Overview:
This is a hybrid role - 2 days remote and 3 days in the Malvern, PA office.
CubeSmart is seeking a Director, Content & Social Strategy to lead the full scope of how the brand is built, expressed, and discovered. This is a high-impact leadership role that carries brand authority across the company, owns the strategy behind how content drives customer acquisition and visibility, and is accountable for brand media investment in paid social.
This is not a creative services role. The Director will build content into a true business discipline — with clear purpose, measurable outcomes, and a direct connection to how customers find and choose CubeSmart across search, social, AI-driven platforms and emerging digital channels. They will lead a team that produces high-quality work efficiently and hold the brand standard across every surface the company touches.
The ideal candidate is equally fluent in brand strategy and performance thinking. They are a strong creative voice and an analytical thinker. They build systems, not just campaigns — and they understand that in modern marketing, content and media are inseparable.
Who We Are
CubeSmart is a publicly traded real estate investment trust (REIT) focused on the development, acquisition, disposition, and management of self-storage facilities. CubeSmart is headquartered in Malvern, PA, a suburb of Philadelphia, and is one of the largest self-storage owners and operators in the United States, with more than 1,500 locations nationwide.
Over the past five years, CubeSmart has grown significantly, acquiring approximately $1.5 billion in assets. Our growth is possible because of our 3,000 teammates across the country who work together to grow the company, serve our Customers, and deliver results through a culture of open communication and collaboration. We are excited to have you join our team and grow with us!
Responsibilities:
Brand Strategy & Guardianship
This role is CubeSmart’s senior brand authority. That means setting and maintaining the standards by which the brand is expressed across every channel and surface — from digital content to physical environments.
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Serve as the internal brand authority: setting standards for voice, visual expression, and creative quality across the organization.
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Provide consultive brand oversight into operational decisions that affect brand expression, including store paint, finish, and physical environment standards. Operations owns execution; this role owns the standard.
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Review and approve corporate support assets developed by the team for internal and cross-functional use.
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Ensure brand coherence across owned, earned, and paid channels.
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Own brand health measurement — tracking awareness, message recall, sentiment, and perception as the leading indicators of whether the brand is gaining traction. Translate findings into strategic recommendations and communicate progress to senior leadership.
Content Strategy — Built as a Business Discipline
The Director will build and own CubeSmart’s content strategy and calendar from the ground up — not as an editorial function, but as a growth driver with defined objectives, governance, and measurement.
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Develop and own a content strategy framework that connects every piece of content to a business objective and a place in the customer journey.
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Define how content supports customer discovery across modern surfaces: organic search, AI-answer platforms (LLM), social feeds, review ecosystems, and emerging digital channels.
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Own the content calendar as a strategic planning tool — not just a production schedule — with clear channel logic, audience targets, and performance expectations built in.
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Establish content governance: standards for quality, consistency, repurposing, and performance review.
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Lead editorial development — including blog content and SEO-friendly articles — that builds brand authority and long-term organic visibility. Content production sits with the team’s Content Strategist/Writer; keyword strategy and performance briefs are provided by the Head of SEO, making this a key cross-functional partnership.
Organic & Paid Social Strategy
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Own social strategy across all platforms — organic and paid — with accountability for brand voice, platform-native execution, and audience growth.
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Lead the team in developing short-form video, social-first storytelling, and community engagement content that performs on platform.
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Maintain fluency in platform algorithm and format changes; ensure the team is ahead of shifts, not reacting to them.
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Build and own CubeSmart’s creator and UGC strategy — identifying, sourcing, and managing creator relationships that generate authentic, platform-native content at scale.
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Ensure creator and UGC assets are whitelisting-ready for paid social amplification.
Brand Media — Paid Social Ownership & Performance Creative
This role owns paid social media investment and allocation and is the creative authority for performance marketing — where total media budget planning sits with the Paid Media team, but asset development and creative standards are owned here.
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Own paid social media investment — strategy, budget allocation, audience targeting approach, creative testing, and performance review — in close partnership with Paid Media.
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Lead development of performance marketing creative assets — ensuring quality, brand consistency, and message relevance across formats and placements.
- Evaluate paid social performance with a commercial lens — connecting brand spend to awareness, consideration, and downstream acquisition impact.
Team & Operational Leadership
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Build, manage, and develop a high-performing team spanning content, social, and creative — internal staff and external partners.
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Establish workflows, quality standards, and production processes that enable excellent work at scale without unnecessary overhead.
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Operate as a player-coach: setting strategic direction while staying hands on and close enough to the work to make it better.
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Manage agency and freelance relationships with clear scopes, accountable deliverables, and regular performance evaluation.
The Team you will Lead
The Director, Content & Social Strategy leads a team of six direct and indirect reports across content, social, creative, and digital PR.
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Content Strategist/Writer — Develops blog posts, editorial content, and SEO-friendly articles in close partnership with the Head of SEO. Also supports broader content calendar execution across channels.
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Brand Designers (2)- Execute creative across brand advertising, programmatic display, social, and corporate support assets. Serve as the production arm for brand creative standards across the organization.
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Senior Manager, Social — Leads day-to-day social strategy and execution across organic and paid channels. Manages the Social Content Producer and serves as the Director’s key operational lead for all things social.
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Social Content Producer/Specialist — Reports to the Senior Manager, Social. Responsible for platform-native content production including short-form video, photography, and day-to-day publishing.
Qualifications:
Experience
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10+ years in brand strategy, content strategy, or integrated marketing, with at least 3-4 years in a leadership role.
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Demonstrated experience building or meaningfully evolving a content or brand function
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Track record of developing content strategy that drives measurable organic growth and brand visibility.
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Hands-on experience with paid social strategy-fluent in how brand creative and media strategy intersect.
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Experience managing both in-house teams and external agency or boutique partner relationships.
Skills & Capabilities
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A strong strategic and creative thinker — able to set the brand standard, write a compelling brief, and assess creative work with authority.
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Equally comfortable leading the work, and being hands on when necessary
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Data-literate and analytically grounded: translates performance data into strategic and creative direction.
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Deep understanding of how content functions across modern discovery surfaces, including organic search, AI-answer platforms, social, and reviews.
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Operationally rigorous — builds systems and frameworks, not just campaigns.
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Executive presence and commercial fluency: able to make the case for content and brand investment in easy-to-understand terms, to a business audience.
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Confident cross-functional partner — able to hold a brand standard consultive without creating friction or dependency.
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You naturally reach for AI in your work. At CubeSmart, every team uses AI daily. You're already using it to move faster and improve your output, and you stay curious about what's coming next.
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