Director, Social Media and Content

Director, Social Media and Content

Requisition

Join a purpose driven winning team, committed to results, in an inclusive and high-performing culture.

Lead and oversee a team of experts in content and social media marketing that advises, enables, and executes strategies and programs to help deliver business objectives. The team includes content marketing, editorial, social media, and social listening, and acts as center of expertise across the Scotiabank footprint.

• Leads and drives a customer focused culture throughout their team to deepen client relationships and leverage broader Bank relationships, systems and knowledge.
• Leads a team of experts in content and social media, with a focus on driving the strategy and growth of over 12 owned social channels (Canadian and global) through engaging always-on/campaign content.
• Act as the Centre of Expertise for 1 2 + countries, helping drive strategy and best practices across Content and Social, working closely with communications, customer care, and marketing to support business objectives.
• Collaborates with key stakeholders to identify, refine, create and deliver social media plans and insights to help drive our business initiatives.
• Works closely with Social and Content Leads globally to design and expand the vision of the Listening and Analytics discipline within the department and organization.
• Leads the strategy for content marketing, ensuring data and analytics inform content creation (long form, and video) for the Scotiabank Advice + Centre and other core content hubs.
• Leads the management of enterprise social tools, including support for the applications in countries, best practices, training, and introduction of new tools.
• Support strategic initiatives in response to evolving LLM/GEO landscape and implications on social, content and influencer marketing across platforms.
• Manage Social Boosting strategy & execution across social platforms.
• Qualified:
  Nice to have paid social media experience.
• Responsible for the management of the enterprise employee advocacy program for social media.
• Oversees the enterprise social channel ecosystem, ensuring channels work cohesively across our footprint.
• Directs day-to-day activities in a manner consistent with the Bank’s risk culture and the relevant risk appetite statement and limits.
• Champions a high-performance environment and demonstrates a commitment to Scotiabank’s values: accountability, passion, integrity and respect.
• Creates an inclusive team culture and an environment where team members hear, share, and appreciate diverse perspectives.
• Builds a high-performance environment and implements a people strategy that attracts, retains, develops, and motivates their team.
• Uses coaching mindset and behaviors; communicating vision /values/business strategy; and managing succession and development planning for the team.

• 15+ years of experience with deep content marketing and social skills (editorial & content, social media, website content, and ability to use digital tools).
• Excellent writing skills and an outstanding communicator.
• Strong background in editorial and video content creation.
• Expertise in building integrated marketing programs.
• Expertise with Google Analytics, Contently, Grapevine, and Sprinklr.
• Experience managing social channels, including social community management across Facebook, Instagram, Linked In, Twitter, and You Tube.
• AI literacy and application: experience working with AI tools for added efficiency; implementing AI-based automation for publishing, moderation, and reporting.
• Data driven AI: using AI-powered sentiment analysis and trend forecasting.
• Personalization at scale: leveraging AI for hyper-targeted content and dynamic creative optimization.
• Responsible content leadership: understanding AI governance, transparency, and compliance.
• Creating content design frameworks that allow for dynamic personalization, multi-format adaptability, and data-informed creativity.
• Strong understanding of GEO and trends, to ensure content development (across website and social) is top of mind for clients when they search through LLMs.
• New age crisis management: what does this look like in the world of AI?

Work in a standard office-based environment; non-standard hours are a common occurrence. Limited travel globally.