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Relatable (Previously What Do You Meme?) · 1 day ago

Senior Director of Integrated Social, Influencer & Performance Marketing

NYC Metro Area

Full-time

Hybrid

Director/Executive

$165K/yr - $200K/yr

10+ years exp

Relatable is seeking a dynamic Sr. Director of Integrated Social, Influencer & Performance Marketing to lead their social-first ecosystem across multiple brands. This role involves overseeing organic social, influencer partnerships, community engagement, and paid performance social to drive brand relevance and measurable revenue.

Casual GamesConsole GamesDigital EntertainmentOutdoors

Hiring Manager

Tobi Karson

Responsibilities

Own the Integrated GTM Plan for all product launches, seasonal campaigns, creator partnerships, and social-first programs

Ensure TikTok Shop activations, creator commerce, and paid amplification are integrated into GTM launches

Deliver GTM toolkits, briefs, social + creator alignment, and launch materials for Sales, Retail, and cross-functional teams

Partner with Sales to ensure TikTok Shop, paid social, and creator-driven launches support channel and retail goals

Lead social strategy across TikTok, Instagram, YouTube, Pinterest, and emerging platforms

Oversee TikTok Shop integration on all brand channels, including product listings, content calendars, live shopping, and promotional moments

Build culturally relevant social storytelling and daily content execution

Strengthen community engagement and platform-native content performance

Lead creator strategy across macro, micro, UGC, paid partnerships, affiliates, and long-term ambassadors

Manage all creator operations: sourcing, contracting, briefing, review, reporting

Oversee creator commerce programs for TikTok Shop, including affiliate onboarding, catalog curation, product seeding, and conversion optimization

Leverage influencer content for organic, paid, and TikTok Shop product selling moments

Own full-funnel paid performance across TikTok, Meta, Pinterest, YouTube, and emerging channels

Lead performance strategy for TikTok Shop ads, conversion campaigns, shop optimization, and revenue-driving creator whitelisting

Drive ROAS, CAC, CTR, and conversion benchmarks across all performance channels

Partner with analytics on attribution, experimentation, and forecasting

Own TikTok Shop end-to-end operations, including catalog management, product listings, pricing alignment, promotions, and creator onboarding

Develop social commerce strategies across TikTok Shop, Instagram Shopping, YouTube Shopping, and future platforms

Build and scale a creator commerce engine that drives incremental sales and new customer acquisition

Monitor platform trends, algorithm shifts, and emerging commerce features to keep the brand ahead of the curve

Lead a high-velocity creative testing engine for social ads, creator assets, commerce videos, and short-form storytelling

Partner with Creative to develop platform-native content, hooks, scripts, and formats that convert—especially on TikTok

Encourage a rapid-iteration culture that fuels both performance and culture relevance

Partner with Product, Brand, Creative, Retail, Sales, and Comms to deliver cohesive GTM campaigns

Ensure TikTok Shop, social, influencer, and performance strategies map directly to product, revenue, and brand priorities

Align retail and social-commerce efforts to avoid channel conflict while maximizing growth

Build and lead a top-tier team across social, influencer, creative testing, TikTok Shop operations, and paid performance

Establish scalable processes, tools, and rhythms for best-in-class execution

Manage agencies and external partners supporting social, creator, commerce, and paid media

Qualification

Integrated GTM StrategyTikTok Shop ManagementInfluencer PartnershipsPerformance MarketingSocial Media LeadershipCreative TestingData-Driven MindsetCultural AwarenessTeam LeadershipCross-Functional Collaboration

Required

Ten (10) plus years in social, influencer, performance, or integrated marketing; 5+ years at a senior-leadership level

Proven success with TikTok, influencer programs, and social commerce (TikTok Shop experience strongly preferred)

Deep platform expertise across TikTok, Meta, YouTube, Pinterest, and creator ecosystems

Strong creative instincts and an understanding of culture, trends, and social storytelling

Data-driven mindset with a track record of hitting growth, engagement, and ROAS goals

Experience in consumer products, toys/games, entertainment, lifestyle, or creator-led brands is a plus

Ability to lead, inspire, and drive excellence across a multi-functional team

Benefits

Healthcare: Competitive / Best in Class Plans

Vision & Dental: Included.

FSA & HSA Options: Pick what suits you (can’t do both).

401K with 3% Match: Eligible after 90 days.

Financial Planning & Charity Match

PTO , Paid Holidays, Sick Days, Volunteer time, Summer Fridays

Classpass Membership

Continuous Learning & Dedicated Learning Hours

Remote & Hybrid Work Options

Commuter Benefits

Women In Toys Membership

Parental Leave: After 1 year.

Company

Relatable (Previously What Do You Meme?)

Co-founded in 2016 by Ben Kaplan, Elie Ballas, and Elliot Tebele in New York City, Relatable is a modern entertainment and consumer product company, primarily in the Toy & Game space, inspired by pop culture and social media.

Founded in 2016

New York, New York, USA

51-200 employees