Director, Paid and Organic Social at Total Wine & More in SSC, MD

Job description

About the Role Total Wine & More is seeking a Director, Paid and Organic Social to lead and shape the next chapter of our social strategy from our Bethesda, MD office. This leader will take ownership of a high-performing and growing Paid Social program, building on the channel’s strong contribution to customer acquisition, engagement, and revenue while unlocking new opportunities to scale. You’ll shape how we invest across platforms and audiences, partner with creative teams to develop content that performs, and use data, testing, and performance insights to continuously raise the bar. You’ll also lead our broader social ecosystem, including organic social, creator partnerships, localized social, and community management, bringing these capabilities together to create a more connected and impactful presence for the Total Wine & More brand. We’re looking for a strategic, creative, and highly analytical leader who is passionate about social, energized by performance, and excited to make a measurable impact on both our brand and our business. This role reports to Senior Director, Performance Marketing. You will Spearhead the end-to-end social media strategy across paid and organic channels, aligning investment, content, and platform strategies with enterprise business goals and brand priorities. Oversee performance across Paid Social platforms, including Meta, TikTok, Pinterest, Snapchat, and emerging channels, optimizing investment, audiences, creative, and the customer journey to drive acquisition, engagement, and revenue growth. Own and scale the creator and influencer program, building strategic partnerships and integrating creator content across paid and organic social to expand reach, engagement, and performance. Drive the development and execution of organic social media strategies, overseeing content planning, publishing, and community engagement initiatives to strengthen brand presence, customer loyalty, and audience growth. Use analytics, platform insights, and social listening to optimize media and content performance, identify opportunities for growth, and drive a continuous pipeline of testing across audiences, creative, platforms, and emerging formats. Manage external agencies and platform partners, establishing clear priorities and performance expectations while driving accountability, innovation, and continuous improvement. Lead the in-store and localized social strategy, guiding Social Captains and partnering with brands, creators, and supplier talent to develop locally relevant content, extend campaign reach, and amplify social impact. Direct cross-functional collaboration with creative, brand, merchandising, and digital teams to develop innovative, insight-driven social media initiatives that support enterprise priorities and optimize platform performance. Oversee local SEO, store visibility, reputation management, and search-informed content. Ensure listing accuracy across Google Business Profile, Apple Maps, Uberall, and Facebook, using customer and search insights to improve local visibility and align content with search intent. You will come with Bachelor’s Degree in Marketing, Business, Communications, or related field. 10+ years’ experience in social media, including paid and organic social leadership, preferably in retail or another performance-driven environment. Proven success managing largescale paid media budgets, integrated social programs, creator or influencer partnerships, agencies, and cross-functional teams. 3+ years’ experience in team management and external agencies. Deep expertise in paid and organic social media strategy, platform best practices, community management, and content planning. Proven ability to translate analytics, social listening, and customer insights into strategic decisions and measurable business outcomes. Knowledge of local SEO, reputation management, directory and listing platforms, location-data accuracy, and search-informed content strategy. Experience with MarTech a