Director, Social Media Strategy & Brand Voice

Description PINK is a lifestyle brand rooted in positivity, inclusivity, and confidence—designed to empower a new generation to show up authentically every day. We connect with our customer through culturally relevant storytelling, community-first engagement, and a sharp point of view on style, campus life, and self-expression. Social sits at the heart of how PINK shows up in culture—driving conversation, connection, and brand love in real time.
The Director of Social Media leads the strategy and day-to-day execution of PINK’s organic social presence across platforms. This role is responsible for building a distinctive, culturally relevant brand voice, driving audience growth and engagement, and delivering measurable impact against brand and business goals.
This leader is both strategic and hands-on—guiding vision while partnering closely with creative, brand, PR, and digital teams to bring campaigns and always-on content to life. The Director will also play a critical role in evolving PINK’s social-first marketing approach, ensuring the brand shows up authentically and competitively in a rapidly changing landscape.
Social Strategy & Brand Leadership
Develop and execute a forward-thinking organic social strategy aligned to brand priorities, customer insights, and marketing objectives
Shape PINK’s distinct voice and point of view across platforms, ensuring cultural relevance and consistency
Identify emerging trends, formats, and platforms to keep the brand at the forefront of social innovation
Champion social-first thinking across marketing and influence cross-functional partners to integrate social earlier in campaign development
Content & Channel Management
Oversee always-on social programming, including editorial calendars, platform strategies, and real-time content opportunities
Partner with Creative to concept and deliver platform-native, breakthrough content optimized for engagement and reach
Ensure content reflects cultural moments, brand campaigns, and product storytelling in a cohesive way
Lead social listening and community insights to inform content strategies and identify opportunities or risks
Performance & Optimization
Define and track KPIs across engagement, growth, reach, sentiment, and traffic/conversion as applicable
Partner with analytics to translate performance into clear, actionable insights and optimizations
Drive a test-and-learn culture, continuously refining formats, posting cadence, and content mix
Team Leadership
Lead, coach, and develop a high-performing team of social strategists and specialists
Foster a culture of creativity, agility, and accountability
Support team resourcing, workflow prioritization, and scalable processes
Cross-Functional Partnership
Partner closely with Brand Marketing, Creative, PR/Communications, Digital, Merchandising, Stores, and Paid Media teams
Integrate social into campaign planning, product launches, and cultural activations from concept through execution
Collaborate on creator and influencer strategies to extend reach and credibility
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