Social Media Strategy & Activation Manager

Do you thrive in gray space, bring clarity to complex work, and know how to build new social capabilities that deliver brand and business impact? If so, we want to speak with you! We are currently looking for a Social Media Strategy & Activation Manager to join our Consumer Experience Organization (CXO) in Richmond, VA.This role will build the enterprise social capability that enables brands to participate effectively, compliantly, and credibly in culture, community, and creator-led conversations.

You will own the strategy, operating model, measurement approach, and development of a high-performing team across creator marketing, organic social, in-person activation integration, and insights.
What you will be doing:
Enterprise Social Strategy & Governance:


* Own the enterprise social strategy, roadmap, priorities, and decision framework; lead the evolution of governance, operating models, and compliance practices that enable brand participation while managing risk.


* Evaluate strategic partnership opportunities and provide social media recommendations, activation frameworks, and audience engagement strategies to inform investment decisions and increase business impact.

Integrated Social Activation:


* Connect creator marketing, organic social, earned media integration, insights, and in-person activation to deliver cohesive programs that strengthen brand relevance, audience engagement, and commercial performance.

Capability Building & Innovation:


* Build new social capabilities, playbooks, processes, and partnerships in areas without established models; champion innovation while ensuring operational readiness, compliance, and risk management.

Measurement & Performance Optimization:


* Evolve KPI and measurement systems, oversee reporting and program optimization, and translate performance data into clear recommendations that improve social, creator, and activation outcomes.

Leadership & Cross-Functional Alignment:


* Lead, coach, and develop a team responsible for creator and influencer marketing, organic social and insights; align cross-functional partners: brands, agencies, earned media, paid social, legal, compliance, and other partners around priorities and key decisions.

We want you to have:


* Bachelor's degree preferred (Marketing, Communication, Business or related field) or equivalent professional work experience related to the field.


* 7+ years of relevant experience in social media, creator or influencer marketing, integrated marketing, digital strategy, or related subject areas.


* Demonstrated success building and scaling social capabilities, operating models, governance frameworks, or programs in complex organizations.


* Strong working knowledge of creator marketing and organic social, including strategy, community engagement, content ecosystems, program operations, and performance optimization.


* Experience integrating social with broader marketing and communications, includin...