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Posted February 27, 2026
Build-A-Bear Workshop

Director, Content & Social Media

Build-A-Bear Workshop
St. Louis, MO 63103, USA Hybrid ⚠ [Archived] No Longer Accepting Applicants

Description

The Director, Content & Social Media, is a creative-strategist hybrid who shapes how Build-A-Bear shows up in culture through social-first storytelling. This role requires deep cultural fluency, the ability to build recognizable, repeatable content formats that multi-generational audiences love, and hands‑on experience planning, creating, publishing, and optimizing content across today’s most relevant platforms.

The Director, Content & Social Media, is passionate about advocating for social as a brand and business driver, but is also comfortable jumping into the work, shaping creative in real time, making bold calls, and guiding ideas from concept to execution.

Responsibilities:

  • Own and evolve our content and social strategy across TikTok, Instagram, YouTube, Facebook, and emerging platforms, ensuring everything we create feels native, timely, and culturally relevant.
  • Lead hands-on creative concepting for social-first storytelling, from episodic formats and creator collaborations to reactive moments and platform experiments.
  • Set a clear creative bar for what “great” looks like on each platform, balancing brand consistency with the flexibility social demands.
  • Champion brave, culturally relevant ideas.
  • Stay fluent in platform mechanics, algorithms, formats, and trends, and translate that knowledge into actionable creative direction for the team.
  • Build content that is designed for how people consume social: fast, emotional, participatory, and shareable.
  • Oversee and evolve our social listening and community management strategies.
  • Partner closely with our performance, media, and PR teams to ensure organic, paid, and earned social work together as one connected ecosystem.
  • Use performance, engagement, and earned signals to iterate, refine, and scale ideas that resonate both culturally and commercially.
  • Confidently advocate for social-first ideas in cross-functional settings.
  • Lead and grow a high-performing team of social strategists, creators, and community managers.
  • Foster a team culture that values creative courage while providing clear creative direction, actionable feedback, and strong mentorship.
  • Manage agency partners as extensions of the team.
  • Define success metrics across platforms.
  • Translate performance data into clear insights and strategic rationales for senior leadership.
  • Continuously test, learn, and evolve how Build-A-Bear shows up in social spaces.

Required Qualifications:

  • Bachelor’s degree required.
  • 10+ years of experience in social, content, or digital storytelling, with a strong emphasis on consumer-facing, culturally relevant brands.
  • A clear track record of hands-on social media leadership, including content planning, creation, publishing, and optimization.
  • Demonstrated success growing followers, engagement, reach, and/or conversions through strong creative and platform fluency.
  • Experience working with creators and influencers.
  • Ability to think holistically about content ecosystems while still sweating the creative details.
  • Comfort using analytics, social listening, and insights to guide decisions and improve performance.
  • A genuine curiosity about internet culture, creators, fandoms, and emerging platforms.

Preferred Qualifications:

  • Background in toys, entertainment, lifestyle, fashion, or youth culture.
  • Experience scaling social for a brand in a period of growth or transformation.

Behavioral Traits for Success:

  • Driven to achieve results that align with the strategic goals of the organization
  • Initiative, sense of urgency, and the ability to stay focused on results despite changing conditions
  • Decision-making is focused on implementing practical and timely solutions
  • A natural leadership style that trains and engages others in an enthusiastic way
  • Learns quickly and thoroughly while continually recognizing and adapting to change
  • Effective delegator
  • Innovative and creative problem solver
  • Action-oriented
  • Influences and stimulates others to action

Working Environment:

  • Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs
  • Corporate office located in St. Louis, MO
  • Hybrid work week

Your Performance Will Be Measured On:

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following:

  • Decision-making, judgment, and execution
  • A bold, distinctive social presence that feels unmistakably Build-A-Bear, and undeniably of the moment
  • Consistent growth in engagement, reach, and community relevance
  • A confident, creatively energized team that’s pushing the brand forward every day
  • Stakeholder feedback

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.


✅ IMS Archive Intelligence — Powered by CREATORVERSED

10 years of creator economy hiring data.
22,000+ opportunity signals. zero ghost jobs.


IMS Archive Intelligence

Director, Content & Social Media at Build-A-Bear Workshop — a creator economy opportunity preserved in the IMS archive. This role represents the intersection of traditional retail strategy and modern social-first brand building.


