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About the Role
Mia Aesthetics is seeking a strategic, creative, and performance-driven Director of Social Media & Influencer Marketing to lead our organic social media and influencer strategy across the national brand, clinic locations, surgeons, and social platforms. This leader will set the vision, creative direction, operating structure, and performance standards for Mia’s social ecosystem while building a differentiated brand presence that drives engagement, growth, and measurable business results.
Responsibilities
- Own Mia’s organic social strategy across Instagram, TikTok, Facebook, YouTube, and emerging platforms.
- Develop distinct strategies for national, location, and surgeon accounts.
- Establish content pillars, creative concepts, recurring series, and platform-specific strategies.
- Maintain a recognizable, culturally relevant, and differentiated brand voice.
- Use performance data and trends to identify which content, formats, and creators should be scaled or adjusted.
- Lead and develop Mia’s social media and influencer marketing organization.
- Establish clear roles, workflows, accountability, and performance expectations.
- Manage social leaders and ensure location-based teams are effectively supported.
- Build efficient processes for content planning, approvals, publishing, analytics, and account governance.
- Create a culture of creativity, experimentation, accountability, and continuous improvement.
- Own Mia’s influencer marketing strategy, including creator selection, partnerships, compensation, deliverables, and performance standards.
- Develop relationships with influencers, creators, patient ambassadors, and strategic partners.
- Ensure partnerships produce authentic content that supports organic social, paid media, brand awareness, and patient acquisition.
- Track influencer performance, including engagement, leads, consultations, deposits, procedures, and ROI.
- Establish KPIs and dashboards to measure account, content, employee, location, surgeon, and campaign performance.
- Monitor reach, engagement, video performance, follower growth, inquiries, leads, consultations, and booked procedures.
- Translate social performance into clear recommendations and action plans.
- Partner with CRM, paid media, sales, and analytics teams to improve attribution from social engagement to patient acquisition.
- Identify high-performing organic content that can be scaled through paid media and other marketing channels.
- Partner with content production teams to establish creative priorities, briefs, and deliverables.
- Ensure shoots generate high-quality, reusable assets across social, paid media, email, SMS, and patient education.
- Balance professional production quality with authentic, platform-native content.
Requirements
- 7+ years of experience in social media, influencer marketing, digital content, or brand marketing.
- 3+ years of people-management experience.
- Proven experience developing and executing social strategies for consumer-facing brands.
- Deep understanding of Instagram, TikTok, Facebook, YouTube, and emerging platforms.
- Strong knowledge of influencer marketing, creator partnerships, and performance measurement.
- Experience managing multi-account or multi-location social environments preferred.
- Strong creative judgment combined with analytical and performance-driven decision-making.
- Experience with social media management and analytics platforms such as Sprout Social, SocialPilot, Hootsuite, or similar.
- Strong leadership, communication, organizational, and project-management skills.
- Experience in healthcare, aesthetics, beauty, hospitality, lifestyle, or another visually driven consumer brand preferred.
Skills
- Social Media Strategy
- Creative Direction
- Influencer Marketing
- Content Creation
- Performance Analysis
- Team Leadership
- Project Management
- Communication
- Organization
- Social Media Management Platforms
- Analytics Platforms
Experience Level
- 7+ years of experience in social media, influencer marketing, digital content, or brand marketing
- 3+ years of people-management experience