Director of Brand and Community

This is a fully remote position, open to applicants in Virginia.

📋 Description

• Drive measurable growth across Good Sam’s offerings and services through brand initiatives, creator collaborations, community engagement, and earned media efforts.

• Convert brand strategy into cohesive channel plans.

• Collaborate with performance marketing and paid media teams on campaigns, peak travel seasons, and product launches.

• Provide creator-generated content, member stories, awards, and rankings for paid advertising campaigns.

• Extend campaigns, events, and cultural moments across creator, social, community, and earned media channels.

• Oversee the creator and influencer program, including partner evaluation, brand safety, contracting, compensation, usage rights, and compliance with FTC regulations.

• Develop transparent creator content, particularly on YouTube, and assess performance metrics.

• Lead the strategy for organic social media and owned community platforms.

• Collaborate with SEO partners to create valuable content that enhances search visibility and AI interaction.

• Shape Good Sam rallies and member events to foster a sense of belonging and generate content.

• Create member advocacy programs that encourage reviews and referrals.

• Establish scalable guidelines for community management, moderation, and engagement.

• Direct the earned media strategy, including PR partnerships, storytelling, pitching, and spokesperson preparation.

• Enhance Good Sam’s visibility in rankings and “best of” lists.

• Assist in developing original RV travel research.

• Distribute awards, rankings, and research across web, advertising, and social platforms.

• Prepare for crisis communication in collaboration with Legal.

• Manage Good Sam’s presence on review platforms such as Trustpilot, BBB, Google, and app stores.

• Set standards for review responses, SLAs, and escalation processes.

• Monitor ratings, review volumes, and response effectiveness.

• Identify and prioritize relevant RV forums and online communities.

• Engage transparently and helpfully on Reddit, RV forums, and Facebook Groups.

• Monitor community interactions and transform customer feedback into actionable improvements.

• Track brand health metrics, sentiment, reviews, share of voice, engagement, creator performance, earned media, and AI/search visibility.

• Report progress to marketing leadership.

• Lead and develop members of the social, community, and creator teams, and manage agency/vendor partnerships.

• Coordinate various brand and reputation programs with marketing, creative, customer experience, and Legal teams.

• Contribute to additional Good Sam marketing initiatives as directed by the VP of Brand.

⛳️ Requirements

• 10+ years of experience in brand marketing, social media, communications, or reputation management.

• A minimum of 3 years in a leadership role.

• Proven track record in managing creator and influencer programs as well as organic social at scale.

• Familiarity with contracting, usage rights, and FTC disclosure requirements.

• Experience in leading earned media and PR initiatives, including agency management, media relations, and crisis communication.

• Practical experience with review platforms and online community engagement, such as Reddit and enthusiast forums.

• Working knowledge of SEO and AI search technologies.

• Experience in enhancing brand visibility within AI-generated responses is a significant advantage.

• Ability to connect brand efforts to performance marketing, with fluency in brand and performance metrics.

• Strong program management abilities.

• Capacity to manage multiple interconnected initiatives simultaneously.

• Composed and sound judgment in public settings, particularly when addressing negative feedback and rapidly evolving issues.

• Excellent writing and editing skills coupled with a creative sensibility.

• Proven history of collaboration with creative teams.

• Passion for travel, outdoor activities, and community storytelling that reflects the spirit of the open road.

• Collaborative, adaptable, and comfortable in a fast-paced, lean team environment.

• RV experience is a plus.

🏝️ Benefits

• Paid Time Off

• 401(k)

• Employee Assistance Program

• Good Sam Roadside Assistance

• Discounts

• Paid parental leave (if eligibility is met)

• Tuition Reimbursement (if eligibility is met)

• On-the-job training opportunities

• Comprehensive medical, dental, and vision benefits for full-time associates

• Dental and vision coverage access for part-time associates