Social Media Director

The Cooper; Charleston (SC); On-site; USD 110,000 - 150,000; Full time

Job summary

The Cooper in Charleston, SC is seeking a visionary Social Media Director to lead branding across the Beemok Hospitality Collection. You will own strategy, voice, and paid programs for multiple luxury brands, driving influencer partnerships and community engagement with precision and creativity.

You will collaborate with Creative, PR, Events, and Marketing teams to ensure distinct, compelling voices for each property while shaping the portfolio's social narrative and measurement framework.

Qualifications

• 7+ years in social media and digital marketing, senior/lead role.
• Bachelor's degree in marketing, communications, hospitality, or related field.
• Luxury hospitality brand marketing experience preferred; Charleston region a plus.
• Deep understanding of brand strategy and how social fits into marketing mix.
• Proven ability to develop compelling content narratives and visual storytelling.
• Proven paid social expertise with budget oversight and reporting (Meta/LinkedIn).
• Excellent copywriting across multiple brand voices.

Responsibilities

• Own sole social media strategy and voice for all brands in portfolio.
• Develop distinct brand narratives reflecting identity and guest experience.
• Partner with Creative Director for photography and on-brand visual content.
• Lead social within marketing calendar and brand architecture.
• Stay ahead of platform updates and evaluate new platforms (TikTok, YouTube Shorts).
• Lead paid social campaigns across Meta and LinkedIn; manage budget and deliverables.
• Oversee community management and timely, on-brand engagement.
• Identify, vet, and manage influencer partnerships for luxury positioning.

Skills

Leadership presence

Social strategy

Storytelling

Copywriting

Paid social

Analytics & reporting

Team collaboration

Education

Bachelor's degree in marketing/related field

Tools

Figma

Meta Ads Manager

Sprout Social

Monday.com

Job description

The Social Media Director is the singular lead for all social media activity across the Beemok Hospitality Collection portfolio, owning the strategy, the narrative, and the day-to-day execution that brings each brand to life in the digital space. This is a senior leadership role for a visionary storyteller who understands that social media, at the luxury level, is not simply content - it is brand currency.

Reporting directly to the Brand Director, the Social Media Director will own the multi-brand social strategy from ideation through execution, leading paid digital programming, influencer partnerships, and community engagement with both precision and creativity. This individual will work cross-functionally with the Creative, PR, Events, and Marketing teams to ensure each brand within the BHC portfolio is represented with a distinct, compelling, and consistent voice across all digital platforms. The ideal candidate brings deep experience in luxury or lifestyle brand marketing, a command of the evolving social landscape, and the leadership presence to influence stakeholders and inspire collaboration.

Duties & Responsibilities

Strategy, Narrative & Brand Leadership

• Serve as the sole social media lead for all BHC brands and properties, owning strategy, voice, narrative, and performance across every account.
• Develop distinct content narratives for each brand that reflect its identity, positioning, and guest experience, while contributing to a cohesive collection story.
• Partner closely with the Creative Director to direct photography and visual content, ensuring imagery is purposeful, on-brand, and social-first in its composition and feel.
• Function as an embedded marketing leader, understanding how social sits within and supports the broader marketing strategy, campaign calendar, and brand architecture.
• Stay ahead of platform updates, algorithm shifts, and emerging platforms, evaluating opportunities such as TikTok, YouTube Shorts, and others as BHC's digital presence evolves and the brand landscape demands.
• Provide social media leadership for property launches, seasonal campaigns, and marquee events.

Content Planning & Execution

The Social Media Director will lead strategy and execution across all BHC brand accounts (Instagram, Facebook, LinkedIn, and emerging platforms):

• The Charleston Place
• The Cooper
• Chef Daniel Humm x The Charleston Place
• The Crossing
• Sorelle
• The Riviera
• American Gardens
• BHC
• Plan, brief, and oversee content scheduling across all channels listed above.
• Lead LinkedIn strategy for The Charleston Place, The Cooper, and BHC, with focus on employer brand, collection positioning, and industry presence.
• Write and approve copy across all platforms, maintaining each brand's distinct voice with precision and consistency.

Paid Social & Performance

• Direct paid social campaigns across Meta and LinkedIn for BHC's food & beverage, spa, and event venues.
• Own campaign strategy, audience targeting, budget management, and creative coordination with the Creative Director.
• Establish a consistent performance reporting cadence and translate analytics and KPIs into clear strategic recommendations for senior leadership.

Community Management

Own All Community Management Across BHC's Brand Portfolio

• Timely, on-brand responses to comments and direct messages across all platforms.
• Proactive social listening and brand mention monitoring.
• Real-time engagement and intentional surprise-and-delight moments that build guest loyalty.

Influencer & Creator Partnerships

• Develop and manage a comprehensive influencer strategy aligned with BHC's luxury positioning.
• Identify, vet, and negotiate partnerships with creators and tastemakers across relevant verticals.
• Coordinate hosted stays, brand experiences, and activations; manage deliverables, usage rights, and campaign reporting.

Required Skills & Experience

• 7+ years of social media and digital marketing experience, with a significant portion in a senior or lead role. This individual has done this before and done it well.
• Bachelor's degree in marketing, communications, hospitality, or a related field required.
• Background in consumer-facing social media for hospitality, retail, or luxury lifestyle brands strongly preferred, familiarity with the Charleston or regional market a plus.
• Deeply embedded in marketing broadly, with an understanding of brand strategy, campaign development, and how social integrates into the larger marketing mix.
• Proven ability to develop compelling content narratives and direct visual storytelling in collaboration with creative teams.
• Demonstrated expertise in paid social strategy and execution on Meta and LinkedIn, including budget oversight and performance reporting.
• Exceptional copywriting skills with a sophisticated command of brand voice and audience engagement across multiple distinct brands.
• Proficiency in social scheduling, listening, and analytics platforms (e.g., Figma, Meta Ads Manager, Sprout Social, or equivalent); working knowledge of Monday.com or comparable project management tools for cross-functional content coordination.
• Proven track record managing influencer marketing programs at a luxury or premium brand level.
• Strong collaborator and communicator with the executive presence to work alongside senior leadership and present strategy with confidence.

Physical Requirements

• Primarily office-based with prolonged periods of sitting and working at a computer.
• Must be able to occasionally lift and carry up to 15 lbs. (e.g., laptops, event materials, branded merchandise, and promotional items).
• Must be able to travel to and move throughout BHC properties and off-site events as required by business needs.

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions of this role.

BHC is an equal employment opportunity employer.

Employment decisions are based on merit and business needs, and are not based on race, color, sex (including pregnancy, childbirth, and related medical conditions), citizenship status, national origin, ancestry, gender identity or expression, sexual orientation, age, religion, creed, physical or mental disability, marital status, veteran status, uniformed service, political affiliation, genetic information, or any other factor or characteristic protected by applicable law.

BHC participates in E-Verify.