Job Title: Manager of Social Media, YSL Beauty US
Division: Luxe
Location: New York, NY (10 Hudson Yards)
Reports To: Director of Social Media, YSL Beauty
Who We Are: For more than a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity, and responsibility to satisfy all beauty needs and desires in their infinite diversity.
At L'Oréal Luxe, our mission is to provide our consumers with the best products and brand experiences, making each one truly unique. Our portfolio is composed of highly aspirational and multi-expert brands, including Lancôme, Yves Saint Laurent, Giorgio Armani, and Ralph Lauren Fragrances.
Role Overview: The Manager of Social Media for YSL Beauty US is a highly creative, agile, and culturally obsessed digital storyteller who lives and breathes social media. Reporting to the Director of Social, this role is the hands-on driving force behind YSL Beauty’s social-first local content creation, trend-forward mindset, and culture-leading community management.
You are the digital voice and pulse of the brand. You excel at translating beauty aesthetics into native, high-performing TikTok and Instagram content on-the-go, and you view community management not just as moderation, but as a proactive strategic tool to inject YSL Beauty into viral cultural moments. If you are a native creator who knows how to win the comments section, capture engaging content on an iPhone, and turn casual viewers into brand fanatics, with a deep passion for beauty and makeup artistry, this is your dream role.
Key Responsibilities:
1. Social-First Content Production & Real-Time Ideation:
- Own the creative ideation, scripting, filming, and editing of social-first, agile content (Reels, TikToks, Shorts) tailored to native platform behaviors for local moments.
- Act as the primary on-the-ground content creator, capturing behind-the-scenes content at events, masterclasses, and product launches using agile mobile production setups.
- Collaborate with the Director to identify real-time US-based trends, memes, and platform features, instantly pitching and executing creative ways for YSL Beauty to jump on them within hours.
- Collaborate closely with DMI partners to keep them informed on US trends and content opportunities, seeking alignment where needed and carving out space on the feed for US led moments.
2. Culture-Leading Community Management (CM) Strategy:
- Own the daily community management strategy, actively monitoring YSL Beauty's channels to amplify conversation around YSL beauty and foster a distinct sense of community, drive high-impact engagement, and insert YSLB into social led culture moments.
- Earned CM & Cultural Interception: Obsessively monitor the comments sections of creators, competitors, and cultural pages to intercept trending conversations, leaving highly engaging, on-brand comments that position YSL Beauty at the center of earned social moments.
- Define and evolve the "CM Playbook", ensuring YSL's comment-section persona is bold, disruptive, and culturally leading.
- Identify highly engaged brand advocates and super-fans in the comments, looping them into exclusive opportunities, surprise-and-delight gifting, and community highlights.
- Ensure CM remains a key moment for every launch, inspiring proactive culturally relevant UGC content.
3. MUA Community & Advocate Activation Support:
- Support the Director in building and executing the US Makeup Artist (MUA) and creator community strategy.
- Collaborate with A&I team on MUA mailers and seeding initiatives, coordinating with internal teams and logistics partners to ensure artists receive flawless product packages.
- Provide high-touch, day-to-day support for the MUA community and beauty concierge requests, ensuring pro artists are equipped with the YSL products they need for red carpet, editorial, and VIP client moments.
- Assist in coordinating logistics, invitations, and on-set content capture for exclusive MUA eventing, masterclasses, and brand immersion days.
- Support Director in artistry content execution to build MUA authority across social platforms.
4. Social Calendar Management:
- Manage the day-to-day social media content calendar in collaboration with the DMI, scheduling and providing asset hand off for US led posts across platforms with meticulous attention to detail.
- Proactively identify gaps in the social calendar for US first content opportunities.
- Syndicate social calendar to US leadership and marketing teams to stay informed and ensure timing is in line with key US moments (ie retailer exclusives, announcements, launches).
5. Daily Monitoring & Reports:
- Utilize social listening and analytics tools to track daily sentiment, platform performance, and engagement metrics.
- Always on trend monitoring within Spate and in platform to identify areas of opportunity to for seedings, messaging, and social first content.
- Draft weekly reports highlighting top-performing content, top CM moments, trending topics within our community, and actionable engagement insights to be shared with the US team.
- Proactively identify viral UGC content for boosting opportunities and brand media campaigns.
- Consolidate learnings & results of social, CM and artistry activations into reports for global and leadership visibility.
Qualifications & Requirements:
- Experience: 4-6 years of experience managing social channels and creating social-first content, preferably within beauty, fashion, luxury, or lifestyle industries.
- Agile Content Creator: Expert-level skills in shooting premium mobile video content (flawless lighting, angles, framing) and rapid editing (CapCut, Adobe Premiere Rush/Pro).
- CM Obsessed: A deep understanding of "internet culture" and comment-section dynamics; you know how to write a viral comment, read a room, and engage with fans in a way that feels organic, not corporate.
- Beauty & Artistry Passion: A genuine love for makeup artistry, cosmetics trends, and skincare, with a strong familiarity with the professional MUA community and creators.
- Platform Fluent: Native understanding of TikTok and Instagram algorithms, trending audios, and emerging digital features.
- Organizational Skills: Exceptional project management skills, with the ability to manage multiple publishing calendars, MUA seeding lists, and daily requests simultaneously.
- Tools: Highly proficient with social media platforms and analytics tools (e.g., Talkwalker, Sprinklr, Revolvr, Spate, Traackr).
- Education: Bachelor’s degree in Marketing, Communications, Creative Writing, Film/Media, or a related field.
What’s In It For You:
- Competitive Compensation: $98,400 - $140,200 base salary (actual compensation depends on experience, skill level, and geographic location).
- Comprehensive Benefits: Gold-standard Medical, Dental, and Vision coverage, a robust 401K matching program, and a corporate Pension Plan.
- Flexible Hybrid Work Policy: 3 days in office (10 Hudson Yards, NYC) and 2 days work from home.
- Generous Paid Time Off: Competitive vacation allowances, paid holidays, Volunteer Time Off, a Vacation Buy Program, and Summer Fridays.
- Exclusive Corporate Perks: Monthly mobile allowance and VIP access to L’Oréal’s internal employee shop featuring deeply discounted products across all portfolio brands.
- Continuous Learning & Development: Unlimited access to specialized digital e-learnings, structured mentorship programs, and executive lunch & learns.
- Wellness & Community: Direct access to internal Employee Resource Groups (Think Tanks and Innovation Squads), mental health programs, and corporate wellness benefits.
Don’t meet every single requirement? At L'Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you’re excited about this role but your past experience doesn’t align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!
We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.
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