Sr Director, Digital and Social Growth

Our client is a founder-led consumer brand is rapidly expanding. They have grown into a full portfolio of products that millions of people reach for daily, sold in thousands of retail doors across North America and internationally.

What sets this brand apart is the care behind it. Every product is thoughtfully designed, rooted in real customer experiences and built with sustainability in mind. Innovation sits at the centre of the business, with a dedicated in-house product development team driving what comes next.

Today, the company is in build mode. It’s expanding into new categories, growing its shelf presence with major North American retailers and evolving its brand and digital presence. The Senior Director of Digital & Social Growth will play a critical role in that next chapter, bringing together digital strategy, social, creators and performance to turn a loved brand into one more people discover and choose.

Highlights

• Founder-led, privately held consumer brand with a strong focus on long-term, sustainable growth

• Products used by millions of people every day

• Distributed through thousands of retail locations across North America and internationally, with a fast-growing presence at major big-box retailers and on leading e-commerce marketplaces

• Best-in-class marketplace business, which sets the bar for where the rest of digital is headed

• Multiple new category launches in the past two years, with more on the roadmap

• Dedicated in-house innovation and product development team

• Mission-driven, with sustainability built into how products are designed and made

• Featured in top-tier national business and lifestyle media

• Brand-new leadership role, not a backfill, created to unlock the company’s next stage of growth

• Proven creator program, with marketing mix modeling showing strong ROI

About the Role

This role exists to generate demand. Everything else in it is in service of that.

The brand is already excellent at capturing demand. It converts the shopper who is looking for it, and does so efficiently. The bigger opportunity is a harder question: how do we make more people want the product in the first place? For a brand like this, demand is created by creators, organic social and content on TikTok Shop, not, at this stage, by large upper-funnel media buys. There’s significant digital runway to unlock, and this role is accountable for unlocking it.

This is a performance-driven leadership role with a strong social lens. Reporting to the VP of Marketing, you’ll lead a growing team across digital growth, the creator program, and organic social. Your mandate is to make these crafts one engine, where creators and organic prove what resonates and paid scales it. You’ll also build the measurement discipline that separates demand we created from demand we simply harvested, including a credible answer to how digital investment moves velocity on shelf.

This is a builder’s job. The strategy, operating rhythm, measurement stack and shape of the team are all still to be defined, by you.

Location: Open to candidates across Canada and the US, with Eastern Time Zone preferred and regular travel to the company’s Canadian headquarters.

What You’ll Own

Demand Generation Strategy & Foundations

• Define the brand’s demand generation strategy: which audiences we need to reach, what we need them to believe, and which channels create new demand rather than harvest existing intent

• Hold the line between demand creation and demand capture, keeping capture channels efficient and protected while judging creation investment on the right measures

• Build one integrated plan across TikTok Shop, creators, organic social and paid media, rather than four calendars running in parallel

• Stand up the operating foundations the function has never had: planning cycles, budget cadence, channel prioritization, KPI governance and a shared test-and-learn agenda

• Set the in-house vs. agency line and hold partners accountable to outcomes, not activity

• Bring a sharp external view on platform shifts, social commerce, creator economics and AI-mediated shopping, and position the brand to act ahead of competitors

TikTok Shop & Social Commerce

• Own the TikTok Shop growth strategy, from assortment, pricing and promotional mechanics to content, live, and the creator affiliate program that drives GMV

• Treat TikTok Shop as one system, where the organic account, the affiliate roster and the shop are the same surface, and resource it that way

• Build commercial discipline into the channel: GMV targets, margin awareness and a clear view of return relative to other demand investments

• Partner with eCommerce as a peer on strategy, bringing a point of view on where the platform is heading rather than waiting to be briefed

Paid Media

• Own the paid media strategy, with a clear primary job: efficiently scale what creators and organic have already proven, and be honest about what paid adds beyond what we’d have sold anyway

• Build a structured creative testing framework that finds the messages and formats that move people who weren’t already looking for us, using creator and organic content as source material

• Maintain an evidence-based view on when video, CTV and programmatic reach become the right call (what must be true first, what it costs and what it returns), and build that case when the evidence supports it

