Director, Social & Influencer Marketing

About Foley Entertainment Group (FEG): Foley Entertainment Group (FEG) is a leading sports and entertainment company dedicated to providing premier experiences to fans and guests. Founded by Bill Foley, FEG manages a diverse portfolio of assets built on the four pillars of Sports, Hospitality, Venues, and Foundations.

FEG's sports division is anchored by the Stanley Cup champion Vegas Golden Knights (NHL). The company also owns the Henderson Silver Knights (AHL) and Vegas Knight Hawks (IFL), which play at the company-managed Lee's Family Forum.
Expanding its global reach, FEG holds international football interests including AFC Bournemouth (EPL) and Auckland FC. Through these holdings, FEG continues to grow its influence as a major player in the global sports and entertainment landscape.

Position Summary

The Director, Social and Influencer Marketing is the organization's visionary leader for the social ecosystem. This executive-level role is responsible for defining the innovative social content narrative, social voice, and strategic influencer partnerships that position the Vegas Golden Knights as a cultural and social media trendsetter in sports and entertainment. Reporting directly to the Chief Digital Officer (CDO), this position acts as a cross-functional thought leader, ensuring social strategy is integrated into all applicable facets of the business.

Key Responsibilities

Strategy, Leadership & Digital Creative Oversight
• Social Media Strategy: Develop and own the comprehensive, platform-specific social media strategy (including Twitter/X, Instagram, Facebook, Tik Tok, Snapchat, You Tube, and Shorts) to maximize fan engagement, brand sentiment, audience growth, and digital traffic.
• Creative Alignment: Serve as the strategic bridge between the digital content team and the Creative vertical, ensuring that all published social media content adheres to the VGK's aesthetic quality standards and overall brand vision.
• Team Leadership: Lead, mentor, and manage the social media team while building out an influencer marketing cohort, fostering a culture of rapid execution, high performance, and continuous creative experimentation.
• Innovation & Trends: Actively monitor emerging platforms, content formats, and viral trends in sports and internet culture, serving as the organization's "first-mover" for new social strategies and content approaches.

Content Execution & Brand Voice Management
• Voice & Tone Ownership: Help define and implement the Golden Knights' distinct and market-leading brand voice across all social channels, ensuring immediate recognition and high fan relatability.
• Social Content: Oversee the content calendar and scheduling, ensuring engaging, relevant, timely, and quality content (video, graphics, photo, text) throughout the year, with emphasis on games, events, major news and trends.
• Real-Time Storytelling: Lead real-time coverage strategies for all games and events, directing the team's immediate digital response and content flow in high-pressure, live environments.
• Social Monitoring and Response: Develop and implement proactive social media monitoring and rapid response protocols to maintain brand reputation during key moments.

Performance & Digital Integration
• Data-Driven Optimization: Establish and track key performance indicators (KPIs) for each platform (e.g., interactions/post, engagement rate, video views and growth), using data to optimize creative execution and distribution schedules.
• Digital Marketing Collaboration: Work closely with the Digital Marketing vertical to ensure organic content strategy maximizes the impact of paid social campaigns and supports core business objectives (e.g., ticket sales, merchandise promotions).
• Influencer Amplification: Direct the strategy for the influencer network to ensure content amplification is integrated into the daily social flow, driving reach and authenticity as well as expanding awareness in growth categories.
• Unified Social Strategy: Work with other internal departments to integrate all social accounts (mascot, LosVGK, retail, etc.) into one unified social strategy, sharing best practices while maximizing engagement…