The New Media Director will own strategy and management of GitHub’s presence across emerging and established digital channels. This leader will build brand authority, audience affinity and drive impactful growth. This role sits at the intersection of social media, paid acquisition, and influencer ecosystems. The ideal candidate understands how to translate complex, fast-evolving AI products and market trends into compelling content, campaigns with proven ROI and conversations that matter to the developer community.

This senior leader will lead a team and cross-functional effort to design channel strategies in owned, earned and paid media create dialogue with developers and customers true to the GitHub tone and voice. The team owns both mature channels with pronounced audiences and robust calendars as well as growing channels and strategies to reach new audiences in new formats. This candidate must understand DevOps and AI and how to leverage new media tactics to cut through industry noise to drive impactful content and conversations.

As a developer company, the content we share with our audience is technical, so this role needs to have a knack for translating more technical content into social posts and campaigns that properly get our point across, as well as inversely communicate the impact of social media to a developer internal audience. This role works with or effects almost every team at GitHub, and connects many dots to tell a consistent story to our audiences.

The New Media team’s work is highly visible, so candidates should be comfortable working with executives and senior leadership, as well as having the desire to educate the company at-large on social media’s current and potential impact for the business. Excellent communication and collaboration skills, high levels of compassion for colleagues and the developer community, and an eagle-eye attention to detail are absolutely required—as is the ability to multitask, project manage like a pro and, of course, always make sure we’re never over the character limit.

• Social Media Strategy and Content - Own and evolve the cross-platform social media strategy (e.g., TikTok, X, LinkedIn, Instagram, YouTube, emerging channels). Translate company positioning into engaging, accessible, and differentiated content. Develop content frameworks tailored to each platform’s algorithm, audience behavior, and format (short-form video, threads, carousels, long-form). Monitor trends in AI, tech, and internet culture to inform timely and relevant content

• Paid & Organic Campaign Strategy - Design and optimize campaigns integrating organic and paid media. Manage paid social budgets and partner to create targeting strategies, audience specific outreach and performance tracking. Build experimentation with data teams (A/B testing, creative iteration, audience segmentation) Partner with analytics to define KPIs (CAC, ROAS, engagement quality, conversion rates)

• Influencer & Creator Strategy - Develop and scale influencer partnerships across tiers (macro, micro, niche experts, AI thought leaders). Identify creators aligned with brand voice and target audiences, especially within tech and AI communities. Structure campaigns that balance authenticity with performance outcomes.

• Generate content cross-functionally – Partner with Communications, Developer Relations, Product Marketing, Content, Integrated and Growth Marketing teams to create developer first content.

• Navigate the AI landscape and content - Stay current on advancements in developer conversations and platforms leading GitHub to have a key voice in the community. Leverage AI tools for audience insights, measurement and execution strategies.

• Social listening & measurement – Utilize tooling to understand social conversations across multiple platforms in order to shape dialogue with developers and communities in a proactive way. Collaborate with product, comms, and leadership to ensure GitHub’s brand, values and products enter the conversation through brand handles and community voices aligned to the company strategy.Ensure content and channels drive meaningful results.

Required Qualifications

• 10+ years experience in business-to-business (B2B) integrated marketing (e.g., digital, relationship, social media, campaign), event management, marketing strategy, business planning, marketing operations, or a related field
  • OR Bachelor's Degree in Business, Marketing, Communications, Economics, Public Relations, or related field AND 8+ years experience in business-to-business (B2B) integrated marketing (e.g., digital, relationship, social media, campaign), event management, marketing strategy, business planning, marketing operations, or a related field
  • OR equivalent experience.
• 1+ year(s) people management experience
• Proven track record managing both paid and organic campaigns with measurable impact
• Experience with social media publishing platforms, new and emerging channels and content formats, plus experience running programs across influencer/creator ecosystems and partnership models

• Experience working in or closely with the AI, SaaS, or technology sectors

• Experience using GitHub and GitHub Copilot with an understanding of AI products and development

• Analytical mindset with experience using performance tools (e.g., Meta Ads Manager, Google Analytics, attribution platforms) and ability to bring social media expertise and insights to leadership and stakeholders

• High creative judgment paired with performance-driven thinking