Director, Social Media

Director, Social Media

Job Purpose

As Director of Social Media, you will play a pivotal role in shaping Panera’s voice and presence across social platforms, driving innovation, and fostering a sense of community for our fans and followers.

This role requires a strategic leader who thrives on cultural relevance, has a deep understanding of social media, and knows how to engage audiences in meaningful ways. You will oversee a team of creative and community-focused marketers, working collaboratively to bring Panera’s values to life while continuously adapting to the fast-changing social media landscape.

Location: Newton, MA/Hybrid

Duties & Responsibilities

The primary responsibilities of this job include, but are not limited to:

1. Strategy & Innovation:

• Build and evolve Panera’s social media strategy across all major platforms and emerging channels.
• Develop a roadmap to grow Panera’s social following, increase engagement with current fans, and enhance our digital footprint in alignment with brand goals.
• Lead strategic planning for organic campaigns to drive awareness, consideration, and brand love, tailoring efforts to different stages of the customer journey.
• Partner with advertising and media teams to integrate social strategy into paid efforts, working towards holistic approach.
• Understand role of social media for local marketing efforts and develop content and influencer strategy.

2. Content Leadership:

• Collaborate with Panera’s creative and marketing teams to ensure all social content aligns with brand values, voice, and visual identity.
• Influence seasonal campaign briefs to prioritize social-first content that resonates with audiences and elevates the Panera brand.
• Oversee the development of a social media content calendar that balances daily engagement with campaign-driven storytelling.
• Work with omni-channel marketers to ensure seamless integration of social efforts with larger marketing initiatives.

3. Community Engagement & Influencer Partnerships:

• Develop and execute a robust influencer strategy, identifying creators who align with Panera’s values of warmth, community, and quality.
• Partner with influencers and creators to produce authentic, engaging content that highlights Panera’s products, campaigns, and initiatives.
• Build relationships with rising talent, micro-influencers, and superfans to amplify brand loyalty and advocacy.

4. Real-Time Activation & Brand Moments:

• Lead the team in identifying and capitalizing on real-time trends and cultural moments that align with Panera’s brand identity.
• Work closely with social platforms to stay ahead of emerging trends and features, ensuring Panera remains a pioneer in the digital space.
• Execute buzz-worthy brand activations, such as product launches and collaborations, that spark conversation and drive engagement.

5. Reporting & Optimization:

• Define and track KPIs across organic social efforts, regularly analyzing data to measure success and inform future strategies. Partner with paid media team to understand holistic performance and learnings.
• Partner with Consumer Insights team to conduct social listening.
• Own competitive analysis, and A/B testing to uncover opportunities for growth and innovation.
• Provide actionable insights to cross-functional teams, ensuring data-driven decision-making throughout the organization.

6. Operational Excellence:

• Streamline processes and workflows to ensure the social media team operates efficiently while delivering high-quality results.
• Manage relationships with social agency partners, ensuring alignment with Panera’s goals and maintaining a focus on continuous improvement.

7. Team Leadership:

• Lead and mentor a team of social media specialists, fostering a culture of creativity and innovation.
• Collaborate with cross-functional teams, including Corporate Affairs, Guest Service, Data & Analytics, Operations and other marketing teams, to ensure alignment and execution of brand initiatives.

Qualifications (Education & Experience)

Qualifications include:

• 10+ years of experience in social media, digital marketing, or a related field, ideally in food service, retail, or lifestyle brands.
• Passion for food and community, with a strong understanding of Panera’s brand ethos and customer base.
• Proven track record of driving cultural relevance and creating engaging, high-impact social campaigns.
• Experience with Sprinklr and on platform measurement
• Deep expertise in platforms like Instagram, TikTok, and YouTube, with a keen interest in emerging social media trends.
• Strong creative instincts, with the ability to guide content development and ensure alignment with Panera’s visual and verbal brand identity.
• Experienced in building and nurturing influencer relationships, from micro-creators to high-profile talent.
• Skilled in social analytics and reporting, using data to refine strategies and achieve measurable results.
• Exceptional project management skills, with the ability to juggle multiple priorities and meet deadlines in a fast-paced environment.
• Team-oriented, with excellent communication and leadership skills that inspire collaboration and innovation.

Working Conditions

• Required travel – 30%

Physical Requirements

• While performing this job, the incumbent is regularly required to stand, sit, talk hear & use hands and fingers to operate keyboards

Direct Reports

• This position will have approximately 3-5 direct reports

Newton Support Center