Director of Brand and Community

Role Overview For 60 years, Good Sam has helped people travel the road with confidence. We are one of the most recognized names in RV and outdoor travel, offering roadside assistance, extended service plans, insurance, and a membership that connects millions of travelers to savings, services, and each other. Good Sam has been there for a lot of first nights at a campground, a lot of calls from the shoulder of a highway, and a lot of families who grew up on the road.

We are now investing in the brand like never before, with a refreshed brand strategy and new full-funnel marketing programs designed to reach a new generation of travelers. At the same time, the way people choose a brand is changing. More and more, travelers make decisions based on what others say: reviews, creator videos, online communities, published rankings, and the answers AI assistants give when they ask for a recommendation.

Growing a brand today means earning trust in all of those places. The Director of Brand & Community will help grow and protect the Good Sam brand. Reporting to the VP of Brand, this hands‑on leader will bring creators, social media, community, and earned media together to build awareness and drive growth, and will lead the work that builds trust in Good Sam across review sites, online forums, and the press.

The goal is simple: more people who know Good Sam, trust Good Sam, and feel like part of the Good Sam community. This role works closely with teams across marketing, creative, customer experience, and legal.

• Help drive growth across channels, making sure brand, creator, community, and earned media work contributes to measurable business growth across Good Sam’s products and services. Turn Good Sam’s brand strategy into channel plans so creators, social media, community, and earned media all tell a consistent brand story, each in its own voice. Partner with performance marketing and paid media teams on campaign planning, including peak travel seasons and new product launches, so brand and performance goals move together.
  
  Provide authentic content for paid campaigns, including creator content, member stories, awards, and rankings, that helps people choose Good Sam with confidence. Extend major campaigns, events, and cultural moments across creator, social, community, and earned channels so every big idea reaches further than paid media alone.

• Own Good Sam’s creator and influencer program, building a vetted bench of micro and macro partners aligned to brand values, with clear vetting criteria and brand‑safety standards. Develop in‑depth, transparent creator content (especially on You Tube) that genuinely helps travelers make decisions and earns trust with audiences and search. Manage the commercial framework with Legal, including contracting, compensation, usage rights, and FTC disclosure compliance.
  
  Measure creator content performance and put the best work to use across paid media and PR.

• Lead organic social and community strategy, deciding which platforms matter and how community helps Good Sam attract and keep members. Build useful owned content that answers the questions RVers are asking, partnering with SEO to grow Good Sam’s visibility in search and AI. Help shape Good Sam rallies and member events so they build belonging, create great content, and earn attention beyond the people in attendance.
  
  Develop member advocacy programs that highlight members, feature their stories, and encourage reviews and referrals. Set community management, moderation, and engagement guidelines that scale as the community grows.

• Lead Good Sam’s earned media strategy and PR partners, including…