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.
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.
Role Distribution
- 70% - Social Media Strategy
- 20% - Community Management & Brand Engagement
- 10% - Email Marketing & Retention
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.
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.
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.
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.
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.
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.
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
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.
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.
Cross-Functional Collaboration
You should be comfortable turning strategy into clear direction and collaborating across multiple teams.
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.
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.
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
Job Type: Full-time
Work Location: Remote
