Executive Director, Social Media & Brand Community - La Mer

Estee Lauder Companies



New York, NY


Position summary


PRINCIPAL OBJECTIVE As our La Mer brand accelerates at a significant pace across the world, we must continue to drive next-generation consumer engagement across our rapidly growing owned and earned ecosystem. Relevancy and innovative thinking in our brand’s content and social strategy, as well as voice and identity, needs to be accelerated and owned by a strategic expert to ensure we are driving consistency in our messages, being consumer

  • rather than channel-led, and maximizing the opportunities we have across different platforms. As a result, we are evolving our team within Global Marketing to build capability — supporting both our teams and our scaling business. We require a strategic social and content leader to bring consumer-led innovation and thought leadership to allow La Mer to continue to lead in luxury and accelerate our social footprint and impact for the brand. ACCOUNTABILITIES · Own and drive Social Media strategy and execution across all relevant social media platforms (Meta, TikTok, etc.), driving consumer reach, brand equity, community building, and earned media value. · Own Social Media content strategy for all campaigns (NPL, KSM, Cultural Moments) — working in partnership with the other Consumer Engagement streams to build consistency and innovation. · Go beyond content and develop impactful social media activations on key campaigns to drive awareness, brand loyalty, and earned social conversation. · Champion social-first content strategy, capture, and execution across all major touchpoints; including behind-the-scenes content on campaign shoots, on-site content capture at brand events, and guidance on global talent content capture and rollout cadence. · Professionalize the social media practice across all regions, ensuring strategies, principles, and best practices are shared to all regions, enabling strategic choices on their investment and platforms. · In partnership with the Regions and Markets, support local social rollout plans to accelerate and elevate La Mer’s social presence globally. · Rapidly accelerate our presence and play on TikTok, making La Mer the ultimate luxury skincare destination on the platform — evolving internal cross-functional workflows, building earned partnerships and collaborations, and leading in platform innovations. · Ensure La Mer brand is consistently, creatively, and proactively engaging consumers, influencers, and advocates across social media to drive earned conversation and brand advocacy. · Work in partnership with Global Communications team on earned media strategy, inclusive of talent partnerships, brand events, cultural moments, and major campaigns. · Work in partnership with APAC and China on key social platform strategies and content executions. · Work in partnership with Creative to build capability, challenge thinking on new content executions, and maximize our opportunities across our brand channels. · Act as a key partner with our new Global function in China — JKC. Support and drive the learning agenda and strategy West to East (and East to West). · Identify and accelerate our live streaming content capability and innovation. · Manage social media analytics and formalize reporting for Global & Regional channels. · Build and own Community Management strategy. · Unlock new Asset Management tools & capabilities. CORE COMPETENCIES · Deep knowledge of social media. · Consumer-driven approach to lead brand effort in putting consumers, influencers, and advocates at the center of its social media strategy. · Strong ability to interpret and translate global brand strategies and equity — as well as beauty and lifestyle trends — into daily social media / new media content. · Ability to navigate among multiple constituents, platforms, and communities to ensure strategies/goals are understood and met. · Ability to interface with senior leaders in the organization in times of escalation inclusive of PM, PR, GCC, Legal and Brand President. · Excellent communication and writing skills. · Strong quantitative skills. · Excellent judgment to drive optimal brand engagement in beauty/brand communities and identify/escalate potential issues / crises. · Pop culture savvy to identify trends and key influencers that we can target / follow within our social media outreach.


QUALIFICATIONS · College Degree Required · 8+ year-experience with 5 years specifically in social media · Active daily life in online and social media · Branding/beauty/fashion/entertainment experience a must · Good understanding of luxury codes and values · Demonstrated communication skills · Leadership communication/presentations skills · Experience in managing full-time team members The anticipated base salary range for this position is $ $149,500 to $257,000. Exact salary depends on several factors such as experience, skills, education, and budget. Salary range may vary based on geographic location. In addition to base salary, this position is eligible for participation in a highly competitive bonus program with possibility for overachievement based on performance and company results as well as participation in the share incentive plan. In addition, The Estée Lauder Companies offers a variety of benefits to eligible employees, including health insurance coverage, wellness and family support programs, life and disability insurance, retirement savings plans, paid leave programs, education-related programs, paid holidays and vacation time, and many others. Many of these benefits are subsidized or fully paid for by the company.

Why you should apply for a job to Estee Lauder Companies:

  • 4.1/5 in supportive management

  • 74% say women are treated fairly and equally to men

  • 72% would recommend this company to other women

  • 77% say the CEO supports gender diversity

  • Ratings are based on anonymous reviews by Fairygodboss members.
  • Last year, we joined the UN Foundation’s Five for 5 Initiative aimed at driving cross-sector progress towards achieving gender equality

  • In 2020, we expanded back-up childcare and eldercare employee benefits to support employees affected by COVID-19 closures

  • We launched a Women’s Initiatives Taskforce to promote gender equality with participation from leaders across the company