Director, Social Media & Influencer Marketing Strategy, Boston, MA

Country: United States of America

Position Overview

The Director of Social Media and Influencer Strategy will play a pivotal role in shaping the bank’s online presence, customer engagement, and brand narrative. Reporting to the SVP, Head of Brand and Sponsorships, this leader will be responsible for developing and executing comprehensive strategies across social media, content marketing, and influencer partnerships to drive brand awareness, customer acquisition, and loyalty. The ideal candidate is a strategic thinker with deep expertise in digital marketing, an eye for creative excellence, and a passion for leveraging innovative channels to humanize the banking experience.

Social Media Strategy and Management

Develop and execute a comprehensive social media strategy aligned with the bank’s marketing goals and objectives.Oversee the creation and curation of content across all social platforms (e.g., Instagram, Facebook, TikTok, YouTube).Monitor trends, customer sentiment, and competitive activity to inform strategy.Leverage data and analytics to optimize performance and guide decision-making.Ensure compliance with regulatory and legal standards in all social media activities.Stay up to date on emerging social media platforms and tools and make recommendations on adoption.

Influencer and Content Partnership Strategy

Develop and execute a comprehensive influencer strategy aligned with the bank’s marketing goals and objectives. This may involve researching target audiences, analyzing competitors, and identifying key messaging and content themes.Identify, vet, and build relationships with influencers and brand advocates who align with the bank’s values and target audience.Design and execute influencer campaigns to amplify key initiatives and expand reach.Foster content partnerships with industry leaders, community organizations, and complementary brands to enhance credibility and customer trust.Monitor and measure influencer performance. Analyze data and use it to optimize influencer engagements.Recommend new creative opportunities and ways to work with external paid influencers, leveraging data-driven insights and trends.

Leadership and Collaboration

Manage and mentor a team of social media, content, and influencer marketing professionals.Manage social agencies (including in-house Creative team) and partners to deliver the best-in-class campaigns and content to our customers.Manage social production budgets to ensure we invest efficiently while maintaining a high creative bar and optimize for continuous performance improvement.Collaborate with cross-functional teams, including product marketing, PR, compliance, and customer experience to ensure correct execution of the brand, strategy and platform best practices.Present insights, performance reports, and recommendations to senior leadership.Establish short- and long-term learning agendas and oversee social and influencer measurement capabilities, analysis and executive reporting of campaigns. Analyze social media metrics to evaluate campaign performance, optimize strategies, and maximize audience engagement.Manage social production budgets to ensure we invest efficiently while maintaining a high creative bar and optimize for continuous performance improvement.

Qualifications: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

 

Qualifications

Education and Experience

9+ years of experience in social media, content marketing, and influencer strategy in a leadership role. Required.9+ Years Marketing experience or related field. Required.Proven track record of developing and executing successful digital marketing campaigns, experience in the financial sector is a plus but not required.Bachelor's Degree or equivalent work experience: Marketing, Public Relations, Communications, Business Administration or equivalent field. Required.Master's Degree Marketing, Public Relations, Communications, Business Administration or equivalent field. Preferred.

Skills and Competencies

Deep knowledge of social media platforms, content trends, and influencer marketing.Strong analytical skills with the ability to interpret data and drive actionable insights.Exceptional communication and storytelling skills, with an ability to simplify complex topics.Creative thinker with a customer-first mindset.Familiarity with financial regulations and the unique challenges of marketing within the banking industry is a plus.

EEO Statement:  At Santander, we value and respect differences in our workforce.  We actively encourage everyone to apply.   

Santander is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetics, disability, age, veteran status or any other characteristic protected by law.

Working Conditions: Frequent Minimal physical effort such as sitting, standing and walking. Occasional moving and lifting equipment and furniture is required to support onsite and offsite meeting setup and teardown. Physically capable of lifting up to fifty pounds, able to bend, kneel, climb ladders.

Employer Rights: This job description does not list all of the job duties of the job. You may be asked by your supervisors or managers to perform other duties. You may be evaluated in part based upon your performance of the tasks listed in this job description. The employer has the right to revise this job description at any time. This job description is not a contract for employment and either you or the employer may terminate at any time for any reason.

The base pay range for this position is posted below and represents the annualized salary range. For hourly positions (non-exempt), the annual range is based on a 40-hour work week. The exact compensation may vary based on skills, experience, training, licensure and certifications and location.

Base Pay Range

Minimum:

$123,750.00 USD

Maximum:

$200,000.00 USD