Associate Director, Social Media

Overview

In this role you will lead the social and digital strategy for the Lifestyle Fashion portfolio in the EMEAI region, shaping audience growth and brand engagement through social-first campaigns. You will partner with licensees and regional teams to elevate social plans and drive performance across markets. You will craft integrated 360 campaigns on major platforms and stay ahead of trends to keep brands culturally relevant. This is a hands-on, cross-functional role that combines strategic thinking with execution to support business impact.

Responsibilities

• Lead social and digital strategy for Lifestyle Fashion in EMEAI, aligning global direction with regional priorities (own TedBaker London & Hunter global social accounts)
• Drive audience growth and brand relevance through social-first, content-led marketing
• Collaborate with licensees and regional teams to improve social planning and platform performance
• Develop integrated 360 campaigns across Meta, TikTok, YouTube, Pinterest, and emerging channels
• Identify opportunities for content, creator partnerships, digital activations, and platform innovation
• Act as a digital and social thought leader, embedding best practices and evolving consumer trends into the organization
• Execute end-to-end digital and social campaigns across multiple brands and territories
• Translate objectives into actionable social and content plans; tailor campaigns to platform behavior and regional relevance
• Support seasonal launches, collaborations, retail moments and major brand activations with strong digital execution
• Partner with influencer and creator networks to deliver engaging, culturally relevant campaigns
• Own social and digital performance reporting, dashboards, insights, and optimization recommendations
• Use insights to drive full-funnel strategies across awareness, engagement, conversion, and retention
• Coordinate with paid media, ecommerce, retail, and licensing to maximize ROI
• Assist digital budget planning aligned to performance and priorities
• Define platform roles, content pillars, cadence, and best practices across the portfolio
• Ensure best-in-class publishing, community management, creator collaborations, and social storytelling
• Drive platform-native creative thinking and stay ahead of trends to remain competitive

Key requirements

• Experience in social, digital, or integrated marketing within fashion, lifestyle, retail, or consumer brands
• Strong understanding of social-first marketing, content strategy, influencer marketing, and audience growth
• Proven track record managing a global social account and scaling performance
• Experience working with regional markets, partners, or licensees across EMEAI
• Strong commercial awareness linking storytelling to business results
• Comfort with performance analytics and reporting tools to guide decisions
• Excellent stakeholder management and presentation skills across multiple teams
• Hands-on knowledge of social platforms, publishing, analytics, and creative workflows
• Proficiency with digital reporting tools and Adobe or similar
• Experience with content editing software and creative workflows

• Stakeholder management
• Presentation skills
• Influence across teams
• Social platforms (Meta, TikTok, YouTube, Pinterest)
• Content strategy and creator partnerships
• Analytics and reporting tools

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