The Goat Agency
Associate Strategy Director (Social Media)
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Job Title: Associate Strategy Director (Social Media)
Location: London (Southbank)
Working Model: Hybrid
About The Goat Agency:
Goat is part of WPP Media, the world’s leading media investment company. Since 2015, we have been pioneering influencer marketing, helping global brands harness the power of social and creator-led content to deliver measurable impact. Today, we are recognised as the global leader in the space, delivering award-winning campaigns in more than 70 countries.
With over 650+ social natives worldwide, we create ambitious influencer programmes from tactical activations to long-term partnerships, designed to drive awareness, engagement and conversions through the full marketing funnel.
The Opportunity:
We are seeking a commercially minded Associate Strategy Director (Social Media) to lead social strategy and creative direction within our growing team. This role is for a social-native leader who understands platforms, creators and culture, and who is confident pitching and selling ideas.
You will turn complex briefs into clear social opportunities, build insight-led strategies that work across the funnel, and shape social-first ideas that feel native in the feed. You will also set the bar for how we present our thinking, making it persuasive, memorable and practical to deliver.
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Key Responsibilities:
Social and Influencer Strategy Leadership
- Own the social strategy approach across key accounts and new business, including audience insight, platform roles, content territories, creator approach, testing and measurement thinking.
- Translate cultural and platform insight into simple, actionable strategic direction for influencer content and creative campaigns.
- Define success by channel and funnel stage, aligning strategy to client objectives and KPIs.
Social and Influencer-First Creative Direction
- Lead development of social-first creative territories and formats, including series thinking, creator prompts, hooks and narrative structures.
- Ensure ideas are platform-native across TikTok, Reels, Shorts, YouTube and other relevant channels.
- Maintain high creative standards across influencer-led work, balancing brand needs with creator authenticity.
Pitching and Selling
- Lead and deliver compelling pitch narratives that win confidence and drive decisions.
- Present clearly and persuasively to senior stakeholders, handling challenge and turning feedback into stronger work.
- Partner with account and production teams to ensure ideas are commercially viable and operationally sound.
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People Leadership
- Lead and mentor the strategy team, building a collaborative, high-performance environment.
- Develop junior talent through coaching on social strategy, storytelling and presentation craft.
- Act as a thought leader through POVs, talks and internal training on social and creator trends.
Role Requirements:
We are looking for a proven strategic leader who combines creativity with commercial acumen. You will have:
- Significant experience in social strategy, influencer content and creative leadership within influencer marketing or social-first environments.
- Deep knowledge of the influencer ecosystem and how platform mechanics shape performance.
- Strong pitching skills with a demonstrable record of winning and expanding client partnerships.
- The ability to distil complex insights into clear frameworks and sellable recommendations.
- A collaborative leadership style with experience mentoring high-performing teams.
- Exceptional communication skills, written and verbal, with strong attention to detail.
- Commercial awareness to ensure strategies are profitable, practical and aligned with client objectives.
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