Social Director

NewGen US – Social Strategist / Director (Senior / Lead level)Location: NYC OfficeHybrid: Tuesday, Wednesday and Thursday in the officeAt NewGen, we're a global social creative and creator agency made up of over 100 talented people worldwide, with offices in London (UK), Manchester (UK), and New York (USA). We partner with leading brands to shape culture, tell stories that matter, and harness the power of social-first creative and creators to drive meaningful impact.We're not an advertising agency. We live social, move at the speed of culture, and build strategies that are designed to perform where people actually spend their time — feeds, fandoms, communities, and comment sections.The RoleWe're looking for a Social Strategist with deep platform fluency, strong influencer/creator strategy experience, and a passion for data-led thinking. This role sits at the intersection of insight, creativity, and execution — shaping how brands show up socially, how creators are activated, and how campaigns are structured to drive real impact.You'll lead strategic thinking across social and influencer workstreams, turning research and data into clear, inspiring strategic platforms that creative, social, and influencer teams can build from. You'll also play a key role in mentoring junior team members and helping raise the strategic bar across the agency.This is a hands-on role for someone who loves briefing, brainstorming, pressure-testing ideas, and shaping work in real time — not just writing decks.What You'll DoLead Social & Influencer StrategyLead strategic ideation across social, influencer/creator, and go-to-market initiatives for key client accountsDevelop social-first strategic platforms that clearly define audience, role of channels, creative territories, and success metricsAct as a strategic lead within cross-functional teams, partnering closely with creative, influencer, account, production, and D&I teams to shape integrated social responsesTranslate strategic platforms into practical outputs, including:Social & channel strategiesInfluencer/creator strategiesMessaging frameworksCampaign structures & always-on planningCreative and content strategiesData-Led Audience & Insight DevelopmentDefine audience targets using primary research (surveys, interviews) and syndicated tools (e.g. GWI)Partner with the Data & Insights team to:Brief research needs clearly and earlyTranslate research findings into actionable insights and strategic implicationsLead strategic research projects such as:Concept & message testingSocial listeningTrend spottingAudience segmentation & need-state mappingBriefing, Brainstorms & Creative ShapingOwn the development of clear, inspiring creative briefs for social and influencer work — setting direction, not just backgroundLead structured, well-facilitated brainstorms that help teams arrive at stronger, more social-native ideasReview creative work, content calendars, and influencer outputs consistently to ensure:Strategic alignmentPlatform relevanceCultural and social credibilityMeasurement & Performance StrategyDefine KPIs and measurement frameworks aligned to social and influencer objectives (not just vanity metrics)Partner with analytics and account teams to:Analyse campaign and full-year performanceIdentify learnings and optimisation opportunitiesMake clear, data-backed strategic recommendationsReview and approve monthly performance reports, ensuring insights are meaningful and actionableNew BusinessSupport and help lead new business pitches, spearheading social and influencer strategyBrief creative, social, and influencer teams during pitches to ensure strategic clarityTeam Leadership & CollaborationHelp establish and evolve social-first strategic principles and best practices across the agency, setting a clear standard for how social and influencer strategy is developed and deliveredPlay an active role in shaping how the strategy function grows, contributing to ways of working, templates, frameworks, and shared approaches as the team scalesBe a trusted strategic voice internally, able to challenge work constructively, align stakeholders, and keep social strategy focused, practical, and culturally relevantSocial-First MindsetBeing socially native is non-negotiable. You should be deeply fluent in platform behaviors, creator dynamics, and internet culture — understanding not just what's trending, but why it's resonating and how brands can participate authentically.It's okay to be chronically online.We'd Love You To Have6–9+ years of experience in social strategy, digital strategy, or integrated strategy rolesDeep expertise across major social platforms (TikTok, Instagram, YouTube, X, Reddit, Discord etc.)Strong experience developing influencer and creator strategiesComfort building data-led strategies using research and performance insightsProven experience briefing creative teams and shaping social-first ideasExperience leading brainstorms and strategic workstreams independentlyAbility to balance big-picture thinking with practical executionStrong presentation and storytelling skillsExperience mentoring or managing junior strategistsAgency experience, ideally in a fast-paced, social-first environmentKnowledge of gaming and creator culture is a plusWhat We Value at NewGenEnergy – You bring ideas, opinions, and momentumQuality – You care deeply about the work and push it to be betterCollaboration – No egos, just smart people building togetherCreativity – You think in ideas, not formatsPartnership – You show up as a true partner to clients and teammatesBenefitsHighly competitive 30 Days Holiday (not including Federal Holidays), inclusive of reset belowReset policy – Up to 10 additional non-contractual rest days (full details in the Reset Policy; may be amended or withdrawn at any time)Birthday leave – An additional paid day off on your birthdayHoliday shutdown – Company-wide closure at year-end; some annual leave may be reserved to cover the period, though the Company may also grant discretionary additional paid leaveHealth Care Plan (Medical, Dental & Vision)Retirement Plan (401k, IRA)Paid Time Off (Sick & Public Holidays)Family Leave (Maternity, Paternity)Training & DevelopmentSalary range: $120,000–$150,000