Director of Social Media & Culture

ABOUT VIBES CANDY

Born in Venice Beach, California, Vibes Candy is a cultural lifestyle brand that happens to make better-for-you candy. Inspired by surf, skate, music, fashion, art, wellness, travel and adventure, Vibes is bringing a fresh perspective to the candy aisle with bold, dimensional flavors, innovative ingredients and an unmistakable Southern California spirit.

We’re not interested in being just another candy brand. We’re building something bigger—a brand people connect with, identify with, talk about and want to be part of. Our community celebrates individuality, creativity, inclusivity, adventure and making a positive impact. We’re also proud supporters of Hawaiʻi Wildlife Fund, helping protect Hawaiʻi’s sea turtles, coastlines and natural environment.

Our cultural brand is growing. And we’re looking for someone who wants to help shape what it becomes.

THE OPPORTUNITY

We’re looking for a highly creative, culturally connected and entrepreneurial Director of Social Media & Culture to lead Vibes Candy’s social presence, grow our communities and help establish Vibes as a distinctive cultural lifestyle brand.

This is not simply a social media management position. We’re looking for someone who lives and breathes culture, understands what makes people engage, recognizes emerging trends before they become mainstream, and knows how to turn cultural moments into meaningful brand opportunities.

You’ll own our social media strategy, creative direction, audience engagement, community development and growth across Instagram, TikTok and emerging platforms. You’ll work closely with our founders, creative team, agencies, influencers and partners, with the freedom to bring fresh ideas, challenge conventional thinking and make things happen.

We want someone who doesn’t wait for opportunities to appear. They go out and create them.

WHAT YOU’LL OWN

1. Grow the Vibes Cultural Brand

• Develop and execute a social strategy that makes Vibes culturally relevant, recognizable and desirable.
• Connect Vibes authentically with music, fashion, beauty, food, wellness, surf, skate, nightlife, travel, entertainment and emerging cultural communities.
• Identify cultural moments, partnerships, creators and conversations where Vibes belongs.
• Think beyond individual posts to build a brand with lasting cultural influence.

2. Lead Social Media Growth & Engagement

• Own strategy and execution across Instagram, TikTok and other relevant platforms.
• Drive measurable growth in followers, reach, engagement, brand awareness and community loyalty.
• Create two-way conversations with followers rather than simply broadcasting content.
• Build an active, passionate community and turn engagement into advocacy and business results.

3. Own Creative Content & Storytelling

• Lead the creative vision, content calendar and execution of Vibes’ social presence.
• Create and direct short-form video, Reels, TikToks, photography, graphics, memes and social campaigns that people want to share.
• Translate the Vibes visual identity and personality into distinctive, platform-native creative.
• Collaborate with internal creatives, freelancers and agencies while staying hands-on.
• Know when content should entertain, inspire, engage, educate or convert.

4. Stay Ahead of Culture, Trends & Algorithms

• Stay current on Instagram, TikTok and other platform algorithms, features, formats and best practices.
• Be deeply immersed in Reddit, TikTok, Instagram and the online communities shaping today’s culture.
• Identify emerging creators, trends, movements and platforms before they become mainstream.
• Continuously test new formats, creative approaches and growth opportunities, and bring new ideas proactively.

5. Build Relationships, Communities & Partnerships

• Proactively connect with creators, influencers, artists, musicians, brands and cultural communities.
• Identify opportunities for collaborations, events, activations and cross-promotions.
• Engage with relevant Reddit communities and online spaces in ways that add value and respect community norms.
• Work closely with our PR, influencer, TikTok, Amazon and creative partners to amplify campaigns.

6. Drive Results, Learn & Adapt

• Establish and track KPIs for audience growth, engagement, content performance, brand awareness and social-driven sales.
• Use analytics, social listening and audience insights to understand what’s working and why.
• Experiment continuously, make data-informed creative decisions and respond quickly to shifting trends.
• Turn successful social moments into longer-term brand and business opportunities.

WHO YOU ARE

A Culture-Obsessed Creative

You’re genuinely interested in music, fashion, art, entertainment, internet culture and lifestyle. You have strong taste and understand what makes a brand cool without trying too hard.

A Social Media Native

You know Instagram and TikTok inside and out, use Reddit regularly and are comfortable collaborating through Slack.

An Entrepreneurial Brand Builder

You think like someone helping build a company, not simply managing a department.

A Creative Storyteller & Doer

You’re equally comfortable developing a campaign concept, directing a shoot, editing a Reel, writing a caption or collaborating with a creator.

A Natural Connector

You’re outgoing, approachable and comfortable starting conversations with people and communities.

A Curious, Adaptable Thinker

You’re resourceful, fast-moving and excited by constant change.

An Owner, Not Just a Manager

You take initiative, follow through and make things happen without waiting for direction.

REQUIRED EXPERIENCE & SKILLS

• 3–6+ years of experience in social media, content strategy, creative direction, community building or digital brand growth.
• Experience with a culturally relevant consumer brand, lifestyle company, CPG business or creative agency.
• Demonstrated success growing Instagram and TikTok audiences, engagement and brand relevance.
• Deep, current understanding of Instagram and TikTok algorithms, trends, formats and audience behavior.
• Active familiarity with Reddit community dynamics and cultural discovery.
• Proficiency using Slack for daily communication and collaboration.
• Strong skills in social storytelling, photography, short-form video and creative production.
• Experience collaborating with influencers, creators, agencies and brand partners.
• Ability to interpret analytics and turn insights into action.
• Strong organizational skills and self-direction in a fast-moving environment.
• A portfolio demonstrating creativity and measurable results.

BIG PLUS IF YOU HAVE

• Experience with fashion, music, beauty, wellness, food and beverage, entertainment or action-sports brands.
• Existing relationships with creators, influencers, artists or cultural communities.
• Experience with social commerce, TikTok Shop, Amazon-driven campaigns or creator affiliate programs.
• Experience helping an emerging brand grow into a nationally recognized consumer brand.
• Hands-on skills in video editing, photography, design and AI-powered creative tools.

WHAT SUCCESS LOOKS LIKE

In your first year, you’ll help Vibes establish a distinctive, culturally relevant social presence; build a growing, highly engaged community; consistently create content people discover, share and talk about; and turn social media into a measurable engine for brand discovery and business growth.

THE DETAILS

Position: Director of Social Media & Culture

Employment: Full-Time

Location: To be determined

Compensation: $100,000–$175,000 annual base salary, based on experience

Reports To: Founders / Leadership Team