Senior Director, Social Media

As the Senior Director of Social Media you will be the architect of Jazwares’ digital footprint and social-first brand storytelling. This role is responsible for defining the global social strategy across a portfolio of owned and licensed brands (e.g., Squishmallows, Pokémon, Star Wars). Reporting to the SVP of Marketing, this leader will transform social platforms into engines for brand affinity, community engagement, and revenue. You will lead a high-performing team of social media managers, content creators, and community specialists to ensure our brands are the most talked-about in popular culture.

What You Will Do: 

• Orchestrate the overarching social media positioning for the entire brand portfolio, ensuring a distinct "voice" and "vibe" for each brand.
• Lead the strategy for TikTok, Instagram, YouTube, LinkedIn, and emerging platforms, staying ahead of trends to ensure Jazwares is a first-mover in digital spaces.
• Whether it’s highly produced or more organic, oversee the development of viral-ready, social-native creative and campaign briefs that prioritize engagement over traditional advertising.
• Partner with Sales and E-commerce to build "link-to-ladder" strategies, driving direct-to-consumer sales through social shops and livestreaming.
• Balance regional strategies with each brand’s global positioning. Partner with leaders across territories to find efficiencies and local market opportunities with social.
• Develop and maintain the global social media budget, optimizing spend across paid social, influencer activations, and content production.
• Oversee relationships with social agencies and platform partners (Meta, TikTok, Google) to ensure world-class execution and early access to new features.
• Act as the primary social expert for internal Product, Design, PR, and Sales teams, ensuring social trends inform product development.
• Present social-first strategies and performance data to internal executives and external Licensors (e.g., Disney, Nintendo) with authority and clarity.
• Utilize social listening tools and platform analytics to identify "micro-trends" that the brand can capitalize on in real-time.
• Define and measure KPIs (Engagement Rate, Share of Voice, Conversion, Community Sentiment) and report results to leadership with actionable "so-what" insights.
• Set the protocol for community management and social customer service, ensuring brand reputation is protected in a 24/7 digital environment.
• Keen sense of current trends and forecasting what’s next. From film, food, music, fashion to beauty, our brands sit at the intersection of it all. Particularly on Squishmallows, understand and translate how best to deepen our position as a lifestyle franchise brand.

Supervisor Responsibilities:

Manages People:  Yes

• This position is responsible for performance management for their team.
• This position provides work direction to others, including assigning and evaluating work while also providing mentorship and guidance.

What We Are Looking For: 

• 10+ years of experience in digital marketing or social media.
• At least 5 years in a senior leadership role managing teams and multi-brand portfolios.
• Proven success in CPG, Entertainment, Fashion, or Beauty environments.
• Experience managing high-profile franchise or licensed brands.
• Demonstrated track record of driving measurable growth in engagement, share of voice, community sentiment, and conversion.
• Deep, current knowledge of TikTok, Instagram, YouTube, LinkedIn, and emerging platforms (plus how algorithms, formats, and creator economies differ across each).
• Strong understanding of social commerce, including in-app shopping, affiliate models, livestream selling, and conversion optimization.
• Expertise in social listening, analytics, and sentiment analysis, with the ability to identify and act on micro-trends in real time.
• Fluent in internet culture, memes, fandoms, and digital subcultures (ToyTok, gaming, collectors, lifestyle communities).
• Strong understanding of licensed brand ecosystems and how licensors (e.g., Disney, Nintendo) evaluate brand safety, performance, and creative alignment.
• Knowledge of global marketing dynamics and how to balance centralized brand strategy with local market execution.
• Advanced proficiency with enterprise social tools such as Sprout Social, Sprinklr, Dash Hudson, or similar platforms.
• Working knowledge of paid social, influencer platforms, and content performance dashboards.
• Ability to define and scale a global, multi-brand social strategy with distinct voices and vibes per brand.
• Strong creative direction skills—able to guide teams