Sr. Director, Social and Paid Media

Founded in 1912, Girl Scouts of the USA (GSUSA) is the preeminent leadership development organization for girls and the leading authority on their healthy development. Millions of Girl Scout alums across the country and the world have gone on to achieve incredible things and make a tremendous impact in fields ranging from public policy, medicine, journalism, and athletics to international relations, science, technology, art, and entertainment.

As a mission-driven organization, Girl Scouts of the USA champions girls as they explore their worlds, try new things, and develop the courage, confidence, and character to make the world a better place. From stargazing during a first overnight camping trip to building robots, navigating a rocky hiking trail, working together on a community project, and learning about the importance of environmental stewardship, Girl Scouts of all backgrounds and abilities can unapologetically be themselves. As they rise to meet new challenges, they also discover the issues that matter most to them. Along the way, they learn the power of friendship, connection, and teamwork.

Girl Scouts are doers, innovators, problem-solvers, creators, and dreamers, and the GSUSA team is here to center, support, and inspire them, working with 111 local councils across the country and USA Girl Scouts Overseas to deliver our life-changing Girl Scout Leadership Experience.

The Marketing team at Girl Scouts of the USA ensures the Girl Scout brand remains relevant, visible, and culturally resonant. Within this community, the Digital Media function leads national digital storytelling, paid media strategy, creator programs, and social engagement that support membership growth, brand relevance, and organizational priorities.

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The Senior Director, Digital and Paid Media is a strategic leader responsible for setting the vision, strategy, and execution of GSUSA's paid media, organic social media, and Girl Scout creator initiatives. This role drives measurable growth for membership, cookie program, fundraising, and brand relevance, ensuring GSUSA's paid media and organic social media ecosystem is high-performing, data-driven, culturally relevant, and aligned to GSUSA's priorities.

This role defines how Girl Scouts shows up in culture on social media, ensuring the brand is not only present on platforms, but visible, relevant, and shared at scale. This leader has a keen understanding of the current Girl Scout audience and potential new audiences and can evolve GSUSA's approach from content publishing to content that travels and drives action.

This leader oversees GSUSA's social media team, digital media agency partners, creative vendors, and creator operations and strategies. They work cross-functionally with Brand, Membership, Product, Analytics & Insights, and Communications to deliver integrated strategies that scale nationally and support council adoption and success. They also play a critical role in building digital capabilities across the Movement-developing resources, best practices, training, and toolkits to elevate the digital maturity of councils nationwide.

Team Leadership & Agency Management

Lead, coach, and develop a high-performing digital media team, providing clear priorities, direction, and support for growth.
• Oversee paid media agencies, social creative vendors, creator partners, and freelancers to ensure alignment, quality execution, and collaboration.
• Allocate resources on high-impact initiatives, balancing day-to-day execution and long-term improvements.

Organic Social Strategy & Performance

• Oversee GSUSA's organic social media strategy and content roadmap across all national channels (Instagram, TikTok, Facebook, YouTube, Pinterest, LinkedIn, X).
• Act as a connection across organic, paid, creators, and content, ensuring efforts are not siloed but working together to drive impact.
• Bring clarity and direction to cross-functional initiatives, ensuring social media is intentionally integrated to major initiatives.
• Translate strategy into clear, actionable direction for internal teams, agencies, and partners.
• Identify inefficiencies and missed opportunities across teams and proactively drive alignment and solutions, rather than reacting to requests.

Paid Media Strategy & Performance

• Lead GSUSA's paid media strategy (awareness, acquisition, engagement, and conversion), partnering closely with analytics to measure performance and improve efficiency.
• Play a key role in shaping a more scalable and connected paid media model for councils.
• Manage the national paid media agency, ensuring high-quality strategy, execution, creative, and reporting.
• Partner with a Paid Media Strategist to strengthen paid media expertise and optimization across key initiatives.
• Set annual paid media investment frameworks and performance KPIs; lead optimization across channels including YouTube, Meta, TikTok, programmatic, and search.

