The Opportunity:
TRUECar is looking for a strategic, culturally curious marketing leader to build a new capability at the intersection of social, creators, content, culture, and commerce.
The Mission: Save consumers time and money buying a car.
Everything we build should ladder back to this mission. Our social and cultural strategy should make the mission more visible, more useful, and more relevant to consumers every day. We believe our social and content strategy should do the same.
This is not a traditional social media role. We are looking for someone who can define how TRUECar shows up in culture, build audiences and communities around the brand, and create useful, compelling content that helps consumers make smarter decisions faster.
A major focus will be building our YouTube presence into a meaningful TRUECar platform — a place consumers can turn to for trusted information, original programming, pricing and savings insights, creator perspectives, and content that makes navigating the car-buying process easier.
In this role, you will work closely with the SVP of Product & Brand to accelerate the TRUECar brand vision across social and culture, while partnering deeply with Brand Marketing, Consumer Growth, Performance Marketing, SEO/AIO, and Product.
The challenge is to build the strategy, creator ecosystem, and content engine that makes TRUECar more useful, more relevant, and more present in consumers' lives — while ultimately driving measurable growth.
How you’ll drive TRUECar’s success:
Social & Cultural Strategy
- Define TRUECar's overarching social, cultural, and creator strategy.
- Translate the TRUECar brand vision and mission into how the company shows up in social, content, and culture.
- Build a clear point of view around the role TRUECar can play in helping consumers save time and money.
- Turn automotive trends, pricing intelligence, consumer questions, and cultural conversations into useful, engaging content.
- Identify where TRUECar has the credibility and authority to participate — and where we can create something genuinely valuable.
- Build a connected strategy across social, creators, content, search, and commerce.
- Establish clear measures connecting audience growth, usefulness, trust, and cultural relevance to consumer and business outcomes.
Build TRUECar on YouTube
- Develop and lead a dedicated YouTube strategy for TRUECar.
- Build YouTube into a trusted destination that helps consumers navigate car buying more easily and confidently.
- Create original programming and recognizable franchises around vehicles, pricing, savings, technology, ownership, and the realities of buying a car.
- Develop content that answers the questions consumers actually have and saves them time researching.
- Identify creators, hosts, and experts who can bring authority, personality, and credibility to the TRUECar platform.
- Build a long-term audience and subscriber strategy.
- Use search behavior, consumer questions, and performance data to evolve programming.
- Connect YouTube content to TRUECar tools, products, and experiences that help consumers take the next step in the car buying process.
Build the Creator Ecosystem
- Build TRUECar's creator strategy and network from the ground up.
- Develop meaningful relationships with creators across automotive, technology, finance, lifestyle, and adjacent communities.
- Move beyond one-off influencer campaigns toward long-term partnerships and original creator-led programming.
- Identify creators who can make complicated automotive topics easier to understand and more engaging.
- Bring creators into TRUECar content, launches, experiences, and product storytelling.
- Explore new ways creators can help consumers make smarter decisions while driving measurable growth for TRUECar.
Content, Search & Performance
- Work closely with SEO/AIO teams to understand what consumers are asking, searching for, and struggling to understand.
- Turn those signals into useful social, editorial, and YouTube content.
- Build content designed to perform across search, YouTube and emerging AI-driven information environments.
- Partner closely with Performance Marketing to identify organic and creator ideas that can scale through paid media.
- Use performance data to understand which messages, topics, and formats help consumers and drive action.
- Create a continuous feedback loop between consumer intent, content, creative performance, and growth.
Executive & Brand Presence
- Help shape how TRUECar and its leadership show up externally.
- Develop the CEO's presence around TRUECar, the automotive industry, and the future of car buying.
- Partner with the SVP of Product & Brand to translate the company's product, consumer, and brand vision into compelling external storytelling.
- Create distinct but connected voices across TRUECar, its leadership, and creator ecosystem.
- Collaborate with Talent Acquisition to leverage leadership’s voice in employment branding.
Turn Culture Into Commerce
- Connect social, creators, and content to meaningful consumer action.
- Help consumers move from a question or need to a faster, smarter car-buying decision.
- Develop pathways from content into TRUECar products, savings, and experiences.
- Partner with Consumer Growth and Performance Marketing to turn strong social and creator ideas into scalable acquisition opportunities.
- Establish KPIs across audience growth, engagement, trust, search visibility, traffic, acquisition, and commercial impact.
Your Expertise:
- A strategist and builder, not simply a channel manager.
- Someone who understands that great content starts with solving a consumer problem.
- Deep understanding of digital culture, creators, communities and changing consumer behavior.
- Strong understanding of YouTube as a content, search, and audience platform.
- Experience connecting brand strategy, content, social and growth.
- Strong creative judgment combined with analytical and commercial thinking.
- Ability to work closely across Brand, Product, Creative, Consumer Growth, Performance Marketing and SEO.
- Someone excited to build a capability and a playbook from the ground up.