Sr. Director, Social and Paid Media

About Us

Founded in 1912, Girl Scouts of the USA (GSUSA) is the preeminent leadership development organization for girls and the leading authority on their healthy development. Millions of Girl Scout alums across the country and the world have gone on to achieve incredible things and make a tremendous impact in fields ranging from public policy, medicine, journalism, and athletics to international relations, science, technology, art, and entertainment.

 

As a mission-driven organization, Girl Scouts of the USA champions girls as they explore their worlds, try new things, and develop the courage, confidence, and character to make the world a better place. From stargazing during a first overnight camping trip to building robots, navigating a rocky hiking trail, working together on a community project, and learning about the importance of environmental stewardship, Girl Scouts of all backgrounds and abilities can unapologetically be themselves. As they rise to meet new challenges, they also discover the issues that matter most to them. Along the way, they learn the power of friendship, connection, and teamwork.

 

Girl Scouts are doers, innovators, problem-solvers, creators, and dreamers, and the GSUSA team is here to center, support, and inspire them, working with 111 local councils across the country and USA Girl Scouts Overseas to deliver our life-changing Girl Scout Leadership Experience.

 

The Marketing team at Girl Scouts of the USA ensures the Girl Scout brand remains relevant, visible, and culturally resonant. Within this community, the Digital Media function leads national digital storytelling, paid media strategy, creator programs, and social engagement that support membership growth, brand relevance, and organizational priorities.

 

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The Senior Director, Digital and Paid Media is a strategic leader responsible for setting the vision, strategy, and execution of GSUSA’s paid media, organic social media, and Girl Scout creator initiatives. This role drives measurable growth for membership, cookie program, fundraising, and brand relevance, ensuring GSUSA’s paid media and organic social media ecosystem is high-performing, data-driven, culturally relevant, and aligned to GSUSA’s priorities.

 

This role defines how Girl Scouts shows up in culture on social media, ensuring the brand is not only present on platforms, but visible, relevant, and shared at scale. This leader has a keen understanding of the current Girl Scout audience and potential new audiences and can evolve GSUSA’s approach from content publishing to content that travels and drives action.

 

This leader oversees GSUSA’s social media team, digital media agency partners, creative vendors, and creator operations and strategies. They work cross-functionally with Brand, Membership, Product, Analytics & Insights, and Communications to deliver integrated strategies that scale nationally and support council adoption and success. They also play a critical role in building digital capabilities across the Movement—developing resources, best practices, training, and toolkits to elevate the digital maturity of councils nationwide.

Essential Responsibilities

Team Leadership & Agency Management

• Lead, coach, and develop a high-performing digital media team, providing clear priorities, direction, and support for growth.
• Oversee paid media agencies, social creative vendors, creator partners, and freelancers to ensure alignment, quality execution, and collaboration.
• Allocate resources on high-impact initiatives, balancing day-to-day execution and long-term improvements.

Organic Social Strategy & Performance

• Oversee GSUSA’s organic social media strategy and content roadmap across all national channels (Instagram, TikTok, Facebook, YouTube, Pinterest, LinkedIn, X).
• Act as a connection across organic, paid, creators, and content, ensuring efforts are not siloed but working together to drive impact.
• Bring clarity and direction to cross-functional initiatives, ensuring social media is intentionally integrated to major initiatives.
• Translate strategy into clear, actionable direction for internal teams, agencies, and partners.
• Identify inefficiencies and missed opportunities across teams and proactively drive alignment and solutions, rather than reacting to requests.

Paid Media Strategy & Performance

• Lead GSUSA’s paid media strategy (awareness, acquisition, engagement, and conversion), partnering closely with analytics to measure performance and improve efficiency.
• Play a key role in shaping a more scalable and connected paid media model for councils.
• Manage the national paid media agency, ensuring high-quality strategy,