Senior Director of Social Media

ROLE: SENIOR DIRECTOR, SOCIAL MEDIA

DEPARTMENT: CREATOR & SOCIAL

LOCATION: TORONTO, HYBRID ONSITE

COMPANY OVERVIEW

Salt is a North American marketing agency that creates connected experiences through creative, digital & media innovation.

Our mission is to “Earn The World’s Attention” and Salt is built to find, develop, execute, and amplify the ideas that are worthy of our clients’ audiences. We’ve structured our agency to do what’s right for our clients – to connect different perspectives, to work across mediums, and to focus on delivering meaningful, effective results.

We’re committed to living up to the values in our name. “Salt of The Earth” means we value collaborative, humble, hard-working people here. We’re looking for people who are as smart as they are kind because we believe the right talent and the right culture help us do what’s right for our clients.

ROLE OVERVIEW

We are looking for a hybrid social strategist who balances creative vision with deep analytical rigor to guide our social and creator-led initiatives. In this role, you will act as the strategic engine for client accounts—building sharp social playbooks, scoping complex programs, consulting and collaborating with internal teams and translating performance data into clear creative direction and effective strategy.

We are looking for someone who understands social because they have actively helped shape brands’ social presences, understand how to identify culturally relevant opportunities, know how to source strategic creator partners, cultivate communities, and evolve a brand’s social approach in real time based on data and insights.

You will consult closely with our influencer execution team on strategy and creator alignment (without managing day-to-day execution) and provide strategic and creative leadership to our internal social and creator teams The ideal candidate blends high-level brand strategy with strong creative insights, deep platform knowledge, cultural curiosity, and advanced measurement fluency to prove business impact. You should have a point of view on where social is going – not just where it has been – and be excited to help both Salt and our clients push the boundaries of what brands can do in the space.

RESPONSIBILITIES

Strategic Planning & Client Advisory

• Develop comprehensive social playbooks, channel architectures, audience strategies, and creative frameworks for client accounts.
• Turn complex brand briefs, cultural shifts, platform behaviours, and audience insights into actionable, provocative creative briefs.
• Identify culturally relevant niches, communities, behaviours, and emerging opportunities where brands can credibly participate and create disproportionate impact.
• Develop concise, compelling POVs on emerging social behaviours, platform changes, cultural trends and industry shifts, helping clients understand what is changing, why it matters, and how they can stay ahead of the curve.
• Partner with account and executive leads to build clear scopes of work (SOWs), define deliverables, and estimate strategic/creative resource allocation.
• Serve as a senior strategic voice in client presentations, campaign launches, client advisory conversations, and pitch initiatives.

Analytics, Measurement & Reporting

• Guide brands through the full lifecycle of building and cultivating a social presence, from defining the initial strategy and content/platform model through ongoing optimization, experimentation, and growth.
• Design robust measurement frameworks and KPI models tailored to client goals across brand awareness, engagement, and conversion.
• Own and oversee monthly, quarterly, and post-campaign reporting—synthesizing data from social listening, native analytics, paid performance data, and attribution tools into clear executive summaries.
• Look beyond topline metrics to understand why content is or is not working, and train teams to do the same.
• Build a culture of test-and-learn across client work, using performance signals to sharpen creative output in real time.
• Extract actionable insights from performance data to directly inform future creative iterations and strategic pivots.

Creative Support & Influencer Consultation

• Bring a strong social and performance-led POV to creative conversations
• Consult with and advise the dedicated influencer team on campaign strategy, target creator personas, and content themes to ensure strategic alignment (hands-off on logistics and campaign management).
• Partner with creative teams to advise on creative social strategy on active programs.
• Guide and support internal social content creators, videographers, and editors to ensure output stays grounded in platform best practices and strategic goals.
• Evaluate emerging platforms, viral trends, and AI-assisted creative workflows to continuously elevate agency output.

EXPERIENCE & QUALIFICATIONS

• Experience: 8+ years in social strategy, creative strategy, or digital analytics within an agency or high-growth brand environment.
• Measurement Expertise: Advanced fluency with social analytics tools, social listening platforms, and performance reporting frameworks; proven ability to turn raw data into narrative insights.
• Strategic Versatility: Direct experience authoring client-facing social playbooks, creative briefs, and campaign scoping models.
• Consultative Approach: Proven ability to advise dedicated execution teams (e.g., influencer management, production) without needing to own project logistics.
• Creative Mentorship: Experience coaching and inspiring internal content creators to elevate their output while maintaining strategic discipline.

PERKS & BENEFITS THAT SET US APART

We don’t just talk about balance, growth, and culture, we build for it:

• Work-Life Flexibility: Hybrid setup, up to 28 paid days off and winter holiday shutdowns
• Comprehensive Coverage: Health, dental, and vision plans, plus Salt Bucks to spend on what matters to you—wellness, RRSPs, or extra time off.
• Growth-Driven Culture: Dedicated Salt Days, top-tier learning access, and formal leadership development.
• Celebration-First Mentality: Legendary team trips, seasonal socials, and Salt Swag that reps your squad.
• Real Rewards: Referral and new business bonuses, exclusive lifestyle perks, and personalized wellness options.
• Culture of Belonging: DEI programs, active ERGs, and a workplace where every voice counts.

WHAT WE STAND FOR

• Salt of the Earth: We lead with humility, honesty, and heart—always.
• Do What’s Right: No shortcuts. We choose integrity over ease, every time.
• Earn Your Salt: We roll up our sleeves, chase results, and celebrate the journey.
• Make Things Better: We’re solution-seekers, always pushing for smarter ways forward.
• Seek Different Perspectives: Diversity fuels our thinking. Inclusion drives our impact.

The anticipated annual base salary range for this position is $150,000–$160,000. Individual compensation within this range is determined based on job-related factors such as experience, skills, level of responsibility, internal equity, and business needs. This range represents the expected base salary for this role and does not include other elements of SALT’s total rewards program.

Salt XC is committed to Equal Employment Opportunity and to attracting and retaining the most qualified employees regardless of race, national origin, religion, sexual orientation, gender, age or disability.