A social-first audience builder for Music City SCALE and HMP Global's year-round aesthetics platform.
Function: Marketing / Audience Development
Level: Director; hands-on individual contributor and player-coach
Location: Remote or Hybrid (if within 50 miles of Malvern, PA, or East Windsor, NJ office)
Travel: Required for key events and content capture
Compensation: Commensurate with experience, plus discretionary bonus opportunity. Actual compensation will reflect location, experience, demonstrated capability, and the scope of prior work.
Benefits: Medical, Dental, Vision, Life, STD, 401 (k) with discretionary match
The Mandate: Build an engaged, qualified, year-round audience in aesthetics by turning procedures, experts, science, and trends into social-native media that practitioners voluntarily watch, save, share, and discuss.
HMP Global is seeking a highly creative, commercially minded Director of Social Media & Audience Development to build the audience around Music City SCALE and the broader HMP aesthetics portfolio. This is not a traditional event-marketing role, nor is it a publishing-calendar role. The Director will own how HMP earns attention, creates community, and converts that attention into an owned professional audience and event participation.
The right candidate understands the native language of Instagram, TikTok, YouTube Shorts, and emerging social platforms. They can translate aesthetic procedures, clinical expertise, beauty, skincare, wellness, and longevity into compelling content while maintaining professional credibility, clinical accuracy, and appropriate permissions.
Responsibilities:
- Develop and lead the year-round organic social and audience-development strategy for HMP’s aesthetics portfolio, with Music City SCALE as the flagship commercial beneficiary.
- Establish a distinctive, contemporary social identity for Music City SCALE that reflects the visual energy, innovation, and professional credibility of the aesthetics market.
- Translate clinical topics, procedures, emerging trends, and agenda content into platform-native formats, including short-form video, demonstrations, interviews, explainers, carousels, live coverage, and creator collaborations.
- Build productive content relationships with physicians, injectors, aestheticians, faculty, industry leaders, and other credible voices in aesthetics.
- Proactively identify experts, topics, and moments with strong audience potential; create the concepts, briefs, and production plans required to activate them.
- Review agendas, clinical conversations, market developments, and audience behavior to identify opportunities without waiting for a weekly list of assignments.
- Create and manage an editorial calendar that sustains year-round engagement while supporting key registration and commercial periods.
- Build repeatable social franchises and recognizable content formats rather than relying on isolated promotional posts.
- Partner with faculty and KOLs to capture content before, during, and after HMP events, including directing talent who are not professional creators.
- Develop sponsor-relevant opportunities that enhance the value of the SCALE platform while protecting editorial credibility and audience trust.
- Manage community engagement and cultivate ongoing relationships with practitioners, creators, and relevant professional communities.
- Work with event marketing, performance marketing, and CX to move engaged social audiences into HMP-owned channels and ultimately toward registration.
- Establish performance benchmarks and use qualified reach, engagement quality, video completion, saves, shares, traffic, audience capture, and registration influence to improve the strategy.
- Direct internal and external production resources while remaining personally capable of scripting, capturing, editing, and publishing content when appropriate.
- Maintain appropriate standards for clinical accuracy, claims, releases, and patient privacy without allowing the process to flatten the content.
What success looks like:
- A recognizable social presence and point of view for Music City SCALE and HMP’s aesthetics portfolio.
- A reliable network of KOLs and practitioners who regularly create content with HMP.
- Recurring social formats that audiences recognize, anticipate, and actively engage with.
- Material growth in the qualified aesthetics audience, video consumption, saves, shares, and meaningful conversation.
- A measurable path from social engagement to HMP’s owned audience and SCALE registration.
- A platform that practitioners value and commercial partners view as differentiated.
- A repeatable audience-development model that may ultimately inform selected HMP markets beyond aesthetics.
The ideal candidate:
- Seven to ten years of experience in organic social media, social content, audience development, community, or creator marketing.
- Meaningful experience in medical aesthetics, professional skincare, dermatological beauty, aesthetic devices, medspa, beauty, wellness, or a closely related category.
- A portfolio demonstrating social-native video and content—not simply static campaign assets, paid advertisements, or work entirely produced by an agency.
- Deep understanding of Instagram and TikTok behavior, short-form storytelling, creator partnerships, and community growth; working fluency in YouTube Shorts and emerging channels.
- Demonstrated ability to translate scientific, clinical, or technical subject matter into content that is accessible, credible, and visually engaging.
- Experience working directly with physicians, practitioners, experts, creators, or senior brand partners.
- Strong editorial instincts and the ability to identify what is timely, interesting, and culturally relevant.
- Comfort initiating relationships, directing senior experts, and drawing strong content from people who are not professional creators.
- Ability to move fluidly between strategy and execution; this is a hands-on player-coach role.
- A highly self-directed, curious, and resourceful operating style, with the ability to build a function rather than inherit a finished playbook.
- Commercial judgment and the ability to connect audience development to event participation, sponsorship value, and long-term brand growth.
- An analytical mindset and the ability to distinguish meaningful audience engagement from vanity metrics.
- Ability to travel for Music City SCALE and other priority content-capture opportunities.
Relevant backgrounds:
- Aesthetic devices, treatments, or injectables
- Professional, clinical, or science-led skincare
- Consumer-facing aesthetic practices or medspa organizations
- Dermatological beauty, premium beauty, or wellness
- Aesthetics, beauty, or practitioner-facing media
- Social or creative agencies serving aesthetics, skincare, or beauty clients
- Traditional healthcare-event experience is not required. Native expertise in aesthetic content and modern social audience development is more important.
Portfolio requirement
Applicants must submit examples of social content they personally helped conceive or create and clearly explain their individual contribution. HMP Global is particularly interested in short-form video, expert-led content, procedure or product education, creator collaborations, and examples of sustained organic audience growth.
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