Director of Social Media, X

About the Role

We are hiring a Director of Social Media, X to own our presence on the platform end to end, with our Threads presence run as part of the same seat. This role reports to the Head of Social Content, with a dotted line to the Chief Communications Officer, and works alongside our video, editorial, and talent teams to grow one of the most-followed accounts on the platform and shape how the brand shows up in real time.
*** This role is preferred in Greenville, NC, but we are open to considering remote applicants in the US who can travel frequently ***

What You’ll Do

• Own the publishing calendar end to end: write, package, and ship daily posts, with purpose-built rollouts for every video premiere, product drop, and announcement.
• Watch every video, select the clips built to travel on the platform, and brief editors on cutdowns and captions.
• Adapt content for Threads and its distinct audience.
• Run real-time engagement: replies, community interaction, and jumping on the right trend moments same-day.
• Grow reach beyond our own accounts through the platform's wider creator and community ecosystem.
• Craft branded and partner content that performs like our organic content.
• Partner closely with on-camera talent, brand, and communications teams to keep publishing fast, on voice, and on brand.
• Coordinate with our YouTube, TikTok, Instagram, and Shorts teams so major launches hit together while X keeps its own distinct voice.
• Monitor conversation and sentiment around the brand, amplifying positive momentum and flagging what needs attention.
• Track performance daily, test constantly, and translate platform data into weekly and monthly reporting that drives decisions

What We’re Looking For

• 4 to 8 years running social media with X or Twitter as your primary platform, and at least 2 years as the named owner of a large account (1M+ followers).
• You have worked somewhere real-time is the job: a sports league, team, or broadcaster; a major media or streaming brand; a gaming or esports organization; a top creator or entertainment company; or a consumer brand known specifically for X excellence.
• You write exceptional short-form copy in a distinctive voice and can show posts you wrote that traveled, with the numbers behind them.
• You have run live coverage under pressure: game days, premieres, launches, or breaking moments, with fast approval loops.
• You are clip-native: you can cut short-form video yourself or brief editors with precision, and you know the difference between a clip that travels and one that doesn't. This is not a pure writing role.
• You understand how content spreads on the platform, including the creator and community pages that drive distribution, and ideally you bring relationships in that world.
• You work well with stakeholders: you know how to keep brand, communications, and leadership aligned while moving at the speed the platform demands.
• You are fluent in platform analytics and testing, and you make publishing decisions from data, not instinct alone.
• You live on these platforms, you understand internet culture at a native level, and your judgment holds up at speed.