Lead the development and execution of organic social media strategy, content creation, influencer marketing, user-generated content, and brand reputation management. Drive community growth, trust, and brand loyalty among pet-focused audiences through strategic storytelling and cross-functional collaboration. Shape how the brand engages with its audience across social platforms through proactive programming, reactive engagement, and consistent brand voice
Responsibilities
- Develop and refine a comprehensive organic social strategy focused on proactive content planning, real-time engagement, and continuous content presence to boost brand awareness, audience expansion, and community development across all platforms
- Create and manage an integrated editorial calendar featuring campaigns, activations, and evergreen content tailored to diverse audiences such as pet owners, potential customers, and veterinary professionals
- Provide creative leadership to craft compelling narratives around pet insurance, brand differentiation, and the emotional value of protecting beloved pets
- Enhance brand presence, maintain consistent voice, and position the company as a thought leader across social platforms and cultural discussions
- Design and scale a user-generated content strategy that discovers, curates, and promotes authentic stories from members and their pets across owned social channels
- Establish clear policies and workflows for managing content rights, sourcing materials, and incorporating user-generated content into broader marketing initiatives
- Collaborate with Paid Media teams to repurpose high-performing user-generated content in social advertising and performance campaigns
- Lead the end-to-end influencer marketing program, including strategy, partner selection, contract negotiation, creative briefs, content approval, and performance analysis
- Build a tiered network of influencers across macro, micro, and nano levels within pet, veterinary, and lifestyle communities
- Ensure all influencer collaborations are authentic, aligned with brand values, and tied to measurable business outcomes
- Define standards for brand interaction with the community by creating response frameworks, tone guidelines, and escalation procedures for daily social engagement
- Oversee a team responsible for monitoring and engaging on owned channels, review platforms, and community discussions to ensure every interaction reflects brand excellence
- Design proactive engagement initiatives that strengthen relationships with existing customers and encourage advocacy and long-term loyalty
- Serve as the senior leader for social brand reputation, managing strategies to monitor, respond to, and proactively shape online presence
- Develop crisis communication protocols and collaborate with Legal, PR, and Customer Experience teams to address sensitive or high-visibility issues quickly and thoughtfully
- Monitor and analyze brand sentiment trends to identify potential risks and opportunities for improving reputation
- Lead, mentor, and develop a high-performing social team with diverse skills, setting performance goals, nurturing talent, and fostering a culture of creativity, accountability, and continuous improvement
- Work closely with Paid Media, Brand & Marketing, Partnerships, and Customer Experience teams to create fully integrated campaigns and a unified content ecosystem
- Define and track performance goals, reporting schedules, and KPIs across reach, engagement, sentiment, influencer ROI, and user-generated content effectiveness, using insights to inform broader marketing strategy
- Stay current with competitor activity, platform developments, and shifts in the social landscape to identify emerging opportunities and maintain a competitive edge
- Act as the internal expert and advocate for social media best practices, audience insights, and the strategic business value of a world-class social program
Requirements
- Minimum of 10 years of professional experience in social media, content strategy, or a related field
Nice to Have
- Demonstrated ability to leverage data, insights, and innovation to build a social strategy that captures attention, fosters trust, and delivers measurable business impact
- Experience developing social programs that combine creative ambition with business accountability
- Leadership experience managing teams of content creators, social engagement specialists, influencer managers, and brand reputation managers
- Proven track record collaborating with senior leaders in Marketing, Product, and Customer Experience
- Personal passion for pets is a strong plus
Benefits
- Hybrid remote and office work schedule
- Work environment that welcomes pets
Work Arrangement
hybrid — Seattle — Work from our casual, pet-friendly office at least 3 days a week
Team
multi-disciplinary team including content creators, social engagement specialists, influencer managers, and brand reputation managers; reports to senior leaders across Marketing, Product, and Customer Experience
- Collaborative
- Innovative
- Pet-obsessed
- Fast-moving
- High-growth environment
- People-first leadership
- Creative and strategic thinking
Additional Information
- This position is open to candidates in the Seattle area
- Hybrid remote/in-office schedule with minimum 3 days per week in office
- The office is pet-friendly
- The ideal candidate is a bold communicator, creative and strategic thinker, and people-first leader
