Director Social and Influencer Marketing
DIRECTOR SOCIAL AND INFLUENCER
LOS ANGELES, CA
Who We Are
Tower 28 is building a world where beauty is accessible, inclusive, and sensitive. We want to push the boundaries of what beauty should be: a mix of high quality, high standards, and high levels of fun. We want to be a beauty big sister, who knows what’s right (clean, non-toxic, vegan, cruelty-free) but also knows how to have a good time (clean beauty doesn’t have to be so serious!).
About the Role
In this role you will be responsible for strategy and execution of our Influencer and Social channels. You will lead all digital marketing both earned and owned. You will drive brand awareness, customer engagement, and loyalty by leading the development and execution of impactful social media and influencer strategies. You’ll manage influencer campaigns across strategic gifting, disruptive storytelling, and affiliate programs, while owning the brand’s presence on social media platforms, driving content strategy, and growing an engaged online community. Working within the digital team, you will leverage a deep understanding of influencer marketing strategies and best practices to inform planning, share learnings, and drive influencer efforts. As a key subject matter expert within the company, you will regularly share channel-specific insights, learnings, and best practices with Brand marketing teams to help drive best-in-class Influencer Marketing strategies. You will work closely with cross-functional teams to ensure seamless integration with broader marketing efforts. This is a full-time, hybrid role based in West LA, managing a team of 4-6.
Key Responsibilities
Social Media Strategy & Management
- Develop and lead a comprehensive social media strategy across key platforms (Instagram, TikTok, etc.), ensuring alignment with broader marketing and brand objectives
- Creative strategic content creation and gatekeep brand voice and aesthetic across all platforms
- Grow and engage social media followers by creating engaging, on-brand content and responding to community feedback in real-time
- Stay informed of emerging social media trends and platform updates to ensure Tower 28 remains innovative and competitive in the digital world share with team
- Work with creative teams to develop a visually compelling and cohesive brand presence across social media channels
Influencer & Community Strategy
- Develop and lead influencer strategies for product launches and brand campaigns
- Oversee influencer seeding, gifting, and content creation to engage and grow the creator community with a focus on retention
- Build and nurture authentic relationships with influencers and their teams
- Foster and manage online community engagement through direct interaction, social listening, and responding to customer feedback across platforms, ensuring a cohesive and engaged brand presence
- Use Tribe to continuously assess engagement, awareness, and EMV, refining gifting strategies to focus on the most impactful creators
- Stay informed on industry trends, competitive, and emerging platforms to keep Tower 28 at the forefront of influencer marketing
- Lead strategic segmentation and categorization of our influencer roster to maximize performance
- Manage the influencer budget to maximize ROI
Campaign Management
- Lead 360-degree influencer marketing campaigns aligned with brand goals and overall marketing objectives
- Define and track KPIs regularly to optimize campaign success and share results
- Oversee the development and execution of social media campaigns, including collaborations with influencers, user-generated content initiatives, and paid social activations
- Manage experiential activations to generate excitement and enhance customer engagement
- Deliver regular performance reports to senior leadership, highlighting key metrics and opportunities to improve campaign performance
Earned & Paid Media
- Lead “always-on” influencer programs to drive brand awareness and consistently generate engaging content
- Source and amplify content from key creators to enhance brand awareness
- Partner with digital growth teams to balance brand awareness and performance marketing KPIs
- Create and manage paid social media campaigns in collaboration with the digital growth team, ensuring alignment with performance marketing goals.
Competencies
- Strategy: Direct and execute strategy, manage key partners to develop appropriate objectives for the business, drive breakthrough media campaigns and sell them into marketing leadership, assimilate new concepts and practices, and push forward cross-portfolio media best-practices
- Planning: Strategically plan media campaigns to advance company and brand-specific goals, optimize activities and expenses to ensure campaign results, prioritize key levers to achieving business objectives, and plan, develop, and implement relevant processes to help the teams deliver results
- Leadership: Demonstrate ability to work independently, facilitate collaboration, build and develop the team, identify capability gaps and implement professional development, be a consistent team player, take initiative, and proactively solve potential issues
- Teamwork: Conduct effective resource and talent management, monitor the quality of partnership, service, and outputs, execute the directives of Tower 28’s mission, manage and work efficiently with various stakeholders, serve as a center of influence and expertise, communicate with executive-level audience, be solution- and service-oriented, and communicate effectively and directly
- Ownership: Demonstrate deep subject matter expertise, establish presence with team and broader organization, demonstrate excellent presentation and written communication skills, own mistakes and work quickly to find solutions, and showcase initiative
Requirements
- Bachelor's degree required
- 10+ years of full-time work in social media and influencer marketing, with experience in campaign management and developing social media and influencer strategies
- Demonstrated success in executing social and influencer campaigns that drive brand awareness, engagement, and community
- Passion for following social media and influencer marketing trends, consumer behavior, and cultural insights
- Strong communication and interpersonal skills, with a strong ability to foster and maintain relationships
- Data-driven with a sharp analytical mindset; experienced in setting and measuring KPIs to provide actionable insights
- Enthusiasm for scaling brands in a fast-paced environment
- Highly organized and detail-oriented, with the ability to manage multiple projects simultaneously
- Ability to operate both strategically and tactically, as a hands-on collaborator
- Comfortable with ambiguity and adapting to shifting priorities
- Ideally has managed others in the past (associates, coordinators, interns)
- Strong team player and work ethic
Benefits at Tower 28
- Excellent benefits, including healthcare, dental, vision
- Holidays, vacation, and sick time
- Summer Fridays and quiet week between Christmas and New Years