Global Director, Owned Social & Content Strategy; PPD DMI

Global Director of Social Media

PPD Professional Products Division, DMI, CDMO Team

Team:
Consumer Digital Marketing & Operations (CDMO)

Scope:
Global + Multi-Brand Social Media Strategist

Brands:
Redken | Matrix | Biolage | Pureology | Mizani | Pulp Riot

The Global Director, Social Media is a senior strategic leader within L'Oréal's Global Professional Products Division Consumer Digital Marketing & Operations team (CDMO). This role serves as the center of excellence for owned social media across a portfolio of six iconic professional haircare brands, setting the vision, frameworks, and standards that power social excellence at scale.

This leader operates at the intersection of brand strategy, content innovation, platform intelligence, and data-driven performance, ensuring that each brand shows up authentically, consistently, and powerfully across the social landscape. This role reports to the AVP, Consumer Engagement, and Community Managers across the brand portfolio have a dotted-line reporting relationship to this role, creating a united model of social excellence grounded in shared best practices and brand-specific execution.

• Define and own the overarching owned social media strategy across Redken, Matrix,Biolage, Pureology, Mizani, and Pulp Riot, tailored to each brand's positioning, audience, and growth ambitions
• Translate businessobjectivesinto actionable social roadmaps, channel prioritization frameworks, and content pillars for each brand
• Partner closely with brand marketing, eCommerce, and creative teams to ensure social strategy is integrated into the broader go-to-market approach
• Champion a consistent social vision while empowering brand teams to maintain their distinct voice and identity

• Develop, maintain, and evolve a cross-brand social playbook covering platform usage, content formats, posting cadences, community engagement protocols, and brand tone of voice guidelines
• Serve as the internal authority on what "great" looks like in social media execution across the professional beauty space
• Run regular best practice sharing sessions across Community Managers and brand teams to foster a culture of learning and continuous improvement
• Act as a connector and coach for the dotted-line Community Manager community, supporting their professional development and elevating their output

• Act as the division's radar for emerging content trends, cultural moments, creator behaviors, and format innovations across Tik Tok, Instagram, You Tube, Pinterest, and beyond
• Translate trend intelligence into actionable creative briefs, content opportunities, and brand-specific activation ideas
• Build a systematic trend-monitoring process to keep all six brands ahead of the curve rather than reactive

• Own the strategic relationship with key social content platforms, including Genero and similar creator/content marketplace partners, managing scopes, performance expectations, and innovation roadmaps
• Spearhead the evaluation, piloting, and scaling of emerging platforms (e.g., Reddit, Substack, BeReal, Lemon8, etc.), developing test‑and‑learn frameworks that can be applied across the brand portfolio
• Serve as PPD's primary point of contact with platform representatives (Meta, Tik Tok, You Tube, Pinterest, Snap, etc.) to access beta features, early programs, and strategic partnerships

• Own the social media measurement framework for all six brands, defining KPIs, benchmarks, and reporting standards that connect social activity to business outcomes
• Partner with analytics and data teams to build dashboards and reporting cadences that give brand stakeholders clear, actionable visibility into performance
• Establish a test‑and‑learn culture with structured A/B testing methodologies to continuouslyoptimizecontent, formats, and timing
• Lead quarterly and annual social performance reviews, surfacing insights and strategic recommendations for brand and leadership audiences

• Lead the optimization and evolution of the AI…