Manager, Content Innovation (Tik Tok Shop), PPD

Job Title: Manager, Content Innovation (TikTok Shop), PPD

Division: L’Oreal Professional Products Division - USA

Location: New York, NY (10 Hudson Yards)

Reports To: Director, Activation (TikTok Shop)

Who We Are:

For more than a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity. At L’Oréal Professional Products Division, our mission is to support hairdressers and develop the hair industry sustainably and lead the digital transformation of our industry with a customer-centric approach. Our brands portfolio includes Redken, Biolage, Pureology, Kerastase, Matrix, Mizani, L’Oreal Professional, Shu Uemura, L’Oreal Technique, Pulp Riot & Color Wow.

What You Will Learn:

This role is designed for a visionary talent who understands that the future of social commerce lies at the intersection of data and storytelling. You will lead the content strategy for TikTok and Shop for the US, developing a full-funnel ecosystem that drives both brand love and conversion. The ideal candidate possesses a unique "Math and Magic" mindset - leveraging deep analytical insights to fuel viral creativity. You will be responsible for scaling GMV through high-performing content, managing a robust creator network, and maintaining a pulse on the platform. You are not just a content creator; you are a data-driven strategist who uses metrics to pilot innovation and business growth.

Content Strategy & Data-Driven Optimization

• Own content calendar & strategy: Post and support creation of frequent and consistent high-quality content leveraging trends, data, creative narratives and brand storytelling.
• Lead high-frequency content deployment utilizing performance data to optimize narratives, content sourcing, development, production & copywriting.
• Execute A/B tests on content formats (e.g., stylist vs. consumer, trend-led vs. product-led) to ensure all output is data-justified and optimized.
• Analyze organic and commerce performance via TikTok Business Suite and Seller Center to extract insights that maximize ROI and full-funnel conversion for TikTok Shop, and to guide content development and strategy for the TikTok feed.
• Monitor and decode platform algorithm shifts and emerging trends, translating data into actionable creative pivots to maintain a competitive advantage.

TikTok Shop Ecosystem

• Define the overarching channel content strategy for consumers and brand ambassadors, merging assortment focus, brand storytelling, and channel trends to drive sales and engagement.
• Track and report on channel KPIs - including GMV, AOV, Engagement, Reach, and Active Affiliates - to identify and scale high-performing shoppable and organic content.
• Lead content production with cross-functional partners including Brand Marketing to build a robust, data-backed content bank to fill any content gaps or provide agility for trend-jacking and big brand moments.
• Partner with Le Care to manage real-time community interactions, converting customer inquiries into engagement and sales opportunities.

Creator Innovation

• In partnership with the Director, Activation, establish and oversee core creator community, including day-to-day content needs communication, special training, events, and more.
• Partner with the Creators to develop owned content that maintains a strategic balance between professional stylists and consumer influencers, covering before-and-after transformations, product education, channel trends, and more.
• Develop data-driven creative briefs for content rooted in competitive analysis and platform trends to ensure content is brand-aligned and conversion-optimized.
• Serve as the PPD subject matter expert on TikTok content, providing thought leadership to Marketing, A&I, and divisional stakeholders.
• Translate social measurements, analytics, and performance metrics into high-level presentations and actionable business plans for senior leadership.

What We Are Looking For:

• Required Qualifications:
• 4+ years of experience in digital marketing, creator/influencer marketing, content production and social media, with a heavy emphasis on TikTok and/or TikTok Shop.
• Bachelor’s degree in digital marketing, advertising, communications, or related field.
• Advanced expertise in social media analytics and the ability to turn raw data into a strategic content roadmap.
• In-depth experience in video and still content production, content calendar planning, video and still editing, digital copywriting, influencer marketing and management, and creative briefing for beauty and/or lifestyle.
• Preferred Qualifications:
• Corporate experience within tech, beauty, fashion, or lifestyle.
• Soft skills in project management, data storytelling, presentation execution, and leadership upskilling.
• In-depth knowledge of TikTok Business Suite, TikTok Shop Seller Center, Sprinklr, Traackr, Talkwalker, Inshot and CapCut.

As an integral part of our culture at L’Oréal, wellness is at our core. We not only offer a generous Benefits Package (Medical, Dental, Vision, 401K), we also offer flexible time off, work from home days, and a pension plan! Additionally, you will have access to company perks such as Makeup, Skincare, and Fragrance! Employees receive a stipend for L'Oréal products as well as VIP Access to L’Oréal’s Internal Shop for Discounted Products, and other perks such as Monthly Mobile Allowance, discounted gym memberships, and ERGs.

Additional Benefits Information As Follows:

Salary Range: $98,400 - $140,200 (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)
• Access to Mental Health & Wellness Programs

Don’t meet every single requirement? At L'Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you’re excited about this role but your experience doesn’t align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!

We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and 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.

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