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