Director, Social Media - Carol's Daughter - L'Oréal · New York, NY (Hybrid)

Job Title: Director, Social Media - Carol’s Daughter
Company: L’Oréal
Location: New York, NY (Hybrid)

Director of Social Media
Carol’s Daughter and Softsheen-Carson (CDSC)

Position type: Permanent

Employment type: Full - Time

Location: New York - New York

Country/Region: USA


The Director of Social Media for Carol’s Daughter and Softsheen-Carson (CDSC) is responsible for leading the creation of best-in-class owned, paid and earned social content, while driving authentic, diverse and elevated brand activations on platforms like TikTok, Instagram, YouTube, and emerging platforms. This person will have the social media manager reporting into them, support the AVP of Brand Engagement and report directly to the Vice President, CDSC Marketing.

Job Responsibilities


  • Work with (DMI) Marketing on long-term vision for CDSC social media that ties back to business objectives with the consumer experience in mind.
  • Identify and implement “test & learn” social opportunities.
  • Develop and support strategic brand objectives, launches, and activities & manage the team in executing the earned and paid strategy to increase each brand’s followers and reach while also driving each brand’s share of influence, marked by two key KPIs, share of views and share of engagement.
  • Enhance/Optimize brand strategy as needed based on industry trends, consumer preferences, etc.
  • Work effectively with cross-functional teams (including Consumer Activation/ Marketing/Shopper Marketing and DMI on brand.
  • Be at the forefront of what is happening in the social media space, propose new platforms to enter and ensure CDSC is first to market with new programs/strategies.
  • Be a key influential voice in bridging and elevating social with UGC, owned, earned and paid content.
  • Identify cross-platform and brand partnership opportunities that will drive consumption of the brand’s content, engage consumers and drive share of influence.
  • Liaise with other brand social leads to uncover insights/learnings that can be applied for CDSC

Content Creation

  • Lead development of consumer-centric content with input from Marketing, partnering with production companies, and overseeing execution
  • Oversee and drive “of the moment” (“at the speed of culture”) content to complement pre-planned content. Can be created internally or with micro-influencers/content creators.
  • Understand each brand’s unique identity / positioning and stay true to brand equity through all social content & alignment with DMI.
  • Oversee monthly content calendar development ensuring cross functional team’s needs are met in a timely fashion.
  • Develop strategy and be the lead voice for integrating engaging content for our brand missions around Black Maternal Health and the Black Opportunity Gap in all consumer touchpoints and messaging across social.

Retail-E-commerce/Consumer Engagement/Social Listening

  • Oversee the development of owned content storytelling concepts for “always on” programs and in-store/Ecomm moments in partnership with key stakeholders from cross-functional teams.
  • Develop socially driven retailer program strategies in collaboration with the Shopper Marketing experts to drive awareness and sales lift conversion.
  • Elevate sensitive situations to management and the Customer Care Center
  • Work with Digital Marketing & CDMO team on ad-hoc social listening requests


  • Share insights and provide regular recommendations and analytics reports based on new tools provided by CDMO team (Programmatic, Rival IQ, Netbase, Tribe)
  • Ensure strategy, content creation and community management are constantly reviewed based on findings.


  • Oversee Production budgets ensuring we optimize and spend wisely (bring in new partners as necessary) & find efficiencies to reinvest in media.

Measurement & Effectiveness

  • Define objectives for brand’s social platforms to measure and adapt accordingly based on overall business goals/priorities.
  • Lead development of social KPI’s and track through execution with detailed recaps
  • Manage social listening requests from Marketing and DMI team to give insight on launches and potential new product trends.
  • Thoroughly understand ever-evolving social metrics and liaise with CMI team on best practices and benchmark.

Job Requirements

  • 7 – 10 years’ experience in social media, Influencer Relations and Paid Media, experience for a consumer (in-house or agency) – ideally in the multicultural/haircare space
  • Expert in social and digital landscape
  • Experience in photography and editing.
  • Beauty experience & Editorial background in beauty a huge plus (.com/publisher, brand, blog or otherwise)
  • Ability to work cross-functionally and develop big picture strategy to grow the CDSC brands love and create cohesive earned strategies & tactics that are connected back to paid and owned tactics.
  • Ability to effectively work in a matrixed environment – Brand Engagement, CDMO, Global Marketing (DMI), agency partners.
  • Creative skills to develop new content & out-of-the-box thinking.
  • Ability to write and edit in each brand’s unique CDSC voice.
  • Ability to be resourceful and scrappy while working within brand guidelines to produce high quality in-house content.
  • Ability to brand manage multiple vendors and work with business partners on new innovations as well as best practices.
  • Strong analytics skills. Experience with tools like NetBase, Rival IQ, Spreadfast, Tribe, and Traackr is a plus.

Additional Benefits Information As Follows

  • Salary Range: $139,700-$199,100 (The actual compensation will depend on a variety of job-related factors which may include geographic location, work experience, education, and skill level)
  • Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
  • Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
  • Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
  • Access to Company Perks (VIP Access to L’Oréal’s Internal Shop for Discounted Products, Monthly Mobile Allowance)
  • Learning & Development Opportunities (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
  • Employee Resource Groups (Think Tanks and Innovation Squads)

We are an Equal Opportunity Employer and take pride in a diverse environment. We 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.

If you require a reasonable accommodation to complete an application for a recognized disability under applicable law, please email [email protected]. Please note this email will only respond to specific requests for assistance completing the application as a request for accommodation for a disability. All others will not be considered. #DDIR


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