Job Description

The Director – Content & Social owns GMG’s digital content engine. This role exists to build and scale how GMG shows up digitally, through distinctive storytelling, platform-native creativity, and content systems that drive both brand impact and commercial performance. You are responsible for content, production, performance-led creative, product data, communications, and social across all GMG brands, ensuring work is brand-right, culturally relevant, and effective across channels. You lead a large team and external agency partners, building a high-performance culture that balances creative excellence with clear commercial outcomes. This role also owns GMG’s social agency ecosystem following a major procurement tender. You are accountable for agency performance, delivery quality, brand distinctiveness, and agreed KPIs. You leverage AI responsibly to scale personalised, effective content, improving speed, relevance, and impact while protecting brand quality. You are equally a brand builder and a business builder.

Content and Creative Strategy

• Own the development and delivery of digital content and creative strategy across all GMG brands.
• Translate brand vision into scalable, commercial digital content frameworks.
• Set clear creative direction, standards, and principles teams and agencies can execute against.
• Ensure content strengthens long-term brand equity while delivering short-term impact.
• Balance global brand guidelines with strong local relevance.
• Support key consumer moments, commercial stories and product with high-impact assets that drive engagement and conversation.

Social Strategy & Execution

• Own organic social strategy across platforms, brands, and markets.
• Ensure social is always-on, platform-native, and culturally relevant.
• Build social as a long-term brand and community driver, not just a campaign channel.
• Ensure social supports commercial objectives without becoming purely performance-led.
• Maintain distinctive brand voices across a broad portfolio.

Social Agency Management

• Own the leadership and performance of GMG’s appointed social media agencies.
• Partner closely with Procurement on tendering, onboarding, scope definition, and evolution.
• Set clear agency ways of working, briefs, KPIs, and performance expectations.
• Ensure agencies deliver high creative standards, strong brand differentiation, and commercial impact.
• Actively manage agency performance, addressing gaps early and driving continuous improvement.
• Ensure agency output integrates seamlessly with IMC plans and divisional growth ambitions.

Creative for Performance

• Own the creative and content assets that power paid media and full-funnel digital activity.
• Partner closely with Brand, IMC and Full-Funnel Digital Marketing on briefs, testing, and optimisation.
• Ensure content systems support rapid iteration, localisation, and scale.
• Enable performance teams while protecting creative quality and brand intent.

AI Enabled Content & Personalisation

• Lead the use of AI to enhance content creation, personalisation, testing, and optimisation.
• Apply AI to scale content variations by audience, platform, format, and market.
• Partner with Growth, BI & Analytics, and agencies to use data to inform smarter, more relevant content.
• Ensure AI is used responsibly, creatively, and in line with brand standards.
• Continuously evolve content models to improve relevance, engagement, and commercial performance.

Content & Product Data Systems

• Build efficient, repeatable content and product data systems that support GMG’s scale and complexity.
• Design smart production models across in-house teams, agencies, creators, and partners.
• Reduce duplication and inefficiency while increasing speed to market.
• Ensure content output keeps pace with the needs of Sports, EDG, and Health & Beauty.
• Collaboration & Integration
• Partner closely with IMC and DigiServe teams on brand planning, go-to-market, and trade moments.
• Work with Digital Business Partners, E-Commerce, Marketplace to align content priorities to divisional objectives.
• Align with the Project Manager to ensure content delivery is planned, prioritised, and on time.
• Work with Procurement to ensure agency scopes and contracts support DigiServe’s operating model.
• Partner with Risk & Audit on new procedures that simplify and protect GMG.
• Act as a trusted creative and commercial partner to senior stakeholders.

The incumbent is responsible for setting clear objectives and performance targets in collaboration with team members, ensuring alignment with overall organizational goals. This role involves actively mentoring, guiding, and providing direction to the team to cultivate skill development, operational efficiency, and continuous improvement. The incumbent applies structured performance management practices to monitor progress, troubleshoot issues, and drive the team towards achieving periodic KPIs. Through strategic oversight and regular feedback, the incumbent fosters a results-oriented environment, empowering the team to meet and exceed established benchmarks while supporting both individual and collective growth.

· Lead a large, multi-disciplinary Content, Creative, and Social team.

· Build a high-performance culture that balances creativity with commercial accountability.

· Set clear expectations, development paths, and performance standards.

· Coach leaders and specialists to deliver both brand excellence and business impact.

· Create an environment where creative ambition and commercial outcomes reinforce each other.