Director of Social & Content Marketing Strategy

Director of Social & Content Marketing Strategy   | Tripadvisor

About Tripadvisor 

We believe that we are better together, and at Tripadvisor we welcome you for who you are. Our workplace is for everyone, as is our people-powered platform. At Tripadvisor, we want you to bring your unique identities, abilities, and experiences, so we can collectively revolutionize travel and together find the good out there.

We are seeking a visionary Director of Social & Content Marketing Strategy to lead our content marketing and social media strategy. This role is pivotal in defining, scaling, and executing our content marketing strategy, driving audience engagement, and building a strong community around our brand and products. The ideal candidate is a strategic thinker with a deep understanding of audience insights, experience in crafting compelling distribution plans, and a keen sense of the latest trends in content marketing and social media.

This position sits within our Integrated Marketing team, reporting into our Senior Director of Global Marketing Strategy and works cross-functionally with Editorial, Commercial, Brand, Product, Creative, and Channel teams, targeting both B2C and B2B audiences.

Job Location: Hybrid

This role is a hybrid position that requires 3 days per quarter in our Needham, MA or NY, NY office.

What You’ll Do

• Strategic planning: Develop and execute a comprehensive content marketing and social media strategy aligned with business goals to build communities and drive engagement.
• Content strategy development: Define the content roadmap, influence content creation, build strategic distribution and discoverability plans, and measure content success against objectives.
• Social media strategy: Establish and oversee growth and engagement strategies for Instagram, TikTok, Pinterest, Facebook, X, and emerging platforms. Set KPIs, guide content creation, and manage the relationship with our external social agency.
• Channel planning: Develop and implement the right distribution channel mix, content positioning, and funnel optimization. Adapt and repurpose content across formats and lead the development of our content franchises and CRM journeys.
• Content scaling & distribution: Implement automated strategies to scale and distribute diverse content across multiple channels using innovative methods like AI to maximize reach and engagement.
• Creative perspective: Apply a high level of taste and literacy to enhance our brand’s presence, drive engagement, and foster loyalty. Capitalize on key moments, cultural trends, and opportunities.
• Audience insights & trend analysis: Use data and analytics to understand audience preferences and behaviors, driving content decisions that resonate and engage. Stay ahead of industry trends and competitor activities.
• Campaign development: Collaborate with integrated and product marketing teams to ensure appropriate content integration into tentpole campaigns. Lead content-first marketing campaigns focused on driving consumption and engagement.
• Performance analytics & optimization: Own reporting and insights for content performance. Use data to refine strategies and enhance content effectiveness.
• Team management: Manage social, content marketing, and merchandising teams, fostering a collaborative and innovative environment.
• Leadership & advocacy: Ensure the entire organization has a solid understanding of our audiences and our social and content marketing strategies.

Skills & Experience 

• Demonstrated expertise as a data-driven marketer with 10+ years of experience in brand management, content strategy, social media strategy, and strategic marketing planning, with a strong understanding of community building and engagement.
• Adept at creating customer journeys and leveraging data and trends to fuel conversation and engagement.
• Proven ability to operate at scale and utilize multiple formats to distribute content widely across high-traffic platforms.
• Capable of seeing the big picture and driving a sound strategy while executing effectively.
• Recognized for generating fresh and unique ideas that captivate diverse audiences.
• Experienced in maintaining an active pulse on culture, capitalizing on trends, and leveraging social media to fuel conversation.
• Possesses a deep understanding of all distribution platforms and digital channels, with the ability to build and shape a content strategy based on data and insights.
• Exceptional in storytelling and writing skills with the ability to articulate a vision and gain stakeholder buy-in.
• Skilled at distilling data and patterns into actionable experiments and recommendations for content cr