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Director of Social Media

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Director of Social Media



Equinox Group is a high growth collective of the world's most influential, experiential, and differentiated lifestyle brands. We restlessly seek what is next for maximizing life - and boldly grow the lifestyle brands and experiences that define it. In addition to Equinox, our other brands, Blink, SoulCycle, Equinox Hotels and Equinox Media are all recognized for inspiring and motivating members and employees to maximize life. Our portfolio of brands is recognized globally with locations within every major city across the United States in addition to London, Toronto, and Vancouver.


We are passionate about high performance living and we practice what we preach – investing time in our own health and fitness. We believe that everyone has untapped potential within them and it takes a disruptive approach to unleash it. We dream big and don’t settle for the status quo. We sweat the details. We never accept less than 110% to help each other deliver the Equinox experience and enable our members to get great results.  We are obsessed with what’s new, what’s now, what’s next. Never following, always leading, living ahead of the moment in fashion, culture and consumer behavior. We aren’t just a company; we’re a community vested in each other’s success. We value humility and a team approach at every level of the company.

If you are a high performing individual who is passionate about winning and inspiring others then we are excited to discuss career opportunities with you.

Job Description

Equinox is seeking a digital and social trendsetter at the forefront of what is now, new, and next in new technology, emerging platforms, pop culture, and everything in between to lead on overall social approach and user behavior, formulate strategies to execute the content strategy, and develop and execute innovative campaigns to drive the strategy and brand engagement in social channels.


  • Craft and communicate a compelling editorial and storytelling vision aligned with the organization's marketing objectives, with a special focus on Equinox's brand identity.
  • Develop and execute digital, social, and influencer strategies to amplify followership and engagement across relevant platforms.
  • Innovate owned and earned media strategies, rooted in profound consumer insights and brand strategy, particularly emphasizing Instagram and TikTok acceleration.
  • Collaborate closely with stakeholders to define resonant content pillars and messaging frameworks.
  • Establish an efficient editorial structure to seamlessly integrate content creation efforts, ensuring alignment with brand guidelines.
  • Lead owned social and earned media channel strategies and content plans, prioritizing Instagram and TikTok.
  • Implement a comprehensive content strategy leveraging Instagram and TikTok to meet business objectives and boost brand visibility.
  • Foster content capabilities within the team, ensuring the consistent production of high-quality, brand-aligned content.
  • Manage the social media content calendar, setting targets and timelines for key initiatives and content production.
  • Track, analyze, and report on social content performance, optimizing strategy based on top-performing content.
  • Utilize data-driven models for content topic validation and optimization, leveraging advanced tools for real-time insights.
  • Stay abreast of industry trends and emerging technologies to drive continuous content innovation.
  • Collaborate with cross-functional teams to develop compelling visual experiences resonating with the target audience.
  • Lead consumer marketing social media efforts, executing campaigns and creator activations.
  • Generate weekly reports, tracking customer feedback and industry trends to inform strategic decisions and optimize social initiatives.
  • Ensure seamless integration of social media with PR activities to amplify brand messaging and visibility.
  • Manage relationships with social media platforms and agency partners, optimizing performance and exploring new opportunities.
  • Collaborate with PR & Influencer strategy to enhance earned media, nurturing relationships with key stakeholders to bolster brand visibility and credibility.
  • Oversee budgets and coordinate with creative partners for efficient resource allocation and project execution.
  • Partner closely with Brand Strategy teams for campaign planning and execution, leveraging social media for awareness and conversion.
  • Analyze campaign data and performance metrics, identifying optimization opportunities and informing future strategies.
  • Mentor and develop team members across social media, communications, and content creation, fostering collaboration and providing ongoing feedback and development opportunities.


  • Minimum of 10 years of progressive experience in social media, content creation, or communications within luxury, lifestyle, hospitality, or leading brand sectors, demonstrating expertise in social media strategy.
  • Proven success in developing and executing earned media strategies that significantly enhance brand growth and engagement.
  • Strong leadership abilities, inspiring cross-functional teams in a dynamic, fast-paced environment.
  • Advanced understanding of social media platforms, digital marketing techniques, and emerging trends.
  • Analytical prowess to interpret data and insights, driving informed strategic decisions.
  • Exceptional communication skills, capable of articulating clear visions and strategies.
  • Flexibility and adaptability to navigate evolving industry landscapes and consumer behaviors.
  • Excellent communication and collaboration skills

Pay transparency:  Min $170,000 – Max $185,000

Additional Information


  • We offer competitive salary, benefits, and industry leading commission opportunities for club employees
  • Complimentary Club membership
  • Perks and incentives with our products and services including Personal Training, Pilates, Spa and Shop

This job description is intended to describe the general requirements for the position. It is not a complete statement of duties, responsibilities, or requirements. Other duties not listed here may be assigned as necessary to ensure the proper operations of the department.

Equinox is an equal opportunity employer. For more information regarding our career opportunities, please visit one of our clubs or our website at

All your information will be kept confidential according to EEO guidelines. Must have a legal right to work in the United States. 


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"High Performance Living”

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