Director of Social Media

Role Overview

Director of Social Media at TruHeight Vitamins (player-coach). You’ll lead influencer marketing, organic social, TikTok Shop strategy, and creator partnerships, setting strategy while also driving day-to-day execution. You’ll report to the co-founders and collaborate closely with media buying, design, email, and operations teams.

Key Responsibilities

Influencer Marketing & Creator Partnerships

• Source, negotiate, and manage relationships with influencers, creators, and brand ambassadors (Instagram, TikTok, YouTube)
• Structure deliverable-based compensation (per-post rates, event fees, campaign management fees)
• Negotiate contract terms: content usage rights, exclusivity, and payment schedules
• Manage talent agencies and handle multi-stakeholder negotiations
• Build creator briefs (hooks, scripts, content direction)
• Track performance (CPM for awareness, CAC for direct response)
• Manage creator invoicing workflows and payment platforms (Lumanu or similar)

TikTok Shop & Affiliate Program

• Own end-to-end TikTok Shop strategy: product listings, affiliate commission structures, GMV optimization, and agency management
• Manage TikTok Shop agency relationships (onboarding, performance reviews, strategic pivots)
• Set affiliate commission rates and manage restocking decisions for top affiliates
• Negotiate affiliate content ownership/usage rights
• Interface with TikTok reps on seller center features, promotions, bundling strategies, and campaign enrollment
• Monitor shop health metrics (rating, video count, GMV, impressions) and course-correct weekly

Organic Social Media

• Own content strategy for TruHeight (Teens) and TruHeight Kids on Instagram, TikTok, and YouTube
• Manage and develop a social media coordinator (weekly calendars, brand guidelines, creative direction)
• Drive follower growth, engagement rate, and view count month over month
• Lead creative brainstorms; establish post templates and content series (e.g., Testimonial Tuesdays, Ingredient Spotlights, UGC recaps) and maintain brand consistency
• Evaluate and implement new tools to improve efficiency (e.g., AI video clipping, AI graphic design, LinkTree)

Events & Activations

• Coordinate product shipments, signage, and swag for in-person events (TikTok Shop affiliate events, basketball camps, brand activations)
• Manage creator travel, accommodations, and on-site logistics
• Negotiate event appearance fees and hosting structures with brand partners

Budget & Reporting

• Own influencer/social/podcast budget and track spend vs. performance across channels
• Provide weekly ad-spend context to leadership, coordinating with media buying
• Present clear options (with pros/cons) for budget increases, agency changes, or new initiatives

Requirements

• Must be AI-native and already using AI daily in current work
• Think in AI-first workflows (not “open to learning AI”)
• Experience executing influencer/creator programs and organic social growth
• Able to manage external agencies and negotiate creator/influencer contracts
• Comfort using performance metrics tied to awareness (CPM) and direct response (CAC)
• Hands-on execution capability (player-coach)

Nice-to-Haves

• Experience integrating TikTok Shop/affiliate programs and interfacing with TikTok seller center workflows
• Familiarity with AI tools for content ideation/creative production and automated reporting
• Experience with TikTok Shop health metrics (rating, video count, GMV, impressions) and weekly optimization