Position Summary

We are looking for a Vice President, Social Strategy to lead the development of social strategy for a complex, global portfolio of brands and markets. This role will sit at the intersection of business strategy, culture, consumer intelligence, media, creative, partnerships, and social platforms, helping clients move beyond channel execution to unlock the broader business value of social. The VP will serve as a senior strategic advisor to clients and internal leadership, shaping how social informs upstream business and marketing decisions while building the frameworks, governance, and capabilities required to scale social effectively across markets. This is a highly collaborative leadership role for a strategic thinker who can move fluidly between big-picture vision and practical execution and who is passionate about using social to understand consumers, identify cultural opportunities, and drive meaningful business outcomes.

Roles & Responsibilities

American Express:

• Audit always-on and heat moment approaches against evolving platform capabilities (Meta, TikTok, LinkedIn, Pinterest, Snap, Reddit) and flag where strategy is falling behind
• Recommend evolution of GABM's "social as search," targeting, and buying model approaches as ad networks change
• Serve as senior escalation point when planning, creative, and investment teams misalign on social strategy
• Reset ways of working across IAT where current process creates friction or duplication

• Ensure paid social and influencer strategy are unified (not parallel workstreams) across sports, culture, and brand moments (NBA, WNBA, NFL, F1, Coachella, ACL, Member Week, Small Business Saturday)
• Represent the social point of view in cross-discipline strategy conversations with creative, PR, and experiential teams
• Establish governance for how influencer plans and paid social plans inform each other

• Partner in authoring the strategic narrative behind QBRs, the bi-annual social landscape report, and the monthly ICYMI newsletter, positioning Amex ahead of platform and cultural shifts rather than reacting to them
• Frame social strategy in terms of Amex's position in culture: sports, music and festivals, small business, member moments

• Bring Omnicom COE resources, brand safety intelligence, and unique platform relationships into strategic recommendations
• Ensure JBP benefits are fully activated across all Amex LOBs and global/emerging markets
• Tie social investment decisions to business objectives, not just channel-level performance

• Convert performance analysis into forward-looking strategic input, not day-to-day reporting
• Surface emerging audience behavior and content trends early enough to shape upcoming always-on and heat moment plans
• Set optimization priorities at the portfolio level across GABM and Heat Moment teams

• Build scalable frameworks for influencer identification, vetting, negotiation, and measurement
• Establish Creo as the senior authority on influencer strategy across Amex's full agency roster
• Define brand safety, measurement, and reporting standards for influencer partnerships

Paramount:

• Serve as senior client lead and primary strategic point of contact for Paramount social leadership
• Own strategic direction for the operating model, organic-to-paid framework, and social integration approach.
• Guide stakeholder alignment, escalation paths, and decision-making structure.
• Provide senior oversight of all deliverables, POVs, and recommendations.
• Advise across workflow, real-time activation, social reporting, fandom insights, and paid/organic integration.
• Lead Client & Social Strategy: Serve as the senior client lead and primary strategic point of contact for Paramount social leadership, providing strategic direction and senior oversight across the social ecosystem.
• Shape the Operating Model: Own the strategic direction for the social operating model, including the organic-to-paid framework, channel integration, workflows, and decision-making structure.
• Drive Strategic Integration: Advise across real-time activation, social reporting, fandom insights, and paid/organic integration to ensure social plays a meaningful role in broader marketing strategy.
• Guide Alignment & Governance: Lead stakeholder alignment, escalation paths, and governance across teams and partners, creating clear and efficient ways of working.
• Elevate Strategic Output: Provide senior oversight of deliverables, POVs, recommendations, and strategic initiatives while identifying opportunities to strengthen the impact of social.