Director, Social & Experiential Marketing

Company Introduction

Based in Irvine, CA, PSD Underwear is a designer, marketer, and distributor of high quality, affordable, and premium briefs, boxers, sports bras, and loungewear. The company serves a diverse customer base (men’s, women’s, and youth) through company-owned web, wholesale, and international distributors. PSD is renowned for its specialty designs and for collaborating with the biggest brands from Warner Bros., Nickelodeon, DC, Hooters, and Naruto. Additionally, the company has an unmatched and growing roster of celebrities, social media influencers, and top-tier athletes including, Bronny James, Jimmy Butler, Ja Morant, Marshawn Lynch, and Tyler Herro. 

General Summary

PSD isn't built to be a brand that only shows up when we have something to sell.

We're looking for a Director, Social & Experiential to lead the part of PSD that keeps us connected to the consumer, culture and community every single day.

This role leads two critical workstreams: Social Media & Influencers and Events & Ambassadors and is fluent in culture knowledge and community building.

If Marketing Strategy owns much of the planned world, culture & community owns the part that doesn't fit neatly into a calendar. This is where PSD reacts to culture, finds the next thing, gets into the community, creates conversations and turns the brand into something people want to be part of.

You will build the strategy, lead the team and set the standard, but you also need to be a player. You should be comfortable capturing content, jumping into social, building relationships with creators, attending events, pitching ideas and figuring things out in real time.

This is the heartbeat of PSD..

What You’ll Own

Social & Cultural Strategy

• Own PSD's organic social strategy and cultural point of view across platforms.
• Build an always-on approach that keeps PSD culturally relevant and connected to our consumer.
• Identify trends, creators, memes, communities, conversations and opportunities that can move the brand forward.
• Establish platform-specific best practices and continually evolve how PSD shows up.
• Partner with Marketing Strategy to ensure social and community insights inform larger campaign strategies.

Influencers & Creators

• Build and lead PSD's influencer and creator strategy.
• Identify creators who are culturally relevant and brand-right.
• Develop creative partnerships that prioritize interesting ideas and organic reach over traditional paid endorsement.
• Build long-term relationships with creators, tastemakers and communities.
• Create a point of view on who PSD should be in culture and why.

Ambassadors

• Build and evolve PSD's Ambassador program.
• Develop a network of brand-right people who authentically represent PSD.
• Create programs that drive both community and measurable commercial value.
• Establish the distinction between creators we collaborate with and ambassadors who participate through affiliate relationships.
• Develop systems that make the program scalable without losing authenticity.

Events & Community

• Own the strategy for PSD's events and community presence.
• Develop a portfolio of events and grassroots activations that make PSD matter beyond traditional marketing moments.
• Willing to roll up the sleeves, set up a tent, pack boxes, run the POS and troubleshoot on the fly.
• Ensure events are culturally relevant, experiential and rooted in the communities we're trying to serve.
• Build relationships with local communities, schools, athletes, creators, venues and cultural partners.
• Create a point of view on where PSD should show up and where we shouldn't.

Lead at the pace of culture

• Be the person who sees something happening on Tuesday and asks, What can PSD do about this by Friday?
• Move quickly without sacrificing brand quality.
• Make decisions with imperfect information.
• Create content and participate in the culture rather than simply observe it.
• Know when something needs a plan and when it simply needs someone to go do it.

Lead and develop the team

• Build and eventually lead a team of 4-5 across Social, Influencers, Events and Ambassadors.
• Coach the team to be both strategically sharp and highly hands-on.
• Establish a culture of experimentation, speed, accountability and creativity.
• Raise the standard for how PSD participates in culture.

Who you Are

• You are obsessed with the consumer and youth culture.
• You know what people are talking about before it becomes a trend report.
• You understand platforms because you actually create for them.
• You know creators because you know their work, not because you have a spreadsheet of their follower counts.
• Obsessed with Instagram, TikTok, YouTube and Discord (and willing to find new platforms to leverage)
• You're creative, but you're also a leader.
• You're comfortable directing a strategy meeting at noon., shooting content at 2 pm and standing in the middle of an event at 10 pm
• You don't need everything figured out before you start.
• You thrive in the chaos.

What you Bring

• 8+ years of experience across social, culture, community, influencer marketing, events and/or brand marketing
• Deep expertise in social platforms, content and emerging cultural trends.
• Experience developing and executing social strategy for a consumer-facing brand.
• Strong creator/influencer relationships and experience developing partnerships.
• Experience building ambassador, affiliate and/or grassroots community programs.
• Experience developing events and experiential activations.
• Strong creative instincts and an ability to identify what is culturally relevant.
• Experience managing and developing teams.
• Exceptional communication and relationship-building skills.
• Willingness to travel frequently and work nontraditional hours when the moment requires it.
• A genuine passion for being in the culture, not just marketing to it.
• You must be brand-right. This is not negotiable.

This position is open for Remote or Hybrid, based on candidate location. Preferred candidate locations: Los Angeles, Portland, NYC or Nashville.

Benefits

PSD offers a comprehensive benefits package for regular, full-time employees designed to support overall well-being and work-life balance. Eligible team members can participate in:

• Health, Dental, and Vision Insurance

• 401(k) Retirement Plan

• Flexible Spending Account (FSA)

• Paid Time Off and Company Holidays

• Enjoy additional perks and opportunities for growth within a collaborative, lifestyle-focused culture.

Physical Requirements

Seeing: Must be able to see well enough to read reports.

Hearing: Must be able to hear well enough to communicate with customers, vendors and employees.

Climbing/Stooping/Kneeling: Must be able to stoop or kneel to pick up products.

Lifting/Pulling/Pushing: Must be able to lift up to 10 pounds.

Fingering/Grasping/Feeling: Must be able to type and use technical sources.

PSD provides equal employment opportunities to all qualified individuals in compliance with federal, state, and local laws. We do not discriminate based on race, color, religion, sex, gender identity or expression, sexual orientation, pregnancy, age, national origin, ancestry, citizenship, disability, medical condition, genetic information, marital status, military or veteran status, or any other protected characteristic. Equal opportunity applies to all aspects of employment, including hiring, training, promotion, compensation, and termination. PSD is committed to maintaining a workplace free from discrimination, harassment, and retaliation, and to fostering an inclusive, respectful environment where all employees can thrive.

The statements above are intended to describe the general nature and level of work being performed and are not an exhaustive list of responsibilities, duties, and skills required of personnel in this position. This job description does not constitute a contract for employment, and the Company reserves the right to modify, interpret, or apply it in any way the Company desires at any time. Employment with PSD is at-will.