Director - Social & Digital Strategy

1 month ago

Charlotte, North Carolina, United States teamworkonline Full time
Position: Director, Social and Digital StrategyDepartment: ContentReporting Relationship: Reports to Head of ContentStatus: Full-time (Exempt) Position SummaryThe Carolina Panthers Director, Social and Digital Strategy will lead strategy and operations for all Panthers social platforms, , and the Panthers app. The ideal candidate is a highly strategic and data-driven leader who will build and improve systems to systematically produce and publish the content that engages with fans where they are, while attracting new strategic audiences. The candidate will oversee a multi-disciplinary team made up of both platform-specialist operators and creators, and will lead the team to draw on each others' strengths with the goal to create the most engaging and prolific channels in the NFL. The Director will serve a key leadership role as part of the Panthers Content team, guiding the strategy and overall direction of the multi-disciplinary team responsible for all fan-facing content produced by the organization. Primary Responsibilities
  • Leadership: Lead four reports and a team of 10, with reporting verticals of:
    • Social Platforms
    • Social Video
    • Digital Platforms
    • Editorial
  • Social Platforms:
    • Guide the systems, processes, planning, reporting, and publishing practices that ensure Panthers content reaches the right people, on the right platforms, at the right times, with the right message.
    • Lead weekly reporting back to the overall Content team, highlighting best practices from our channels and others across the industry so that we might re-enforce our wins, learn from our missteps, and be inspired by our peers.
      • Work alongside Head of Content and Directors team to develop an executive reporting format to ensure key analytics are shared in a timely and repeatable manner with Executive Leadership Team
    • Lead the development and timely upkeep of a social publishing calendar, integrating with leaders across other content disciplines (i.e. Digital Video, Radio, Podcasting) to create a unified weekly publishing calendar that can be tracked across the department.
    • Lead efforts to define and audit the voice, style, target fanbases, posting rhythm, strategy for follows, strategy for community management, and priorities for each channel in accordance with broader Content team goals.
  • Social Video:
    • Lead the development of a team of specialized producers focused solely on video optimized for social (i.e. Vertical video)
    • Work to define effective lanes to maximize engagement for each platform, and guide the team to prioritize original content with the highest impact among target audiences.
    • Develop processes for collaborating with partner content teams to
      • Work with Digital Video team to identify bite-sized portions of longer video pieces that will perform optimally on social channels
      • Work with Creative team and Digital Video team to develop original video shoots and concepts designed to garner social moments, while also creating an option for long-form YouTube content
      • Work with Broadcast team to identify social clips from Vodcast programming, gameday on-air talent, and more
  • Digital Platforms:
    • Collaborating with Digital Marketing Department, lead the team responsible for the operation of and the Panthers app.
    • Oversee the publishing of articles, web galleries, videos, press releases, and interactive features to Panthers digital channels
    • Guide digital campaigns designed to highlight key organizational initiatives and content campaigns
    • Lead the team to operate streaming publishing to , the Panthers app, and Panthers social channels. Work with Broadcast team to receive video feeds, and own the process to translate video to live streams.
    • Guide the strategy and processes around app pushes.
  • Editorial
    • Guide the written output of original articles for
    • Work with Sr. Writer/Managing Editor and Reporter to define strategy for original articles, defining the lanes where team sites will win now and in the future
    • Work alongside Head of Content and Communications department to define approval processes for articles featuring exclusive interviews and insider football information
    • Lead the development of effective quality control methods that ensure the right articles are elevated to leadership prior to publishing
    • Develop systems that enable writing staff to spend more time creating, and less time managing process
  • Overall:
    • Work daily to establish a positive, accountable, selfless, and future-focused culture
    • Recruit, hire, and develop future leaders within the Social and Digital Strategy department, guiding the career development of all members of your team
    • Serve a leading role in the development of Panthers influencer and creator marketing efforts, working alongside Head of Content, Marketing Department, and Sr. Manager, Social Platforms
    • Collaborate with leaders across the Content department to keep the Panthers on the leading edge of innovation within the Social and Digital space
    • Serve as a key contact with NFL social and digital teams, and social and digital platforms
    • Lead the team's focus on emerging platforms, identifying opportunities for the Panthers to expand into new platforms
Minimum Qualifications
  • Bachelor's degree or equivalent experience
  • 10+ years of professional experience in social or digital media
  • Strong working knowledge of social media networks, including Instagram, X, Facebook, TikTok, and more
  • Demonstrated experience with effectively leading a team
  • Experience with Adobe Creative Suite
  • Ability to grasp future trends in digital technology and act proactively
  • Must be flexible to work evenings and/or weekends and all Carolina Panthers and Stadium events, including events held on weekends, nights, and holidays. Overnight travel to Panthers away games will be required.
  • Must pass pre-employment screens
  • Must be able to handle confidential, privileged, and/or sensitive information carefully and with sensitivity
Skills for Success
  • Excellent oral, written, communication, and proofreading skills
  • Detail-oriented, must be able to multi-task, and must be able to manage time successfully
  • Ability to adapt to a fast-paced environment and think creatively
  • Ability to work on a team and independently
Physical Requirements
  • Sitting at a desk and computer for long periods of time.
  • Bending, standing, reaching, kneeling, and lifting technology equipment and office materials.
  • Walking throughout the stadium facility, sometimes for an extended period of time.
Work Environment
  • This job operates in a professional office environment (mostly office environment, outside in a stadium facility at times which may include inclement weather conditions).

The Carolina Panthers are an equal opportunity at-will employer and do not discriminate against any employee or applicant for emp


We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.

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