Director, North America Social
2 weeks ago
WHO WE ARE
lululemon is an innovative performance apparel company for yoga, running, training, and other athletic pursuits. Setting the bar in technical fabrics and functional design, we create transformational products and experiences that support people in moving, growing, connecting, and being well. We owe our success to our innovative product, emphasis on stores, commitment to our people, and the incredible connections we make in every community we're in. As a company, we focus on creating positive change to build a healthier, thriving future. In particular, that includes creating an equitable, inclusive and growth-focused environment for our people.
THE MANDATE AND HIGHER ASPIRATION OF THE ROLE
The Director, North America Social & Content will be charged with building a best-in-class and high-functioning North America Social Team. One that brings the lululemon brand to life via social in a way that engages current guests, attracts new guests and results in deeper brand/product love and understanding. Or said another waymake lululemon one of the most beloved brands in social. There has never been a more interesting time to be part of lululemon.
REPORTING
The Director, North America Social & Content will report to the VP of Brand Marketing, North America.
**Team Oversight**: You will oversee a 10+ FTE North America social team.
**Peer Relationships**: You will sit on the North America Brand Marketing Team and be one of three Directors. You will also be one of four social leads and partner closely with the Global Social Team.
LOCATION
This role is based in Vancouver, British Columbia, lululemon's HQ, and will require ~ 10% travel, primarily across North America.
YEAR ONE DELIVERABLES / Desired achievements the first 12-months in the role
Embrace and Be Embraced by lululemon. Invest time building relationships across the North America brand, creative, product/design and merchandising teams. Build a strong partnership with the Global Social Leader and other Regional Social teams.
Design, Build and Lead a Best-in-Class Social Team. Lead and develop the current North America social team, recruit distinctive social talent to lululemon. Determine what should be in-house and outsourced. Externally, identify the right agencies and contractors.
Bring Strategy to Social. Author and activate a uniquely North America Social Strategy that is coordinated with Global Brand/Social aspirations. Articulate and measure North America social success / KPIs and ROI.
Elevate the Creative Work. Deliver creative differentiation and elevated taste in social, especially on TikTok and Instagram. Execute ideas only lululemon can do and put them at the intersection of creative and culture.
Flawlessly Execute. Under your leadership, a delivery system for North America social content has been put in place and you will develop and deliver a NA specific calendar balancing brand and business objectives.
Attract New Guests to lululemon via Social, while Driving Deeper Engagement with Current Guests. Extend the brand to people and places it has not gone before, in a way that directly results in more sales and engagement.
Fully Realize the Social Potential of lululemon's Ambassadors, Influencers and Creators. Develop and execute the North America social plan to deliver to each, leveraging the global social strategy. Identify new ones.
EXPERIENCE & QUALIFICATIONS
A Beloved People Leader Who Leads with Conviction. You have worked within or for a global company advocating for the function of social across the organization and up to senior leadership. You have led a Social Team of 5+ FTEs.
Track Record of Operationalizing the Function of Social / Establishing Delivery Systems. You have been responsible for setting up internal ways of working that have resulted in systematic and elevated content, including social media calendars by brand, platform, effort and measuring social KPIs/ROI.
Culturally and Creatively Understand What Great Work is on Social. You have a track record of creating distinctive brand and product social storytellingand a portfolio to show it. Creatively, you appreciate and will embrace lululemon's playful, human, and performance-oriented sensibility. You are an Expert in TikTok and Instagram, and adept across Earned, Paid and Owned Social.
A Respected Strategic Brand Builder on Social. You have authored and executed a regional social plan against a global strategy that grows the business, and you have the results and accolades to share.
Experienced Leading Social Programs for Ambassadors, Influencers and/or Creators.
Experienced at Originating and Adapting Social Content. You are adept at both creating and adapting social efforts and campaigns - ideally have worked within a global organization with regional social. You will be responsible for the creation of a bespoke North America social strategy and content (~70% of the time), as well as a willing partner to and supporter of Global Social campaigns tha
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