Director, Social Media

Planit•Baltimore, MD

11h•Hybrid

About The Position

The Director, Social Media is a senior leader responsible for shaping and driving integrated organic and paid social strategies that build brands and deliver measurable results. As a part of the Integrated Communications team, this role partners across disciplines to transform platform behavior and consumer insight into high-performing social programs. With experience in CPG and a strong understanding of e-commerce, this individual blends storytelling and strategy to fuel awareness, engagement and conversion. A critical connector and compelling communicator, the Director, Social Media Strategy is a trusted advisor to clients and a go-to resource for internal teams.

Requirements

10+ years of experience in social media strategy, influencer marketing, or integrated digital planning, preferably within an agency environment
Demonstrated expertise in integrating organic and paid social, with a strong understanding of media planning and platform capabilities
Experience leading CPG, food & beverage, or ecommerce-focused accounts
Fluency in digital commerce ecosystems, including Amazon, DTC, shoppable social, and Instacart
Proven ability to lead multi-touchpoint planning and performance optimization efforts
Skilled communicator with the ability to simplify complexity and gain client confidence
Passion for social media culture, platform innovation, and creator collaboration
Excellent written, verbal, and presentation skills
Occasional after-hours work to respond to time-sensitive client or platform needs
Ability to travel domestically during the work week

Responsibilities

Serve as a senior leader on the PR & Social Media team, providing strategic direction and mentorship across accounts and disciplines
Lead the development of integrated social media strategies that unify organic content, influencer marketing, and paid amplification
Translate client business goals—particularly in CPG industries—into social strategies that drive measurable performance
Partner with creative, media, and analytics teams to develop cross-functional campaigns rooted in cultural relevance and platform fluency
Guide always-on and campaign-based programs across Meta, TikTok, Pinterest, YouTube, and emerging platforms
Define success metrics aligned to client KPIs (awareness, engagement, traffic, conversions, ROAS, etc.) and lead performance optimizations
Bring platform insights, audience behaviors, and social commerce trends to clients and internal teams
Serve as a strategic partner to the Media team, shaping platform strategies and creative direction for paid campaigns
Lead strategic presentations and performance recaps for clients and executive teams
Stay current on emerging trends in paid social, creator marketing, and ecommerce behaviors, and proactively bring forward recommendations
Mentor junior team members and contribute to thought leadership within the agency
Supervises staff: sets goals, assigns work, and manages performance through ongoing coaching and counseling.
Architect integrated social media plans that blend content, influencer marketing, and paid amplification
Advise on channel mix, audience segmentation, content formats, and platform-specific best practices
Collaborate with media planners and buyers to optimize spend, pacing, and creative impact
Develop testing frameworks and performance playbooks to continually improve results
Oversee strategy development across multiple clients while ensuring alignment with creative execution and media delivery
Support new business proposals and pitch participation as needed
Partner with analytics leads to translate data into clear, actionable insights
Provide internal and external teams with ongoing education around shifts in platform algorithms, social commerce, and creator economy trends
Participate in departmental leadership meetings and contribute to overall agency growth
Other duties as assigned