Director, Social Media

Are you a Social Media visionary passionate about building brands and community through compelling content, authentic storytelling, and dedicated member engagement? Are you an experienced social strategist and content leader with a proven ability to use data, insights, and innovation to architect a social strategy that earns attention, builds trust, and drives measurable business results? Do you thrive on collaboration, experimentation, and bringing bold new approaches to life across an entire social ecosystem — from organic content to influencer partnerships to reputation management? Bonus points if you're maybe, just a little bit, pet obsessed.

As the Director of Social Media, you'll own the vision, strategy, and execution across all organic social channels, user-generated content (UGC), influencer marketing, social member engagement, and brand reputation management. You'll bring deep expertise in building social programs that are both creatively ambitious and business-accountable — and you know how to lead teams that do the same.

In this role, you'll serve as the senior social leader for an exceptional team of content creators, social engagement specialists, influencer managers, and brand reputation managers. This team is the voice of Trupanion across owned and earned platforms — creating, curating, and protecting a brand presence that resonates with pet-loving members, prospective customers, and the veterinary, breeder, and shelter community alike.

You'll partner with senior leaders across Marketing, Product, and Customer Experience to build and sustain a brand voice that drives awareness, engagement, trust, and long-term loyalty. The ideal candidate is a bold communicator, a creative and strategic thinker, and a people-first leader who thrives in a fast-moving, high-growth environment.

This position is open to candidates in the Seattle area. You will have a hybrid remote/in-office schedule where you will work from our casual, pet-friendly office at least 3 days a week. 

Responsibilities

Social Media Strategy & Content

• Own and evolve a comprehensive organic social media strategy — spanning proactive programming, reactive engagement, and always-on content — that drives brand awareness, audience growth, and community building across all platforms
• Develop and maintain an integrated editorial calendar of campaigns, activations, and evergreen content that speaks to multiple audiences, including pet parents, prospective members, and the veterinary community
• Champion hands-on creative direction for compelling stories about pet insurance, the Trupanion difference, and the importance of protecting the pets people love and care for
• Extend brand visibility, voice consistency, and thought leadership across all social platforms and cultural conversations

UGC (User-Generated Content)

• Build and scale a UGC strategy that identifies, curates, and amplifies authentic member and pet stories across owned social channels
• Develop clear guidelines and workflows for rights management, content sourcing, and UGC integration into broader campaigns
• Partner with Paid Media to leverage high-performing UGC for social advertising and performance campaigns

Influencer Marketing

• Lead the development and execution of an influencer marketing program, including strategy, partner identification, contract negotiation, briefing, content approval, and performance reporting
• Cultivate a tiered influencer network spanning macro, micro, and nano creators within the pet, veterinary, and lifestyle spaces
• Ensure influencer partnerships are authentic, brand-aligned, and measurable against business objectives

Social Member Engagement

• Set the standard for how Trupanion shows up for its community — establishing response frameworks, tone guidelines, and escalation protocols for daily social engagement
• Lead a team responsible for monitoring and engaging across owned channels, rating and review sites, and community conversations — ensuring every member interaction reflects the Trupanion brand at its best
• Develop proactive engagement programs that deepen relationships with current members and foster advocacy and loyalty

Reputation Management

• Serve as the senior leader for social brand reputation, owning the strategy for monitoring, responding to, and proactively managing Trupanion's online presence
• Establish crisis communication protocols and partner with Legal, PR, and Customer Experience to manage sensitive or high-visibility situations with speed and care
• Track and report on brand sentiment trends, identifying risks and opportunities to protect and strengthen Trupanion's reputation

Leadership & Cross-Functional Partnership

• Lead, coach, and grow a high-performing, multi-disciplinary social team — setting clear goals, developing talent, and building a culture of creativity, accountability, and continuous learning
• Collaborate closely with Paid Media, Brand & Marketing, Partnerships, and Customer Experience teams to develop fully integrated campaigns and a cohesive content ecosystem
• Set and manage performance goals, reporting cadences, and KPI frameworks across reach, engagement, sentiment, influencer ROI, and UGC performance — with insights that inform broader Marketing strategy
• Actively monitor competitors, platform trends, and the evolving social landscape to identify emerging opportunities and keep Trupanion ahead of the curve
• Serve as an internal authority and advocate for social media best practices, audience insights, and the business value of a best-in-class social program

Qualifications

• 10+ years of social media strategy and management experience, with demonstrated results growing audience, engagement, and brand equity through integrated social programs
• 4+ years in a senior people leadership role, managing and developing multi-functional teams
• Proven experience leading influencer marketing programs from strategy through execution and measurement
• Demonstrated success managing brand reputation and navigating social crises with composure and sound judgment
• Experience developing and scaling UGC programs as part of a broader content and brand strategy
• Track record of setting, hitting, and clearly communicating the business value of social KPIs to senior leadership

Skills

• Exceptional copywriting and editorial judgment, with a history of hands-on content creation and creative direction
• Deep fluency in social media platforms, trends, and analytics; proficiency with social media management and listening tools (Sprinklr experience a strong plus)
• Strong data literacy — comfortable building reporting frameworks, drawing insights, and translating metrics into strategic recommendations
• Confident and collaborative leader with outstanding communication skills and a proven ability to influence cross-functionally
• Proactive problem-solver and creative thinker who thrives in fast-paced, ambiguous environments
• Genuine love of pets and an instinct for what makes pet-owning audiences tick (and laugh)

Compensation

• The base salary range for this position is $145,000 - $175,000 on a full-time schedule.
• Along with base salary, Trupanion employees may be eligible for monthly bonuses.
• We want all employees to be invested in Trupanion’s success, so we grant Restricted Stock Units to all new team members. Our new hire grants vest over 4 years.