Description

The Manager will serve as the voice of the brand to Canadian consumers, influencers, and advocates on social media, driving our differentiated social strategy and high-touch digital service. This role will engage social communities, build influencer relationships, guide paid media amplification, and deliver strong KPIs. The ideal candidate thrives in a fast-paced, evolving environment while maintaining a strategic, holistic view of social media’s role in the consumer journey.

Influencer Management

• Build strategy across macro, moderate, and micro-influencer tiers.
• Lead influencer identification, casting, negotiation, and outreach for key launches/campaigns; act as main contact for influencer agency.
• Foster authentic, long-term relationships via tailored product mailings aligned to audience interests and brand priorities.
• Integrate influencer activations into 360 Consumer Engagement plans.
• Manage influencer budget to meet KPIs.
• Plan and execute NPL, Key Moment, and Hero support (mailers, events, content shoots, campaigns).

Community Management

• Monitor local social channels daily, addressing inquiries/comments and engaging with speed and sound judgement.
• Use digital tools to plan, schedule, post, and engage.
• Partner with Field Directors, Education, and Retail Ops to engage the Artist community via outreach, initiatives, and best practices.

Content Strategy

• Manage Assistant Manager, Consumer Engagement in owned media strategy, crisis response, and brand voice.
• Oversee content strategy, aligning with seasonal messaging and business objectives.
• Map content to the consumer journey, telling locally relevant, emotional stories.
• Develop innovative creative for social platforms, informed by analytics.
• Stay current on social algorithms, trends, competitive insights, and key cultural moments to guide strategy.

Paid Media

• Partner with Marketing Director and media agency to develop and optimize campaigns aligned to 360 brand strategy.
• Analyze performance, identify gaps, and create or adapt assets (English/French).
• Act as main contact for media agency; traffic campaign assets.

Analytics

• Tie campaign KPIs to business objectives with a goal-based planning approach.
• Measure performance across owned, earned, and paid channels; assess ROI and apply insights.
• Prepare quarterly reports with learnings and recommendations.
• Incorporate field and consumer feedback into future activities.

Trend & Competitor Analysis

• Share best-in-class digital examples to inspire and educate corporate and field teams.
• Conduct ongoing monitoring and reporting on competitors in the social and influencer space.

Qualifications

• 4-5 Media experience (agency oversight, asset planning, budget management)
• Strong knowledge of the Canadian media landscape with focus on paid social channels (Meta, TikTok, Pinterest, Youtube)
• Active daily life online and on social media
• Excellent communication, writing and attention to detail
• Copywriting experience
• Experience working with content management tools and/or social media analytics tools
• Ability to work in fast-paced, highly creative environment
• Project management skills including scheduling and timelines, budgeting, and communications

• Ability to navigate among multiple constituents, platforms and communities to ensure strategies/goals are understood and met
• Strong problem-solving and analytical skills
• Collaborative relationship building skills
• Negotiation skills
• Willingness and ability to support and help drive the brand’s digital transformation
• Creative, innovative and resourceful
• Beauty industry experiences an asset
• Bilingual candidates an asset