Director, Paid and Organic Social

Total Wine & More•SSC - MD, MD

7d•$143,100 - $235,200•Onsite

About The Position

Total Wine & More is seeking a Director, Paid and Organic Social to lead its social strategy from the Bethesda, Maryland office. The role owns and grows the Paid Social program and leads the wider social ecosystem, including organic social, creator partnerships, localized social, and community management. The Director will guide investment across platforms and audiences, partner with creative teams to develop effective content, and use data, testing, and performance insights to improve results. The position reports to the Senior Director, Performance Marketing and requires five days in the office per company policy.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or a related field.
10+ years of social media experience, including paid and organic social leadership; retail or another performance-driven environment is preferred.
Proven success managing large-scale paid media budgets, integrated social programs, creator or influencer partnerships, agencies, and cross-functional teams.
3+ years of experience in team management and external agencies.
Deep expertise in paid and organic social strategy, platform best practices, community management, and content planning.
Ability to translate analytics, social listening, and customer insights into strategic decisions and measurable business outcomes.
Knowledge of local SEO, reputation management, directory and listing platforms, location-data accuracy, and search-informed content strategy.
Experience with MarTech and analytics platforms, including Adobe Analytics, Google Analytics, Google Search Console, and campaign optimization technologies.
Experience leading creator, influencer, or partnership programs at scale.
Strong budget management, agency leadership, cross-functional collaboration, communication, and project management skills.
Deep knowledge of platform trends, algorithm changes, emerging formats, and the evolving social and search landscape.

Nice To Haves

Experience in retail or another performance-driven environment.

Responsibilities

Lead end-to-end paid and organic social strategy, aligning investments, content, and platform strategies with enterprise business goals and brand priorities.
Oversee performance on Paid Social platforms, including Meta, TikTok, Pinterest, Snapchat, and emerging channels, optimizing investment, audiences, creative, and the customer journey to drive acquisition, engagement, and revenue growth.
Own and scale creator and influencer partnerships, integrating creator content across paid and organic social.
Develop and execute organic social strategies, including content planning, publishing, and community engagement.
Use analytics, platform insights, and social listening to optimize media and content performance, identify growth opportunities, and maintain a testing pipeline.
Manage external agencies and platform partners, setting priorities and performance expectations and driving accountability and continuous improvement.
Lead in-store and localized social strategy, guide Social Captains, and partner with brands, creators, and supplier talent on locally relevant content.
Collaborate with creative, brand, merchandising, and digital teams on insight-driven social initiatives that support enterprise priorities and platform performance.
Oversee local SEO, store visibility, reputation management, and search-informed content.
Ensure listing accuracy across Google Business Profile, Apple Maps, Uberall, and Facebook, using customer and search insights to improve local visibility and align content with search intent.