Head of Social Strategy

Overview

As Global Social Strategy Lead, you will own the strategic direction for organic, influencer and paid social, building a unified playbook and measurement framework. You’ll empower regional teams to localise and activate globally-set standards while driving transformation and measurable commercial impact. You will shape social as a strategic growth driver, securing investment and aligning cross-market efforts. This role offers high visibility, collaboration with TUI Studios, and a scope to influence how social supports business goals.

Pay / Benefits

• attractive remuneration
• discretionary bonus schemes
• generous travel benefits
• health & wellbeing support
• flexible working
• Learning Hub access

Responsibilities

• Define global social strategy across organic, influencer and paid channels
• Create playbook, measurement framework and ways of working for regional activation
• Set strategic direction, standards and governance for social across markets
• Lead transformation to elevate social as a strategic business priority
• Build the business case for social investment using data and insights
• Develop unified measurement and KPI framework linking social to commercial outcomes
• Collaborate with TUI Studios to own master concepts, templates and toolkits
• Promote a ‘concept once, adapt everywhere’ approach while creative production remains with Studios

Key requirements

• Proven strategy experience across organic, influencer and paid social
• Track record of building scalable playbooks and standards activated across markets and languages
• Transformation leadership and ability to elevate social within an organisation
• Ability to navigate resistance, build coalitions and drive culture change
• Influence with senior, executive and board stakeholders and secure buy-in
• Experience building high-performing teams with a test-and-learn culture
• Outstanding written and verbal English communication, including executive presentations

• change leadership
• stakeholder influence
• cross-functional collaboration
• social strategy across multiple disciplines
• data-driven measurement and analytics
• KPI framework design

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