Cross-Functional & Organizational Leadership

• Serve as a strategic partner to Brand, Membership, Communications, Product, and Fund Development to integrate social and paid media into enterprise-level initiatives.
• Establish a structured and scalable council support model, ensuring efficient issue resolution of tactical troubleshooting inquiries.
• Lead the social media team to develop frameworks, playbooks, and trainings that enable execution with more brand consistency, without constant one-off support.
• Facilitate council engagement through initiatives like the Social Media Subcommittee, focusing on feedback and strategy.

Analytics, Measurement & Insights

• Use data to inform decisions, identify opportunities, and guide investment strategy.
• Evangelize a test and learn culture across paid media channels.

Strategic Leadership & Vision

• Lead GSUSA's digital media strategy across paid media, organic social, creator/influencer collaborations, and content, ensuring alignment with organizational goals.
• Define and drive GSUSA's cultural relevance approach, identifying key moments, campaigns, conversations, platforms, and partnerships.
• Identify and activate strategic content partnerships to expand reach among non-followers and increase visibility among key target audiences.
• Serve as GSUSA's senior advisor on social and digital media, helping teams make smarter decisions around goals, audiences, platforms, and content direction.

Other Duties: Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job.

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

• Strong people leader, leading major sub-communities or major initiatives projects that have substantial long-term implication for the organization/movement
• Strong fiscal responsibility
• Strategic leadership and decision-making
• Deep expertise across paid media, social, digital content, and influencer marketing
• Strong coaching capabilities
• Advanced analytical decision-making and KPI development
• Exceptional communication, writing, and presentation skills
• Ability to influence cross-functional stakeholders and executive leaders
• Crisis and sensitive-issue social media management
• Vendor, agency, and budget management
• Strong planning, resource management, and prioritization skills

• Office 365 or similar suites
• Advanced PowerPoint and presentation development
• Competency in Microsoft Excel or similar software
• Competency with social media publishing, listening, and analytics tools
• Experience with paid media strategy and measurement frameworks

• Bachelor's degree or relevant experience
• 10+ years of progressive experience in digital marketing, including leadership of paid media, social media, and/or influencer strategy
• Demonstrated success managing teams and agencies in a complex, multi-stakeholder environment

Compensation Range: Annual base salary range is between $109,000 - $160,000.

This represents the present low and high end of the pay range for this position. This pay range is only applicable to NYC Metro-based employees, on a hybrid schedule. Actual pay will vary based on various factors, including but not limited to experience.

AAP/EEO Statement: GSUSA is an equal employment opportunity employer.

FEATURED BENEFITS:

What We Offer:

Girl Scouts is powered by people, and we encourage our team members to be their best selves in and out of the office. We place a high priority on flexibility and offer a competitive employee salary and benefits package that includes:

Paid Time Off:

GSUSA offers 20 days of paid time off, 2 floating holidays, as well as 9 workplace holidays per year. GSUSA staff also enjoy a paid holiday year-end office closure between Christmas and New Year's.

Other Benefits:

• Medical and Behavioral Health Coverage

• Plan options with individual and family coverage which includes wellness, hospitalization, and fertility assistance.
• Both plans include GSUSA partial subsidy of premium costs
• Dental and vision coverage

• Health Savings Accounts (HSAs) and Flexible Spending Accounts (FSAs) including Health, Dependent Care, and Limited FSA for those with Health Savings Accounts
• Company-paid life insurance
• Flexible work arrangements
• 12 weeks of paid parental leave
• 401(K) with company match
• Short- and Long-Term Disability for salary continuation
• Health and Wellness Classes and Activities throughout the year

WORK ENVIRONMENT: This job operates in a professional office environment.

POSITION TYPE / EXPECTED HOURS OF WORK: This is a remote, full-time position. Days of work are Monday through Friday. Occasional evening and weekend work may be required as job duties demand.