Director, Social + Content

Job Description

Job Description

Description:

We're looking for a Director, Social + Content to own how goop kitchen shows up online: strategy, calendar, creation, community, and everything in between. You'll turn a menu launch into a conversation, a restaurant opening into a cultural moment, and a Tuesday lunch into something people want to send to a friend.

This isn't a strategy-only role. You'll be the architect and the primary maker — concepting, filming, editing, writing, posting, and talking to our community on a regular basis. If your instinct when something good comes out of the kitchen is to reach for your phone, we should talk.

This is a highly collaborative and hands-on position, partnering closely with Brand Marketing, Design, Growth, Culinary, Operations, PR and external creators to produce content that builds awareness, engagement, affinity and ultimately, orders. 

What you'll own:

The strategy

• Own and evolve goop kitchen’s organic social strategy across Instagram, TikTok, LinkedIn, and emerging platforms.
• Develop content strategies that support broader brand, growth, menu, and restaurant expansion priorities.
• Identify opportunities to insert goop kitchen into relevant cultural conversations while maintaining a distinct and consistent point of view.
• Stay ahead of platform trends, algorithm changes, creator behavior, internet culture, and emerging formats.
• Translate business objectives into clear, measurable social goals and content plans.
• Monitor the broader conversation around goop kitchen across Reddit, Substack, X, review platforms, and other relevant channels.

The content

• Own the social content calendar from ideation through execution.
• Develop monthly and quarterly content plans aligned with marketing priorities, menu launches, partnerships, restaurant openings, and seasonal moments.
• Create original concepts, recurring franchises, and editorial series that build audience engagement and strengthen brand identity.
• Ensure a thoughtful balance of brand storytelling, food and menu content, community, culture, and conversion.
• Write sharp, compelling social copy in the goop kitchen voice for social, email, menu, and more.

The making

• Concept, capture, edit, and publish engaging, social-first content across Reels, TikTok, Stories, carousels, static posts, and emerging formats.
• Lead social content shoots and support larger brand and campaign productions.
• Develop creative briefs, shot lists, concepts, and production plans.
• Work closely with Design, photographers, videographers, creators, and agency partners to bring ideas to life.
• Build and manage a roster of creators and creative talent who can extend the goop kitchen content engine; identify the right voices, develop strong briefs, and guide them in creating content that feels both native to their audience and unmistakably goop kitchen.
• Be comfortable jumping behind the camera, filming an iPhone Reel, editing a video, or creating content independently when the moment calls for it.
• Think beyond a single post, ensuring content and production can be thoughtfully leveraged across social, email, growth, PR, and other marketing channels.

The community

• Own the strategy for community management and audience engagement, working closely with the great Marketing team, as well as Guest Experience Management (GEM), and PR.
• Build authentic relationships with followers, guests, creators, and local communities.
• Partner with the Guest Experience team to monitor guest feedback, identify emerging themes, and ensure guest concerns on social are addressed appropriately and quickly.
• Monitor brand sentiment across owned and earned channels, surfacing relevant insights, risks, and opportunities to the broader team.
• Proactively identify moments and conversations where goop kitchen has a reason to participate.
• Partner with the Director of Partnerships on influencer and creator opportunities.

The team

• Manage, coach and develop the Designer, setting clear priorities, expectations and standards for the work
• Provide clear creative direction and feedback on design across social, email, brand packaging and print.
• Oversee workload and prioritization across content and design, ensuring output aligns with overall marketing and business priorities
• Partner with the Designer to build scalable templates and systems that help the team move quickly while maintaining quality. 
• Support hiring, onboarding and development as the social, content and creative team grows

The numbers

• Define, track, and report on KPIs across channel performance, engagement, audience growth, content performance, traffic, and conversion.
• Use data and audience insights to continuously optimize content strategy and creative.
• Identify patterns in what’s working—and what isn’t—and translate those learnings into action.
• Regularly share insights, recommendations, and learnings with Marketing and company leadership.

The collaboration

• Partner closely with Brand Marketing, Design, Growth, Culinary, Operations, PR, and Leadership.
• Support restaurant openings, menu launches, partnerships, events, campaigns, and local marketing initiatives.
• Ensure organic content is integrated into broader marketing and business priorities.
• Bring a collaborative, entrepreneurial mindset and a willingness to roll up your sleeves.

What you bring:

• 8+ years in social media, content, or digital marketing — ideally somewhere in food, hospitality, wellness, lifestyle, or consumer brands.
• You've owned a social strategy end to end, from the idea to the post to the result, in service of real business goals.
• You've run brand accounts on Instagram and TikTok, and you're fluent enough on YouTube Shorts, LinkedIn, and newer platforms to know what belongs where.
• Hands-on content creation experience across filming, editing, copywriting and storytelling, with a portfolio of published social-first work
• You've used social analytics and performance measurement to connect organic content to business outcomes 
• A proven track record of building social channels, growing engaged communities, and creating content that performs.

How you work:

• You're organized in a way that holds up in a fast-moving environment with multiple priorities and shifting timelines
• You're curious, creative, and genuinely plugged into internet culture, food, and creators
• You can operate at 30,000 feet and on the ground - you build the strategy and you make the content.
• You adapt fast when the business changes direction
• You actually care about food, hospitality, and building something people love.
• Tools you’re familiar with: CapCut, Adobe Premiere, Canva, and whatever else gets the post out the door.

Benefits

• Competitive salary and benefits package
• Bonus potential 
• Medical, Dental and Vision insurance 
• Paid time off
• 401k match
• Annual cell phone reimbursement 
• Free goop kitchen lunch every day in the office .
• goop beauty + kitchen employee discount.
• Opportunity to build and work in a dynamic and innovative environment.
• A chance to make a meaningful impact on a rapidly growing brand.

About goop kitchen
goop kitchen is an upscale fast-casual concept, founded by Gwyneth Paltrow in 2021, serving real, clean, and delicious food made-to-order. The brand focuses on thoughtfully sourced ingredients and chef-driven menus designed primarily for delivery and takeout.

goop kitchen provides equal opportunities for all employees and applicants, without regard to sex or gender, gender identity, gender expression, age, race (including traits historically associated with race, such as hair texture and protective hairstyles), religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service in the uniformed services of the United States, or any other consideration protected by federal, state, or local law