Global Director, Owned Social & Content Strategy (PPD DMI)

About the role

The 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 Responsibilities

• Define 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 ambitions

• Translate business objectives into actionable social roadmaps, channel prioritization frameworks, and content pillars for each brand

• Partner closely with brand marketing, eCommerce, and creative teams to ensure social strategy is integrated into the broader go-to-market approach

• Champion a consistent social vision while empowering brand teams to maintain their distinct voice and identity

• Develop, maintain, and evolve a cross-brand social playbook covering platform usage, content formats, posting cadences, community engagement protocols, and brand tone of voice guidelines

• Serve as the internal authority on what "great" looks like in social media execution across the professional beauty space

• Run regular best practice sharing sessions across Community Managers and brand teams to foster a culture of learning and continuous improvement

• Act as a connector and coach for the dotted-line Community Manager community, supporting their professional development and elevating their output

• Identify and innovate on content trends, cultural moments, creator behaviors, and format innovations across TikTok, Instagram, YouTube, Pinterest, and beyond

• Translate trend intelligence into actionable creative briefs, content opportunities, and brand-specific activation ideas

• Build a systematic trend-monitoring process to keep all six brands ahead of the curve rather than reactive

• Own the strategic relationship with key social content platforms, including Genero and similar creator/content marketplace partners, managing scopes, performance expectations, and innovation roadmaps

• Spearhead 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 portfolio

• Serve as PPD's primary point of contact with platform representatives (Meta, TikTok, YouTube, Pinterest, Snap, etc.) to access beta features, early programs, and strategic partnerships

• Own the social media measurement framework for all six brands, defining KPIs, benchmarks, and reporting standards that connect social activity to business outcomes

• Partner with analytics and data teams to build dashboards and reporting cadences that give brand stakeholders clear, actionable visibility into performance

• Establish a test-and-learn culture with structured A/B testing methodologies to continuously optimize content, formats, and timing

• Lead quarterly and annual social performance reviews, surfacing insights and strategic recommendations for brand and leadership audiences

• Ai & Technology Integration

• Lead 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 brands

• Stay at the forefront of AI-powered social tools — from copy generation to content ideation, scheduling intelligence, and sentiment analysis — identifying opportunities to drive efficiency and quality

• Partner with the L'Oréal GPT and AI product teams to influence the roadmap of AI tools relevant to social content creation

• Paid Social Performance & Best Practices

• Serve as a strategic partner to the paid media team, ensuring alignment between owned social strategy and paid amplification approaches

• Own the relationship with Creative X (paid social creative intelligence platform), leveraging its insights to inform both paid and organic creative decisions

• Contribute to paid social best practice development — particularly as it relates to creative formats, messaging consistency, and cross-channel storytelling

• Ensure learnings from paid creative performance feedback into organic content strategy and brand playbooks

What We're Looking For

• Experience: 10+ years of progressive experience in social media, digital marketing, or content strategy, with at least 3–5 years in a senior leadership role

• Proven track record managing social strategy for multiple brands simultaneously, ideally within a consumer goods, beauty, or lifestyle context

• Experience in a global or cross-regional role, navigating complex matrixed organizations

• Deep platform expertise across Instagram, TikTok, YouTube, Pinterest, and familiarity with emerging platforms

• Experience managing or influencing content platform partnerships (creator marketplaces, content tools, UGC platforms)

• Skills & Competencies: Strategic thinker with a creative soul — equally comfortable in a data dashboard and a brainstorm

• Exceptional stakeholder management skills; ability to influence without direct authority across brands, functions, and geographies

• Strong analytical mindset with the ability to translate data into compelling narratives and strategic pivots

• Passionate about the creator economy, platform evolution, and AI's role in content production

• Excellent communication and presentation skills — able to present to senior leadership and inspire brand teams alike

• Entrepreneurial spirit: comfortable operating in ambiguity and building frameworks from the ground up

Preferred Experience

• In professional beauty, salon, or B2B2C environments

• Familiarity with tools such as Sprinklr, Sprout Social, Later, or similar social management platforms

• Hands-on experience with AI copywriting tools and enthusiasm for technology adoption

• Knowledge of paid social mechanics and creative performance analytics