Social Media Director

BHC

About The Position

The Social Media Director is the singular lead for social media activity across the Beemok Hospitality Collection (BHC) portfolio, owning strategy, narrative, and day-to-day execution across its brands and properties. Reporting directly to the Brand Director, this senior leadership role leads multi-brand social strategy from ideation through execution, including paid digital programming, influencer partnerships, and community engagement. The director works cross-functionally with Creative, PR, Events, and Marketing to ensure each brand has a distinct, compelling, and consistent voice across digital platforms. The role calls for deep experience in luxury or lifestyle brand marketing, a strong understanding of the evolving social landscape, and the leadership presence to influence stakeholders and foster collaboration. The role leads strategy and execution across BHC brand accounts, including The Charleston Place, The Cooper, Chef Daniel Humm x The Charleston Place, The Crossing, Sorelle, The Riviera, American Gardens, and BHC. It includes content planning and scheduling, copywriting and approval, LinkedIn strategy, paid social campaigns, performance reporting, community management, and influencer and creator partnerships. The director also provides social media leadership for property launches, seasonal campaigns, and marquee events. The position is primarily office-based, involving prolonged periods of sitting and computer work. It may require occasional lifting and carrying of up to 15 pounds, as well as travel to and movement throughout BHC properties and off-site events as business needs require. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions of the role.

Requirements

At least 7 years of social media and digital marketing experience, including a significant portion in a senior or lead role.
Bachelor's degree in marketing, communications, hospitality, or a related field.
Deep understanding of brand strategy, campaign development, and social media's role in the broader marketing mix.
Proven ability to develop compelling content narratives and direct visual storytelling in collaboration with creative teams.
Demonstrated expertise in paid social strategy and execution on Meta and LinkedIn, including budget oversight and performance reporting.
Exceptional copywriting skills and a sophisticated command of brand voice and audience engagement across multiple brands.
Proficiency in social scheduling, listening, and analytics platforms, such as Figma, Meta Ads Manager, Sprout Social, or equivalent.
Strong collaboration and communication skills, with executive presence to work alongside senior leadership and present strategy confidently.
Ability to occasionally lift and carry up to 15 pounds.
Ability to travel to and move throughout BHC properties and off-site events as required by business needs.

Nice To Haves

Consumer-facing social media experience in hospitality, retail, or luxury lifestyle brands is strongly preferred.
Familiarity with the Charleston or regional market is a plus.
Working knowledge of Monday.com or comparable project management tools for cross-functional content coordination.
Proven track record managing influencer marketing programs at a luxury or premium brand level.

Responsibilities

Serve as the sole social media lead for all BHC brands and properties, owning strategy, voice, narrative, and performance across accounts.
Develop distinct content narratives for each brand that reflect its identity, positioning, and guest experience while contributing to a cohesive collection story.
Partner with the Creative Director to direct photography and visual content, ensuring it is purposeful, on-brand, and social-first.
Integrate social media with broader marketing strategy, campaign calendars, and brand architecture.
Monitor platform updates, algorithm changes, and emerging platforms, evaluating opportunities such as TikTok and YouTube Shorts.
Provide social media leadership for property launches, seasonal campaigns, and marquee events.
Plan, brief, and oversee content scheduling across brand channels, including Instagram, Facebook, LinkedIn, and emerging platforms.
Lead LinkedIn strategy for The Charleston Place, The Cooper, and BHC, focusing on employer brand, collection positioning, and industry presence.
Write and approve copy across platforms while maintaining each brand's distinct voice.
Direct paid social campaigns across Meta and LinkedIn for BHC food and beverage, spa, and event venues.
Own paid campaign strategy, audience targeting, budget management, and creative coordination with the Creative Director.
Establish a performance reporting cadence and translate analytics and KPIs into strategic recommendations for senior leadership.
Manage community engagement across the BHC portfolio, including timely responses to comments and direct messages, social listening, brand mention monitoring, and real-time engagement.
Develop and manage an influencer strategy aligned with BHC's luxury positioning.
Identify, vet, and negotiate partnerships with creators and tastemakers across relevant verticals.
Coordinate hosted stays, brand experiences, and activations; manage deliverables, usage rights, and campaign reporting.
Collaborate with Creative, PR, Events, and Marketing teams and present strategy to senior leadership.