Director, Social

ABOUT the company

At the company, we’re on a mission to positively impact consumer health at scale. And we’re doing it through something simple: soda. But not just any soda, a new kind of soda: one that’s delicious, refreshing, and actually good for you.

This mission is deeply personal for our CEO, Co-Founder, and Formulator, Ben Goodwin. Like many of us, Ben grew up consuming the Standard American Diet: lots of soda and processed foods that prioritized convenience over nutrition. But at 14, he took his health into his own hands. After making significant changes to his nutrition and exercise, he lost 50 pounds and saw a transformation in his energy, mood, and emotional clarity.

Those changes sparked a deep curiosity about the connection between nutrition and health. Ben became a relentless student of the gut microbiome and the ways it supports overall wellness. The more he discovered, the more passionate he became about finding credible, science-backed ways to make consumer health accessible to everyone.

The mission was clear. The vehicle? Less so. After exploring the possibilities, Ben landed on an unexpected yet familiar choice: soda. It was something he loved as a kid, and he knew millions shared that same nostalgia. But this wouldn’t be just any soda. With most Americans falling short on daily fiber, Ben set out to create a version with more fiber and less sugar, one that was perfectly balanced. The result? A deliciously refreshing soda with 6 to 9 grams of fiber and 2 to 5 grams of sugar, delivering science-backed benefits without sacrificing the classic taste people crave.

In 2018, the first the company cans hit the shelves, bringing Ben’s vision to life with a functional soda that anyone could enjoy. And by reimagining soda, we’re also reshaping culture. That means creating products that support health for all and building a business grounded in humanistic values: empathy, integrity, and a belief in better for everyone. From the ingredients we source to the culture we foster, we’re committed to proving that business (and beverage!) can be a force for good, and that soda has the power to bring people together.

So join us, and let’s write a new American soda story together. One we can all feel good about. One the company at a time.

THE ROLE

The Director of Social Media will lead the company’s social presence and shape how the brand shows up in culture every day. Reporting to the Sr. Director, PR + Comms, this role sits at the intersection of strategy, creativity, culture, and communications, with responsibility for building a social-first approach that strengthens the brand, drives meaningful engagement, and supports broader business and marketing goals. This is a highly strategic and creative role for a social leader who understands that great social is more than content—it is about having a distinct point of view, creating ideas people want to talk about, and knowing how to make a brand matter in culture. The Director will set the vision and strategy across the company’s social channels, while also pushing the team and partners to create work that is innovative, culturally relevant, and unmistakably the company.

The Director will partner closely with Brand, Creative, Influencer, PR, Partnerships, and other Marketing teams to develop integrated campaigns and social-first ideas. They will identify opportunities for the company to participate in cultural moments, emerging conversations, trends, and communities, while also creating original opportunities for the brand to lead the conversation. The Director will lead and mentor the company’s growing social team, establishing clear ways of working, developing talent, and creating an environment where strategic thinking and creative ideas can thrive. They will also serve as a senior voice on social culture, providing perspective on emerging trends, audience behavior, cultural shifts, and potential risks.

Ultimately, this person will be responsible for making the company’s social presence strategic, culturally connected, creatively ambitious, and consistently true to the brand.

RESPONSIBILITIES

Social Strategy

• Develop and own the company’s overarching social media strategy and vision across Instagram, TikTok, Meta, LinkedIn, and emerging platforms.

• Establish channel-specific strategies that ladder back to the company’s brand platform, communications priorities, and broader Marketing KPIs.

• Define how the company should show up in culture and identify opportunities to build relevance beyond traditional brand moments.

• Translate business and brand objectives into clear, compelling social strategies and creative briefs.

• Establish a strong point of view on what makes the company distinctive in social and continuously evolve the brand’s approach.

Creative & Innovation

• Lead the development of social-first creative ideas and campaigns that are culturally relevant, innovative, and built for how people actually use and experience social platforms.

• Partner closely with Creative leadership to develop and execute work that pushes the brand forward while remaining rooted in the company’s identity.

• Bring new ideas, formats, platforms, partnerships, and creative approaches to the table rather than simply responding to existing trends.

• Identify emerging cultural moments, internet behaviors, communities, creators, and trends that can create meaningful opportunities for the company.

• Push the team and agency/production partners to continually raise the creative bar across social content.

• Oversee social creative development from brief through execution, ensuring work is strategically grounded and creatively strong.

Content & Channel Management

• Oversee the development of social content calendars and channel plans.

• Ensure content is tailored to the unique role, audience, and behavior of each platform.

• Partner with Producers and Creative teams to establish efficient production calendars, processes, and workflows.

• Ensure the social team is set up to move quickly and capitalize on timely cultural and platform opportunities.

• Balance planned brand storytelling with the flexibility to respond to real-time moments and conversations.

Cross-Functional Collaboration

• Partner closely with Brand, Creative, Influencer, PR, Partnerships, and other Marketing teams to develop integrated campaigns and ensure social is considered from the start of major initiatives.

• Collaborate with Influencer and Partnerships teams to strategically integrate creators, partners, and cultural voices into the company’s social ecosystem.

• Build strong relationships across the organization and advocate for social as a critical part of how the company builds its brand.

Culture, Community & Risk

• Maintain a deep, up-to-the-moment understanding of social platforms, internet culture, communities, and emerging behaviors.

