Director, Social & Experiential Marketing

La Jolla Group • Tustin, CA

3d • $150,000 - $190,000 • Hybrid

About The Position

PSD Underwear is seeking a Director, Social & Experiential to lead the part of PSD that keeps us connected to the consumer, culture and community every single day. This role leads two critical workstreams: Social Media & Influencers and Events & Ambassadors and is fluent in culture knowledge and community building. This role is responsible for building the strategy, leading the team, and setting the standard, while also being a hands-on player comfortable capturing content, engaging on social media, building relationships with creators, attending events, pitching ideas, and problem-solving in real time. This is considered the heartbeat of PSD.

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.
• Knows what people are talking about before it becomes a trend report.
• Understands platforms because they actually create for them.
• Knows creators because they know their work, not because they have a spreadsheet of their 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 at noon., shooting content at 2 pm and standing in the middle of an event at 10 pm
• Doesn't need everything figured out before starting.
• Thrives in the chaos.

Responsibilities

• Own PSD's organic social strategy and cultural point of view across platforms.
• Build an always-on approach that keeps PSD culturally relevant and connected to our consumer.
• Identify trends, creators, memes, communities, conversations and opportunities that can move the brand forward.
• Establish platform-specific best practices and continually evolve how PSD shows up.
• Partner with Marketing Strategy to ensure social and community insights inform larger campaign strategies.
• Build and lead PSD's influencer and creator strategy.
• Identify creators who are culturally relevant and brand-right.
• Develop creative partnerships that prioritize interesting ideas and organic reach over traditional paid endorsement.
• Build long-term relationships with creators, tastemakers and communities.
• Create a point of view on who PSD should be in culture and why.
• Build and evolve PSD's Ambassador program.
• Develop a network of brand-right people who authentically represent PSD.
• Create programs that drive both community and measurable commercial value.
• Establish the distinction between creators we collaborate with and ambassadors who participate through affiliate relationships.
• Develop systems that make the program scalable without losing authenticity.
• Own the strategy for PSD's events and community presence.
• Develop a portfolio of events and grassroots activations that make PSD matter beyond traditional marketing moments.
• Ensure events are culturally relevant, experiential and rooted in the communities we're trying to serve.
• Build relationships with local communities, schools, athletes, creators, venues and cultural partners.
• Create a point of view on where PSD should show up and where we shouldn't.
• Be the person who sees something happening on Tuesday and asks, What can PSD do about this by Friday?
• Move quickly without sacrificing brand quality.
• Make decisions with imperfect information.
• Create content and participate in the culture rather than simply observe it.
• Know when something needs a plan and when it simply needs someone to go do it.
• Build and eventually lead a team of 4-5 across Social, Influencers, Events and Ambassadors.
• Coach the team to be both 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