Measurement & Investment Discipline

• Build the measurement stack that makes demand generation defensible, including MMM, incrementality and lift testing, and matched-market tests, and establish which method answers which question

• Define the demand scoreboard and align the business behind it: household penetration, velocity, new-to-brand rate, share of search, brand health, blended CAC and contribution margin

• Ensure organic and creator investment is judged on brand and demand measures rather than a CAC they can’t produce, and give leadership a credible alternative, not an excuse

• Own the investment recommendation to the leadership team: where the money goes, what it should return, and what we’ll stop doing

• Embed AI across the stack, from creative iteration, media optimization and audience modeling to creator identification, social listening, scenario planning and reporting, with clear guardrails for autonomous bidding and campaign systems

Creator, Influencer & Organic Social

• Own the organic social strategy: the role of each platform, what we show up to say, and how the brand behaves in feed and in comments

• Own the influencer strategy: who we work with, what we ask them to communicate, and how creator activity builds category and brand demand, not reach for its own sake

• Resource brand-shaping, educational and affiliate creators as the different jobs they are, rather than asking one roster to do all three

• Define how organic and creator performance is measured, and how the strongest content is identified, licensed and scaled into paid

• Lead the creator and organic social teams, setting direction and standards while they run day-to-day execution

• Help define and hire a dedicated Organic Social Manager

• Protect brand voice and creative quality in partnership with the Creative team: you own the channel, calendar and community; Creative owns how the brand looks and sounds

Team Leadership & Capability Building

• Lead, coach and develop the team, raising its strategic altitude, not just its output

• Build one team from disciplines that have worked separately: shared goals, shared planning, one definition of good. Specialists stay specialists; the strategy is common.

• Assess the function’s structure and build the case for how it grows: what belongs in-house, which roles come next, and in what order

• Represent demand generation in leadership forums and cross-functional reviews with clarity and conviction

About You

We’re looking for a performance-driven digital leader who understands how attention becomes demand, and demand becomes velocity, and who knows social well enough to set direction for strong specialists and hire them.

• Performance-driven digital growth: you’ve led paid social, search and/or retail media at scale, run structured creative testing, and grown a business efficiently through digital.

• Commercial ownership: you’ve owned a meaningful media or channel budget, accountable for both growth and profitability.

• TikTok Shop: you’ve grown TikTok Shop into a material revenue line, including creator affiliate mechanics, content strategy and live, and can set strategy here, not learn it.

• Measurement beyond last click: you’re fluent in incrementality, matched-market testing and MMM, and have the judgment to know what each can and can’t tell you, including building a credible case that digital moves velocity on shelf.

• Creator & influencer leadership: you’ve led a creator program with commercial accountability, and see creator, organic and paid as one system.

• Social fluency: you understand organic social well enough to set its strategy and scoreboard, and to hire and lead an Organic Social Manager.

• Demand creation, not only capture: you have a track record of making people want a product they weren’t already looking for, through content, creators and social rather than big media budgets.

• Omnichannel judgment: you’ve made media and measurement decisions for a brand that sells primarily through Amazon, retail and marketplaces, not mainly its own website.

• Leadership across disciplines: you’ve managed managers and developed senior specialists in crafts you don’t personally practise.

• Builder mindset: you’re comfortable with ambiguity and with creating process. This function is being built, not inherited.

• Comfortable with regular travel to the company’s Canadian headquarters.

Bonus:

• Retail media experience across Walmart Connect, Target Roundel or Instacart

• Video, CTV or programmatic reach experience (relevant to a later horizon, not year one)

• Hands-on ownership of organic social at a brand where it was a genuine growth driver

• CPG experience in everyday household or lifestyle categories

• Hands-on experience directing AI-driven or agentic media systems

The Extras that Matter

You’ll be building something that hasn’t existed here before, and your impact will be visible. Beyond that:

• Competitive base salary and a director-level annual bonus (target 20% of base), tied to individual and company performance, with a multiplier for exceeding targets

• Flexible location: open to candidates across Canada and the US, with regular travel to Canadian headquarters

• 100% employer-funded health and dental insurance

• Virtual healthcare

• Catered lunches, snacks and beverages in office

• On-site wellness perks

• Generous paid vacation, including a company-wide holiday closure