Director of Social

Jointhe team leading

BaBylissPRO'sexpansion into consumer beauty - built on a professional heritage that has made it a trusted name among barbers and stylists worldwide. As Conair's premium brand,BaBylissPROis redefining grooming and beauty tools through innovation, design, and superior performance, evolving from a symbol of excellence for professionals into an increasingly sought-after brand for consumers.

Our portfolio spans precision-driven barbering and grooming tools and high-performance styling tools, all engineered to deliver control, power, and results you can see and feel. From clippers and trimmers that push the boundaries of modern barbering, to dryers, irons, and stylers that elevate creativity behind the chair and at home, every tool reflects our deep connection to the professional community.

Award-winning products, bold collaborations, and trendsetting design fuel our cultural relevance and keep us ahead of the industry as it evolves. We champion barbers and stylists as creators while expanding our consumer reach through premium performance, education, and inspiration across channels. Ifyou’repassionate about building iconic brands with purpose and want to help shape the future of professional grooming and styling, this is the place to do it.

Position Summary

This newly created role designs and leads

BaBylissPROUS's social media and social commerce strategy, bringing organic social and community capabilities in-house after being managed through a third-party partner. The Director of Social will build a new internal team, set the brand's social-first strategic direction, and lead

BaBylissPROinto social commerce with the 2027 launch of Tik Tok Shop. This is a strategic leadership role: setting vision and direction for the team, with Managers and Coordinators translating that strategy into day-to-day execution.

Key Responsibilities

• Build and lead
  
  BaBylissPROUS's organic social strategy across all platforms, designing the team structure, workflows, and governance needed to bring the capability in-house.
• Guide the strategic direction for content pillars, editorial strategy, and brand voice - built and executed by the Social Media Managers - and align closely with Brand Marketing, Product Marketing, and R&D/Innovation on launches and campaigns.
• Lead and develop the Social Media Managers (Styling Tools, Men's Grooming), setting strategic goals and providing creative direction.
• Lead the brand's influencer and creator strategy, setting the vision for howBaBylissPRObuilds relationships with creators, professionals, and talent relevant to styling and grooming culture.
• Direct the use of select third-party or agency partners for aspects of influencer execution, whileretainingstrategic ownership in-house.
• Partner with the Education team to define howBaBylissPRO'seducators - the network of professional stylists and barbers who support the brand's professional-side business - fit into the broader creator and influencer strategy, connecting professional credibility to consumer-facing content.

Social Commerce & Tik Tok Shop

• Lead the strategy and 2027 launch of Tik Tok Shop, directing the roadmap that connects content, creators, and commerce.
• Partner with Ecommerce and Sales to define commercial goals and measurement; build the team by recruiting andonboardingthe Social Commerce Manager as the 4th hire.

Community Management

• Set the strategy and standards for community management - tone, engagement principles, and escalation protocols - with the Community Manager executing day to day.
• Translate community sentiment, recurring themes, and emerging trends into strategic input for brand and product marketing.

PR & Brand Partnerships

• Lead public relations strategy forBaBylissPROUS, shaping how the brand shows up in media and press.
• Guide brand partnership strategy, partnering with the Brand Team on partner selection, fit, and activation, and bringing a social and cultural lens to partnership decisions.

Analytics & Cross-Functional Partnership

• Define the KPI framework and reporting cadence with the Measurement team, translating data and trends into strategic recommendations andrepresentingsocial'spoint of view in GTM planning.

Qualifications

• 8+ years in social media, social commerce, or social marketing, ideally in beauty, personal care, or consumer products.
• Demonstrated, hands-onexpertiseon Instagram, Tik Tok, and You Tube in particular - platform-specific content strategy, formats, and algorithm fluency, not just general social experience.
• Experience building/scaling a social team and managingpeoplemanagers or senior ICs.
• Experience leading influencer marketing strategy and execution.
• Experience launching Tik Tok Shop or another social commerce platform strongly preferred; experience bringing an agency-managed function in-house is a plus.
• Experience partnering with an education, ambassador, or professional/trade communityprograma plus.
• Deep, current fluency in creator culture; strong analytical and cross-functional collaboration skills.
• Working…