Director, Content & Social Media Job at Build-A-Bear Workshop in St. Louis

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The Director, Content & Social Media, is future facing and audience-obsessed while leading our brand storytelling across platforms. This role is equal parts strategist, creator, and cultural connector - someone who understands the power of social to build brands, drive engagement, and shape communities through compelling content.

This role will lead a dynamic team of social strategists, content creators, and partner agencies, while working cross functionally with creative, PR, product, and marketing teams to craft a content ecosystem that breaks through the noise and builds meaning full relationships.

Responsibilities

• Own and evolve our content and social strategy across all channels (Instagram, TikTok, YouTube, LinkedIn, Threads, Pinterest, emerging platforms.
• Create a culturally fluent content calendar that integrates brand storytelling, product campaigns, influencer collaborations, and real-time cultural moments.
• Lead creative concepting and production for social-first storytelling, ensuring all content is platform-native, thumb-stopping, and deeply engaging.
• Define performance metrics and KPIs across platforms - ensuring every post has purpose, and every campaign is tied to measurable results.
• Mentor and grow a high-performing team, providing clear vision, feedback, and development opportunities.
• Forge deep relationships with creators, influencers, and platform reps - unlocking co-creating, first-to-market opportunities, and exclusive formats.
• Champion innovation by identifying new tools, technologies, and trends - from new content formats to experimental platforms.
• Collaborate cross-functionally with brand, PR, product, e-comm, and performance marketing teams to ensure content ladders up to brand goals and business impact.
  
  

Required Qualifications

• Bachelor's degree required.
• 10+ years of experience in content, social, or digital marketing - at a brand, agency, or publisher with a strong creative voice.
• Deep understanding of platform-specific content formats, best practices, and algorithm shifts.
• Proven experience in building and scaling content and social ecosystems that drive brand affinity and business growth.
• Proficiency with emerging AI tools, creator platforms, and immersive storytelling formats (AR, shoppable video)
• Strong command of social listening, analytics, and content planning tools (Sprinklr, Sprout)
  
  

Preferred Qualifications

• Background in lifestyle, fashion, toys, entertainment, youth, or purpose-driven brands
• Prior experience working with or as a creator/influencer
• Familiarity with global social strategies and localization frameworks
  
  

Behavioral Traits For Success

• Driven to achieve results that align with the strategic goals of the organization
• Initiative, sense of urgency, and the ability to stay focused on results despite changing conditions
• Decision-making is focused on implementing practical and timely solutions
• A natural leadership style that trains and engages others in an enthusiastic way
• Learns quickly and thoroughly while continually recognizing and adapting to change
• Effective delegator
• Innovative and creative problem solver
• Action-oriented
• Influences and stimulates others to action
  
  

Working Environment

• Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs.
• Corporate Office located St. Louis, MO.
• Hybrid work week.
  
  

Your Performance Will Measured On

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following:

• A team and culture that embraces creativity, agility, and bold ideas
• Decision-making, judgment, and execution
• Dynamic, channel-specific content experiences
• Increased organic reach, engagement, and content performance
• Additional creators and influencers wanting to work with the brand
• Creative solutions that support major tent pole launches

Seniority level

• Seniority level

  Not Applicable

Employment type

• Employment type

  Full-time

Job function

• Job function

  Marketing, Public Relations, and Writing/Editing

• Industries

  Retail

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