Director, Social Media – Community Growth Strategy

Role Overview

• Define and execute the vision for a best-in-class organic social media and community growth strategy across Macmillan’s branded channels and Fablelistik, driving audience engagement, discoverability, and conversion.
• Oversee and optimize performance across key platforms—including TikTok, Meta, X, YouTube, LinkedIn and emerging social environments—developing platform-specific content and engagement strategies that deliver measurable growth.
• Lead social strategy and innovation, translating trends, insights, and algorithms into actionable campaigns in a constantly evolving digital landscape.
• Champion a data-informed, conversion-driven approach to organic social media, leveraging analytics and platform insights to refine content, audience development, and engagement tactics.
• Partner with publisher marketing teams to align on and achieve global social media KPIs, model best practices, and support divisional growth through shared insights, trend analysis, and coordinated initiatives.
• Collaborate cross-functionally within CIMA with Performance Marketing &Audience Development, Consumer Insights, and Direct-to-Consumer Marketing & Ecommerce Strategy to integrate organic social media campaigns with paid media, audience analytics, and commerce initiatives creating a unified, conversion-driven digital ecosystem that delivers measurable results across the organization.
• Partner with the D2C and Performance Marketing teams on social-led conversion strategies, including TikTok Shop, Fablelistik, and other commerce-driven initiatives.
• Leverage social listening and analytics tools to identify emerging trends, optimize strategy, and share actionable insights with stakeholders across the company.
• Integrate AI and machine learning to enhance social listening, sentiment analysis, creator discovery, predictive scheduling, audience modeling, and rapid creative iteration, driving measurable improvements in engagement, conversion, and campaign performance across platforms.
• Drive continuous innovation in response to evolving platforms, technologies, and audience trends, keeping Macmillan at the forefront of social storytelling, engagement, and digital culture.
• Guide and mentor a high-performing team, fostering creativity, innovation, and operational excellence across social content and community management.

Requirements

• 10+ years of experience in social media and digital marketing, ideally within publishing, entertainment, lifestyle or a creative consumer brand.
• 3+ years of people management experience, with a track record of developing and leading high-performing teams.
• Proven ability to set and deliver a vision for best-in-class social strategy that drives measurable engagement, conversion, and brand growth.
• Deep expertise in social platform ecosystems, algorithms, and analytics, and TikTok in particular, with fluency in video-first content and community-building strategies.
• Strong command of social analytics, reporting, and listening tools (Emplifi, Sprinklr, Meltwater, Sprout Social, or equivalent).
• TikTok Shop, Meta Shop and social commerce experience a plus.
• Ability to translate data, cultural insights, and trends into actionable creative direction that supports both audience engagement and revenue goals.
• Excellent cross-functional collaboration and communication skills, with experience aligning multiple stakeholders to corporate objectives.
• Strategic leadership style that balances creativity with operational discipline, fostering innovation and accountability across teams.
• Passion for books, digital storytelling, and community connection, with curiosity for the technologies and trends shaping the future of social media marketing.

Benefits

• Cover Letter Required