Era Intelligence

Posted in February 2026, this opportunity arrives during a pivotal moment for retail brands embracing creator-centric marketing strategies. Traditional toy and retail companies are rapidly restructuring their content organizations to compete with digitally native brands that built their audiences on social platforms from day one. Build-A-Bear's move to hire at the Director level signals recognition that content and social media require senior strategic leadership, not just tactical execution — a shift that accelerated significantly throughout 2024-2025 as retail brands watched creator economy companies capture market share through authentic community building.


Opportunity Signal

While Director, Content & Social Media appears once under this specific title in the IMS archive, IMS has tracked 1,000+ signals for content, social media, and digital marketing roles in the creator economy since 2016. This title represents an emerging label for a well-established function — a pattern common in the creator economy where role naming evolves faster than hiring practices.

Note: Title standardization is still evolving in the creator economy. Role function matters more than title when evaluating opportunity signals — 1,000+ related signals exist in the IMS archive for this core function.


Salary Intelligence

While Build-A-Bear Workshop did not disclose compensation for this specific posting, Director-level content and social media roles in the IMS archive average $95,000 — $135,000 based on 1,000+ verified signals across the creator economy. Traditional retail companies typically offer compensation packages that include substantial benefits and equity components beyond base salary, often matching or exceeding creator economy startup rates to attract digital marketing talent.

This range reflects verified creator economy signals from 2020-2026, with recent data showing upward pressure on Director-level compensation as demand for senior content strategy talent intensifies across retail and consumer brands.


Repost Signal

IMS has tracked multiple creator economy opportunity signals from Build-A-Bear Workshop in the archive spanning 2026 to 2026. Each signal represents a moment in this company's creator economy hiring journey — preserved in the IMS archive as permanent market intelligence. IMS actively tracks and reposts verified opportunities in real time, making this archive the most complete record of creator economy hiring activity in the industry.


Career Path Context

This Director role typically attracts professionals progressing from Social Media Manager or Content Marketing Manager positions at consumer brands, agencies, or creator economy companies. The strategic nature suggests candidates with 5-7 years of experience building and scaling content programs, particularly those who understand both traditional brand marketing and creator collaboration frameworks. From here, natural progressions include VP of Marketing, Chief Marketing Officer, or Head of Brand Strategy at consumer-facing companies, especially those investing heavily in community-driven growth strategies.


Skills Intelligence

1. Creator Partnership Strategy — Growing Demand. Retail brands increasingly need leaders who understand how to structure authentic creator collaborations beyond traditional influencer partnerships, especially in categories like toys where trust and safety are paramount.


2. Cross-Platform Content Strategy — Growing Demand. The ability to develop cohesive content strategies that work across TikTok, Instagram, YouTube, and emerging platforms while maintaining brand consistency is becoming essential for Director-level roles in 2026.


3. Community-Driven Marketing — Growing Demand. Understanding how to build and nurture brand communities rather than just broadcasting content — a critical skill as traditional retail brands compete with digitally native companies that grew through community engagement.


4. Data-Driven Content Optimization — Stable Demand. The ability to analyze content performance across platforms, identify trends, and optimize strategy based on engagement metrics remains fundamental for senior content roles across all industries.


5. Brand Safety & Compliance — Growing Demand. For consumer brands like Build-A-Bear that serve families and children, understanding creator economy compliance, content moderation, and brand safety protocols is increasingly critical as social media becomes more regulated.



Employer Intelligence

Competitive context. Companies hiring for Director, Content & Social Media roles are actively investing in creator economy talent — a signal of commitment to building or scaling creator marketing capabilities.

Hiring recommendation. To attract top Director, Content & Social Media candidates, position the role around creative ownership and strategic impact. The strongest candidates have options — they choose companies that give them meaningful scope and direct access to leadership.

Need help building your creator economy team? Visit creatorrecruiting.com



✅ IMS x CREATORVERSED Verified

This opportunity has been hand-curated and verified by Influencer Marketing Society (IMS) and CREATORVERSED as a legitimate role in the creator economy. IMS has maintained the industry's most complete creator economy career archive since 2016 — 22,000+ opportunity signals tracked, zero ghost jobs, always.

Explore more verified creator economy opportunities at influencermarketingsociety.com