Director, Social Influencer Marketing & Strategic Brand Partnerships - Kay & Peoples

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Signet Jewelers is the world's largest retailer of diamond jewelry, operating more than 2,800 stores worldwide under the iconic brands: Kay Jewelers, Zales, Jared, H.Samuel, Ernest Jones, Peoples, Banter by Piercing Pagoda, Rocksbox, JamesAllen.com and Diamonds Direct. We are a people-first company and this core value is at the heart of everything we do, from empowering our valued team members, to collaborating with our customers, to fostering the communities in which we live and serve. People – and the love their actions inspire – are what drive us. We’re not only proud of the love we inspire outside our walls, we’re especially proud of the diversity, inclusion and equity we’re inspiring inside. There are dynamic career paths awaiting you – rewarding opportunities to impact the lives of others and inspire love. Join us!

Position Summary:

We’re seeking a bold, culturally fluent, and strategic Director to lead the next evolution of Kay and Peoples’ social media, influencer marketing, and brand partnership efforts. This high-impact role is responsible for elevating our social presence, developing breakthrough influencer strategies, and activating strategic partnerships that drive relevance, reach, and business results. Reporting into the Senior Director of Brand Marketing, this role is a key leader on the brand marketing team and will develop and execute the vision for how Kay and Peoples show up across platforms, championing creative storytelling, cross-functional collaboration, and forward-thinking strategy. You will guide a team of high-performing marketers and collaborate closely with Agencies, Creative, Media, PR, Ecommerce, and Merchandising to ensure our brand voice is consistent, compelling, and differentiated in culture and the marketplace.

Responsibilities:

Leadership & Strategy

• Partner with Sr. Director to set the strategic vision for social, influencer, and partnership marketing across Kay and Peoples, ensuring alignment with brand goals, campaign priorities, and consumer behavior.

• Communicate work to leadership for alignment and translate work into presentable formats for cross functional awareness and leadership presentations.

• Lead, mentor, and inspire a growing team, fostering innovation, ownership, and results-driven execution.

• Serve as a cross-functional connector, presenting strategies and performance to leadership and ensuring integration across paid, owned, and earned channels.

• Partner with Agencies, Creative and Brand teams to ensure all storytelling ladders up to a unified brand voice and strategy across platforms.

• Oversee the team ensuring the day-to-day aspects of the brands’ social presence are maintained. Social Media Strategy & Content Ecosystem

• Oversee the creation and evolution of social content strategies, calendars, and frameworks that support key campaigns, product stories, tentpole moments, and cultural opportunities.

• Guide the creation of detailed content calendars, ensuring content is relevant, engaging and aligned with broader brand messaging and objectives.

• Ensure content is platform-optimized, high-performing, and grounded in insights—balancing evergreen storytelling with timely, trend-led formats.

• Partner closely with PR and media teams to bridge earned, organic and paid efforts, aligning content strategies with full-funnel goals and audience segmentation.

• Lead platform innovation, testing new formats and approaches to keep both brands ahead of trends and user behavior. Influencer Marketing & Creator Strategy

• Own influencer and creator strategy from top to bottom—managing agency partners, budget, briefing, contracts, content delivery, and performance reporting.

• Develop long-term creator relationships (ambassadors) that ladder up to brand values and extend across tentpole campaigns, gifting strategies, and affiliate opportunities.

• Partner with Owned Channels, PR, Creative, and Media to maximize integration of influencer content across brand campaigns, press moments, and paid plans.

• Lead briefings, product selection, and order fulfillment with detailed tracking and templates for influencers and internal stakeholders.

• Manage influencer seeding, gifting, and content creation efforts to actively engage and expand the creator community.

• Drive measurable results through influencer KPIs and regular reporting on earned media value, reach, and engagement. Brand Partnerships & Activations

• Lead the development and execution of strategic brand activations, athlete/musician/celebrity collaborations, and sponsorships—ensuring robust social and influencer extensions that drive amplification.

• Identify and manage partnership opportunities that align with cultural relevance, consumer passions, and brand positioning.

• Oversee contract management for talent and partnership agreements, collaborating closely with Legal and internal stakeholders to ensure timely review, compliance, and execution.

• Collaborate with Creative and Cross-Functional teams to bring brand activations to life through digital storytelling and community engagement. Qualifications:

• 8+ years of experience in social media, influencer marketing, and brand partnerships, ideally within fashion, beauty, retail, or lifestyle sectors

• Proven track record of developing innovative, results-driven social and influencer campaigns

• Strong leadership and team management experience, with the ability to inspire and grow high-performing talent

• Deep understanding of social platforms (TikTok, Instagram, Facebook, YouTube, Pinterest), creator economy, and digital storytelling

• Deep understanding of paid social and ability to translate media plans into content based on platform, funnel and audience.

• Creative thinker who can bring a brand voice to life across a variety of consumer-facing touchpoints.

• Experience managing agency teams with ability to provide clear strategic and creative direction.

• Highly organized with ability to oversee multiple projects and guide team priorities

• Passion for brand building, cultural storytelling, and—of course—jewelry