Director, Social & Experiential Marketing

La Jolla Group • Irvine, CA

2d • Hybrid

About The Position

PSD Underwear is seeking a Director, Social & Experiential to lead the Social Media & Influencers and Events & Ambassadors workstreams. This role is responsible for keeping the brand connected to consumers, culture, and community daily. The position requires a deep understanding of culture and community building, with the ability to react to trends, identify new opportunities, and create engaging brand experiences. The ideal candidate will be a hands-on leader, comfortable with content creation, social media engagement, building creator relationships, attending events, and problem-solving in real-time. This role is central to the brand's identity and connection with its audience.

Requirements

• 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.
• Must be brand-right.

Nice To Haves

• Obsessed with the consumer and youth culture.
• Understands platforms because they actually create for them.
• Knows creators because they know their work, not just follower counts.
• Obsessed with Instagram, TikTok, YouTube and Discord (and willing to find new platforms to leverage).
• Creative, but also a leader.
• Comfortable directing a strategy meeting, shooting content, and standing in the middle of an event.
• Thrives in the chaos and doesn't need everything figured out before starting.

Responsibilities

• Own PSD's organic social strategy and cultural point of view across platforms, ensuring an always-on approach that keeps PSD culturally relevant and connected to consumers.
• Identify trends, creators, memes, communities, conversations, and opportunities that can advance the brand.
• Establish platform-specific best practices and continuously evolve how PSD presents itself.
• Partner with Marketing Strategy to ensure social and community insights inform larger campaign strategies.
• Build and lead PSD's influencer and creator strategy, focusing on creative partnerships that prioritize interesting ideas and organic reach.
• Develop long-term relationships with creators, tastemakers, and communities.
• Build and evolve PSD's Ambassador program, creating programs that drive both community and measurable commercial value.
• Establish the distinction between creators for collaboration and ambassadors for affiliate relationships.
• Develop systems for scalable ambassador programs that maintain authenticity.
• Own the strategy for PSD's events and community presence, developing events and grassroots activations that extend brand relevance beyond traditional marketing.
• Ensure events are culturally relevant, experiential, and rooted in the communities being served.
• Build relationships with local communities, schools, athletes, creators, venues, and cultural partners.
• Lead at the pace of culture, reacting quickly to emerging trends and making decisions with imperfect information.
• Create content and participate in culture rather than just observing it.
• Build and lead a team of 4-5 across Social, Influencers, Events, and Ambassadors.
• Coach the team to be strategically sharp and highly hands-on.
• Establish a culture of experimentation, speed, accountability, and creativity.
• Raise the standard for how PSD participates in culture.

Benefits

• Health, Dental, and Vision Insurance
• 401(k) Retirement Plan
• Flexible Spending Account (FSA)
• Paid Time Off and Company Holidays
• Additional perks and opportunities for growth within a collaborative, lifestyle-focused culture.

What This Job Offers

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