Head of Social Media – Luxury/Bespoke Travel Brand

Location: London

Days in Office: Hybrid – Remote option is also available

Salary: £60k - £70k

Benefits: Associated Benefits


This might be the Social Media role that Social Media Managers dream about, handling the Organic Social Media strategy for a Luxury Travel brand!

When was the last time a business you engaged with or favourited something on Social Media?

When was the last time you saw a brand’s social post and thought,  I’m going to aspire to buy their products or use their luxury service?

I’m willing to bet, you haven’t or can’t really remember.


And yet you’re a Head of Social Media. So you should know better. Right?

Heck, you could do better! You just want the right brand to go do it with. Right?


How about this:

  • A Travel which specialises in high-quality luxury bespoke Holidays, think honeymoons and once in a lifetime luxury experiences
  • Fast growth firm, offering sustainable Holidays
  • Complete opportunity to have programme control – take full control of their Social Media strategy from the ground up
  • Taking a programme that’s got foundations in place, but building the ground and first floors, etc upon it
  • Won’t be just a transactional – the brand is focused on creating customers for life so it’s not a sole focus on selling holidays it’s showing how the brand cares about their customers and the expertise that goes into their products.
  • They’ve already got over 1 million customers, and are looking to add more customers to their family.


Your audience will be discerning with expectations for high-quality content with similarly high production values. So an understanding of the luxury market and how customers tend to purchase is essential to the needs of this role.

This is Travel, so the environment will be fast-paced with quick turnarounds to meet certain trading deadlines. Especially around specific calendar trading points like Black Friday, Christmas, Valentines, etc.

Projects can vary in complexity and scale and can run between 2 weeks and be quite large. To be quite quick and fast and need just a couple of days to turn around. But with each, the output has to be on point and align to the brand.

The environment itself really similar to what you might find in a media agency but in-house, working directly for the brand.

It’s a well-oiled machine which functions day-to-day very effectively and well organised.



The role is going to be working directly with the Global Head of Brand & PR, she is a truly inspiring leader with a great marketing pedigree within premium and luxury brands.

You will work with them to help create a Social Media strategy, this role will be hands-on creating a Social Media strategy from the ground up and working with agencies and the winder team to get social campaigns delivered.

Your role has a roadmap to grow and expand once you’ve hit key milestones in the company’s Digital Transformation.

The sky is the limit, with the opportunity for you to develop they are looking for someone to will keep an eye on trends and constantly be coming to the table with new ideas forever changing the dynamic of the role. The brand is particularly focused on short-form video content and educating its customers on the world of sustainable travel.

Another key part of this role will be to look at the business’s digital marketing strategy holistically.  They have a great foundation of Social activity from their retained agency but are now looking for a dedicated professional to evaluate their current processes and build new ones. They want to build long term relationships with their customers, as they provide once in a lifetime holidays often to mark life occasions. So they want to be front of mind when those occasions arise.



  • Lead, develop and execute social strategy that align with the business goals and objectives.
  • Define the annual social strategy, aligning goals with the Paid Digital team. Act as bridge between organic and paid to build a seamless and cohesive plan that translates brand content into paid
  • Plan and deploy regional strategies that span multiple countries and reflect local nuances.
  • Build out specific social channels and understand where we want to play and what audiences that we need to appeal to i.e Tik Tok
  • Ensure Organic Social media planning is cohesive and aligns to brand goals across all platforms including Instagram, TikTok and Meta
  • Develop earned-first, social-centric ideas in partnership with the Comms & Creative teams to drive brand affinity/engagement that amplify key marketing and cultural moments
  • Overseeing the management of paid and organic social campaigns that drive engagement, brand awareness, campaign launches, new product and sales.
  • Lead the ideation of creative concepts and execution for the always-on social campaign activations, both organic and paid
  • Consider the need for social agencies and appoint and manage them



  • Experience leading Social Media strategy & campaigns – ideally in the luxury or travel space
  • Previous experience in working with external agencies
  • Strong hands on experience creating Social Media campaigns that engage and promote a brand to customers
  • Experience working with editorial/creative teams on content marketing strategies
  • Has an understanding of the luxury market and audiences
  • Enjoys working in an entrepreneurial, fast-paced environment
  • A natural collaborator: ability and willingness to work between teams, functions and geographies
  • Previous experience with managing Display and YouTube advertising, as well as TikTok, is advantageous
  • Passion for the travel industry and "everything online"



If you think you’ve got what it takes, you can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:


Max Tullis-Turner
Practice Lead, Digital
Blue Pelican
01892 507130


To learn more about this role, please apply or contact Max directly on max.tullis-turner@bluepelican.com

How to apply

If this position is of interest please send us your CV here, or you can call Max Tullis-Turner direct on to discuss this and other vacancies that may suit.

Max Tullis-Turner

Email: max.tullis-turner@bluepelican.com