Manager, Platform Strategy

About the Role

The Manager, Platform Strategy serves as the in-house expert on social and digital platforms — connecting creativity, culture, and commerce. This role sits within the Marketing Shared Services Center of Excellence and acts as the connective tissue between brand teams, media strategy, and creative partners. The Platform Strategist combines deep platform fluency with a strategic, data-informed mindset to help Gap Inc brands show up where audiences spend their time — with relevance, precision, and impact.

This leader will monitor emerging platform trends, identify new opportunities for underpriced attention, and guide how our content is distributed across paid, owned, and earned ecosystems. They will help define what “best-in-class” looks like for our brands across platforms like Meta, TikTok, YouTube, Google, Pinterest, and emerging channels — ensuring we are first to move where it matters most.

What You'll Do

Platform Expertise & Innovation

• Serve as the company’s subject matter expert on platform best practices, audience behavior, and algorithmic nuances across all major social and digital platforms.

• Stay ahead of emerging trends, features, and functionality to identify new ways to unlock attention and efficiency across the media mix.

• Partner with internal media and creative leads to translate platform innovations into actionable test-and-learn pilots.

• Build and maintain strong relationships with platform partners (Meta, TikTok, YouTube, etc.) to ensure early access to betas, thought leadership, and data insights.

Strategic Guidance

• Develop and disseminate channel-specific playbooks, frameworks, and POVs to guide how brands show up across platforms.

• Advise brand and content teams on how to best structure assets, narratives, and formats for maximum engagement and reach.

• Partner closely with Paid Media and Organic Social leads to optimize platform investment and performance.

• Analyze and articulate the role of each platform within the full-funnel marketing ecosystem.

Content Distribution Intelligence

• Understand and influence how content is distributed algorithmically and paid — from engagement drivers to delivery mechanics.

• Translate performance and audience insights into actionable creative and distribution strategies.

• Partner with Analytics to measure platform ROI, efficiency, and engagement drivers to continuously refine best practices.

Leadership & Enablement

• Act as a bridge between media, creative and brand teams — ensuring knowledge sharing, platform education, and operational alignment.

• Create and lead platform workshops, trend briefings, and POV sessions to upskill teams across marketing, creative, and media.

• Represent MSS as a platform thought leader internally and externally.

Who You Are

• 5+ years of experience in social, digital media, or platform strategy — ideally within fashion, retail, or lifestyle categories.

• Deep expertise across major digital and social platforms (Meta, YouTube, TikTok, Pinterest, Google, X, Reddit, etc.).

• Proven ability to connect platform features to marketing and business objectives.

• Strong understanding of media distribution mechanics, creator ecosystems, and content performance analytics.

• Experience collaborating across strategy, creative, and media teams in a fast-paced, matrixed organization.

• Curious, entrepreneurial mindset with a passion for testing and scaling what’s next.

• Excellent communication and presentation skills — able to simplify complex platform ideas into actionable insights for stakeholders.