We’re purpose-driven. With every ride, we aim to redefine health and happiness. It’s all about being more than a workout : SoulCycle is a mind-body-soul experience, built on community, love, respect, acceptance, and a lot of fun. It comes to life through the ride, the relationships, and the unparalleled hospitality. And all of that comes from our people. Join us—we’d love to have you
Are you ready to apply Make sure you understand all the responsibilities and tasks associated with this role before proceeding.
Our Mission
To foster an open, diverse, & inclusive community—while embracing each unique individual exactly as they are. We empower each other by listening with an open mind, finding ways to learn and grow together, and always nurturing a sanctuary of trust. To make a real, lasting impact, we’ll work nonstop to embrace and create change. Because nobody is equal until everyone is equal.
Job Description
The Director of Social Media will lead SoulCycle's organic social strategy into its next evolution, driving brand engagement and community growth across all platforms. This role demands a unique blend of leadership acumen and creative intuition - someone who can balance strategic vision with nimble execution, translate data insights into compelling content, and build high-performing teams. The ideal candidate lives at the intersection of fitness, wellness, and digital culture, with the proven ability to keep SoulCycle at the forefront of social innovation while maintaining the authentic voice our community loves.
What You'll Do
- Architect and execute SoulCycle's comprehensive social media vision, driving brand advocacy, community engagement, and measurable business impact across platforms
- Lead the identification and implementation of emerging social opportunities, from new platform features to monetization channels, while ensuring alignment with business objectives
- Pioneer innovative approaches to platform-specific content strategy, particularly across Instagram, TikTok, and emerging channels
- Develop and implement frameworks for rapid testing and optimization of new social initiatives and features
Content Development & Creative Direction
Spearhead the development of breakthrough campaign concepts that elevate our social presence and authentically reflect our brand voiceDrive the evolution of our content strategy across platforms, from daily storytelling to major campaign momentsLead creative direction for all social-first content, ensuring quality and message consistencyDevelop innovative approaches to real-time content creation that capitalize on cultural momentsInfluencer & Creator Collaborations
Develop and oversee a comprehensive creator strategy that amplifies brand reach while maintaining authenticityBuild and nurture relationships with key industry voices, identifying partners who align with our brand valuesCreate frameworks for measuring and optimizing creator partnerships across platformsStructure innovative partnership approaches that drive both engagement and business resultsCommunity Engagement & Management
Foster deep community connections that strengthen brand loyalty and drive organic growth through innovative engagement strategiesDevelop and optimize UGC programs that amplify authentic voices from our community across platformsEstablish and maintain community guidelines that protect brand integrity while encouraging participationReporting & Insights
Establish analytics frameworks that demonstrate social's impact on business objectivesLead competitive analysis and cultural trend monitoring to keep SoulCycle ahead of industry curvesTransform data insights into actionable strategies for improved content and community engagementDevelop executive-level reporting that clearly communicates social media's business impactBuild and mentor a best-in-class social media team, developing clear in-house career paths and growth opportunitiesDrive collaboration with Marketing, Creative, PR, and Product teams to ensure cohesive campaign executionEstablish processes for efficient workflow and clear communication between all stakeholdersChampion social innovation and best practices across the organizationQualifications
You Are
A visionary leader with 6-8 years of experience driving social strategy for consumer brands, demonstrated success in scaling major social programs, and a proven track record of interfacing effectively with C-level executivesA strategic innovator who combines deep platform expertise with business acumen, capable of identifying opportunities across Instagram, TikTok, and emerging channels while developing clear paths to growth and rider sign-ups.A data-driven decision maker with advanced experience in enterprise social tools like Meta Business Manager and Dash Hudson, analytics platforms like Google Analytics, and the ability to translate complex metrics into actionable insights that drive business resultsA natural mentor and team builder who can attract, develop, and retain top talent while fostering collaboration across departments and championing innovation throughout the organizationHow You'll Be Evaluated
3-6 months :
Build and onboard a high-performing social media team while developing and presenting a comprehensive social strategy that aligns with business objectivesExecute the reboot of SoulCycle's social media platforms, including new content frameworks, community engagement, and performance benchmarksLaunch and measure the impact of your first major campaigns, demonstrating clear progress toward brand equity and growth goals6-12 months :
Deploy optimized rider journeys that demonstrate measurable impact on customer acquisition and retention through Social MediaLaunch innovative engagement campaigns that grow key rider segments (e.g. Students) while strengthening overall community metricsEstablish new benchmarks for social performance and implement best practices across the organizationWhy Join Us?
Lead a key function at the heart of SoulCycle’s brand presence. As Director of Social Media, you’ll shape how the brand shows up in culture, drives community, and inspires engagement.
Pay Transparency : Min $150k -$160k 10% bonus
Additional Information
SoulCycle is an equal opportunity employer. For more information regarding our career opportunities, please visit one of our clubs or our website at https : / / www.soul-cycle.com / careers /
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Salary : $150,000 - $160,000
