Social Media Director

SDFC Director of Social Media

ABOUT SAN DIEGO FC

At San Diego FC, we believe football is more than a game — it’s a community, a culture, and a movement. As MLS’ newest club, we’re building not just a team, but a brand that reflects the heart of San Diego.

Overview

As the Director of social media, you will partner with San Diego Football Club (SDFC) executive leadership to define and execute the club’s social media vision. You will shape the content strategy and brand voice that fuel engagement, deepen awareness, build affinity, and drive growth across every digital platform.

You’ll lead a team of creators responsible for daily content production, community engagement, and campaign execution collaborating closely with SDFC’s other owned channels to ensure a unified, innovative, and impactful presence.

Your work will define a bold and distinctive digital identify or SDFC, one that is unmistakingly rooted in the city’s spirit, powered by the energy and storytelling of soccer, and alive with the vibrancy of modern Latino culture.

Key Responsibilities

Leadership & Strategy

• Develop and oversee a channel strategy that plays to each platform’s strengths, crafting content that feels native, showcasing SDFC’s bold identity as a professional football club rooted in San Diego’s culture.
• Build and maintain strong, trust-based relationships with Football Operations and first-team players earning their confidence through professionalism and discretion.
• Manage a growing social media team, setting clear goals, creative direction, and performance metrics.
• Define and implement the club’s social media voice, ensuring consistency across all platforms while allowing for cultural connection and personality.
• Drive a clear growth strategy with emerging platforms such as Instagram and TikTok.
• Continuously track platform changes, emerging formats, and cultural moments to ensure SDFC leads in innovative social storytelling.
• Partner cross-functionally with Marketing, Communications and Creative to align digital content with brand, soccer, and commercial objectives.
• Collaborate with commercial and sponsorship teams to develop social campaigns that fulfill partner rights, meet contractual KPIs, and unlock new revenue opportunities.

Cultural and Community Connection

• Serve as a cultural compass – bridging the worlds of football and lifestyle, including fashion, music, fitness, and art.
• Unite San Diego’s many voices by creating the content that celebrates modern Latino culture while inviting and inspiring all communities across the region to feel connected, and part of SDFC’s growing football movement.
• Identify collaboration opportunities with creators, influencers, and cultural voices who authentically reflect San Diego’s diversity.

Analytics & Performance

• Highly analytical, with demonstrated experience using social analytics platforms.
• Oversee all social media reporting, settling KPI’s for reach, engagement, growth, and conversion.
• Work with Marketing and Business Intelligence to evaluate social media’s impact on fan acquisition, ticket sales, and overall brand health.
• Use insights to refine creative strategy, audience segmentation, and content performance.
• Provide regular reporting that evaluates the value and impact of social media content in relation to current and prospective corporate partners.

Reputation Management

• Ensure all messaging aligns with club’s tone, values, and brand integrity.
• Collaborate with Executive Leadership on real-time responses, sensitive issues, and reputation management.
• Serve as a core member of the executive marketing leadership team, collaborating closely with the VP of Marketing and EVP of Marketing and Communications.

What You Bring

• 5+ years of progressive experience in social media with at least 2-3 years in a leadership strategic role, preferably within a professional sports organization or major consumer brand.
• Proven success developing and executing social media campaigns that drive engagement and growth.
• Deep understanding of global football including Major League Soccer, and supporter culture.
• Cultural fluency in modern Latino trends across music, fashion, and entertainment.
• Bilingual (English/Spanish) strongly preferred, or culturally bilingual with a strong grasp of binational and bicultural storytelling.
• Expertise in analytics, reporting, content optimization, and platform strategy.
• A creative leader who can inspire, empower, and grow a dynamic social media team.

APPLICATION PROCESS

We invite all qualified candidates to apply. This is an opportunity to be a part of a great team building something meaningful for San Diego. We offer excellent benefits including health coverages with generous company contributions, over 30 days of paid time off, and a 4% company match on your 401(k).

San Diego FC is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We strongly value student athlete safeguarding and do background screening and training for certifications.