Director, Consumer Engagement

Key Responsibilities

• Lead BYOMA's Consumer Engagement strategy across Social Media, Influencer & Creator, Community, Events, Partnerships, and Advocacy.
• Develop integrated Consumer Engagement plans that support innovation launches, hero campaigns, retailer priorities, and annual business objectives.
• Ensure all consumer engagement initiatives align with Global and North America business priorities.
• Identify new opportunities to strengthen awareness, engagement, advocacy, loyalty, and consumer acquisition.
• Establish annual engagement priorities, KPIs, and performance objectives across all channels.

Community & Cultural Relevance

• Build and scale BYOMA's community-first marketing approach.
• Identify emerging consumer trends, cultural moments, platforms, and partnership opportunities.
• Develop programs that strengthen consumer advocacy, participation, and long-term loyalty.
• Ensure BYOMA remains culturally relevant and consistently connected to its consumer community.
• Identify opportunities for BYOMA to show up in meaningful and impactful ways across culture, beauty, wellness, and lifestyle spaces.
• Partner with the broader Marketing and Sales organization to ensure community insights and cultural trends inform future planning and activation.

Social Media Leadership

• Lead BYOMA's social media strategy, priorities, and performance in partnership with Global teams, ensuring social supports broader brand, consumer engagement, and commercial objectives.
• Partner closely with the Social Media Manager and Global stakeholders to shape content direction, identify opportunities, and ensure social storytelling remains culturally relevant, community-driven, and aligned with key business priorities.
• Ensure social media is fully integrated across influencer, creator, community, event, and advocacy initiatives, creating a connected consumer experience across touchpoints.
• Champion innovation across emerging platforms, content formats, social behaviors, and digital trends.
• Bring deep expertise in TikTok and creator-led content, with a strong understanding of how social platforms drive awareness, engagement, community building, and conversion.
• Identify opportunities to leverage social commerce and emerging platform capabilities, including TikTok Shop, to drive consumer acquisition and business growth.
• Monitor performance, consumer engagement trends, and platform evolution, using insights to inform future strategy and optimization.

Influencer & Creator Strategy

• Lead Influencer & Creator strategy across awareness, advocacy, launches, and commercial initiatives.
• Build scalable creator ecosystems and ambassador programs that strengthen brand affinity, advocacy, and community participation.
• Oversee creator partnerships, talent relationships, and agency management.
• Partner closely with Global Communications teams to ensure strong alignment across influencer programs, creator partnerships, launches, and key brand moments.
• Identify opportunities to drive both cultural relevance and measurable business performance through creator partnerships.
• Ensure creator activity is integrated across social media, events, retailer activations, launches, and community initiatives.

Events & Community Activation

• Oversee consumer events, creator experiences, retailer activations, partnerships, and community programs.
• Develop experiential strategies that strengthen consumer connection, advocacy, and brand affinity.
• Partner closely with Global Communications teams on event strategy, talent engagement, media moments, and key brand activations to ensure a consistent and integrated consumer experience.
• Ensure all events and activations generate meaningful engagement, content creation, advocacy, and business impact.
• Identify opportunities to expand BYOMA's presence through partnerships, cultural moments, and community initiatives.

Team Leadership

• Lead, inspire, and develop a high-performing Consumer Engagement organization, including Social Media, Influencer & Creator, and Events & Community teams.
• Coach and develop managers and emerging talent, fostering a culture of accountability, collaboration, creativity, and continuous growth.
• Create an inclusive, entrepreneurial, and consumer-obsessed team culture that encourages innovation, agility, and bold thinking.
• Build scalable processes, ways of working, and cross-functional partnerships that enable the team to operate efficiently and effectively as the business continues to grow.
• Champion a test-and-learn mindset, encouraging experimentation, performance optimization, and continuous improvement across all consumer touchpoints.
• Identify and develop future talent, building organizational capability and succession plans that support long-term growth.

Measurement & Performance

• Establish KPIs and reporting frameworks across social media, influencer, creator, community, experiential, and advocacy initiatives.
• Analyze performance data and consumer insights to optimize strategies and investment.
• Track engagement, community growth, creator performance, earned impact, and business contribution.
• Partner closely with Brand Strategy & Go-To-Market to connect engagement activity to broader business objectives and performance outcomes.
• Identify and develop opportunities to improve effectiveness, efficiency, and impact.

Requirements

• 10+ years of experience leading integrated consumer engagement programs across social media, influencer & creator marketing, community building, experiential marketing, and brand advocacy.
• Beauty, skincare, wellness, lifestyle, or consumer brand experience strongly preferred.
• Experience leading integrated consumer engagement strategies that deliver both brand and commercial results.
• Experience leading and developing high-performing teams, including people managers.
• Experience building and scaling consumer engagement functions within high-growth brands.

Skills

• Deep understanding of social media, creator ecosystems, community building, and consumer behavior.
• Strong expertise across Instagram, TikTok, creator-led marketing, and emerging social platforms.
• Understanding of social commerce and TikTok Shop strongly preferred.
• Strong leadership and team development capabilities.
• Excellent relationship-building and stakeholder management skills.
• Strong strategic thinking and planning capabilities.
• Strong analytical mindset with experience translating performance data into actionable recommendations.
• Excellent communication, presentation, and storytelling skills.
• Experience managing agency partners and external stakeholders.
• Ability to manage multiple priorities in a fast-paced environment.

Ideal Candidate Profile

• Experience working on high-growth brands that have successfully scaled.
• Understands how community-first and culturally relevant brands drive awareness, engagement, advocacy, and commercial impact.
• Combines creative thinking with strong business instincts.
• Comfortable operating in entrepreneurial and fast-moving environments.
• Passionate about building communities, shaping culture, and creating meaningful consumer connections.
• Proven ability to translate consumer engagement strategies into measurable brand and business impact.