Ecommerce Social Media Strategist Lead

• **About WAYPOINT**
• WAYPOINT operates official ecommerce stores for some of the world's most recognized gaming and entertainment brands.
• We create merchandise, manage communities, launch products, and operate Shopify stores for gaming and pop culture licensors.
• We are looking for a highly strategic social media marketer who understands ecommerce, gaming culture, online communities, and how to turn fandom into brand growth and revenue.
• This is a strategy-first role focused on building social media strategies, developing brand voices, guiding creative, identifying cultural opportunities, and driving measurable ecommerce results.
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• **Role Overview**
• The Ecommerce Social Media Strategist Lead will own the strategic direction of organic social media across our ecommerce brands.
• You will develop platform strategies, content frameworks, brand voices, creative briefs, campaign concepts, and growth plans while working closely with creative, ecommerce, marketing, and licensing teams.
• This is not simply a content publishing or community management role.
• You will be expected to understand why content works, identify what audiences care about, turn cultural insights into opportunities, and build strategies that increase engagement, traffic, customer loyalty, and revenue.
• While community management and email marketing are part of the role, the primary focus is social media strategy and growth.
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• **Role Distribution**
• 70% - Social Media Strategy
• 20% - Community Management & Brand Engagement
• 10% - Email Marketing & Retention
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• **Core Responsibilities**
• **Social Media Strategy (70%)**
• You will lead the social media strategy across multiple ecommerce brands.

Responsibilities include

• Developing brand and platform-specific social strategies
• Defining content pillars and long-term growth plans
• Establishing brand voice, tone, and messaging
• Building monthly, quarterly, and campaign-based strategies
• Identifying opportunities to increase awareness, engagement, traffic, and revenue
• Aligning social strategy with product launches, campaigns, partnerships, and business goals
• Balancing WAYPOINT's ecommerce objectives with each licensor's brand guidelines and audience expectations
• Continuously improving strategies based on trends, audience insights, and performance data
• Ensuring social strategies align with each licensor's overall brand strategy, positioning, and tone of voice
• You should understand how different platforms work and how audiences behave on each one.
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• **Content Strategy & Creative Direction**
• You will turn strategy into actionable content plans.

Responsibilities include

• Managing social content calendars
• Developing social-first campaign concepts
• Creating creative briefs for designers, editors, photographers, and creators
• Providing strategic creative direction and feedback
• Identifying emerging formats, trends, and content opportunities
• Ensuring content is native to each platform
• Balancing storytelling, entertainment, product education, community, and conversion-focused content.
• Being an expert in FOMO-driven campaigns and understanding how to create a constant sense of anticipation across e-commerce social media platforms, encouraging customers to stay tuned to every release, product drop, and brand moment while mantaining ongoing engagement and excitement around the brand.
• You are expected to guide creative teams toward content that performs, not simply request assets.
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• **Gaming, Fandom & Cultural Insights**
• You should genuinely understand gaming culture and the communities surrounding it.

Responsibilities include

• Following releases, esports, streaming, creators, memes, and internet culture
• Conducting social listening and audience research
• Analyzing competitor and industry activity
• Identifying cultural moments and emerging trends
• Turning audience insights into actionable campaigns and content ideas
• We want someone who understands fandom naturally and can identify opportunities without forcing trends onto a brand.
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• **Ecommerce & Growth**
• You will connect social strategy to ecommerce performance.

Responsibilities include

• Supporting product launches, drops, restocks, pre-orders, and seasonal campaigns
• Developing strategies for licensed merchandise and collaborations
• Supporting creator and UGC campaigns
• Identifying opportunities to drive social traffic and conversions
• Understanding ecommerce customer journeys and retention
• Using metrics such as CTR, engagement rate, CVR, CAC, LTV, AOV, traffic, and revenue attribution to inform decisions
• The goal is not simply more followers.
• The goal is building audiences that engage, visit, return, and buy.
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• **Analytics & Optimization**
• You will use data to continuously improve social performance.

