Senior Director of Social Media

SALT XC; Toronto; Hybrid; CAD 80,000 - 110,000; Full time

Job summary

Salt XC is seeking a hybrid social strategist to balance creative vision with analytics to guide 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 broadly, can identify culturally relevant

Responsibilities

• Strategic Planning & Client Advisory: Develop social playbooks, channel architectures, audience strategies, and creative frameworks for client accounts.
• Analytics, Measurement & Reporting: Design KPI models; oversee monthly/quarterly/post-campaign reporting; synthesize data into executive summaries.
• Creative Support & Influencer Consultation: Provide strategic and creative leadership to internal social and creator teams.

Skills

Strategic planning

Analytics

Social media strategy

Creator partnerships

Measurement fluency

Job description

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'recommitted to living up to the values in our name. "Salt of The Earth" means we value collaborative, humble, hard-working people here.We'relooking 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, kn ow 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