Director of Social Commerce & Content

Director of Social Commerce & Content

Salt Lake City, UT

About Cariloha:
Cariloha is an omni-channel brand offering soft, sustainable bedding, bath, and apparel made from better-for-the-planet bamboo viscose. Blending the style of the Caribbean with the spirit of Aloha, Cariloha turns self-replenishing bamboo fields into ultra-soft, cool, clean, and green fabrics, delivering sustainable luxury inspired by island living. Every piece is designed to drape customers in naturally breathable comfort, so they can sleep, live, and feel every day like they're on vacation.

Today, Cariloha's growing fleet of 60+ stores in 16 countries shares the quality, softness, and eco-conscious footprint of this renewable resource with the world.

Role Overview

We're looking for a leader who lives and breathes content and commerce. This role sits at the intersection of strategy, storytelling, and revenue-owning how Cariloha shows up across social while driving measurable growth through content, creators, and live commerce. You will lead organic social, define our creative direction, and build a high-performing content engine that not only looks exceptional-but converts.

Key Responsibilities

Organic Social Strategy

• Own and evolve Cariloha's organic social strategy across Tik Tok, Instagram, You Tube, and emerging platforms
• Build and manage a forward-thinking, consistent content calendar
• Define content cadence, production priorities, and platform-specific strategies
• Align social content with campaigns, product launches, and key business initiatives
• Identify opportunities to grow audience, increase engagement, and drive revenue
• Own content performance, including engagement, virality, and conversion
• Lead content amplification strategy, including boosting and alignment with paid media

Creative Direction & Brand Storytelling

• Define content pillars and shape Cariloha's social voice and visual identity
• Lead creative development from concept through execution
• Review and approve all social content prior to publishing
• Ensure a cohesive, elevated, and on-brand presence across platforms

Creator, UGC & Live Commerce

• Build and scale a high-performing creator and UGC ecosystem
• Partner with influencers and creators to expand reach and content volume
• Integrate creator content into broader brand storytelling
• Identify winning formats and double down on high-performing content
• Lead Tik Tok Shop and live commerce strategy, including recurring live events

Social Analytics & Performance

• Track, analyze, and report on performance across social platforms and competitors
• Deliver clear weekly and monthly performance insights
• Identify trends, opportunities, and gaps
• Translate insights into actionable optimizations across content and strategy

Giveaways & Brand Collaborations

• Identify and execute brand partnerships, giveaways, and collaborations
• Develop creative concepts that drive reach, engagement, and follower growth
• Manage partner relationships, timelines, and execution
• Measure performance and refine future initiatives

You Tube & Long-Form Content

• Own strategy and execution for long-form You Tube content
• Develop scalable series, formats, and storytelling that build brand affinity
• Leverage long-form content for product education and deeper engagement
• Collaborate cross-functionally to bring content to life
• Continuously refine strategy based on performance

Photo & Video Production

• Lead end-to-end production for social content, from concept through final delivery
• Operate as a hands-on producer/director across shoots and live environments
• Develop scalable content formats and live show structures
• Direct on-camera talent to maximize engagement and conversion
• Ensure all content meets high creative and brand standards
• Repurpose content across platforms to maximize reach and efficiency

Team Leadership

• Build, mentor, and lead a high-performing social and content team
• Manage external creators, freelancers, agencies and production partners as needed
• Foster a fast-moving, test-and-learn content culture

Success in This Role Looks Like

• Consistent growth in followers, engagement, and content reach
• Measurable revenue contribution from social and live commerce
• A scalable, high-performing creator and UGC pipeline
• Repeatable, high-converting content formats across platforms

Qualifications

• 5+ years of experience in social media, content creation, and video production
• Proven track record of growing and managing high-performing social channels
• Strong photography, videography, and editing skills (lighting, audio, post-production)
• Experience across Tik Tok, Instagram Reels, and You Tube (short- and long-form)
• Experience with live content or live commerce
• Deep understanding of social trends, algorithms, and audience behavior
• Ability to balance creative instinct with data-driven decision-making
• Experience working with creators and integrating UGC into brand ecosystems
• Strong organizational and project management skills
• Confident directing talent and providing creative feedback
• Self-starter with a strong sense of ownership and…