We're looking for a Director, Social + Content to own how goop kitchen shows up online: strategy, calendar, creation, community, and everything in between. You'll turn a menu launch into a conversation, a restaurant opening into a cultural moment, and a Tuesday lunch into something people want to send to a friend.
This isn't a strategy-only role. You'll be the architect and the primary maker — concepting, filming, editing, writing, posting, and talking to our community on a regular basis. If your instinct when something good comes out of the kitchen is to reach for your phone, we should talk.
This is a highly collaborative and hands-on position, partnering closely with Brand Marketing, Design, Growth, Culinary, Operations, PR and external creators to produce content that builds awareness, engagement, affinity and ultimately, orders.
What you'll own:
The strategy
- Own and evolve goop kitchen’s organic social strategy across Instagram, TikTok, LinkedIn, and emerging platforms.
- Develop content strategies that support broader brand, growth, menu, and restaurant expansion priorities.
- Identify opportunities to insert goop kitchen into relevant cultural conversations while maintaining a distinct and consistent point of view.
- Stay ahead of platform trends, algorithm changes, creator behavior, internet culture, and emerging formats.
- Translate business objectives into clear, measurable social goals and content plans.
- Monitor the broader conversation around goop kitchen across Reddit, Substack, X, review platforms, and other relevant channels.
The content
- Own the social content calendar from ideation through execution.
- Develop monthly and quarterly content plans aligned with marketing priorities, menu launches, partnerships, restaurant openings, and seasonal moments.
- Create original concepts, recurring franchises, and editorial series that build audience engagement and strengthen brand identity.
- Ensure a thoughtful balance of brand storytelling, food and menu content, community, culture, and conversion.
- Write sharp, compelling social copy in the goop kitchen voice for social, email, menu, and more.
The making
- Concept, capture, edit, and publish engaging, social-first content across Reels, TikTok, Stories, carousels, static posts, and emerging formats.
- Lead social content shoots and support larger brand and campaign productions.
- Develop creative briefs, shot lists, concepts, and production plans.
- Work closely with Design, photographers, videographers, creators, and agency partners to bring ideas to life.
- Build and manage a roster of creators and creative talent who can extend the goop kitchen content engine; identify the right voices, develop strong briefs, and guide them in creating content that feels both native to their audience and unmistakably goop kitchen.
- Be comfortable jumping behind the camera, filming an iPhone Reel, editing a video, or creating content independently when the moment calls for it.
- Think beyond a single post, ensuring content and production can be thoughtfully leveraged across social, email, growth, PR, and other marketing channels.
The community
- Own the strategy for community management and audience engagement, working closely with the great Marketing team, as well as Guest Experience Management (GEM), and PR.
- Build authentic relationships with followers, guests, creators, and local communities.
- Partner with the Guest Experience team to monitor guest feedback, identify emerging themes, and ensure guest concerns on social are addressed appropriately and quickly.
- Monitor brand sentiment across owned and earned channels, surfacing relevant insights, risks, and opportunities to the broader team.
- Proactively identify moments and conversations where goop kitchen has a reason to participate.
- Partner with the Director of Partnerships on influencer and creator opportunities.
The team
- Manage, coach and develop the Designer, setting clear priorities, expectations and standards for the work
- Provide clear creative direction and feedback on design across social, email, brand packaging and print.
- Oversee workload and prioritization across content and design, ensuring output aligns with overall marketing and business priorities
- Partner with the Designer to build scalable templates and systems that help the team move quickly while maintaining quality.
- Support hiring, onboarding and development as the social, content and creative team grows
The numbers
- Define, track, and report on KPIs across channel performance, engagement, audience growth, content performance, traffic, and conversion.
- Use data and audience insights to continuously optimize content strategy and creative.
- Identify patterns in what’s working—and what isn’t—and translate those learnings into action.
- Regularly share insights, recommendations, and learnings with Marketing and company leadership.
The collaboration
- Partner closely with Brand Marketing, Design, Growth, Culinary, Operations, PR, and Leadership.
- Support restaurant openings, menu launches, partnerships, events, campaigns, and local marketing initiatives.
- Ensure organic content is integrated into broader marketing and business priorities.
- Bring a collaborative, entrepreneurial mindset and a willingness to roll up your sleeves.
