Director, Social Media and Content

Purpose

Lead and oversee a team of experts in content and social media marketing that advise, enables, and execute 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.

Is this role right for you? In this role, you will:

• Lead and drive a customer focused culture throughout their team to deepen client relationships and leverage broader Bank relationships, systems and knowledge.
• Lead 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 12+ countries, helping drive strategy and best practices across Content and Social, working closely with communications, customer care, and marketing to support business objectives.
• Collaborate with key stakeholders to identify, refine, create and deliver social media plans and insights to help drive our business initiatives.
• Work closely with Social and Content Leads globally to design and expand the vision of the Listening and Analytics discipline within the department and organization.
• Lead 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.
• Lead 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.
• Be responsible for the management of the enterprise employee advocacy program for social media.
• Oversee the enterprise social channel ecosystem, ensuring channels work cohesively across our footprint. (channel management, opening/closing channels, new platforms).
• Direct day-to-day activities in a manner consistent with the Bank’s risk culture and the relevant risk appetite statement and limits.
• Communicate and model the Bank’s risk culture and risk appetite statement throughout their teams.
• Champion a high-performance environment and demonstrate a commitment to Scotiabank’s values: accountability, passion, integrity and respect.
• Deliver results in accordance to Scotiabank behavioural competencies.
• Create an inclusive team culture and an environment where team members hear, share, and appreciate diverse perspectives.
• Create an environment in which his/her team pursues effective and efficient operations of his/her respective areas in accordance with Scotiabank’s Values, its Code of Conduct, and the Global Sales Principles, while ensuring the adequacy, adherence to and effectiveness of day-to-day business controls to meet obligations with respect to operational, compliance, AML/ATF/sanctions and conduct risk.
• Build a high-performance environment and implements a people strategy that attracts, retains, develops, and motivates their team by fostering an inclusive work environment.
• Use coaching mindset and behaviors; communicating vision/values/business strategy; and managing succession and development planning for the team.

Qualifications:

• Nice to have paid social media experience.

Skills

Do you have the skills to enable you to be successful in this role? We would love to work with you if you have:

• 15+ 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.
• Expertise and experience managing social channels, including social community management across Facebook, Instagram, Linkedin, Twitter, and YouTube.
• 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?

Working Conditions

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

Key skills/competency

• Content Marketing Strategy
• Social Media Management
• Team Leadership
• AI Application & Literacy
• Integrated Marketing Programs
• Digital Tools (Google Analytics, Sprinklr)
• Global Marketing
• Editorial & Video Content
• Crisis Management
• Data & Analytics