Brand Director, Social Strategy

Social is where brands earn relevance through culture, speed, creativity, and trust.

SoFi is looking for a Brand Director, Social Strategy to help lead the next era of our social brand presence — building breakthrough strategies, developing platform-native content, and shaping how millions of people experience SoFi online. This person will play a critical role in building awareness, making SoFi a household name, and driving long-term brand equity through social-first storytelling, cultural relevance, and best-in-class execution across platforms.

This role is for someone who understands both internet culture and brand building. Someone who can present a strategic vision to senior leadership, then jump into the feed and execute. Someone equally comfortable developing highly produced campaigns and scrappy content that cuts through because it feels native to the platform.

We’re at a critical moment in growth. Our opportunity is massive across sports, creators, partnerships, live events, and social platforms and we need a leader who can help turn that momentum into awareness, consideration, and brand love.

You’ll lead a small, high-impact team responsible for:

• Building social strategies that break through
• Leveraging member data and social trends to drive social strategies
• Developing content systems that scale across platforms
• Driving engagement, conversation, and cultural relevance
• Turning performance insights into smarter creative and sharper execution
• Moving fast without sacrificing quality or taste

From the NBA and TGL to SoFi Stadium and CMA Fest — we’re only getting started.

• Lead and evolve SoFi’s organic social strategy across platforms
• Develop social concepts and content systems designed to drive awareness and consideration at scale
• Identify emerging trends, formats, creators, and platform opportunities before they peak
• Partner closely with internal creative teams and partners to bring ideas to life
• Build content that flexes across polished campaigns, reactive moments, educational storytelling, creators, and low-lift native content
• Partner closely with SoFi’s Content team and brand journalists to create and distribute social-first educational content that helps audiences better understand their finances 
• Translate data and platform insights into actionable creative direction
• Help shape SoFi’s voice, tone, and relevance in culture
• Lead real-time social moments, community engagement, and live event amplification
• Partner cross-functionally across brand, sports marketing, creative, legal/compliance, and leadership teams
• Manage and mentor a small social team while raising the creative and strategic bar

• 8+ years in social media, creator marketing or brand strategy
• Deep understanding of platform behavior and internet culture
• Proven experience building social strategies that drive measurable brand impact
• Strong instincts across creative, copy, video, trends, and storytelling
• Ability to leverage AI as a creative and operational force multiplier to accelerate ideation, content development, audience insights, testing, and execution
• Ability to move seamlessly between strategy and execution
• Experience operating in fast-paced, highly collaborative environments
• Strong analytical mindset and comfort using performance data to guide decisions
• Excellent communication and presentation skills
• High standards, strong taste, and a bias toward action

• Experience in fintech, sports, media, or culturally relevant brands
• Experience activating around sports, live events, or creator partnerships
• Hands-on content development and platform publishing experience