Director of Social Media

Director of Social Media - California Area

The Company: 

DIME Beauty's mission is to create luxurious skincare and beauty products that are clean, effective, and affordable. It is DIME's goal that customers will feel confident in who they are and embrace their skin in all its unique and beautiful stages.

Position Description: 

The Director of Social Media is the key driver of DIME’s social presence and is responsible for building a culturally relevant, channel-native, and fast-growing social ecosystem across TikTok, Instagram, YouTube, Pinterest, and emerging platforms. This role owns the creative direction and growth strategy for DIME’s channels, ensuring content is on-brand and optimized for KPIs.The ideal candidate is a digital-first creative strategist who combines cultural fluency, editorial judgment, strong creative instincts, and data-driven decision-making to build community, brand heat, and measurable growth. They oversee content development, publishing cadence, experimentation, channel optimization, reporting, and team leadership.

Duties/Responsibilities:

Social Strategy & Growth Leadership

• Own social strategy across TikTok, Instagram, YouTube, Pinterest, and emerging platforms.
• Lead growth KPIs: follower growth, reach, engagement, saves/shares, and cultural relevance.
• Develop channel-specific content strategies optimized for maximum engagement.
• Build and maintain a test–learn–scale experimentation roadmap.
• Define the brand’s digital voice, POV, and visual identity on social channels. 

Content Direction & Creative Excellence

• Develop content pillars, storytelling arcs, and platform series (education, GRWM, ingredient deep dives, lifestyle, humor, routines, trends).
• Lead concepting for shoots, trends, hooks, editing styles, and day-in-the-life content specifically for social content. 
• Ensure content is premium, modern, and aligned with DIME’s brand direction.
• Partner with Creative on content capture, editing, art direction, and visual standards.
• Curate a cohesive, on-brand feed that reflects brand aesthetic and cultural relevance.
• Maintain constant pulse on beauty culture, creator communities, music, early signals, and platform behaviors.
• Identify and activate relevant trends while ensuring brand alignment.
• Bring forward cultural insights for campaigns, launch moments, and brand storytelling.

Channel Management & Publishing

• Own the social content calendar, scheduling, daily posting, and publishing workflows with support of social team.
• Oversee copywriting, editing, tagging, metadata, hooks, and CTA strategy for all channels.
• Lead community management strategy in partnership with the Community Coordinator.
• Ensure alignment with GTM calendars, campaigns, retail, and product launches.
• Partner with Influencer Marketing to integrate creator content into channel plans.
• Source and brief creators for platform-specific needs (TikTok edits, IG carousels, demos, short-form beauty content).
• Collaborate with Integrated Marketing, Creative, Product Marketing, and DTC on cross-functional alignment and asset needs.

Performance, Reporting & Optimization

• Own weekly/monthly social reporting, dashboards, and KPI readouts.
• Track performance by content type, hook, creator, series, and cadence.
• Establish channel benchmarks (reach, engagement, saves, shares, retention).
• Leverage analytics to optimize creative, strategy, and posting.
• Lead competitive social audits and category intelligence.
• Build strong workflows for content capture, editing, approvals, and publishing.
• Establish standards for quality, taste, platform expertise, speed, and brand alignment.
• Provide actionable creative feedback that elevates team output.

Other

• Supervises employees.
• Maintains staff by selecting, orienting, and training new employees.
• Provides staff with training opportunities for skill development and personal growth. 
• Sets performance goals with employees that support company goals and visions.
• Monitors and appraises job performance.
• Appropriately coaches, counsels, and disciplines employees as needed.
• Acts as a role model for the company’s values and behaviors. 
• Completes assigned training on time.
• Other duties as assigned.

Requirements:

• Proven track record of growing brand-owned TikTok and Instagram channels significantly.
• Strong understanding of analytics, KPI frameworks, reporting tools, and growth diagnostics.
• Excellent copywriting and digital storytelling capabilities.
• Video-first creative instincts with strong taste and aesthetic judgment.
• Creative thinker with strong operational rigor.
• Strong communicator with the ability to explain creative direction, data insights, and content strategy clearly.
• Thrives in a fast-paced, high-growth, test-and-learn environment.

Qualifications, Education and Experience:

• 7-10+ years of experience in social media, digital content, or online brand building.
• 3+ years in beauty (skincare, cosmetics, fragrance) strongly preferred.
• Experience leading content strategy, editorial calendars, and cross-functional creative projects.
• Previous experience managing and developing a team.
• Deep fluency in TikTok + Instagram algorithms, platform mechanics, and best practices.
• Experience working closely with Creative, Influencer, and Product Marketing teams.

Physical Requirements:

• Works in a hybrid environment, either in a home or office setting.
• Prolonged periods of sitting at a desk and working on a computer.
• Regularly required to sit, talk, hear, and use fingers to operate a computer and telephone.

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