Senior Manager, Social and Creator Marketing

BetterHelp is an online therapy service focused on making mental health care more accessible. The Senior Manager, Social and Creator Marketing will lead the company’s organic brand presence and distribution strategy across social, creators, partnerships, community, content, PR amplification, and emerging channels. The role will also manage teams, budgets, measurement frameworks, operating systems, and cross-functional partnerships to expand brand reach and relevance.

Responsibilities:

• Own BetterHelp’s organic brand and distribution strategy, defining how the brand earns attention and builds relevance across social, creators, partnerships, community, long-form content, PR amplification, and emerging channels
• Build an audience-first distribution model that identifies where our audiences spend time, how they consume and share content, and which channels and formats are best suited to different brand ideas
• Turn brand strategy into channel strategy, translating BetterHelp’s positioning, campaigns, and cultural point of view into distinctive platform-native programs and always-on content
• Develop the organic amplification strategy for major brand moments, working closely with Brand, Creative, PR, Partnerships, and Growth teams to extend campaigns beyond their initial launch and maximize their cultural reach and lifespan
• Lead our owned social strategy across platforms including Instagram, TikTok, YouTube, and LinkedIn, establishing clear roles for each channel and continuously evolving our approach based on audience behavior and platform shifts
• Lead creator and influencer strategy as a core organic distribution channel, developing thoughtful programs and long-term relationships that give creators meaningful ways to participate in and extend the BetterHelp brand
• Build relationships with creators, cultural voices, communities, and partners who authentically align with our mission and can help BetterHelp participate in relevant conversations
• Identify new and emerging distribution opportunities, testing new platforms, formats, communities, partnerships, and content models that can expand BetterHelp’s organic reach
• Develop a strategy for long-form and search-driven brand content, including YouTube, podcasts, SEO/AEO, and other formats that can compound audience and brand value over time
• Create an international organic distribution strategy, identifying which approaches can scale globally and where local platforms, creators, cultural context, and audience behaviors require a differentiated approach
• Lead planning for organic brand activations and cultural moments, including creator programs, events, partnerships, and community-led initiatives designed to generate participation and earned conversation
• Act as the connective tissue across organic, earned, and paid distribution, ensuring strong ideas move effectively across channels while maintaining a consistent brand strategy and point of view
• Partner closely with Growth and Paid Social teams to identify organic content, creators, formats, and audience insights that can inform paid amplification—while using performance learnings to sharpen organic strategy
• Develop measurement frameworks for organic brand impact, looking beyond surface-level engagement to understand audience growth, conversation, share of attention, content velocity, brand impact, and the downstream value of organic distribution
• Manage and mentor a growing team across organic social, creators, and related distribution functions, establishing clear priorities, operating rhythms, and opportunities for development
• Manage budgets and external partners across creators, agencies, partnerships, content production, and brand activations, ensuring investments ladder back to a clear distribution strategy
• Build scalable operating systems, including briefs, playbooks, channel frameworks, compliance guardrails, measurement systems, and AI-assisted workflows that allow the team to increase its impact without proportional headcount growth
• Partner with Legal and Compliance to develop practical frameworks for social, creator, and organic content across US and international markets
• Stay deeply connected to culture and the evolving media landscape, bringing emerging behaviors, platforms, creators, communities, and distribution models back into BetterHelp’s brand strategy

Requirements:

• Yes. We operate on PST and candidates in any time zone are welcome to apply. We ask employees to travel to our San Jose, CA office up to three times per year plus one company-wide offsite to collaborate in person and strengthen working relationships. Travel expenses are covered and reasonable accommodations are made for those under unique circumstances who cannot travel