Director, Social Media & Engagement in San Diego, California at BluPeak Credit Union

The Director of Social Media & Engagement is a critical growth leadership role responsible for driving BluPeak’s transformation from traditional marketing to a contemporary, social-first brand strategy. This leader will build and scale BluPeak’s social media presence from the ground up, with a clear mandate to rapidly increase unaided brand awareness, grow engaged audiences, and connect social media performance directly to new member acquisition and brand consideration. This position leads BluPeak’s social media, storytelling, and community engagement efforts in support of the organization’s broader marketing and member experience strategy. Reporting to and partnering closely with the VP of Marketing & Digital Experience, this role owns the full spectrum of social media strategy – from organic storytelling and community engagement to paid social growth campaigns, creator partnerships, and performance analytics. This position combines strategic thinking with hands-on execution to grow audience engagement, elevate brand visibility, and support enterprise marketing priorities across social and community channels. The ideal candidate is a purpose-brand social media growth strategist who understands how to build culturally relevant, emotionally resonant brands at scale and who is deeply passionate about BluPeak’s mission: dedicated to a world where access to clean water has no limits.

Social Media Growth Strategy & Brand Engagement (50%)
• Develop and execute social media engagement and storytelling strategies to support BluPeak’s broader marketing, growth, and member experience objectives.
• Own BluPeak’s social media strategy, content calendar, publishing, engagement, and growth initiatives across digital channels.
• Identify, prioritize, and lead platform-specific strategies with a strong emphasis on short-form video and high-reach content formats (e.g. Instagram Reels, TikTok, YouTube Shorts) as primary drivers of organic brand discovery and awareness growth.
• Lead the development of compelling multimedia storytelling campaigns that highlight member impact, employee culture, community involvement and organizational purpose through video, photography, written content, and digital storytelling.
• Identify emerging social trends, audience behaviors, and engagement opportunities to keep BluPeak culturally relevant and community connected.
• Manage social listening, online reputation monitoring, and community engagement strategies.
• Partner cross-functionally to amplify marketing initiatives, align messaging, and enhance audience engagement across social media and community channels.
• Support executive visibility and thought leadership opportunities through strategic digital storytelling and content development.
• Manage external creative resources, freelancers, agencies, and vendors as needed.

Paid Social & Member Acquisition Support (20%)
• Develop and manage paid social media strategies across Meta, TikTok, YouTube, and other platforms to support brand awareness growth, audience acquisition, and new member consideration objectives.
• Partner with marketing and growth teams to connect social media activity to membership acquisition funnels, ensuring social strategy supports and accelerates new member growth goals.
• Manage paid social budgets effectively, optimizing spend allocation across platforms, audiences, and content formats to maximize awareness lift and return on investment.
• Develop and test audience targeting strategies, creative formats, and messaging approaches to improve paid social performance and lower cost-per-awareness and cost-per-acquisition metrics.
• Collaborate with digital and performance marketing teams to align paid social with broader digital advertising strategies.

Community Engagement & Brand Advocacy (10%)
• Develop and amplify purpose-driven community engagement initiatives that strengthen BluPeak’s visibility, trust, and impact within the communities it serves.
• Partner with internal teams, community organizations, and local partners to support sponsorships, volunteer initiatives, financial wellness programs, and community outreach efforts.
• Lead employee advocacy and brand ambassador programs that encourage authentic storytelling, employee engagement, and community connection.
• Identify and elevate member stories and community impact opportunities across social, digital, and community channels.

Analytics, Insights & Performance Optimization (20%)
• Define, track, and report on social media KPIs aligned to BluPeak’s brand awareness growth and membership acquisition objectives, including unaided brand awareness lift, share of voice, audience growth, reach, engagement rate, sentiment, and social’s contribution to new member acquisition.
• Utilize platform-native analytics tools (Meta Business Suite, TikTok Analytics, YouTube Studio, etc.) and third-party social media management and analytics platforms (e.g., Sprout Social, Hootsuite, Brandwatch) to monitor and optimize performance.
• Provide regular audience insights, engagement trend analysis, and brand performance recommendations to the VP of Marketing & Digital Experience and executive leadership to inform enterprise marketing strategy.
• Conduct ongoing competitor and industry benchmarking to assess BluPeak’s share of voice, content performance gaps, and emerging best practices in social media, purpose marketing, and brand engagement.
• Utilize data-driven insights to continuously test, learn, and optimize content, paid campaigns, creator partnerships, and community engagement strategies.
• Track and report on influencer and creator campaign performance, including reach, engagement, sentiment, and contribution to brand awareness metrics.

