Head of Social

Right now is one of the most exciting moments to join Popsa. Deloitte named us one of the UKs fastest-growing technology companies and the Financial Times recognised Popsa among the Top 5 fastest-growing software companies in Europe. Our iOS and Android apps are available in 12 languages trusted by more than 13 million people who have created over 5 million photobooks shipped to 50 countries. With more than five-star reviews, we’re one of the highest-rated consumer apps anywhere. But the real story isn’t the numbers; it’s the memories behind them. We are great at documenting life but not so great at preserving the meaning in it. Popsa is changing that. Since launching in 2016, we’ve built an award-winning platform that removes every barrier to transforming your favourite memories into something beautifully tangible. No design skills. No time-sink. Just the joy of holding real stories in your hands. A celebration of the people and moments that make life worth living.

This is only the beginning. Today we’re best known for photobooks, but our ambition goes far beyond printing. Popsa is creating a new generation of personalised experiences that combine advanced AI, thoughtful design, and behavioural science. Our goal is to help people emotionally process, reflect, and connect with the meaningful events and relationships in their lives. To ensure memories don’t fade but flourish. From smarter storytelling tools to products that support wellbeing and strengthen bonds across the world, we’re reimagining how humanity remembers.

The mission for the role: The Head of Social will own the vision, strategy, and execution of Popsa’s social presence across Instagram, TikTok, and emerging channels, driving brand growth, community engagement, and creator-powered performance. You will lead our creator commissioning engine, building a scalable network of UGC creators who produce social-first content that powers both organic growth and acquisition performance. A key part of this role is partnering closely with Acquisition to concept test and optimise creator-led ads that drive measurable revenue impact.

This is a role for a social-first superstar: someone who understands culture, content, and commercial growth in equal measure; who can spot trends early, turn ideas into standout creative, and build a scalable social ecosystem across multiple global markets. You will manage and mentor a team of creators while partnering with Creative Performance and Product teams to deliver social-first thinking that accelerates Popsa’s growth.

What success looks like in your first 6 months:

• Defined and launched a high-impact social strategy across TikTok, Instagram, and emerging platforms.
• Built and scaled a creator commissioning engine that delivers a constant pipeline of high-performing UGC for ads, social storytelling, and campaign concepts.
• Developed TikTok-first growth frameworks that materially increase reach, visibility, and engagement.
• Delivered campaigns that show measurable uplift in brand visibility, community engagement, and new customer acquisition.
• Established Popsa as a trend-responsive, culturally aware brand with content that feels native to each platform.
• Developed repeatable content frameworks and toolkits that enable high-volume, high-quality execution across markets.
• Built a high-performing team of creators fostering creativity, speed, collaboration, and experimentation.
• Introduced processes, insights, and workflows that link creative output to commercial performance metrics.

What you bring to the team:

• Proven experience leading social strategy and execution across Instagram and TikTok.
• A strong commercial mindset, comfortable blending brand-building with direct revenue-driving objectives.
• A deep understanding of content, culture, creators, trends, and short-form storytelling.
• Experience partnering with performance/acquisition teams to build concepts for revenue-driving campaigns.
• Hands-on experience sourcing, briefing, and commissioning UGC creators to deliver high-volume social-first content across TikTok and Instagram.
• Experience producing content for multiple geographies and localised markets.
• Strong creative instinct paired with a test-and-learn approach using insights and data to inform direction.
• Experience managing, inspiring, and developing a team of creators, videographers, or social specialists.
• The ability to thrive in a fast-paced environment where experimentation, speed, and adaptability matter.

Nice to have:

• Experience with social insights tools and social-first analytics platforms.
• Understanding of performance marketing and how social creative influences acquisition.
• Experience working closely with video, design, and copy teams in a creative studio setup.

Your responsibilities:

• Own the end-to-end social strategy defining how Popsa shows up across platforms to build reach, relevance, and growth.
• Lead, mentor, and manage a high-performing team of creators and social specialists.
• Develop a cohesive social identity and content approach that is recognisably Popsa while being native to each platform.
• Build a scalable social ecosystem using affiliates, creators, influencers, and partners.
• Foster a collaborative, high-standard creative team culture – encouraging curiosity, pace, experimentation, and shared ownership of results.

Content Creation & Creative Direction:

• Oversee the creation of high-quality social-first content for TikTok, Instagram, and emerging channels.
• Drive creative excellence ensuring every asset is trend-aware, platform-native, and commercially effective.
• Experiment with new formats, styles, and storytelling methods to keep Popsa culturally relevant.
• Collaborate closely with Video, Design, and Copy teams to produce standout content at speed.
• Define and evolve a social identity that is unmistakably Popsa – distinctive in tone, visual language, and storytelling yet fully native to the nuances of each platform.

Creator Management:

• Build and maintain a scalable network of UGC creators ensuring a constant pipeline of assets for organic and paid social.
• Own the end-to-end commissioning process – from sourcing and briefing to feedback and optimisation.
• Manage occasional influencer partnerships when strategically required for organic reach, not as an always-on campaign budget.
• Develop processes that enable rapid sourcing, briefing, reviewing, and scaling of creator-led content.

Commercial & Growth Alignment:

• Partner with Performance Marketing to align social output with acquisition, awareness, and conversion goals.
• Translate insights, trends, and commercial objectives into actionable social content strategies.
• Use platform analytics to inform strategy, identify opportunities, and optimise content effectiveness.
• Lead content approaches that support international growth, delivering tailored content for multiple markets.
• Comfortable building strategies that complement both long-term brand equity and near-term commercial objectives, balancing creative storytelling with performance impact.
• A deep intuitive understanding of cultural signals, digital behaviour, and emerging formats with the ability to translate cultural moments into brand-relevant creative opportunities.
• Build rapid testing frameworks and content cycles that feed into revenue-driving campaigns.
• Drive rapid experimentation cycles across TikTok and paid social – testing new formats, hooks, trends, and creator styles to unlock scalable growth.
• Create clear playbooks, templates, and processes that support volume consistency and creativity.

We may use artificial intelligence (AI) tools to support parts of the hiring process such as reviewing applications, analysing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed please contact us.