Head of Social & Audience Development

The Drum•Miami, FL

8h•Hybrid

About The Position

The Drum is transforming into a global media, events, and intelligence company focused on connecting marketing leaders worldwide. This evolution is driven by AI, changing media consumption, and new influence models. The company is adopting an audience-first, socially driven approach where journalism, events, video, rankings, intelligence, and commercial partnerships collaborate to build influence and engagement. Social platforms are now key for audience discovery, content consumption, and community building. The Drum's ambition is to become the most influential social brand serving the global marketing industry, and this role is crucial to achieving that goal. As the Head of Social, Audience & Influence, you will be responsible for establishing The Drum as one of the world's most influential media brands for marketers. You will oversee The Drum's global social strategy, audience growth, and platform presence, ensuring that its journalism, events, awards, intelligence products, and commercial initiatives effectively reach and engage target audiences. This leadership position sits at the intersection of editorial, content, events, commercial, and brand strategy. You will guide The Drum's presence across platforms like LinkedIn, YouTube, TikTok, newsletters, and emerging channels, driving the transformation into a truly social-first organization where audience growth and influence are integral to all activities.

Requirements

7+ years’ experience leading social media, audience growth or digital influence strategies.
Proven success building audiences and engagement across multiple platforms.
Deep understanding of LinkedIn, YouTube, TikTok and emerging social ecosystems.
Strong understanding of platform algorithms, audience behaviour and content formats.
Experience creating social-first content strategies and recurring content franchises.
Strong analytical capability and experience using audience insights to inform decisions.
Excellent stakeholder management and influencing skills.
Commercial awareness and understanding of how audience translates into business value.
Excellent communication and leadership skills.

Nice To Haves

Experience within media, publishing, marketing or communications.
Understanding of B2B audience development.
Experience supporting executive thought leadership and personal brand development.
Experience working across editorial, commercial and events teams.
Understanding of creator economy trends and influencer ecosystems.
Experience building social video strategies and multimedia audiences.

Responsibilities

Develop and own The Drum’s global social and audience strategy.
Define how The Drum builds influence across LinkedIn, YouTube, TikTok, X, newsletters and emerging platforms.
Establish clear objectives, KPIs and growth plans for each platform.
Identify new opportunities for audience growth, engagement and brand visibility.
Ensure social and audience thinking informs business strategy across editorial, events and commercial activities.
Own The Drum’s organic social media strategy globally.
Build The Drum into one of the most influential social brands within marketing and media.
Establish governance, publishing standards and platform best practice across the organisation.
Lead experimentation with new formats, technologies and emerging platforms.
Create scalable reporting frameworks that measure both audience growth and influence.
Develop repeatable social-first content franchises and editorial formats.
Identify opportunities to create recurring shows, video series and platform-native content properties.
Ensure major editorial initiatives are designed for social impact from the outset.
Build systems that maximise the value and lifecycle of all content investments.
Partner with editorial teams to identify stories and formats with strong social potential.
Develop strategies that increase the visibility and influence of The Drum’s editors, journalists and senior leaders.
Build frameworks that encourage internal participation and thought leadership.
Support senior stakeholders in building professional influence across key platforms.
Identify opportunities to collaborate with creators, industry voices and external communities.
Help position The Drum and its people as essential voices within the global marketing industry.
Develop a social-first video strategy across all platforms.
Partner with editorial and production teams to create scalable video formats.
Ensure all multimedia content is designed with audience behaviour and platform consumption habits in mind.
Integrate podcasts, documentaries, short-form video and live content into wider audience strategies.
Drive the growth of video audiences and engagement.
Build repeatable distribution frameworks for major editorial campaigns, events and industry moments.
Ensure audience planning becomes an integral part of editorial commissioning and business planning.
Create systems that maximise reach across owned and third-party platforms.
Monitor audience insights and performance data to continually improve strategy.
Champion intelligent content repurposing and cross-platform distribution.
Partner closely with Editorial, Events, Awards, Commercial and Marketing teams.
Ensure audience and influence objectives are embedded across the business.
Support the promotion of major events, awards and proprietary initiatives.
Develop practical frameworks that allow all teams to contribute to audience growth.
Build a culture where audience thinking is everyone’s responsibility while maintaining clear ownership of social strategy and performance.
Support commercial teams in demonstrating The Drum’s audience and influence capabilities.
Develop audience strategies for branded content and commercial partnerships.
Help partners maximise value from their relationships with The Drum.
Identify opportunities to create socially driven sponsorship and partnership products.