Senior Account Director - Social Media & Digital

Key Responsibilities

• Lead the strategic direction and day-to-day management of key client accounts.
• Translate client objectives into clear social and digital strategies, creative briefs and channel plans.
• Bring a strong point of view on culture, audiences, platforms and emerging digital behavior.
• Identify opportunities to strengthen and grow accounts through proactive ideas and expanded scopes.

• Act as the senior point of contact and trusted strategic partner for clients.
• Lead meetings, workshops, reviews and strategic presentations with confidence.
• Maintain clear, timely communication and navigate complex client conversations independently.
• Ensure clients consistently receive a high standard of strategic thinking, service and delivery.

• Oversee social strategies, content calendars, campaigns, community management and performance reporting.
• Provide senior direction on social-first creative, content production, paid media and platform strategy.
• Work closely with creative, production, strategy, PR and paid teams to deliver integrated campaigns.
• Turn data and audience insight into clear recommendations and opportunities for optimization.

• Lead the talent and creator approach across relevant accounts, identifying partnerships that are
• culturally credible and strategically aligned.
• Build and maintain relationships with US talent, creators, agents, managers, publicists and cultural
• partners.
• Oversee talent research, outreach, vetting, briefing and partnership delivery.
• Lead or oversee negotiations covering fees, deliverables, usage, exclusivity, timelines and
• amplification.
• Develop longer-term talent associations that strengthen brand relevance beyond one-off influencer
• activity.

• Oversee projects from briefing and planning through to delivery and reporting.
• Ensure work is delivered on time, within scope and budget, and to a consistently high standard.
• Manage account budgets, resourcing and profitability with accuracy and commercial awareness.
• Anticipate challenges, resolve issues and communicate scope changes early.

• Lead and develop multidisciplinary account teams, providing clear direction, feedback and support.
• Foster a collaborative relationship across Folk’s US and UK teams.
• Support new business through strategy, proposals and pitching.
• Contribute to the continued development and growth of Folk’s US offering.

Skills and Experience

• At least six years + years of relevant experience gained within an agency or an in-house digital, social or brand team.
• A strong track record leading high-profile accounts or brands, ideally within luxury hospitality, property,
• placemaking or related lifestyle sectors.
• Deep understanding of social strategy, content, talent and creator partnerships, paid media and
• performance measurement.
• Experience managing senior stakeholders, budgets, scopes and account growth.
• Strong knowledge of the US social, talent and cultural landscape.
• Excellent written, verbal and presentation skills.
• Proven team leadership experience and the ability to develop junior and mid-level talent.
• A strategic, commercial and culturally curious mindset, with the ability to manage multiple priorities in a
• fast-moving environment.