Associate Director, Social Media

What You’ll Do

Reporting to the SVP, Integrated Marketing EMEAI, the Associate Director, Social Media will lead the digital and social strategy across our Lifestyle Fashion portfolio within the EMEAI region.

This role is responsible for driving audience growth, brand engagement, and commercial impact through innovative social-first marketing strategies, platform-native content, and integrated digital campaigns. A key focus will be supporting and enabling licensees and regional partners with stronger, more effective social plans that elevate brand presence and drive performance across markets.

You will work cross-functionally with Brand, Commercial, Creative, PR, Retail, and Licensing teams to deliver best-in-class digital marketing initiatives that balance strategic thinking with hands-on execution.

Key Responsibilities

Strategy & Growth

• Lead the social and digital marketing strategy across the Lifestyle Fashion portfolio in EMEAI, aligning global brand direction with regional market priorities and commercial objectives (own the TedBaker London & Hunter global social accounts)
• Drive audience growth, engagement, and brand relevance through social-first and content-led marketing strategies.
• Partner closely with licensees and regional teams to improve social planning, campaign execution, and platform performance across markets.
• Develop integrated 360° marketing campaigns across key digital and social platforms including Meta, TikTok, YouTube, Pinterest, and emerging channels.
• Identify new opportunities for content, creator partnerships, digital activations, and platform innovation to support both brand and commercial growth.
• Act as a digital and social thought leader internally, embedding best practices, platform expertise, and evolving consumer trends across the organisation.

Content & Campaign Execution

• Lead end-to-end execution of digital and social campaigns, ensuring high-quality delivery across multiple brands and territories.
• Translate brand and commercial objectives into clear, actionable social and content plans.
• Ensure campaigns are tailored for platform behaviour, audience engagement, and regional relevance.
• Support key seasonal launches, collaborations, retail moments, and major brand activations with impactful digital execution.
• Work closely with influencer and creator partners to deliver engaging, culturally relevant content campaigns.

Performance & Optimisation

• Own social and digital performance reporting across the Lifestyle Fashion portfolio, including KPIs, dashboards, insights, and optimisation recommendations.
• Use audience, content, and campaign insights to continuously improve performance and engagement.
• Drive a full-funnel approach across awareness, engagement, conversion, and retention.
• Collaborate with paid media, ecommerce, retail, and licensing partners to maximise campaign effectiveness and ROI.
• Support digital budget planning and ensure investment is aligned to performance and strategic priorities.

Platform & Community Leadership

• Define platform roles, content pillars, publishing cadence, and channel best practices across the portfolio.
• Ensure best-in-class execution across publishing, community management, creator collaborations, and social storytelling.
• Drive platform-native creative thinking tailored to each channel and audience.
• Stay ahead of trends, platform updates, and consumer behaviours to keep the brands culturally relevant and competitive.

What You’ll Bring

• Multiple years of experience in social, digital, or integrated marketing, ideally within fashion, lifestyle, retail, or consumer brands.
• Strong understanding of social-first marketing, content strategy, influencer marketing, and audience growth.
• Proven experience running a global social account, developing content & scaling performance.
• Experience working with regional markets, partners, or licensees across EMEAI.
• Strong commercial awareness with the ability to connect brand storytelling to business results.
• Confident using performance insights, analytics, and reporting tools to guide decision-making and optimisation.
• Excellent stakeholder management and presentation skills, with the ability to influence across multiple teams and levels.
• Hands-on knowledge of social platforms, content publishing, analytics, and creative workflows.
• Strong proficiency across digital reporting tools, content editing software (e.g. adobe or similar)