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.
Viator, a Tripadvisor company, is the leading marketplace for travel experiences. We believe that making memories is what travel is all about. And with 300,000+ travel experiences to explore—everything from simple tours to extreme adventures (and all the niche, interesting stuff in between)—making memories that will last a lifetime has never been easier. With industry-leading flexibility and last-minute availability, it's never too late to make any day extraordinary. Viator. One app, 300,000+ travel experiences you’ll remember.
The Director of Social Media will support Viator with B2C strategic marketing initiatives, all in pursuit of our ultimate and ambitious goal: making Viator a household name. As the Social Media Director, you will play a pivotal role in shaping and overseeing Viator's online presence. The Social Media Director will report directly to the Sr. Director of Brand.
Viator sees social media as a future growth engine and we’re looking for an experienced leader to take Viator’s social handles to the next level. This multifaceted position involves the development and execution of comprehensive social media strategies, ensuring alignment with business objectives. You will be ultimately responsible for day-to-day content creation and curation as well as big picture executions / partnerships, fostering engagement with the online community, and maintaining brand consistency, including tone of voice and visual identity. Additionally, you will manage organic paid advertising campaigns, budgets, and vendor relationships, as well as influencer collaborations.
You will be incredibly comfortable with social media analytics reporting. The Social Media Director will rely on data analysis to measure performance, providing insights for continuous improvement, and leads a team to achieve these goals while staying abreast of industry trends and platform changes.
An ideal candidate will have a background in social media / marketing, and experience with marketing strategy in the e-commerce, travel and / or media industries. This person should also have significant experience in managing a social media team. Relationship management with strong organization, communication and interpersonal skills is a must. You will be a self-motivated problem solver who thinks both strategically and analytically to ensure we meet our company objectives. Strong presentation skills and ability to lead meetings are a must as you will be the main point of contact for all campaign needs for representatives both internal and external.
What You’ll Do
Social Media Strategy:
Develop and execute a comprehensive social media strategy that aligns with the company's goals and objectives and aligns with our social media playbook
Continuously stay updated with industry trends, platform changes, and audience preferences to refine the strategy.
High understanding of platform nuances regarding organic vs. paid vs. influencer posts.
Day-to-Day and Big Picture Execution:
Review and manage scheduled content for all relevant social media platforms.
Monitor and respond to social media activities, comments, and messages promptly with your team.
Work collaboratively with the marketing and content teams to ensure consistency in messaging and branding.
Measurement:
Establish and monitor key performance indicators (KPIs) to measure the success of social media campaigns.
Refine our current social media measurement framework to measure the impact of social media
Make data-driven recommendations for optimization.
Team Management:
Lead, mentor, and develop a high-performing social media team.
Delegate tasks, set clear goals, and ensure the team's alignment with the overall strategy.
Creative Production:
Oversee the creation and curation of high-quality, engaging, and on-brand content.
Manage the production of multimedia content, including graphics, videos, and written materials.
Review production process from briefing to creation of social assets.
Adherence to Brand Guidelines (Tone of Voice, Look & Feel):
Ensure all social media content adheres to the company's brand guidelines, including tone of voice and visual identity.
Organic Buying / Boosting:
Develop and execute paid social media campaigns to boost organic reach and engagement.
Work closely with Associate Director, Paid Media to manage influencer and partnership buys budgets for paid advertising on various platforms.
Budget Management:
Develop and maintain the social media budget.
Monitor expenses and allocate resources effectively to ensure alignment .
Vendor Management:
Collaborate with external agencies and vendors when necessary, ensuring deliverables meet quality and performance standards.
Influencer Management:
Identify and collaborate with influencers or brand ambassadors who align with the company's values.
Develop and maintain relationships with influencers to promote the brand.
Community Management:
Foster an engaged and supportive online community around the brand.
Work with various teams as well as the social media team to address customer inquiries, concerns, and feedback in a timely and professional manner.
Skills & Experience
10+ years of social media & marketing experience covering Meta platforms, TikTok, X and Threads with knowledge of Pinterest and Snap.
Proven experience in growing social media platforms across follower counts, engagement, partnerships and awareness.
Proven ability to implement a content strategy that will quickly and significantly grow our social media presence in an effort to support wider brand goals of helping Viator become a household name.
Ability to quickly react to social media trends and develop content for it so Viator authentically enters meaningful conversations.
Experience with growing UGC so social becomes a vital tool for word-of-mouth and ambassadorship
Management of social media to support upper funnel advertising goals
Knows how to use celebrity and mega influencers to push the brand forward in lasting and impactful ways
Proven capacity to juggle multiple priorities, meet deadlines and thrive in a fast-paced environment
Proficiency in google products (google docs, slides, sheets); keynote and adobe a plus
Strong interpersonal, verbal and written skills as well as proven ability to develop well-written documents and eloquently present
Strong grasp and keen passion for marketing, travel and culture, and an understanding of the linear, digital, social media and entertainment space. Take inspiration from the wider Travel industry to bring fresh ideas and innovation to our marketing function.
Some flexibility with work hours, and overnight/weekend travel, may be required for project activation.
Well organized, detail-oriented, ambitious personality who is open to helping with any task
Maintaining knowledge of industry best practices and new technologies
Bachelor’s degree in marketing or business administration; MBA preferred
The salary range for this role is $165,000 to $215,000. This is the lowest to highest salary we in good faith believe we would pay for this role at the time of this posting. We may ultimately pay more or less than the posted range. An employee’s pay position within the wage range will be based on several factors including, but limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, sales or revenue-based metrics, and business or organizational needs. This compensation range may also be modified in the future.
If you need a reasonable accommodation or support during the application or the recruiting process due to a medical condition or disability, please reach out to your individual recruiter or send an email to AccessibleRecruiting@Tripadvisor.com and let us know the nature of your request . Please include the job requisition number in your message.
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