Director of Social
4 days ago
New York
Position Title: Director of Social Reporting to Title: Vice President, Global Integrated Marketing + Social Summary: The Director of Social leads Alexander Wang’s global social media strategy, driving brand desirability, cultural relevance, and measurable business impact through world-class, platform-native storytelling. This role owns the global social vision, including copy creation and editorial direction, across priority channels such as Instagram, TikTok, YouTube, WeChat, Red Book, and emerging platforms. The Director ensures creative excellence, narrative clarity, and consistency of voice across all social and campaign-driven content in support of brand and commercial priorities. Reporting to the Vice President, Global Integrated Marketing + Social, the Director of Social plays a critical role in translating the brand’s creative and go-to-market strategy into compelling social narratives that live at the intersection of fashion, culture, and commerce. This position partners closely with Creative Services, Production, PR/VIP, Merchandising, and regional teams, particularly APAC, to activate campaigns, launches, and cultural moments with precision, relevance, and impact. Key Responsibilities Social Media and Content Strategy • Develop and lead the global social and content strategy across all core platforms, ensuring alignment with seasonal campaigns, product launches, and marketing milestones., • Own the global social content calendar, balancing brand storytelling, campaign activation, and cultural responsiveness., • Tailor strategy by platform and region, partnering closely with APAC teams to ensure culturally relevant, localized execution within global frameworks., • Identify, test, and scale emerging formats, creators, and cultural trends to keep the brand at the forefront of conversation., • Oversee day-to-day publishing in partnership with Creative Services and regional teams to ensure quality, timeliness, and brand-right execution. Creative Ideation, Campaign Development, and Copy Creation • Lead social-first creative ideation for campaigns, launches, and cultural moments, ensuring content is native to platform and elevated in execution., • Ensure copy and messaging are considered from the earliest stages of creative ideation, shaping concepts through language, tone, and narrative as much as visuals., • Lead copy creation for social channels, including campaign messaging, captions, headlines, video scripts, and cultural moments., • Oversee and edit copy developed by internal teams, agencies, creators, and freelancers to ensure consistency, quality, and narrative alignment., • Develop clear, inspiring creative briefs for creators, agencies, and freelancers that reflect the brand’s point of view and creative ambition. Editorial Voice and Brand Stewardship • Define, steward, and uphold Alexander Wang’s editorial voice across global social platforms and campaign-related content., • Build and maintain editorial frameworks, copy guidelines, and narrative principles that scale globally while allowing for regional nuance., • Partner closely with the SVP of Marketing, Creative Services, and PR/VIP to ensure messaging alignment across campaigns, activations, and brand moments., • Demonstrate strong social and cultural fluency, with the ability to steward the brand’s voice across global platforms with care, context, and intention. This role requires balancing creative risk with a deep understanding of diversity, belonging, and audience impact. Insights and Performance • Track, analyze, and report on KPIs including engagement, reach, virality, EMV, CTR, and conversion-related metrics., • Translate insights into actionable creative and strategic recommendations that inform future content and campaigns., • Present monthly performance reviews, trend analysis, and learnings to Marketing, Communications, and Merchandising partners. Team and Workflow Leadership • Establish and oversee workflows for content planning, briefing, approvals, and publishing., • Collaborate closely with APAC partners and social agencies to ensure unified global execution and messaging., • Provide creative direction, feedback, and mentorship to internal team members and freelance contributors., • Lead and develop the Social Media Coordinator through clear communication, hands-on coaching, and strong example—fostering growth, accountability, and operational excellence. Cross-Functional Partnership This role collaborates closely with: • SVP of Marketing and Marketing leadership for strategic direction, alignment, and prioritization., • Creative Services and Production for execution of visual and narrative assets., • PR/VIP and regional marketing teams, particularly APAC, for localization, amplification, and storytelling cohesion., • Partner closely with IT and Technology teams to uphold information security protocols, exercising strong judgment to identify, escalate, and respond to potential risks across social platforms and systems. Qualifications and Profile • 8–12+ years of experience leading social media and content strategy for a global fashion, luxury, beauty, or culture-driven brand., • Proven track record creating platform-native content and copy that drives brand heat and measurable outcomes., • Exceptional writing, editing, and narrative-building skills, with experience leading copy creation for social and campaign content at scale., • Strong creative judgment paired with analytical rigor, able to connect creative decisions to performance signals., • Deep understanding of internet culture, creator ecosystems, and evolving social platforms., • Strong leadership presence with the ability to influence cross-functional stakeholders., • Comfortable operating at speed, managing multiple workstreams, and maintaining precision under pressure., • Strong people management capabilities, with a track record of building engaged teams, navigating complex performance issues, and developing future leaders. We are an Equal Opportunity Employer M/D/F/V In compliance with the New York City salary transparency requirements, the potential salary for this position is from $165,000 to $170,000 which represents a range commensurate with experience, knowledge, and skills required.
