Social Media Director, Consumer

ABOUT ORCHESTRA

Orchestra is a strategic communications and marketing company built for today’s complex and fragmented world. From decoding audiences to designing bold strategies, Orchestra integrates people, platforms, and stories that stick to help clients build lasting influence. The company offers programs that span from the highest level strategic business counsel through to tactical execution. Orchestra brings together 700+ people with experience across consumer and lifestyle, technology, nonprofit and philanthropy, real estate, sports, travel, hospitality, and more. Made up of leading firms BerlinRosen, Civitas Public Affairs Group, Derris, Glen Echo Group, Inkhouse, M18, Message Lab, Onward and Small Girls PR. It also launched Brightmode, a talent acquisition firm for communications professionals, and Versus Media Group, a strategy-first political media team. Learn more at www.orchestraco.com.

People of all backgrounds and abilities are strongly encouraged to apply. Orchestra is committed to building and maintaining a diverse staff, and recognizes that its continued success depends on hiring and retaining high-quality creative professionals with a variety of backgrounds and experiences. Opportunities for advancement exist, and we are committed to helping all staff develop and grow.

ABOUT THIS ROLE

Orchestra is seeking a Social Media Director (Consumer) to lead social strategy and execution across some of the most exciting consumer and lifestyle brands in the Orchestra network—including high-profile consumer categories such as CPG, fashion, beauty, wellness, retail, and lifestyle.

Sitting within the Integrated Marketing group, this role functions as the social lead and day-to-day strategic partner for consumer clients, guiding creative direction, content strategy, editorial planning, platform management, and analytics across Instagram, TikTok, Meta, Pinterest, YouTube, and emerging platforms.

You’ll partner closely with Creative, Influencer, PR, Paid Media, and Strategic Insights to build integrated, high-performing social programs that drive awareness, engagement, and conversion.

This role is ideal for someone who has deep consumer instincts, understands cultural momentum and trends, and loves building thumb-stopping, platform-native creative strategies.

Role location: This role is based in our New York, N.Y. office on a hybrid basis. Orchestra staff are in office 3 days per week.

ACCOUNTABILITIES AND QUALIFICATIONS

As the Social Media Director, Consumer you will… 

Lead Strategy Across Consumer Accounts

• Serve as the primary social strategist for consumer, lifestyle, fashion, beauty, and CPG clients across Derris, SGPR, and wider Orchestra.
• Develop platform-specific and cross-channel social strategies rooted in insight, culture, brand storytelling, and audience behavior.
• Lead the creation of editorial calendars, creative campaign concepts, social-first narratives, and content frameworks.
• Translate consumer trends and platform shifts into actionable opportunities for clients.

Guide Execution & Cross-functional Integration

• Oversee day-to-day social media execution: content planning, posting, optimization, and reporting, partnering with Specialists and Community Managers.
• Provide creative direction: visual moodboarding, references, tone, captioning approaches, format recommendations, and platform best practices.
• Partner with Creative & Content to shape social-first creative assets and ensure they ladder up to brand and campaign strategy.
• Collaborate closely with Paid Media to develop integrated paid + organic strategies.

Be a Strategic Partner to Clients

• Lead client calls, present strategies and POVs, and act as a trusted advisor to senior brand and marketing stakeholders.
• Support new business pitches, proposal development, and social POVs for consumer prospects.
• Identify opportunities to evolve scopes, introduce new channels, and enhance performance.

Drive Measurement, Insights & Innovation

• Own reporting and performance storytelling, partnering with the Strategic Insights analyst to uncover patterns and optimization opportunities.
• Operate with a test-and-learn mindset: pilot new formats, creators, platform features, and content styles.
• Continuously share platform updates, trend analyses, and best practices with internal teams and clients.

Mentor & Contribute to Team Development

• Support and coach Social Media Specialists and Community Managers working on consumer accounts.
• Contribute to training sessions, playbooks, templates, and frameworks as part of Orchestra’s growing Centers of Excellence.
• Help foster a collaborative environment across all consumer-aligned teams.

Essential skills:

• 5-7 years of relevant experience in influencer marketing, social media and/or PR with a demonstrated track record of success
• 6–8+ years of experience in social media strategy, content planning, and platform management, with significant experience in consumer categories (at least 3+ years in agencies working with lifestyle or consumer brands strongly preferred).
• Proven ability to build and execute social strategies across Instagram, TikTok, Meta, Pinterest, YouTube, and emerging platforms.
• Experience partnering closely with creative teams and providing social-first creative direction.
• Strong understanding of consumer audiences, cultural trends, visual storytelling, and creator/influencer dynamics.

Capabilities:

• A strategic thinker with a strong editorial instinct and creative POV.
• Excellent communicator who can present persuasively and provide smart counsel.
• Ability to translate data into actionable insights and compelling recommendations.
• Comfort operating in fast-paced, integrated environments with multiple stakeholders.
• Experience managing and mentoring junior team members.

WORKING AT ORCHESTRA

Salary range (commensurate with experience and skills): $110,000-$130,000

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