Director, Social Media + Content Strategy

amika•New York, NY

18d•$145,000•Hybrid

About The Position

We’re looking for an experienced, forward-thinking Director of Social Media to lead the strategic vision, growth, and performance of amika’s social ecosystem. This person will own social end-to-end, defining strategy, leading a high-performing team, overseeing creative output, and ensuring amika remains culturally relevant across platforms. This Director role is purpose-built to focus deeply on social: channel excellence, team leadership, creative direction for social-first content, and audience growth. This leader brings maturity, experience, and clarity of vision with the ability to not only execute but own and shape the function.

Requirements

8–10+ years of social media experience, including significant experience leading a team.
Strong track record owning social strategy and shaping the direction of brand channels.
Deep expertise in Instagram, TikTok, and emerging platforms — you inherently understand social culture, aesthetics, and behavior.
Demonstrated experience leading shoots, guiding creative work, and evaluating performance at a strategic level.
A thoughtful people manager who develops others and creates clarity, accountability, and inspiration.
Highly organized, proactive, and capable of balancing strategic vision with tactical oversight.
A strong storyteller with impeccable judgment, a refined eye for content, and an instinct for what drives cultural relevance.

Responsibilities

Social Strategy & Ownership: Define and lead the holistic social media strategy across Instagram, TikTok, YouTube Shorts, and emerging platforms.
Develop long- and short-term roadmaps that drive brand equity, reach, engagement, and community growth.
Translate amika’s brand priorities, campaigns, and cultural opportunities into social-first storytelling and content pillars.
Maintain an expert-level understanding of platform behavior, competitive landscape, consumer insights, and cultural shifts.
Ensure amika’s social presence reflects a distinctive, ownable POV rooted in creativity, inclusivity, humor, and innovation.
Team Leadership & Organizational Management: Lead, mentor, and inspire the social team (Social + Content Strategy Manager, Manager of Social Media Content, Social Media coordinator).
Build team capabilities, create clear workflows, and establish operational excellence.
Set expectations, provide regular coaching, conduct performance evaluations, and develop growth paths for each team member.
Foster a collaborative, positive, high-trust environment grounded in creativity and accountability.
Creative Direction & Content Oversight: Oversee end-to-end content development for social — ideation, briefs, shoot direction, production, and publishing.
Provide creative direction to ensure social-first needs are clearly articulated and executed.
Partner with Creative teams to bring concepts to life while ensuring outputs remain tailored to platform best practices.
Ensure all social content — whether creator-led, in-house, or UGC aligns with amika’s brand identity and delivers on channel strategy.
Approve content, scripts, captions, and creative approaches that uphold brand voice and standards.
Community Strategy & Listening: Oversee community engagement strategy, ensuring amika builds meaningful, two-way relationships across platforms.
Guide the social and community teams in identifying cultural opportunities, rising trends, and audience sentiment signals.
Ensure that key learnings from the community are shared with brand, creative, education, influencer, and product teams.
Performance, Analytics & Optimization: Own social KPIs and reporting frameworks for growth, engagement, sentiment, and efficiency.
Analyze performance data to identify opportunities, optimize strategies, and inform creative direction.
Present insights and recommendations to senior leadership on a regular basis.
Ensure the social function scales sustainably while continuing to push creative boundaries.