Strategic Director: Social Media & Brand Narrative

Director, Social Media & Narrative Strategy (U)

At the University of California, Berkeley, the Department of Intercollegiate Athletics seeks a Director of Social Media & Narrative Strategy to lead the digital narrative and brand voice for Cal Athletics. This role is responsible for developing high‑impact strategies that transform data into engaging stories, mobilizing fan engagement, driving revenue, and cultivating the Cal brand across multiple digital platforms.

• Data‑Driven Creation and Decision Making: Build and oversee an analytics framework, develop dashboards, translate datasets into executive‑level insights, and guide content strategy based on engagement metrics.
• Strategic Brand Narrative: Direct a multi‑channel content strategy, collaborate with creative and athletic teams, and integrate NIL opportunities into the marketing mix.
• Revenue Generation: Manage the digital sales funnel for tickets, donations, loyalty programs, and partner activations; optimize tech stack for revenue‑generating moments.
• Budgeting & Strategy: Manage digital ecosystem budgets, track expenses, evaluate fan engagement, and recommend improvements.
• Influencer Network: Own the Cal Athletics digital influencer network to advance brand reach and recruitment.
• Quality Control & Post‑Campaign Analysis: Govern post‑campaign reviews, analyze performance, and implement continuous improvements.

• Mastery of fan/recruit lifecycle tracking with tools and dashboards.
• Ability to build executive‑level dashboards that translate raw data into actionable insights.
• Expert knowledge of integrating disparate digital tools for seamless user journeys.
• Deep understanding of A/B testing and digital sales funnels for ticket and donation ROI.
• Skill in directing cohesive narratives across social media, web, and email to drive calls to action.
• Knowledge of integrating NIL opportunities into the college athletics commercial ecosystem.
• Experience building and managing a network of digital influencers.
• Familiarity with emerging AI tools for content personalization, fan engagement, and workflow efficiency.
• Proven ability to partner with agencies to value and sell digital inventory via data‑backed activations.
• Ability to manage complex digital budgets and justify spend through post‑campaign analysis.
• Design a digital training program for student and intern storytellers.
• Align Creative, Development, and Ticket Office units under one digital framework.
• Strong coaching, mentoring, and project management skills.
• Excellent verbal and written communication in English.
• Proficiency with computer applications relevant to the role.
• Bachelor’s degree in a related area and/or equivalent experience or training.

• Salary range: $75,000 – $105,000.
• Full‑time, 40 hours per week, exempt, monthly paid.
• Eligible for UC Benefits.

The University of California is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, protected veteran status, or any other protected status under state or federal law.