Director, Social Media

  • SoFi
  • San Francisco, CA, USA
  • Mar 25, 2022
Full time Marketing Social Media

Job Description



SoFi is seeking a Director, Social Media that will lead the growth and evolution of content and social marketing for SoFi. This is an opportunity for a seasoned professional to create a world-class content strategy that wins the hearts and minds of ambitious millennials. You will create a vision for original content and programming across channels and audiences, support sponsored content partnerships, define engagement metrics and leverage new technologies and distribution opportunities. You will partner closely with our internal teams as well as external media partners, marrying data analysis and creative gusto to develop and execute a compelling content program that will drive awareness, engagement and conversion for SoFi .

At SoFi, you’ll become part of a new kind of finance company based around speed, transparency, and alignment with our members’ interests. Our goal is to be at the center of our members’ financial lives. We created student loan refinancing, addressing the biggest financial challenge of a new generation through a modern approach to lending and personal finance. We expanded into other types of loans, and then into insurance and wealth management with similarly inventive products and soon to be launched SoFi money a modern take on a checking or savings account. As the company has grown, we’ve been able to help more people with these tools. SoFi has achieved significant growth, with ambitious plans ahead, but to continue this growth we need great  talent.


  • Develop Social Marketing strategy that drives brand awareness, engagement, conversion and advocacy across paid, owned, shared and earned media.
  • Evolve SoFi’s Social strategy that supports SoFi’s brand voice and brings the brand and product to life across channels, devices and media types.
  • Partner with internal channel owners and teams (brand, acquisition, product, creative, media, email, search, community, BD) to build a content creation, distribution (paid, earned, owned) strategy and roadmap
  • Oversee the creation of social content (both with internal team and external partners and agencies), developing a systemized approach to drive scale, innovation, testing and iteration.
  • Manage Social Marketing Manager and Community Manager to build a robust social strategy that spans across the funnel as well as channels, leveraging impactful creative, strategic ad formats and thoughtful media targeting to drive measurable results.
  • Partner with SoFi’s search internal lead and external agency partner to evolve content distribution strategy to drive links and SEO rankings for SoFi.
  • Partner with site manager and engineering team to continue to evolve and optimize our website to surface the best and most relevant content to our readers, driving engagement and conversion.
  • Work in conjunction with community team to develop member testimonials, interviews, event recaps, etc. to bring SoFi’s dedication to its borrowers to life. Work with this team to build community amongst the members and drive brand advocacy.
  • Consistently measure, analyze and report ongoing content performance against key performance indicators.
  • Stay on top of new editorial and publishing platforms, ensuring SoFi’s content breaks through the clutter and reaches its target audience in authentic and interesting ways.


  • Understand the customer journey to inform content opportunities to help remove barrier to conversion.
  • Deep content strategy skills with proven track record for using content to drive business results.
  • Demonstrated ability to deliver engaging, creative content for multiple channels in a variety of formats across devices.
  • Experience distributing content through multiple channels including editorial partnerships as well as paid and organic social media.
  • Strong leadership and management skills with direct reports, internal teams and agency partners.
  • Experience building teams.
  • Strong analytical skills and a passing for unearthing what makes content successful and building on it.
  • Demonstrated ability to establish, maintain and continually improve editorial processes and workflows.
  • Excellent verbal and written communication skills.

Personal characteristics:

  • Able to develop and articulate a vision
  • Creative
  • Analytical
  • Organized
  • Strong communicator
  • Collaborative. A team player
  • Keeps an open mind


  • Bachelor's Degree
  • 8+ years of content marketing experience, including social media.
  • Need to have worked on a digital brand (i.e. services, not products), preferably B2C (though B2B experience is fine, too)
  • Experience in paid distribution of content – native and web based
  • Experience in sponsored content
  • Exceptionally strong data analysis skills
  • Very strategic, yet still very scrappy. Can prioritize according to what’s going to drive the business the most, while connecting the dots to drive greater synergy between programs and channels
  • Management experience, both internal as well as freelancers and agency partners
  • Personal finance and consumer experience preferable
    2-3 years of managerial experience and the ability to direct staff to achieve short- and long-term objectives.


  • Employer paid lunch program, a fully stocked kitchen, and subsidized gym membership.
  • Competitive salary packages and bonuses.
  • A flexible vacation policy allows you to truly relax and reboot.
  • Comprehensive health, vision, dental, and life insurance as well as disability benefits.
  • 100% of health, vision, and dental premiums paid by SoFI for employees and their dependents.
  • 401(k) and education on retirement planning.
  • Tuition reimbursement on approved programs, up to $5,250 a year.
  • Monthly contribution to help you pay off your student loans.