Director of Social Media

Job Description

Job Description

Description:

Cheba Hut is a rapidly growing, counterculture, cannabis-themed "Toasted" sub franchise with 88 locations nationwide and a brand voice that is bold, irreverent, and unmistakably ours. Social media is one of our most important brand tools, and we are treating it as a primary growth driver—this role leads the charge.

We are seeking a Director of Social Media to own the vision, strategy, and performance of Cheba Hut’s social presence across all channels and locations. This is a senior leadership role responsible for revamping our social presence from the ground up—rethinking content strategy, elevating creative quality, and building a storytelling engine that shows the world what makes Cheba Hut different.

You’ll set the strategy, steward the brand voice, lead and coach our Social Media Coordinator, manage agency partners, oversee paid social and analytics, and empower 88 franchise operators to win locally. You set the "what and why"; the Coordinator and external partners execute the "how and when."

Strategy, Brand Voice & Content Direction

• Own the overarching social strategy across Meta, TikTok, YouTube, LinkedIn, and X, positioning social as a primary growth channel.
• Lead a ground-up revamp of content strategy, creative quality, and brand storytelling while setting guardrails to protect our irreverent brand voice.
• Direct the master content calendar and campaign concepting, driving real-time content that keeps Cheba Hut in the cultural conversation.

Leadership, Team & Partner Management

• Manage, coach, and develop the Social Media Coordinator; set priorities, review work, and scale the function over time.
• Own relationships with social/PR agencies and video vendors, managing scopes, budgets, timelines, and deliverables.
• Partner with internal creative and digital leads on integrated media campaigns, and adopt AI tools to streamline workflows and analytics.

Influencer Program & Creator Strategy

• Own end-to-end creator partnership strategy aligned with brand values and local-market goals.
• Work with agency partners to vet, negotiate, and manage micro/macro influencer relationships across key markets while tracking campaign ROI.

Social Analytics & Paid Media

• Deliver regular performance reporting to executive leadership, tracking KPIs like engagement, reach, growth, and conversion.
• Own paid social strategy and budget allocation across platforms to drive brand awareness and local shop traffic.

Franchisee Coaching & Local Support

• Lead the franchise social program across 88 locations (150K+ followers across 25+ local accounts).
• Develop templated toolkits, asset libraries, and playbooks, providing ongoing coaching and quality checks to empower franchise operators.

• 7+ years of professional social media or brand marketing experience, including direct report management (preferably in restaurant, QSR, hospitality, or franchise environments).
• Proven track record managing brand accounts with 100K+ followers across multiple platforms and tying social to business results.
• Hands-on experience with influencer programs, agency oversight, paid social budget management, and analytics tools (Sprout Social, Meta Business Suite, TikTok Center).
• Demonstrated ability to coach non-marketing stakeholders (like franchise operators) and leverage AI workflow tools.
• Complete comfort representing a bold, counterculture brand.

• Base Salary: $120,000 – $140,000 annually plus bonus program (depending on experience and qualifications).
• Benefits: Full package including Health, Dental, Vision, Life Insurance. 401(k) options after 90 days.
• Work Arrangement: Hybrid work environment out of our Fort Collins, CO HQ (regular on-site presence for collaboration, content capture, and brand moments, with remote flexibility).

Equal Pay Transparency: The posted salary range represents Cheba Hut's good-faith estimate of base compensation pursuant to Colorado law. Actual compensation depends on experience, skills, and qualifications.

Automated Decision-Making Technology & AI Disclosure: In compliance with Colorado employment technology regulations, Cheba Hut Franchising provides notice that automated tools or artificial intelligence software may be used during application processing and initial screening. All final hiring decisions are conducted through human review by Cheba Hut hiring managers.

Cheba Hut is an Equal Opportunity Employer.