Senior Manager, Growth & Strategic Initiatives

Expedia•West Hollywood, WA

About The Position

Expedia Group is seeking a Senior Growth & Strategic Initiatives Manager to lead the next chapter of creator and social media strategies. This role focuses on shaping brand equity, audience growth, content efficiency, reputation, acquisition, loyalty, and revenue through innovative marketing approaches. The position involves connecting business strategy with social media, creator partnerships, and emerging commercial models to identify and pursue key opportunities. It is not a traditional campaign execution or talent management role, but rather focuses on mobilizing, integrating, scaling, measuring, and championing creator and social initiatives across the business.

Requirements

Deep, senior-level experience (10+ years) in both social strategy and creator strategy.
Experience leading integrated, multi-brand or enterprise programs.
Ability to coach, develop, and up-level brand-level strategies in partnership with individual brand leads.
Experience translating business and marketing objectives into integrated social, creator, partnership, channel, and commercial strategies.
Proven ability to sell strategies through compelling stories and data-backed recommendations to senior audiences.
Experience owning or leading global expansion, growth-market programs, local-market adaptation, and scaling of creator-led assets.
Experience developing creator commercialization or emerging business models (e.g., affiliate platforms, social-first commerce, loyalty, product integration).
Portfolio and investment mindset, with the ability to recommend what to fund, stop, or sequence.
Executive presence and judgment, including the ability to counsel senior leaders, challenge assumptions, navigate organizational complexity, and influence without formal authority.
Experience with creator amplification and measurement across owned, paid, and earned channels.
Strategic agency leadership and experience with celebrity, high-profile talent, or major cultural partnerships.
Experience building and leading teams, strengthening operating systems, and raising talent capability.
Familiarity with AI-enabled tools and automation.
Exceptional storytelling skills to make complex strategic choices clear, compelling, and actionable.

Responsibilities

Determine how to win with creators and social media, translating strategic choices into compelling stories for investment and impact.
Shape the enterprise portfolio of creator and social investments, recommending which opportunities to fund, scale, sequence, or decline based on expected impact and commercial potential.
Own global expansion and cross-brand integration for creator and social initiatives, determining localization needs and scaling high-quality assets.
Champion and scale creator business models, including affiliate monetization, creator commerce, loyalty integration, and performance economics.
Integrate across brand-level creator leads, connecting brand strategies to enterprise opportunities and identifying shared systems and amplification opportunities.
Support measurement and use data, amplification insights, and performance signals to strengthen strategies and demonstrate impact across various channels.
Counsel senior leaders and influence across marketing, communications, media, product, loyalty, legal, finance, procurement, agencies, and geographic teams.
Lead agencies at the strategy and creative level, and build scalable decision frameworks, operating mechanisms, and AI-enabled workflows.
Lead and develop a team of five or more, raising strategic standards and leadership capability across the broader creator and social community.