Who We Are

Goorin Bros., established in 1895 is a legacy brand. We are changing what’s normal or expected. We make accessible headwear and other expressive pieces designed with unexpected flair. Unconventional, enthusiastic, and approachable. We encourage the impossible. We exist because life gets too serious and uninspiring. Through our relentless pursuit of fun and imagination, we interrupt the mundane.

We are looking for a dynamic, innovative leader to join our newly established Brand Marketing team. As Senior Manager, Social Media, you will play a pivotal role in increasing brand awareness, fueling our brand fandom, and crafting memorable content, stories and experiences that project Goorin’s distinct personality through fun, anything-but-boring platform specific content.

We’re looking for someone who is passionate about all things social and excited by the opportunity to design and execute a refined social media strategy as Goorin enters a new and exciting chapter in its journey.

What You Will Be Doing

As Sr Manager, Social Media at Goorin you’ll have the opportunity to build the Goorin Social strategy from the ground up, evaluating the current platform experiences, and evolving them to best utilize the social media landscape of 2025 and beyond.

Operating at the intersection of culture and commerce, prioritizing consumer engagement, social reach, followship growth while fostering long-term fandom is the name of the game.

The successful candidate will be bringing their own proven best practices to the forefront through strategy, execution, planning, process, and reporting. This is a role best suited to someone who loves a build and is excited about the opportunity to put their own stamp on how Goorin can be a brand of service to a beloved and devoted fan base.

This is a key senior manager-level position within the Brand Marketing team, with an equal focus on strategic direction and dynamic execution.

What You Will Be Responsible For

Social Strategy:

• Lead the content strategy for Goorin’s priority channels of TikTok, Instagram, Facebook, and YouTube and beyond.
• Establish the "Always On" social content calendar that aligns with Goorin’s seasonal brand journey, including product launches, brand moments, and global/local cultural events.
• Drive the creative briefing process, working with Brand Marketing and Creative teams to deliver assets that align with brand strategy and social media best practices.
• Optimize platform-specific tactics to maximize engagement and performance.
• Develop and implement a data-driven, multi-platform social media strategy to achieve business objectives, as well as brand awareness and engagement KPIs.
• Develop a reporting framework that tracks social media impact on community growth, engagement, and revenue.
• Manage both internal and external partners to execute social campaigns from concept through production and publishing.
• Collaborate with cross-functional teams (marketing, creative, DTC, paid media, events) to provide social support for key initiatives.
• Utilize social listening and analytics tools to generate insights and actionable recommendations for future initiatives.

Creator and Influencer Strategy:

• Build a diverse community of influencer and creator partners, ensuring alignment with Goorin’s positioning and values.
• Define the optimal mix of creators and influencers to drive audience engagement and impact.
• Identify channel-specific partners who can amplify Goorin’s presence, with a focus on Gen Z and fashion/lifestyle consumers worldwide.

Team Management and Operational:

• This role reports to the Director, Brand Marketing and Marketplace Strategy, and will lead a team of 1 initially.
• The successful candidate will demonstrate an ability to propose and adhere to a quarterly budget aligned with performance KPI’s.

Qualifications

• 6+ years of social media experience, with a proven track record of managing brand channels and cultivating digital communities.
• Experience in fashion, lifestyle, or performance brands—especially in accessories, apparel, or footwear. Agency or in-house brand experience is a plus.
• 2+ years of people management experience preferred, but not essential.
• A keen follower of industry trends and emerging social formats. You know which platforms Goorin should focus on and how to service them in the best way.
• Strong aesthetic sensibilities and creative judgment, with a deep understanding of how to platform specific content on social media.
• Proficient in data analysis and social reporting, with experience using tools to measure and optimize performance.
• Excellent project management skills, with the ability to manage multiple priorities in a fast-paced environment.
• Strong presentation skills, comfortable sharing campaign work, metrics, and insights with senior leadership.

Hiring Process:

At Goorin, we seek talent that aligns with our culture while bringing the right expertise. The successful candidate will progress through a which we anticipate completing within 3 to 4 weeks.

If this feels like the opportunity you have been waiting to sink your teeth into, then apply within, attaching your resume and examples of your work, and we will reach out if we see a great fit!

Pay

Exact compensation may vary based on skills, experience, and location.

The preceding job description has been designed to indicate the general nature and level of work performed within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of the employee assigned to the job.

Goorin Bros is an Equal Opportunity Employer and does not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity, status as a veteran, and basis of disability or any other federal, state or local protected class. Goorin Bros will consider qualified applicants with criminal histories in a manner consistent with the requirements of San Francisco Police Code, Article 49, and Administrative Code, Article 12.