Responsibilities include

• Monitoring performance across platforms
• Analyzing content, audience, website, and campaign performance
• Tracking key social and ecommerce metrics
• Understanding SEO and SEM performance and how they support organic growth
• Analyzing Meta performance and audience insights
• Creating performance reports
• Identifying opportunities to improve reach, engagement, traffic, and conversions
• Testing new approaches
• Turning performance data into clear recommendations
• We expect data-informed decisions, not guesses.
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• **Community Management (20%)**
• You will serve as the Community Manager for one assigned ecommerce store, while developing social media strategy across all stores.

Responsibilities include

• Managing comments, DMs, and audience interactions
• Maintaining each brand's voice across social channels
• Monitoring sentiment and brand perception
• Responding to customers and fans
• Identifying recurring feedback and questions
• Participating in relevant cultural conversations
• Supporting launches and campaigns through community engagement
• Escalating customer service issues when necessary
• The goal is to build genuine relationships that turn customers into loyal fans and advocates.
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• **Email Marketing & Retention (10%)**
• You will also support ecommerce retention through email marketing.

Responsibilities include

• Planning email calendars alongside social campaigns
• Supporting product launches and promotional campaigns
• Supporting lifecycle campaigns such as welcome, abandoned cart, post-purchase, back-in-stock, and win-back
• Assisting with segmentation and personalization
• Collaborating with creative teams on email assets
• Reviewing email performance and identifying improvements
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• **Platform Expertise**
• You should have advanced knowledge of platforms including:
• Instagram, TikTok, Tik Tok Shops, YouTube, Facebook, X, Discord, Reddit, Twitch, Steam Community
• You should understand platform algorithms, native content formats, organic growth, creator ecosystems, social commerce, community building, and platform analytics.
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• **Tools & Ecommerce Knowledge**

Experience with

• Shopify, Meta Business Suite/Meta Ads Manager, TikTok Business, YouTube Analytics, Pinterest Analytics, Google Analytics 4, Google Search Console, SEO & SEM tools, Klaviyo, Mailchimp, Omnisend, or similar email platforms
• You should understand ecommerce customer journeys, product merchandising, conversion optimization, retention marketing, promotional strategies, and DTC ecommerce models.
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• **Cross-Functional Collaboration**
• You should be comfortable turning strategy into clear direction and collaborating across multiple teams.
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• **What Success Looks Like**
• A successful Ecommerce Social Media Strategist Lead:
• Builds strong and recognizable social strategies
• Grows audiences and communities organically
• Creates content that performs across platforms
• Turns cultural insights into relevant campaigns
• Drives meaningful traffic and revenue from social
• Supports successful product launches
• Strengthens customer loyalty and retention
• Improves brand awareness and share of voice
• Uses data to continuously improve performance
• Most importantly:
• They understand what makes a fandom excited enough to engage, share, visit, and buy.
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• **Who We're Looking For**
• The ideal candidate is:
• Highly strategic
• Deeply connected to gaming, entertainment and internet culture
• Experienced in ecommerce marketing
• Creative but highly analytical
• Strong at translating insights into action
• Comfortable sharing feedback with creative teams
• Extremely proactive
• Able to manage multiple brands and priorities
• An excellent communicator and storyteller
• Comfortable working independently
• We want someone who naturally thinks:
• "What does this audience care about, and how can we turn that into growth?"
• and then builds the strategy to make it happen.
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• **Requirements**
• 5+ years of experience developing social media strategies for ecommerce, DTC, consumer, entertainment, or lifestyle brands
• Strong understanding of SEO, SEM, paid/organic social, and ecommerce analytics
• Demonstrated experience developing strategy beyond content publishing and community management
• Strong understanding of ecommerce marketing, customer journeys, and retention
• Experience managing social strategies across multiple platforms
• Strong knowledge of gaming culture, fandoms, entertainment and internet culture
• Experience providing creative feedback to designers and content teams
• Strong analytical and strategic thinking
• Excellent written communication, storytelling, and presentation skills
• Ability to manage multiple priorities in a fast-paced environment
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