Director, Content & Social Media - Build-A-Bear Workshop : Job Details

The Director, Content & Social Media, is future facing and audience-obsessed while leading our brand storytelling across platforms. This role is equal parts strategist, creator, and cultural connector – someone who understands the power of social to build brands, drive engagement, and shape communities through compelling content.

This role will lead a dynamic team of social strategists, content creators, and partner agencies, while working cross functionally with creative, PR, product, and marketing teams to craft a content ecosystem that breaks through the noise and builds meaning full relationships.

Responsibilities:

• Own and evolve our content and social strategy across all channels (Instagram, TikTok, YouTube, LinkedIn, Threads, Pinterest, emerging platforms.
• Create a culturally fluent content calendar that integrates brand storytelling, product campaigns, influencer collaborations, and real-time cultural moments.
• Lead creative concepting and production for social-first storytelling, ensuring all content is platform-native, thumb-stopping, and deeply engaging.
• Define performance metrics and KPIs across platforms – ensuring every post has purpose, and every campaign is tied to measurable results.
• Mentor and grow a high-performing team, providing clear vision, feedback, and development opportunities.
• Forge deep relationships with creators, influencers, and platform reps – unlocking co-creating, first-to-market opportunities, and exclusive formats.
• Champion innovation by identifying new tools, technologies, and trends – from new content formats to experimental platforms.
• Collaborate cross-functionally with brand, PR, product, e-comm, and performance marketing teams to ensure content ladders up to brand goals and business impact.

Required Qualifications:

• Bachelor's degree required.
• 10+ years of experience in content, social, or digital marketing – at a brand, agency, or publisher with a strong creative voice.
• Deep understanding of platform-specific content formats, best practices, and algorithm shifts.
• Proven experience in building and scaling content and social ecosystems that drive brand affinity and business growth.
• Proficiency with emerging AI tools, creator platforms, and immersive storytelling formats (AR, shoppable video)
• Strong command of social listening, analytics, and content planning tools (Sprinklr, Sprout)

Preferred Qualifications:

• Background in lifestyle, fashion, toys, entertainment, youth, or purpose-driven brands
• Prior experience working with or as a creator/influencer
• Familiarity with global social strategies and localization frameworks

Behavioral Traits for Success:

• Driven to achieve results that align with the strategic goals of the organization
• Initiative, sense of urgency, and the ability to stay focused on results despite changing conditions
• Decision-making is focused on implementing practical and timely solutions
• A natural leadership style that trains and engages others in an enthusiastic way
• Learns quickly and thoroughly while continually recognizing and adapting to change
• Effective delegator
• Innovative and creative problem solver
• Action-oriented
• Influences and stimulates others to action

Working Environment:

• Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs.
• Corporate Office located St. Louis, MO.
• Hybrid work week.

Your Performance Will Measured On:

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following:

• A team and culture that embraces creativity, agility, and bold ideas
• Decision-making, judgment, and execution
• Dynamic, channel-specific content experiences
• Increased organic reach, engagement, and content performance
• Additional creators and influencers wanting to work with the brand
• Creative solutions that support major tent pole launches