Social and Cultural Commerce Director

TrueCar, Inc.•Austin, TX

6d•$155,000 - $207,000

About The Position

TRUECar is seeking a strategic and culturally aware marketing leader to establish a new capability at the intersection of social media, creators, content, culture, and commerce. The primary mission is to help consumers save time and money when buying a car, making this mission more visible, useful, and relevant through social and content strategies. This role is not a traditional social media position; it requires defining TRUECar's cultural presence, building brand audiences and communities, and creating valuable content to aid consumers in making smarter, faster decisions. A significant focus will be on developing TRUECar's YouTube channel into a key platform for trusted information, original programming, pricing insights, creator perspectives, and content that simplifies the car-buying journey. The position involves close collaboration with the SVP of Product & Brand to advance the TRUECar brand vision across social and cultural landscapes, and deep partnerships with Brand Marketing, Consumer Growth, Performance Marketing, SEO/AIO, and Product teams. The core challenge is to construct the strategy, creator network, and content production engine that enhances TRUECar's usefulness, relevance, and presence in consumers' lives, ultimately driving measurable growth.

Requirements

A strategist and builder, not simply a channel manager.
Understanding that great content originates from solving a consumer problem.
Deep knowledge of digital culture, creators, communities, and evolving consumer behavior.
Strong understanding of YouTube as a platform for content, search, and audience building.
Experience integrating brand strategy, content, social media, and growth initiatives.
Strong creative judgment combined with analytical and commercial acumen.
Ability to collaborate effectively across Brand, Product, Creative, Consumer Growth, Performance Marketing, and SEO teams.
Enthusiasm for building a new capability and a comprehensive playbook from the ground up.

Responsibilities

Define TRUECar's overarching social, cultural, and creator strategy.
Translate the TRUECar brand vision and mission into its social, content, and cultural presence.
Develop a clear perspective on how TRUECar can help consumers save time and money.
Transform automotive trends, pricing intelligence, consumer questions, and cultural conversations into useful, engaging content.
Identify areas where TRUECar possesses credibility and authority to participate or create genuine value.
Build a cohesive strategy linking social, creators, content, search, and commerce.
Establish clear metrics connecting audience growth, usefulness, trust, and cultural relevance to consumer and business outcomes.
Develop and lead a dedicated YouTube strategy for TRUECar, making it a trusted destination for car-buying guidance.
Create original programming and recognizable franchises focused on vehicles, pricing, savings, technology, ownership, and the car-buying process.
Develop content that addresses consumers' actual questions and reduces research time.
Identify and recruit creators, hosts, and experts with authority, personality, and credibility for the TRUECar platform.
Build a long-term audience and subscriber strategy for YouTube.
Utilize search behavior, consumer questions, and performance data to refine programming.
Integrate YouTube content with TRUECar tools, products, and experiences to guide consumers in their car-buying journey.
Build TRUECar's creator strategy and network from the ground up.
Foster meaningful relationships with creators across automotive, technology, finance, lifestyle, and related communities.
Transition from one-off influencer campaigns to long-term partnerships and original creator-led programming.
Identify creators who can simplify complex automotive topics and make them more engaging.
Incorporate creators into TRUECar content, launches, experiences, and product storytelling.
Explore innovative ways creators can help consumers make smarter decisions while driving measurable growth for TRUECar.
Collaborate with SEO/AIO teams to understand consumer inquiries, searches, and challenges.
Translate consumer insights into useful social, editorial, and YouTube content.
Create content optimized for performance across search, YouTube, and emerging AI environments.
Partner with Performance Marketing to scale organic and creator-driven ideas through paid media.
Analyze performance data to determine effective messages, topics, and formats that assist consumers and drive action.
Establish a continuous feedback loop between consumer intent, content, creative performance, and growth.
Assist in shaping TRUECar's and its leadership's external presence.
Develop the CEO's presence related to TRUECar, the automotive industry, and the future of car buying.
Partner with the SVP of Product & Brand to translate the company's product, consumer, and brand vision into compelling external narratives.
Create distinct yet interconnected voices for TRUECar, its leadership, and its creator ecosystem.
Collaborate with Talent Acquisition to utilize leadership's voice for employment branding.
Connect social media, creators, and content to significant consumer actions.
Guide consumers from inquiry or need to a faster, smarter car-buying decision.
Develop pathways from content to TRUECar products, savings, and experiences.
Partner with Consumer Growth and Performance Marketing to convert strong social and creator concepts into scalable acquisition opportunities.
Establish KPIs for audience growth, engagement, trust, search visibility, traffic, acquisition, and commercial impact.