Global Director of Social Media - DMI PPD

Global Director of Social MediaPPD Professional Products Division, DMI, CDMO TeamTeam: Consumer Digital Marketing & Operations (CDMO) Scope: Global + Multi-Brand Social Media StrategistBrands: Redken | Matrix | Biolage | Pureology | Mizani | Pulp RiotAbout The RoleThe Global Director, Social Media is a senior strategic leader within L'Oréal's Global Professional Products Division Consumer Digital Marketing & Operations team (CDMO). This role serves as the center of excellence for owned social media across a portfolio of six iconic professional haircare brands, setting the vision, frameworks, and standards that power social excellence at scale.This leader operates at the intersection of brand strategy, content innovation, platform intelligence, and data-driven performance, ensuring that each brand shows up authentically, consistently, and powerfully across the social landscape. This role reports to the AVP, Consumer Engagement, and Community Managers across the brand portfolio have a dotted-line reporting relationship to this role, creating a united model of social excellence grounded in shared best practices and brand-specific execution.Key ResponsibilitiesSocial Strategy LeadershipDefine and own the overarching owned social media strategy across Redken, Matrix,Biolage, Pureology, Mizani, and Pulp Riot, tailored to each brand's positioning, audience, and growth ambitionsTranslate businessobjectivesinto actionable social roadmaps, channel prioritization frameworks, and content pillars for each brandPartner closely with brand marketing, eCommerce, and creative teams to ensure social strategy is integrated into the broader go-to-market approachChampion a consistent social vision while empowering brand teams tomaintaintheir distinct voice and identityOwned Social Best PracticesDevelop,maintain, and evolve a cross-brand social playbook covering platform usage, content formats, posting cadences, community engagement protocols, and brand tone of voice guidelinesServe as the internal authority on what "great" looks like in social media execution across the professional beauty spaceRun regular best practice sharing sessions across Community Managers and brand teams to foster a culture of learning and continuous improvementAct as a connector and coach for the dotted-line Community Manager community, supporting their professional development and elevating their outputContent Trend Identification & InnovationAct as the division's radar for emerging content trends, cultural moments, creator behaviors, and format innovations across TikTok, Instagram, YouTube, Pinterest, and beyondTranslate trend intelligence into actionable creative briefs, content opportunities, and brand-specific activation ideasBuild a systematic trend-monitoring process to keep all six brands ahead of the curve rather than reactivePlatform Partnerships & New Platform PilotsOwn the strategic relationship with key social content platforms, including Genero and similar creator/content marketplace partners,managing scopes, performance expectations, and innovation roadmapsSpearhead the evaluation, piloting, and scaling of emerging platforms (e.g., Reddit, Substack, BeReal, Lemon8, etc.), developing test-and-learn frameworks that can be applied across the brand portfolioServe as PPD's primary point of contact with platform representatives (Meta, TikTok, YouTube, Pinterest, Snap, etc.) to access beta features, early programs, and strategic partnershipsOwned Social Measurement & AnalyticsOwn the social media measurement framework for all six brands, defining KPIs, benchmarks, and reporting standards that connect social activity to business outcomesPartner with analytics and data teams to build dashboards and reporting cadences that give brand stakeholders clear, actionable visibility into performanceEstablish a test-and-learn culture with structured A/B testing methodologies to continuouslyoptimizecontent, formats, and timingLead quarterly and annual social performance reviews, surfacing insights and strategic recommendations for brand and leadership audiencesAI & Technology IntegrationLead the optimization and evolution of the AI Social Copy Companion, ensuring it delivers brand-appropriate, on-trend, and platform-optimized copy at scale for all six brandsStay at the forefront of AI-powered social tools — from copy generation to content ideation, scheduling intelligence, and sentiment analysis —identifyingopportunities to drive efficiency and qualityPartner with theL'OréalGPTand AI product teams to influence the roadmap of AI tools relevant to social content creationPaid Social Performance & Best PracticesServe as a strategic partner to the paid media team, ensuring alignment between owned social strategy and paid amplification approachesOwn the relationship with Creative X (paid social creative intelligence platform),leveragingits insights to inform both paid and organic creative decisionsContribute to paid social best practice development — particularly as it relates to creative formats, messaging consistency, and cross-channel storytellingEnsure learnings from paid creative performance feed back into organic content strategy and brand playbooksWhat We're Looking ForExperience10+ years of progressive experience in social media, digital marketing, or content strategy, with at least 3–5 years in a senior leadership roleProventrack recordmanaging social strategy for multiple brands simultaneously, ideally within a consumer goods, beauty, or lifestyle contextExperience in a global or cross-regional role, navigating complex matrixed organizationsDeep platformexpertiseacross Instagram, TikTok, YouTube, Pinterest, and familiarity with emerging platformsExperience managing or influencing content platform partnerships (creator marketplaces, content tools, UGC platforms)Skills & CompetenciesStrategic thinker with a creative soul — equally comfortable in a data dashboard and a brainstormExceptional stakeholder management skills; ability to influence without direct authority across brands, functions, and geographiesStrong analytical mindset with the ability to translate data into compelling narratives and strategic pivotsPassionate about the creator economy, platform evolution, and AI's role in content productionExcellent communication and presentation skills — able to present to senior leadership and inspire brand teams alikeEntrepreneurial spirit: comfortable operating in ambiguity and building frameworks from the ground upPreferredExperience in professional beauty, salon, or B2B2C environmentsFamiliarity with tools such as Sprinklr, Sprout Social, Later, or similar social management platformsHands-on experience with AI copywriting tools and enthusiasm for technology adoptionKnowledge of paid social mechanics and creative performance analytics