Compliance & Regulatory Support
• Ensure all marketing and communication materials comply with applicable credit union policy, financial regulations, brand standards, and internal review processes.
• Partner with Compliance, Risk, and Legal teams on development of required disclosures.
• Adhere to company policy and procedure, complete annual compliance training, and comply with business continuity and vendor management policy. These are crucial to the success of the organization and regulatory compliance and/or safety and soundness for the sustainability of the credit union.
• Comply with all Anti-Money Laundering laws such as the Bank Secrecy Act, OFAC and USA PATRIOT Act and all related policies and procedures including accurate Member/Customer Identification Program, member due diligence, accurate OFAC match processing, and reporting unusual activities and suspected fraud.
• Perform other duties as assigned to support departmental or organizational needs.

SUPERVISORY RESPONSIBILITIES
This position will have supervisory responsibility for any/all future additions to social media staff. This role also supervises third-party vendors, influencer/creator partners, agencies, and project teams as assigned. The Director is expected to model collaborative leadership, provide clear direction and creative vision, and build team capability in support of BluPeak’s social media growth objectives.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Proven social media growth strategist with demonstrated experience scaling brand awareness and audience from low baseline levels
• Deep expertise in organic and paid social media strategy across Instagram, TikTok, Facebook, YouTube, and LinkedIn
• Strong creative and storytelling instincts, with a passion for purpose-driven, mission-led brand content
• Demonstrated experience with influencer and creator partnership strategy and execution
• Strong project management and organizational abilities with capacity to manage multiple priorities in a fast-paced environment
• Exceptional written and verbal communication skills
• Ability to prioritize, organize and meet scheduled deadlines in a fast-paced, deadline-driven environment
• Ability to balance high-level strategic planning with hands-on content execution
• Collaborative leadership style with strong cross-functional interpersonal skills
• Deep passion for community impact, organizational purpose, and authentic engagement
• Ability to adapt quickly within evolving digital, social, and cultural environments
• Strong analytical mindset with the ability to interpret social media performance data, measure awareness lift, and translate insights into actionable strategy.

EDUCATION and/or EXPERIENCE
• B.A./B.S. degree in Marketing, Communications, Public Relations, Journalism or a related field.
• Minimum 7 years of progressive experience in social media strategy, brand marketing, digital marketing, and/or content marketing, with a demonstrated track record of driving brand awareness growth.
• 3+ years of hands-on experience managing social media platforms, content calendars, content creation tools, paid social campaigns, digital engagement initiatives, and performance analytics.
• Required: Demonstrated experience building brand awareness and audience growth for a purpose-driven brand, cause-driven organization, consumer brand, or mission-led nonprofit. Experience in advocacy-based community building and impact storytelling at scale is strongly preferred.
• Proven experience managing paid social media campaigns, including budget management, audience targeting, and performance optimization across Meta, TikTok, and/or YouTube.
• Experience with influencer and creator partnerships, including identification, contracting, and co-content strategy.
• Proficiency with social media analytics platforms (e.g., Sprout Social, Hootsuite, Brandwatch) and platform-native analytics tools.
• Experience with short-form video strategy, production, and optimization across TikTok, Instagram Reels, and YouTube Shorts.
• Experience with social media awareness measurement methodologies, including brand lift.

LANGUAGE SKILLS
Candidate must have strong written, verbal, spelling and proofreading skills. Requires excellent writing, editing and communication skills.

MATHEMATICAL SKILLS
Ability to conceptualize and create PowerPoint presentations, including charts and graphs, interpret data and calculate basic mathematical formulas and ratios.

REASONING ABILITY
Strong critical-thinking and problem-solving skills. Ability to think strategically, as well as tactically. Ability to analyze data to identify key findings.

TECHNOLOGY PROFICIENCY

To perform this job, the employee must possess applicable technology skills. Strong phone and MS Office skills (including Excel, Word, Outlook, PowerPoint) and the ability to learn new programs as applicable. Must be proficient in desktop publishing environments and have strong word processing and design software skills. Knowledge of Photoshop, Illustrator, In Design, and basic HTML required.

CERTIFICATES, LICENSES, REGISTRATIONS
None required.

OTHER QUALIFICATIONS
Valid California driver’s license and the ability to travel and support after-hours and weekend events on occasion.

PHYSICAL DEMANDS
Physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to reach with hands and arms. The employee frequently is required to stand; walk; sit; use hands to finger, handle, or feel; stoop, kneel, crouch, or crawl; and talk or hear. The employee must frequently lift and/or move up to 10 pounds and occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.

WORK ENVIRONMENT
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate.

While performing the duties of this job, the employee occasionally works in outside weather conditions. Evening and weekend hours to support events/functions are required on occasion.

BluPeak Credit Union is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex including sexual orientation and gender identity, national origin, disability, protected Veteran Status, or any other characteristic protected by applicable federal, state, or local law. Employment may be contingent upon BluPeak Credit Union’s receipt of an acceptable and job-related background check, drug screen and credit check, as applicable and permissible by law. BluPeak Credit Union is committed to working and providing reasonable accommodation to applicants with physical, mental disabilities and sincerely held religious beliefs. For more information, contact Human Resources.

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