Associate Director, Digital & Social Media

Harry N Abrams Inc • New York, NY

22h • $90,000 - $115,000 • Hybrid

About The Position

If you're looking to grow your career at a company where creativity meets legacy, ABRAMS is the place for you. As a trailblazer in illustrated publishing since 1949, ABRAMS continues to set the standard for beautifully crafted books across art, design, culture, and children’s literature. We’re looking for an Associate Director of Digital & Social Media to join our Marketing team.

We’re seeking a data-driven, strategic, and creative individual to lead our paid, organic, and influencer marketing efforts across platforms, including Instagram, TikTok, YouTube, Facebook, X, and LinkedIn. This role will play a pivotal part in connecting the right books with the right audiences, driving discovery, engagement, and sales through insight-led campaigns. The ideal candidate blends analytical rigor with creative storytelling, deep platform fluency, and an understanding of digital audience behavior.

You’ll manage a team that plans, creates, tests, and optimizes content and campaigns, while collaborating with authors, creators, and internal teams to amplify our titles and authors across the digital landscape.

Requirements

• 7+ years of experience in social media and digital marketing, including hands-on management of paid, organic, and influencer strategies.
• Proven success with A/B testing, creative optimization, and data-driven performance improvement across major ad platforms.
• Deep experience with Meta Ads (Facebook & Instagram); TikTok and YouTube Ads experience strongly preferred.
• Expertise in audience development, segmentation, and analytics-driven decision making.
• Experience working with influencers and creators in the lifestyle, entertainment, or publishing space.
• Proficiency in analytics and social listening tools (Meta Business Suite, Google Analytics, TikTok Creator Center, Meltwater, Amazon Analytics, HubSpot, etc.).
• Strong understanding of digital culture and reader communities, particularly within book and storytelling ecosystems.
• Excellent communication, leadership, and project management skills.

Nice To Haves

• A passion for books, storytelling, and building authentic connections with readers.
• Publishing experience is a plus.

Responsibilities

• Execute the digital advertising, social media, and influencer marketing efforts across paid and organic channels.
• Implement data-driven campaigns that translate audience insights into platform-specific executions to maximize reach and engagement.
• Oversee planning, execution, and performance optimization for pre-sale, on-sale, and long-tail campaigns.
• Collaborate cross-functionally with marketing, publicity, editorial, creative, brand, and sales teams to ensure consistent messaging and timing.
• Advise authors on best practices and platform strategies to grow their audiences and visibility.
• Define and refine audience segments based on behavioral data, platform trends, and community engagement.
• Translate audience insights into actionable strategies that inform creative direction, targeting, and budget allocation
• Lead the planning and continuous optimization of paid campaigns across Meta (Facebook & Instagram), TikTok Ads, YouTube Ads, and other digital platforms.
• Develop and manage A/B testing for creatives, copy, and audience segments to improve CTR, engagement and sales.
• Create and refine audience targeting frameworks that balance efficiency with discovery, ensuring campaigns reach the most receptive readers.
• Monitor budgets and performance to maximize ROI while maintaining strategic agility.
• Track, measure, and report on campaign performance, ROI, and audience growth.
• Use A/B testing data and performance insights to guide creative and optimize targeting over time.
• Present results and strategic recommendations to internal stakeholders in clear, actionable formats.
• Continuously evolve performance dashboards to better connect marketing investment with audience impact and sales outcomes.
• Oversee the creation of engaging, high-quality organic content, including copy, images, and video, tailored to each platform’s audience and format.
• Identify and act on emerging trends, formats, and engagement behaviors, especially within BookTok, BookTube, and related online reading communities.
• Foster authentic community engagement and audience growth by understanding the tone, rhythm, and visual language of each platform.
• Build and manage relationships with influencers, BookTokers, BookTubers, and creators to amplify key releases and storytelling initiatives.
• Oversee influencer outreach, briefing, creative coordination, and performance tracking, ensuring alignment with audience and campaign goals.
• Mentor and inspire the social media and digital marketing team, fostering creativity, accountability, and results-driven experimentation.
• Work cross-functionally to align digital initiatives with larger brand and marketing goals, ensuring cohesive storytelling and audience experiences.

Benefits

• Generous paid holidays and Summer Fridays.
• Company-paid year-end office closure between Christmas Eve and New Year’s Day each year
• Comprehensive health benefits, including short-term and long-term disability.
• Retirement savings (401k) and life insurance.
• Vacation, Personal, and Sick time off.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed