Director, Social Media & Influencer Marketing Strategy

The Director of Social Media and Influencer Strategy will play a pivotal role in shaping the bank’s online presence, customer engagement, and brand narrative. Reporting to the SVP, Head of Brand and Sponsorships, this leader will be responsible for developing and executing comprehensive strategies across social media, content marketing, and influencer partnerships to drive brand awareness, customer acquisition, and loyalty. The ideal candidate is a strategic thinker with deep expertise in digital marketing, an eye for creative excellence, and a passion for leveraging innovative channels to humanize the banking experience. Develop and execute a comprehensive social media strategy aligned with the bank’s marketing goals and objectives. Oversee the creation and curation of content across all social platforms (e.g., Instagram, Facebook, TikTok, YouTube). Monitor trends, customer sentiment, and competitive activity to inform strategy. Leverage data and analytics to optimize performance and guide decision-making. Ensure compliance with regulatory and legal standards in all social media activities. Stay up to date on emerging social media platforms and tools and make recommendations on adoption. Develop and execute a comprehensive influencer strategy aligned with the bank’s marketing goals and objectives. This may involve researching target audiences, analyzing competitors, and identifying key messaging and content themes. Identify, vet, and build relationships with influencers and brand advocates who align with the bank’s values and target audience. Design and execute influencer campaigns to amplify key initiatives and expand reach. Foster content partnerships with industry leaders, community organizations, and complementary brands to enhance credibility and customer trust. Monitor and measure influencer performance. Analyze data and use it to optimize influencer engagements. Recommend new creative opportunities and ways to work with external paid influencers, leveraging data-driven insights and trends. Manage and mentor a team of social media, content, and influencer marketing professionals. Manage social agencies (including in-house Creative team) and partners to deliver the best-in-class campaigns and content to our customers. Manage social production budgets to ensure we invest efficiently while maintaining a high creative bar and optimize for continuous performance improvement. Collaborate with cross-functional teams, including product marketing, PR, compliance, and customer experience to ensure correct execution of the brand, strategy and platform best practices. Present insights, performance reports, and recommendations to senior leadership. Establish short- and long-term learning agendas and oversee social and influencer measurement capabilities, analysis and executive reporting of campaigns. Analyze social media metrics to evaluate campaign performance, optimize strategies, and maximize audience engagement. Manage social production budgets to ensure we invest efficiently while maintaining a high creative bar and optimize for continuous performance improvement.