Director, Paid and Organic Social
Total Wine & More · Maryland SSC · $143,100–$235,200 (stated in the posting)
About the Role
Total Wine & More is seeking a Director, Paid and Organic Social to lead and shape the next chapter of our social strategy from our Bethesda, MD office. This leader will take ownership of a high-performing and growing Paid Social program, building on the channel’s strong contribution to customer acquisition, engagement, and revenue while unlocking new opportunities to scale. You’ll shape how we invest across platforms and audiences, partner with creative teams to develop content that performs, and use data, testing, and performance insights to continuously raise the bar. You’ll also lead our broader social ecosystem, including organic social, creator partnerships, localized social, and community management, bringing these capabilities together to create a more connected and impactful presence for the Total Wine & More brand. We’re looking for a strategic, creative, and highly analytical leader who is passionate about social, energized by performance, and excited to make a measurable impact on both our brand and our business. This role reports to Senior Director, Performance Marketing.
You will
- Spearhead the end-to-end social media strategy across paid and organic channels, aligning investment, content, and platform strategies with enterprise business goals and brand priorities.
- Oversee performance across Paid Social platforms, including Meta, TikTok, Pinterest, Snapchat, and emerging channels, optimizing investment, audiences, creative, and the customer journey to drive acquisition, engagement, and revenue growth.
- Own and scale the creator and influencer program, building strategic partnerships and integrating creator content across paid and organic social to expand reach, engagement, and performance.
- Drive the development and execution of organic social media strategies, overseeing content planning, publishing, and community engagement initiatives to strengthen brand presence, customer loyalty, and audience growth.
- Use analytics, platform insights, and social listening to optimize media and content performance, identify opportunities for growth, and drive a continuous pipeline of testing across audiences, creative, platforms, and emerging formats.
- Manage external agencies and platform partners, establishing clear priorities and performance expectations while driving accountability, innovation, and continuous improvement.
- Lead the in-store and localized social strategy, guiding Social Captains and partnering with brands, creators, and supplier talent to develop locally relevant content, extend campaign reach, and amplify social impact.
- Direct cross-functional collaboration with creative, brand, merchandising, and digital teams to develop innovative, insight-driven social media initiatives that support enterprise priorities and optimize platform performance.
- Oversee local SEO, store visibility, reputation management, and search-informed content. Ensure listing accuracy across Google Business Profile, Apple Maps, Uberall, and Facebook, using customer and search insights to improve local visibility and align content with search intent.
You will come with
- Bachelor’s Degree in Marketing, Business, Communications, or related field.
- 10+ years’ experience in social media, including paid and organic social leadership, preferably in retail or another performance-driven environment. Proven success managing largescale paid media budgets, integrated social programs, creator or influencer partnerships, agencies, and cross-functional teams.
- 3+ years’ experience in team management and external agencies.
- Deep expertise in paid and organic social media strategy, platform best practices, community management, and content planning.
- Proven ability to translate analytics, social listening, and customer insights into strategic decisions and measurable business outcomes.
- Knowledge of local SEO, reputation management, directory and listing platforms, location-data accuracy, and search-informed content strategy.
- Experience with MarTech and analytics platforms, including Adobe Analytics, Google Analytics, Google Search Console, and campaign optimization technologies.
- Experience leading creator, influencer, or partnership programs at scale.
- Strong budget management, agency leadership, cross-functional collaboration, communication, and project management skills.
- Deep knowledge of platform trends, algorithm changes, emerging formats, and the evolving social and search landscape.
- This role is 5 days in-office, per company policy.
We offer
- Paid Time Off (PTO)
- Generous store discounts
- Health care plans (medical, prescription, dental, vision)
- 401(k), HSA, FSA, Pre-tax commuter benefits
- Disability & life insurance coverage
- Paid parental leave
- Pet insurance
- Critical illness and accident insurance
- Discounted home and auto insurance
- College tuition assistance
- Career development & product training
- Consumer classes
- & More!
Crafted for you
We recognize our team members are our biggest asset, and we value the critical role each play in contributing to the company’s success. It is our commitment to support and provide access to the resources needed to take care of their health and wellbeing. That is why we offer a variety of benefits, tools, and resources to support through our Total Rewards program. To view our full career page, click here: https://careers.totalwine.com/!
Total Wine & More considers several factors when establishing compensation. Compensation may vary based on a number of factors including, but not limited to, market location, job-related knowledge, skills and/or experience. The actual hourly rate will equal or exceed the required minimum wage applicable to the job location. Estimated salaries determined by third parties have not been validated by Total Wine & More.
Total Wine & More is an equal opportunity employer and all qualified applicants will receive consideration for employment without discrimination based on race, color, religion, national origin, sex, sexual orientation, age, marital status, veteran status, disability, or any other characteristic protected by applicable law. Total Wine & More makes reasonable accommodations during all aspects of the employment process, including during the interview process. Total Wine & More is a Drug Free Workplace.
The information provided above indicates the general nature and level of work required of the position and is not a comprehensive list of all responsibilities or qualifications. Benefits list is only a highlight of some of the benefits offered to team members; eligibility for certain benefits apply. The anticipated close date of this posting is 120 days from the posted date indicated above.