and industry trends before they arise; take full accountability for the brand's social health and community sentiment.
Who You Are
- 12+ years of marketing experience, with at least 8+ years specifically leading Social Media and Influencer functions preferably within the fashion industry.
- A proven track record of driving creative social campaigns, talent and celebrity relationships.
- 5+ years of experience managing teams, with a history of developing individual contributors and leading collaborative, creative environments.
- Exceptional creative mind and taste.
- A social-first, viral thinker who is obsessed with social virality, trending aesthetics, and the mechanics of digital storytelling.
- Comprehensive knowledge of paid social, influencer seeding, and affiliate strategies, with a clear understanding of how to drive both awareness and conversion.
- Strong analytical abilities, with a track record of using data (CreatorIQ, Tribe Dynamics, Dash Hudson, etc.) to report on and optimize performance.
- Exceptional communication skills, with the ability to articulate a creative vision to senior stakeholders and navigate a complex, global organization.
- Entrepreneurial spirit with the ability to work through ambiguity and a desire to act as a change agent for the brand's digital presence.
Benefits at Banana Republic
- Merchandise discount for our brands: 50% off regular-priced merchandise at Old Navy, Gap, Banana Republic and Athleta, and 30% off at Outlet for all employees.
- One of the most competitive Paid Time Off plans in the industry.
- Employees can take up to five "on the clock" hours each month to volunteer at a charity of their choice.
- Extensive 401(k) plan with company matching for contributions up to four percent of an employee's base pay.
- Employee stock purchase plan.
- Medical, dental, vision and life insurance.
- See more of the benefits we offer.
*For eligible employees
Gap Inc. is an equal-opportunity employer and is committed to providing a workplace free from harassment and discrimination. We are committed to recruiting, hiring, training and promoting qualified people of all backgrounds, and make all employment decisions without regard to any protected status. We have received numerous awards for our long-held commitment to equality and will continue to foster a diverse and inclusive environment of belonging. In 2022, we were recognized by Forbes as one of the World's Best Employers and one of the Best Employers for Diversity. Salary Range: $175,000 - $227,500 USD Employee pay will vary based on factors such as qualifications, experience, skill level, competencies and work location. We will meet minimum wage or minimum of the pay range (whichever is higher) based on city, county and state requirements.