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(ANZ) Social & Advocacy Brand Manager - MNY
Marketing
Maybelline New York is looking for a Social & Advocacy Brand Manager to help shape how our iconic brand shows up across culture, socials, creators, events and earned conversation in Australia and New Zealand.
This role sits at the centre of brand image and influence - driving advocacy and content strategies, creator partnerships and PR campaigns that strengthen brand love, relevance, desirability and long-term equity for the #1 Makeup brand in ANZ.
You’ll support the delivery of integrated campaigns, disruptive social content and purpose-led initiatives that connect the brand to local culture and conversation in meaningful ways. From creator partnerships to events and paid amplification, this role will elevate how consumers experience Maybelline New York across earned, owned and paid touchpoints.
Working closely with the broader brand team, communications, media and agency partners, you’ll play a key role in ensuring Maybelline remains culturally connected, leads the makeup conversation on socials and is perceived as meaningful & desirable brand by ANZ consumers.
What You’ll Do
Creator and Content Strategy – Across Paid & Love
- Lead and execute paid advocacy campaigns in collaboration with the Brand team to deliver unmissable launch moments and keep our iconic bestsellers top-of-mind for consumers
- Develop creator-first strategies and partnerships that position Maybelline at the centre of the social & cultural conversation in ANZ
- Scope out and manage relationships with brand ambassadors, long-term talent partners and creators, including ongoing engagement, contracts and content collaboration-while proactively identifying and fostering relationships with creators already engaging with the brand organically
- Identify emerging trends, creators and cultural moments, translating insights into first-to-market advocacy opportunities and content that strengthen brand love, desirability and relevance for Maybelline in ANZ
- Lead creator content and collab strategy that brings to life Maybelline’s NYC energy in ANZ, leveraging brand codes across all touchpoints
- Accelerate love mentions and engagements by building strong partnerships with micro to VIP creators who love Maybelline, leveraging Lorealistar to build our local creator community
- Lead and execute strategic seeding campaigns, both mass and bespoke, to drive buzz and mentions around key launch moments
Build Brand Visibility & Cultural Relevance through PR & Events
- Support the development and lead the execution of events to generate conversation, content and earned media impact for Maybelline
- Partner closely with our PR agency to drive an always-on earned media approach across campaigns, brand moments, ambassador activity and cultural opportunities throughout the year which drive cut-through
- Bring a strong understanding of what drives conversation, relevance and influence in today’s media landscape, identifying opportunities to elevate brand visibility and impact
Brand Cause Initiatives – Brave Together
- Work closely with the Brand team to support the development of insights-driven, purpose-led campaigns and brand initiatives around our global mental health purpose platform Brave Together to strengthen brand meaning, cultural relevance and consumer engagement throughout the year
- Manage the mutually beneficial relationship with our NGO partners to ensure Maybelline shows up authentically in the mental health space, to engage with ANZ consumers on a deeper level
Operational Excellence
- Manage fast-paced campaign timelines, creator communications, approvals and agency coordination from briefing through to execution
- Oversee influencer contracting, seeding coordination, budget management and campaign administration with strong attention to detail
- Manage and track the advocacy budget for Maybelline across paid creators, ambassadors, seeding, events and NGOs
- Analyse and report on campaign and advocacy performance, measuring impact against key KPIs including engagement, share of influence and earned impact
- Build strong collaborative relationships with agency and internal partners, helping streamline ways of working and drive best practice across advocacy and creator engagement
- Manage and mentor the Advocacy Intern, helping develop capability across creator engagement, advocacy and brand operations
You are:
A creative and driven communications or marketing professional with a passion for PR, creator culture and brand advocacy.
Additional attributes of our ideal candidate include:
- Experienced in PR, communications, influencer marketing, social media or advocacy-ideally within beauty, fashion, lifestyle or culturally-led brands
- Both creatively minded and highly organised, with strong project management skills and the ability to manage multiple campaigns, stakeholders and timelines simultaneously
- Deeply connected to social and creator culture, with a strong instinct for what drives engagement, conversation and influence-particularly across Australia and New Zealand audiences
- Confident working across platforms including TikTok, Instagram, YouTube and emerging social channels, with an understanding of how brands build relevance through creators and content
- Commercially minded and results-driven, with the ability to analyse campaign performance, measure impact and optimise activity against key KPIs
- Proactive, collaborative and solutions-oriented, with strong attention to detail and the ability to thrive in a fast-paced environment
- Someone who takes initiative, embraces new ideas and is motivated by creating culturally relevant work that strengthens brand love and long-term equity
ABOUT L’OREAL GROUPE, AUSTRALIA AND NEW ZEALAND
The L'Oréal Groupe in Australia & New Zealand is a supporter of reducing barriers that exist due to traditional working practices and therefore flexible work arrangements will be considered for this role. If you require any adjustments or accommodations in our recruitment process, employment or have questions in regards to accessibility please email [email protected] to speak with our Talent Acquisition representative.
We are an equal opportunity employer and we encourage applications from people regardless of gender, ethnicity, religious beliefs or disability. We are an Employer of Choice for Gender Equality (WGEA) and a Family Friendly Workplace (Parents At Work & UNICEF).
L'Oréal acknowledges the Traditional Owners & Custodians of the lands on which we work and pay our respects to their Elders past, present and emerging.