Social Media Director

Who We Are

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

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

Strategy & Innovation

• 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 voice
• Drive the evolution of our content strategy across platforms, from daily storytelling to major campaign moments
• Lead creative direction for all social-first content, ensuring quality and message consistency
• Develop innovative approaches to real-time content creation that capitalize on cultural moments

Influencer & Creator Collaborations

• Develop and oversee a comprehensive creator strategy that amplifies brand reach while maintaining authenticity
• Build and nurture relationships with key industry voices, identifying partners who align with our brand values
• Create frameworks for measuring and optimizing creator partnerships across platforms
• Structure innovative partnership approaches that drive both engagement and business results

Community Engagement & Management

• Foster deep community connections that strengthen brand loyalty and drive organic growth through innovative engagement strategies
• Develop and optimize UGC programs that amplify authentic voices from our community across platforms
• Establish and maintain community guidelines that protect brand integrity while encouraging participation

Reporting & Insights

• Establish analytics frameworks that demonstrate social's impact on business objectives
• Lead competitive analysis and cultural trend monitoring to keep SoulCycle ahead of industry curves
• Transform data insights into actionable strategies for improved content and community engagement
• Develop executive-level reporting that clearly communicates social media's business impact

Team Leadership & Collaboration

• Build and mentor a best-in-class social media team, developing clear in-house career paths and growth opportunities
• Drive collaboration with Marketing, Creative, PR, and Product teams to ensure cohesive campaign execution
• Establish processes for efficient workflow and clear communication between all stakeholders
• Champion social innovation and best practices across the organization

Qualifications

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 executives
• A 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 results
• A natural mentor and team builder who can attract, develop, and retain top talent while fostering collaboration across departments and championing innovation throughout the organization

How 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 objectives
• Execute the reboot of SoulCycle's social media platforms, including new content frameworks, community engagement, and performance benchmarks
• Launch and measure the impact of your first major campaigns, demonstrating clear progress toward brand equity and growth goals

6-12 months:

• Deploy optimized rider journeys that demonstrate measurable impact on customer acquisition and retention through Social Media
• Launch innovative engagement campaigns that grow key rider segments (e.g. Students) while strengthening overall community metrics
• Establish new benchmarks for social performance and implement best practices across the organization

Why 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