Sr. Director, Digital Content and Social – GolfNow & GolfPass

Job Description

The Opportunity

Versant is seeking a Senior Director, Digital Content & Social to lead digital content, editorial, social, and audience strategy across GolfNow and GolfPass. Reporting to the VP, GolfNow Marketplace Growth, this leader will build a shared content and audience engine designed to grow reach, strengthen brand relevance, deepen golfer engagement, and connect content performance to broader business outcomes.

You will set the multi-brand content and channel strategy, establish priorities and operating rhythms, and provide leadership across editorial, social and community, audience development, and content operations. You will bring together shared capabilities across GolfNow and GolfPass while ensuring each brand maintains a distinct voice, audience strategy, and business agenda.

This role also has a significant mandate to advance how the organization uses AI, automation, and emerging technology. You will identify practical applications across ideation, research, production, editing, publishing, distribution, personalization, measurement, and optimization—balancing experimentation and speed with strong editorial judgment, brand standards, and responsible use.

Why This Role Matters: Golfers increasingly discover, engage with, and build relationships with brands through content, creators, communities, and digital platforms. This role will shape how GolfNow and GolfPass show up in those environments, create stronger connections with golfers, and establish a more integrated and measurable approach to content and audience growth.

Success will be measured through clear audience and business outcomes, including audience growth, engagement quality, content efficiency, qualified traffic and actions, channel health, and the ability to translate performance insights into better content and investment decisions.

This position has been designated as hybrid, generally contributing from our Orlando office a minimum of three days per week.

What You’ll Do

• Set the content and audience strategy. Define how GolfNow and GolfPass show up across social, video, editorial, owned platforms, and emerging channels, with clear objectives, audience priorities, channel roles, and measures of success for each brand.
• Lead an integrated content organization. Provide strategic leadership across social and community, editorial, audience development, programming, and content operations while creating planning processes that connect these disciplines rather than treating them as separate workstreams.
• Accelerate content through AI and innovation. Build and execute a roadmap for applying AI, automation, and emerging tools to increase content velocity, improve workflows, support personalization and adaptation, and create scalable operating models while maintaining appropriate human judgment and oversight.
• Grow audiences and strengthen communities. Develop platform-native strategies across YouTube, Instagram, TikTok, Facebook, and emerging channels; advance social listening, creator participation, real-time engagement, experimentation, and community-building approaches.
• Turn performance insights into action. Establish a measurement framework and scorecard for audience and content performance, partner with Analytics to understand audience behavior and conversion signals, and use those insights to guide content choices, experimentation, resource allocation, and investment.
• Build and lead a high-performing team. Develop managers and individual contributors across multiple disciplines, establish clear accountability and decision rights, create effective operating rhythms, and partner across Marketplace Growth, GolfPass Membership, Product, Production, Marketing, Analytics, Ad Sales, Finance, Legal, Technology, and other stakeholders.

Qualifications

What You Bring

• 10+ years of progressive experience in digital content, social media, audience development, digital publishing, media, or another relevant consumer-facing discipline, including 5+ years leading and developing teams.
• Demonstrated success building digital content and social strategies that grow audiences and engagement, with a strong understanding of audience development, content distribution, platform algorithms, and digital performance measurement.
• Experience leading across multiple content formats, such as social-first video, long-form video, editorial, creator content, and owned digital platforms, along with experience overseeing editorial, publishing, or content-production operations.
• Hands-on curiosity and experience with generative AI, automation, and emerging technologies, including the ability to turn successful experiments into practical, scalable workflows while maintaining standards for quality, brand integrity, and responsible use.
• Strong analytical judgment and the ability to translate audience, cultural, and performance insights into strategy, experimentation, prioritization, and resource-allocation decisions.
• Strong executive communication, people leadership, and cross-functional partnership skills, with the ability to operate across multiple brands, stakeholders, and competing business priorities.
• Bachelor’s degree or equivalent professional experience. Experience in sports, golf, media, entertainment, marketplaces, subscription businesses, or other passion-driven consumer categories is a plus.
• Trust: You build credibility through sound judgment, responsible decision-making, and a commitment to maintaining strong editorial and brand standards.
• Teamwork: You bring multidisciplinary teams together around shared goals and build productive partnerships across functions, brands, and levels of the organization.
• Transparency: You communicate priorities, decisions, performance, and tradeoffs clearly, creating alignment and clarity for teams and stakeholders.
• Agility: You adapt quickly to changing audience behaviors, platforms, technologies, and business needs, using experimentation and insights to evolve the approach.
• Entrepreneurial Spirit: You challenge traditional ways of working, identify opportunities to innovate, and turn new ideas and technologies into meaningful audience and business impact.

Why You’ll Love It Here

This is an opportunity to shape the future of digital content and audience engagement across two established golf brands while leading work at the intersection of content, community, technology, and growth. You’ll have the scope to build new capabilities, develop talent, experiment with emerging technology, and influence how GolfNow and GolfPass connect with golfers across platforms.

You’ll work with teams across content, product, marketing, membership, technology, analytics, production, and commercial functions, giving this role significant visibility and the opportunity to connect creative strategy directly to measurable audience and business outcomes.

Additional Information

As part of our selection process, external candidates may be required to attend an in-person interview with a VERSANT Media employee at one of our locations prior to a hiring decision. VERSANT Media’s policy is to provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, gender, gender identity or expression, age, national origin or ancestry, citizenship, disability, sexual orientation, marital status, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law.

If you are a qualified individual with a disability or a disabled veteran and require support throughout the application and/or recruitment process as a result of your disability, you have the right to request a reasonable accommodation. You can submit your request to [email protected].

VERSANT Media is committed to fair and equitable compensation practices. We include a good faith pay range for each position to comply with applicable state and local pay transparency laws and to promote equity across our organization. Actual compensation will be based on factors such as the candidate’s skills, qualifications, experience, and location and may include additional forms of compensation and benefits such as health insurance, retirement plans, paid time off, etc.

VERSANT Media is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at VERSANT via-email, the Internet, or in any form and/or method without a valid written Statement of Work in place for this position from VERSANT’s Talent Acquisition team will be deemed the sole property of VERSANT. No fee will be paid in the event the candidate is hired by VERSANT as a result of the referral or through other means.