Director, Social + Content

Description

We're looking for a Director, Social + Content to own how goop kitchen shows up online: strategy, calendar, creation, community, and everything in between. You'll turn a menu launch into a conversation, a restaurant opening into a cultural moment, and a Tuesday lunch into something people want to send to a friend.

• Own and evolve goop kitchen’s organic social strategy across Instagram, TikTok, LinkedIn, and emerging platforms.
• Develop content strategies that support broader brand, growth, menu, and restaurant expansion priorities.
• Identify opportunities to insert goop kitchen into relevant cultural conversations while maintaining a distinct and consistent point of view.
• Stay ahead of platform trends, algorithm changes, creator behavior, internet culture, and emerging formats.
• Translate business objectives into clear, measurable social goals and content plans.
• Monitor the broader conversation around goop kitchen across Reddit, Substack, X, review platforms, and other relevant channels.

• Own the social content calendar from ideation through execution.
• Develop monthly and quarterly content plans aligned with marketing priorities, menu launches, partnerships, restaurant openings, and seasonal moments.
• Create original concepts, recurring franchises, and editorial series that build audience engagement and strengthen brand identity.
• Ensure a thoughtful balance of brand storytelling, food and menu content, community, culture, and conversion.
• Write sharp, compelling social copy in the goop kitchen voice for social, email, menu, and more.

• Concept, capture, edit, and publish engaging, social-first content across Reels, TikTok, Stories, carousels, static posts, and emerging formats.
• Lead social content shoots and support larger brand and campaign productions.
• Develop creative briefs, shot lists, concepts, and production plans.
• Work closely with Design, photographers, videographers, creators, and agency partners to bring ideas to life.
• Build and manage a roster of creators and creative talent who can extend the goop kitchen content engine; identify the right voices, develop strong briefs, and guide them in creating content that feels both native to their audience and unmistakably goop kitchen.
• Be comfortable jumping behind the camera, filming an iPhone Reel, editing a video, or creating content independently when the moment calls for it.
• Think beyond a single post, ensuring content and production can be thoughtfully leveraged across social, email, growth, PR, and other marketing channels.

• Own the strategy for community management and audience engagement, working closely with the great Marketing team, as well as Guest Experience Management (GEM), and PR.
• Build authentic relationships with followers, guests, creators, and local communities.
• Partner with the Guest Experience team to monitor guest feedback, identify emerging themes, and ensure guest concerns on social are addressed appropriately and quickly.
• Monitor brand sentiment across owned and earned channels, surfacing relevant insights, risks, and opportunities to the broader team.
• Proactively identify moments and conversations where goop kitchen has a reason to participate.
• Partner with the Director of Partnerships on influencer and creator opportunities.

• Manage, coach and develop the Designer, setting clear priorities, expectations and standards for the work
• Provide clear creative direction and feedback on design across social, email, brand packaging and print.
• Oversee workload and prioritization across content and design, ensuring output aligns with overall marketing and business priorities
• Partner with the Designer to build scalable templates and systems that help the team move quickly while maintaining quality. 
• Support hiring, onboarding and development as the social, content and creative team grows

• Define, track, and report on KPIs across channel performance, engagement, audience growth, content performance, traffic, and conversion.
• Use data and audience insights to continuously optimize content strategy and creative.
• Identify patterns in what’s working—and what isn’t—and translate those learnings into action.
• Regularly share insights, recommendations, and learnings with Marketing and company leadership.

• Partner closely with Brand Marketing, Design, Growth, Culinary, Operations, PR, and Leadership.
• Support restaurant openings, menu launches, partnerships, events, campaigns, and local marketing initiatives.
• Ensure organic content is integrated into broader marketing and business priorities.
• Bring a collaborative, entrepreneurial mindset and a willingness to roll up your sleeves.

Requirements

• 8+ years in social media, content, or digital marketing — ideally somewhere in food, hospitality, wellness, lifestyle, or consumer brands.
• You've owned a social strategy end to end, from the idea to the post to the result, in service of real business goals.
• You've run brand accounts on Instagram and TikTok, and you're fluent enough on YouTube Shorts, LinkedIn, and newer platforms to know what belongs where.
• Hands-on content creation experience across filming, editing, copywriting and storytelling, with a portfolio of published social-first work
• You've used social analytics and performance measurement to connect organic content to business outcomes 
• A proven track record of building social channels, growing engaged communities, and creating content that performs.

• You're organized in a way that holds up in a fast-moving environment with multiple priorities and shifting timelines
• You're curious, creative, and genuinely plugged into internet culture, food, and creators
• You can operate at 30,000 feet and on the ground - you build the strategy and you make the content.
• You adapt fast when the business changes direction
• You actually care about food, hospitality, and building something people love.
• Tools you’re familiar with: CapCut, Adobe Premiere, Canva, and whatever else gets the post out the door.