• Understand both macro and micro cultural shifts and translate those insights into actionable opportunities for the company.

• Develop a strong understanding of the company’s audiences and the communities where the brand can authentically participate.

• Monitor cultural and social risks and provide thoughtful guidance on potential issues, trends, conversations, and brand responses.

• Partner with PR + Comms and relevant stakeholders on social crisis and issues management when needed.

Measurement & Optimization

• Establish clear social KPIs and measurement frameworks aligned with broader Marketing and business objectives.

• Analyze performance and audience insights to understand what is working, what is not, and where to evolve.

• Turn data and insights into actionable strategic and creative recommendations.

• Regularly communicate social performance, learnings, opportunities, and recommendations to senior leadership.

• Balance quantitative performance with qualitative measures of cultural relevance, brand engagement, and creative impact.

QUALIFICATIONS

• 10+ years of experience in social media, brand marketing, communications, or a related discipline, with significant experience leading social strategy.

• 5+ years of experience leading and developing a team of social, community managers, and content creators, setting clear goals and fostering a collaborative culture that drives on-brand content and audience engagement

• Demonstrated ability to develop strategic, creative, and innovative social programs that build brands and drive meaningful engagement.

• Strong creative instincts and the ability to identify a great idea, develop a point of view, and translate strategy into compelling creative.

• Deep, up-to-the-moment understanding of major social platforms, including platform behaviors, best practices, algorithms, formats, policies, and emerging trends.

• Deep understanding of internet and social culture, including the ability to identify meaningful shifts before they become mainstream.

• Strong understanding of audience behavior and the ability to translate cultural and consumer insights into social strategy and creative opportunities.

• Ability to balance long-term strategic thinking with the speed and flexibility required of social.

• Strong analytical skills and the ability to turn data and insights into clear strategic and creative recommendations.

• Excellent cross-functional collaboration and communication skills, with the ability to influence senior stakeholders and creative partners.

• CPG experience required.

• Experience working at an advertising, creative, PR, or social agency preferred but not required.

• Experience managing external agencies, creators, production partners, or other external social resources preferred.

REPORTS TO

Sr. Director, PR + Comms

COMPENSATION

$165,000 - $175,000 + Bonus

HOW WE WORK

We may be fully remote, but we’re anything but disconnected. The company has grown from a few passionate people around a table to a nationwide team, and we’ve done it without losing our collaborative spirit or sense of purpose.

Connection here is intentional. From cross-functional projects and IRL offsites to thoughtful Slack threads and spontaneous gifs, we make the effort to stay close, even across time zones. Sure, we move quickly, but we lead with trust, transparency, and a shared commitment to doing work that matters.

We value thoughtful debate. We give feedback with care and receive it with curiosity, knowing that real growth, both personal and collective, comes from listening as much as leading. Because at the company, it’s not just about getting things done. It’s about growing together, staying true to what matters, and building something with lasting impact.

WHAT WE VALUE

At the company, our values aren’t just posters on a wall. They shape how we show up: for each other, for our customers, and for the mission we’re chasing together.

• Mission Connectivity : Everything we do ladders up to our shared goal: supporting human health. Whether launching a new flavor or conducting clinical research, the mission stays front and center.

• Indomitable Spirit : When things get messy, we get inventive. We stay curious, adapt quickly, and find the path forward, most likely with a dedicated Slack thread and a beautifully overbuilt deck.

• Lead at Every Level : Leadership isn’t about titles, it’s about ownership. We speak up, follow through, and lift each other up. If you’ve got ideas and initiative, you’ve got influence.

• Courageous Humility: We’re confident in what we bring and curious about what we don’t know (yet). We give feedback with care, take it with grace, and know that real growth takes both.

WHAT WE’RE LOOKING FOR

Success at the company doesn’t come from checking boxes; it comes from living our values, staying curious, and finding energy in both the pace and the purpose. We’re building something big, and we’re looking for people who:

• Think big, move fast, and take thoughtful risks

• Thrive in a high-performance, feedback-rich environment

• Value real human connection and honest collaboration

• Are fired up by building something new, and making it better every day

Startup life at the company is equally fun and fast-paced. If you’re energized by a dynamic environment, eager to grow, and excited to help shape something meaningful from the inside out, the company is a one-of-a-kind ride.

We are committed to providing reasonable accommodations to qualified individuals with disabilities or other needs during the application process and employment. To request an accommodation, please contact The People Team at [link for members]

We are proud to be an Equal Opportunity Employer.  The company will consider all qualified applicants without regard to race, religion, gender (including pregnancy and gender identity), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, veteran status, or any other characteristics protected by law.

Submission of Application Materials

Applicants are required to submit only the materials specifically requested as part of the application process. Please do not include any unsolicited materials, as they will not be reviewed or considered.

Unsolicited materials may include, but are not limited to

• Marketing or promotional concepts

• Business ideas or strategies

• Photographs, videos, or other media

• Presentations, designs, or other creative content

By submitting any materials beyond those explicitly requested, you agree that:

• You are voluntarily providing such materials;

• You irrevocably assign all rights, title, and interest in and to those materials to the company Inc.; and

• the company Inc. may use, reproduce, modify, distribute, or otherwise exploit such materials for any purpose anywhere in the world, without restriction or compensation.