Director of Brand and Community

Camping World•Virtual, VA

About The Position

For 60 years, Good Sam has helped people travel the road with confidence. We are one of the most recognized names in RV and outdoor travel, offering roadside assistance, extended service plans, insurance, and a membership that connects millions of travelers to savings, services, and each other. Good Sam has been there for a lot of first nights at a campground, a lot of calls from the shoulder of a highway, and a lot of families who grew up on the road. We are now investing in the brand like never before, with a refreshed brand strategy and new full-funnel marketing programs designed to reach a new generation of travelers. At the same time, the way people choose a brand is changing. More and more, travelers make decisions based on what others say: reviews, creator videos, online communities, published rankings, and the answers AI assistants give when they ask for a recommendation. Growing a brand today means earning trust in all of those places. The Director of Brand & Community will help grow and protect the Good Sam brand. Reporting to the VP of Brand, this hands-on leader will bring creators, social media, community, and earned media together to build awareness and drive growth, and will lead the work that builds trust in Good Sam across review sites, online forums, and the press. The goal is simple: more people who know Good Sam, trust Good Sam, and feel like part of the Good Sam community. This role works closely with teams across marketing, creative, customer experience, and legal.

Requirements

10+ years in brand marketing, social media, communications, or reputation management, including at least 3 years leading teams.
Proven experience running creator and influencer programs and organic social at scale, including contracting, usage rights, and FTC disclosure.
Experience leading earned media and PR, including agency management, media relationships, and crisis communications.
Hands-on experience with review platforms and online community engagement (e.g., Reddit, enthusiast forums), with a strong instinct for what authentic brand participation looks like.
Working knowledge of SEO and how AI search and answer engines source information about brands.
Experience connecting brand work to performance marketing, with fluency in both brand and performance metrics.
Strong program management skills and the ability to lead several connected initiatives at once.
Calm, sound judgment in public, including handling negative feedback and fast-moving issues.
Strong writer and editor with a creative sensibility and a track record of working closely with creative teams.
Collaborative, flexible, and comfortable working in a fast-moving, lean team.

Nice To Haves

Experience improving brand visibility in AI-generated answers is a strong plus.
Passion for travel, the outdoors, and community storytelling, aligned with the spirit of the open road.
RV experience a plus.

Responsibilities

Help drive growth across channels, making sure brand, creator, community, and earned media work contributes to measurable business growth across Good Sam’s products and services.
Turn Good Sam’s brand strategy into channel plans so creators, social media, community, and earned media all tell a consistent brand story, each in its own voice.
Partner with performance marketing and paid media teams on campaign planning, including peak travel seasons and new product launches, so brand and performance goals move together.
Provide authentic content for paid campaigns, including creator content, member stories, awards, and rankings, that helps people choose Good Sam with confidence.
Extend major campaigns, events, and cultural moments across creator, social, community, and earned channels so every big idea reaches further than paid media alone.
Own Good Sam’s creator and influencer program, building a vetted bench of micro and macro partners aligned to brand values, with clear vetting criteria and brand-safety standards.
Develop in-depth, transparent creator content (especially on YouTube) that genuinely helps travelers make decisions and earns trust with audiences and search.
Manage the commercial framework with Legal, including contracting, compensation, usage rights, and FTC disclosure compliance.
Measure creator content performance and put the best work to use across paid media and PR.
Lead organic social and community strategy, deciding which platforms matter and how community helps Good Sam attract and keep members.
Build useful owned content that answers the questions RVers are asking, partnering with SEO to grow Good Sam’s visibility in search and AI.
Help shape Good Sam rallies and member events so they build belonging, create great content, and earn attention beyond the people in attendance.
Develop member advocacy programs that highlight members, feature their stories, and encourage reviews and referrals.
Set community management, moderation, and engagement guidelines that scale as the community grows.
Lead Good Sam’s earned media strategy and PR partners, including storytelling, proactive pitching, and spokesperson preparation.
Grow Good Sam’s presence in the “best of” lists and rankings that travelers, journalists, and AI tools rely on.
Help develop original research that makes Good Sam a go-to source on RV travel.
Make sure awards, rankings, and research findings are shared quickly across our website, advertising, and social channels.
Lead crisis communications readiness with Legal, including response plans and escalation paths informed by social and community listening.
Lead Good Sam’s presence on review platforms (e.g., Trustpilot, BBB, Google, app stores), from choosing where to focus through launch and ongoing management.
Build compliant programs that make it easy for satisfied members to share their experiences, so our reviews reflect the full picture of our members.
Set and operate review response standards, tone guidelines, SLAs, and escalation paths across every activated platform.
Track ratings, review volume, and response performance as key indicators of brand trust.
Identify the forums and online communities where RVers research and recommend (e.g., Reddit, RV forums, Facebook Groups) and prioritize where Good Sam should show up.
Lead transparent, genuinely helpful engagement that answers questions and corrects outdated or inaccurate information, never promotional.
Set engagement guidelines and disclosure standards with Legal, and know when a community calls for listening rather than participating.
Monitor key communities and share what we hear with the right teams, so customer feedback turns into real improvements.
Partner with the VP of Brand on brand health tracking (awareness, consideration, preference, trust) and connect channel results to those outcomes.
Set goals and track results for sentiment, reviews, share of voice, community engagement, creator performance, earned media, and visibility in search and AI tools.
Show how brand and community work contributes to business growth, and report progress clearly to marketing leadership.
Lead and develop a team spanning social, community, and creator roles, along with agency and vendor partners.
Manage multiple brand and reputation programs at once, keeping timelines, partners, and legal reviews on track.
Work across marketing, creative, and customer experience teams so the brand people see in an ad matches the one they meet in a review, a forum thread, or a creator’s video.
Contribute to other key Good Sam marketing initiatives as defined by the VP of Brand.