What are the responsibilities and job description for the Director, Social & Content position at Universal Nutrition?
About Universal Nutrition
Universal Nutrition has been fueling athletes and fitness enthusiasts since 1977. Best known for iconic brands like Animal and UP2U, we are a global leader in sports nutrition — trusted by competitive athletes, bodybuilders, and everyday gym-goers across 90 countries. As we continue to grow and evolve, we're looking for a high-impact social leader to bring our brands to life across every major platform and deepen our connection with the communities that inspire us.
Position Summary
The Director of Social Media & Content is the brand's senior voice across all digital channels — responsible for developing and executing a bold, channel-specific content strategy that drives brand awareness, community growth, and product launches. This leader owns the full social ecosystem, works closely with Creative, Brand Marketing, and the Athlete Marketing team, and sets the standard for how Universal Nutrition shows up in culture.
This is a hands-on leadership role for someone who thinks strategically, moves fast, and understands the nuances of each platform — from the community culture of Reddit and TikTok to the aspirational storytelling of Instagram and YouTube.
Key Responsibilities
Social Media Strategy & Channel Ownership
- Own and evolve the social media strategy across all key platforms including Instagram, TikTok, YouTube, Facebook, X (Twitter), Pinterest, and emerging channels
- Define the purpose, tone, and content mix for each channel — understanding that what works on TikTok is not what works on YouTube Shorts or Instagram Stories
- Set monthly and quarterly content calendars aligned to brand priorities, product launches, athlete campaigns, and cultural moments
- Stay ahead of platform algorithm changes, feature rollouts, and trend cycles — moving quickly when opportunity arises
- Own channel KPIs including follower growth, engagement rate, reach, video views, and community health metrics
Content Strategy & Brand Voice
- Lead the development of content pillars and a consistent brand voice that resonates across audiences — from competitive bodybuilders to everyday gym-goers
- Partner closely with the Creative team to brief, develop, and iterate on content — ensuring output is both on-brand and platform-native
- Champion culturally relevant, authentic content that reflects the Universal Nutrition community rather than just broadcasting product messaging
- Drive editorial planning that balances always-on brand content, product storytelling, athlete-led content, and community engagement
- Maintain brand consistency across all content while allowing channel-specific creative flexibility
Cross-Functional Collaboration
- Serve as the social and content lead in cross-functional campaign planning — working alongside Brand Marketing, Creative, Retail, and the Athlete Director to integrate social into every major initiative
- Partner with the Athlete Director to develop athlete content programs that feel genuine, platform-native, and aligned to brand strategy — ensuring athletes are empowered storytellers, not just paid placements
- Collaborate with Brand Marketing on product launch strategy, translating go-to-market plans into compelling social moments
- Work with the Creative team to develop content production workflows that allow for both high-production campaign content and quick-turn reactive content
- Act as a strategic partner to the broader marketing org, ensuring social insights inform brand and campaign decisions
Community Building & Engagement
- Own the community management strategy — defining how the brand engages with fans, athletes, and followers across platforms
- Foster authentic two-way conversations that deepen brand loyalty and turn customers into advocates
- Identify and nurture micro-communities and subcultures that align with Universal Nutrition's audience (e.g., powerlifting, bodybuilding, functional fitness)
- Develop influencer and creator partnership strategy in collaboration with the Brand Marketing team, focused on authentic community reach
Analytics & Performance
- Define social KPIs and build reporting frameworks that connect social activity to broader brand and business goals
- Use data to inform content decisions — knowing when to double down, pivot, or experiment
- Present social performance and strategic recommendations to senior leadership on a regular cadence
- Track competitive landscape and industry benchmarks across the sports nutrition and lifestyle fitness space
Team & Agency Leadership
- Lead and develop a high-performing social and content team (internal and/or agency partners)
- Manage content creators, copywriters, and social coordinators — building a culture of speed, creativity, and accountability
- Manage social-related budgets including content production, paid amplification, and creator partnerships
Qualifications
Required
- 8 years of social media and content marketing experience, with at least 3 years in a senior leadership role
- Proven track record building and scaling social presences for consumer brands, ideally in sports, fitness, nutrition, or lifestyle categories
- Deep, platform-specific expertise across Instagram, TikTok, YouTube, and Facebook — you can articulate what makes each channel distinct and how to win on each
- Demonstrated ability to translate brand strategy into social content that performs
- Strong cross-functional collaborator — comfortable working with creative teams, brand leaders, and athlete-facing stakeholders
- Data fluency — comfortable with social analytics tools (Sprout Social, Dash Hudson, Brandwatch, native platform insights) and building performance dashboards
- Excellent communication and presentation skills; able to influence senior stakeholders and represent the social function at the leadership level
- Experience managing direct reports and external agency/creator relationships
Preferred
- Experience in sports nutrition, supplement, or health & wellness industry
- Background working with athlete partnerships or ambassador programs
- Familiarity with the bodybuilding, powerlifting, or strength sport communities
- Experience with paid social strategy and working alongside performance marketing teams
- Track record growing community-driven brands, not just broadcast-style social pages
What We Offer
- Competitive base salary and performance bonus
- Comprehensive benefits package including medical, dental, and vision
- 401(k) with company match
- Generous product allowance — fuel your own training
- Hybrid work schedule
- A brand with nearly 50 years of history and a community of athletes who genuinely love what we make
Universal Nutrition is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.