The Evolution of Social Media Roles: From Entry-Level to Executive Pay

Once considered an entry-level function, social media now commands executive-level compensation. Duolingo's recent job opening for a Social Media Director, with a salary range of $189,600 to $342,000, has sparked widespread discussion, highlighting the growing strategic importance of social channels in marketing.

Dead Duo stunt backs social strategy

The Legacy of Zaria Parvez and Duolingo's Social Transformation

Zaria Parvez, the departing director, transformed Duolingo's TikTok presence from 50,000 to 16 million followers in just four years, pioneering the 'unhinged' content style that has been widely emulated. Her work not only earned her a spot in Forbes' 30 Under 30 but also led to a top role at DoorDash. On the Link in Bio podcast, Parvez discussed her deep connection to the brand, noting an 'identity crisis' where she became synonymous with Duolingo's voice.

Katherine Chan, Duolingo's Senior Director of Brand Marketing, emphasizes that the company isn't seeking a carbon copy of Parvez. Instead, they want someone who can bring a fresh perspective while building on the brand's distinctive elements. The social vision remains focused on creating culturally relevant content that makes learning joyful and shareable, but with an eye toward evolution in a fast-moving landscape.

Integrated Social Strategy at Duolingo

At Duolingo, social media is not siloed; it's deeply integrated into the marketing team structure. Idea development, content creation, and community management are handled by the brand marketing team, with the studio team acting as an in-house creative agency. This ensures that social content is developed alongside major campaigns, making it strategic, cross-functional, and aligned with broader marketing objectives.

This marks a significant shift from earlier days when Parvez had to defend her work to the CEO and explain the value of social efforts to the broader business.

From Graduate Hire to High-Impact Role

Parvez started as a college graduate and rose through the ranks over five years. Her successor is expected to have 7-10 years of social media experience at a major brand and 2-3 years of management experience. While the high salary range signals the strategic weight of social at Duolingo, Chan notes there are no hard-and-fast rules, and the company is open to candidates with diverse backgrounds who offer strong ideas and unique perspectives.

Duolingo continues to value fresh talent, recently elevating a new graduate and an intern within the brand team, highlighting the importance of Gen Z insights and creativity.

The Impact of the 'Dead Duo' Stunt

Parvez's final major stunt, the killing of the Duolingo owl mascot, generated 1.7 billion impressions in two weeks, solidifying her legacy. This event was a driving factor in her decision to move on, as it represented the culmination of her strategy. Internally, it strengthened the belief in social media as a strategic engine, demonstrating how TikTok content can ripple out to press and pop culture.

The response to the job posting underscores how visible and inspiring Duolingo's social presence has become, attracting top talent in the creative marketing space.