Manager – Content Innovation (TikTok) (Content Creator & Strategist) Full Time NEW

Division: L’Oréal 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, Kérastase, Matrix, Mizani, L’Oréal Professionnel, Shu Uemura, L’Oréal 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 TikTok 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 maximize ROI and full-funnel conversion for TikTok Shop.
• Monitor and decode platform algorithm shifts and emerging trends, translating data into actionable creative pivots.
• Lead TikTok-first, end-to-end short-form video production by personally contributing to concepting, scripting, shooting, editing, and publishing native-feeling content when needed to unlock speed, learning, and creative excellence.

Tiktok Shop Ecosystem

• Define the overarching TikTok and TikTok Shop content strategy for consumers and brand ambassadors to drive engagement and sales.
• Track and report KPIs including GMV, AOV, Engagement, Reach, and Active Affiliates to scale high-performing content.
• Lead content production with Brand Marketing and cross-functional partners to build a robust, data-backed content bank for launches and trend moments.
• Partner with Le Care to manage real-time community interactions, converting inquiries into engagement and sales opportunities.

Creator Innovation

• In partnership with the Director, Activation, establish and oversee the core TikTok creator and affiliate community.
• Brief, co-create, and support creators and influencers across professional stylists and consumers.
• Develop data-driven creative briefs rooted in platform trends, competitive analysis, and performance insights.
• Serve as the PPD subject matter expert on TikTok content for Marketing, A&I, and leadership stakeholders.
• Translate social performance metrics into actionable insights and presentations for senior leadership.

Short-form Creative Craft & Execution

• End-to-end production: Concept, script, shoot (phone + DSLR, etc), light, direct, edit, and publish native-feeling short-form videos.
• Deliver lo-fi, platform-native creative using Adobe Premiere Pro, After Effects, Photoshop, and fast mobile tools (CapCut, VN, Splice).
• Implement VFX basics including compositing, masking, tracking, and animated text/meme layering.
• Select music and sound using commercial libraries and TikTok-safe practices to avoid copyright risk.
• Forecast audio cycles, meme structures, and creator formats; respond with fast-turn content kits.
• Brief creators, co-create influencer content, adapt assets across channels and retail, and report on creative performance to iterate quickly.

Required Qualifications

WHAT WE ARE LOOKING FOR:

• 4+ years of experience in digital marketing, creator/influencer marketing, content production and social media with 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 ability to translate data into strategic action.
• Hands-on social-first video production portfolio (personally shot & edited).
• Mastery of short-form TikTok/Reels storytelling and editing.
• Mobile + DSLR shooting, lighting, on-set direction, and fast mobile edit workflows.
• Data-informed creativity with a clear ability to measure, iterate, and scale creative output.

What’s In It For You

Salary Range: $98,400 – $140,200 (The actual compensation will depend on job-related factors such as 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 past 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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