Responsibilities

• What You'll Do: Organic Social Strategy & Performance - Own the organic social strategy across all relevant platforms (Instagram, TikTok, Pinterest, YouTube Shorts, and emerging channels), including content pillars, posting cadence, and channel-specific approaches. - Set clear KPIs (follower growth, engagement rate, reach, share of voice, site traffic, and conversion from social) and report on performance regularly, tying organic efforts to business outcomes. - Reduce the brand's reliance on paid media by building sustainable, compounding organic reach and community. - Stay ahead of platform trends, algorithm shifts, and cultural moments relevant to beauty and fragrance, and translate them into timely content opportunities. - Oversee community management strategy and brand voice and tone consistency across channels. TikTok Shop - Own the brand's TikTok Shop strategy end-to-end, including storefront setup and optimization, product listings, and the promotional calendar (flash sales, campaigns, LIVE shopping events). - Recruit, onboard, and manage TikTok Shop affiliates and creators through the Affiliate Program and Seller/Creator Marketplace, setting commission structures that incentivize performance. - Brief and coordinate creators on Shop-specific content (shoppable videos, LIVEs, GRWM/unboxing formats) that drives conversion, not just views. - Plan and execute, or oversee execution of, TikTok Shop LIVE selling events, coordinating hosts, product features, and real-time promotions. - Monitor TikTok Shop performance (GMV, conversion rate, top-performing creators and content, commission spend) and report on it alongside broader social and affiliate KPIs. - Ensure TikTok Shop activity is tightly coordinated with the broader content calendar, creator program, and paid social efforts to avoid duplicated or conflicting outreach. - Stay current on TikTok Shop policy, algorithm, and feature changes (e.g., Shop tab placement, affiliate tools, LIVE Shopping updates) and adjust strategy accordingly. Creator & Influencer Marketing - Build and manage a creator partnership program spanning macro, micro, and nano influencers, as well as strategic brand ambassadors. - Develop seeding strategies, briefs, and campaign frameworks that generate authentic, high-performing content and UGC. - Negotiate and manage creator contracts, deliverables, usage rights, and budgets. • Identify and cultivate relationships with up-and-coming creators in the fragrance, beauty, and lifestyle spaces. - Track and report on creator campaign performance (engagement, reach, sentiment, conversion) and continuously optimize the program. - Work with International Sales to review influencers for distributor-managed influencer programs Affiliate Marketing - Build out or scale the brand's affiliate marketing program, including platform selection and management (e.g., LTK, ShopMy, ShareASale, Impact, Rakuten), partner recruitment, and commission structuring. - Recruit and nurture a roster of affiliate partners aligned with brand values and target audience. - Monitor affiliate performance, optimize commission and incentive structures, and manage budget allocation across the program. - Ensure affiliate content and partnerships align with brand guidelines and messaging. Team Leadership - Directly manage, mentor, and develop the In-House Content Creator and Social Media Coordinator, setting clear goals and providing regular feedback. - Build efficient content workflows, calendars, and approval processes across the team. - Identify skill gaps and advocate for additional resources (freelancers, agencies, tools) as the function scales. - Foster a culture of creativity, experimentation, and data-informed iteration within the team. Cross-Functional Collaboration - Partner with paid media efforts to ensure organic and paid strategies are complementary, sharing creative learnings both ways. - Work with brand/creative teams to maintain visual and tonal consistency across organic, creator, and affiliate content. - Collaborate with PR to align on influencer relations and gifting. - Partner with DTC team to connect social and affiliate activity to conversion and revenue goals. - Present strategy, performance, and learnings to senior leadership on a regular cadence.

Requirements

• - 6+ years of experience in social media, influencer/creator marketing, or affiliate marketing, with at least 2+ years in a management or lead role.
• - Experience in beauty, fragrance, or a related lifestyle/CPG category strongly preferred.
• - A proven track record of growing organic social channels and measurably improving engagement, reach, or brand awareness without relying primarily on paid support.
• - Hands-on experience building or scaling a creator/influencer program, including negotiation and contract management.
• - Familiarity with affiliate marketing platforms and program management (LTK, ShopMy, Impact, Levanta, ShareASale, or similar).
• - Strong understanding of social platform algorithms, content formats, and emerging trends (especially TikTok and Instagram Reels).
• - Excellent leadership and people-management skills; experience managing creative talent is a plus.
• - Data-fluent: comfortable setting KPIs, analyzing performance, and translating insights into strategy.
• - Exceptional communication, negotiation, and cross-functional collaboration skills.
• - A genuine passion for fragrance, beauty, and culture, with a strong point of view on what makes content resonate.

Preferred

• Nice to Have: - Experience launching a social or creator program from a paid-media-dominant starting point. • Existing relationships with beauty/fragrance creators, affiliates, or agencies. • Experience with social listening, influencer management, or affiliate platform tools (e.g., GRIN, Nectar, CreatorIQ, Euka). • Basic content creation or editing skills to jump in when needed.