Director, Global Social Media

Competitive Salary
04 Aug 2021
04 Sep 2021
Business Type
Brand / In-house
Contract Type


Jo Malone London is a British lifestyle brand known for its unique fragrance portfolio  and luxury products for the bath, body and home. Rewriting the rules of perfumery by  mixing unexpected combinations of ingredients and providing elegant yet playful  concepts where scent is used with abandon, the world of Jo Malone continues to inspire  a loyal following. 

Jo Malone London joined The Estée Lauder Companies' family of brands in 1999 and is  available in over 78 countries and territories. 

With a social community of over 5 million consumers globally, the candidate will be  responsible for developing robust, integrated global social media strategies across paid  and organic that drive engagement and advocacy across platforms and markets whilst  staying true to the brands luxury credentials.  

Working cooperatively with other internal stakeholders across both the brand and wider  Estée Lauder Companies will be central to success. A unique blend of creative  instincts, social media marketing aptitude, measurement and executive management  skills are paramount. 

As Global Social Media Director you will develop and manage a broad strategy to  innovate and set industry first social media marketing within the luxury fragrance &  lifestyle sector. As part of the Consumer Marketing department this role will work  closely with all departments to ensure that social media plans are effectively integrated  into brand marketing and paid media efforts. They will partner with key social media  platforms such as Facebook, YouTube, Instagram, Pinterest, Snapchat and Twitter, as  well as seek out and develop new and emerging platforms that can help us grow our  consumer base and brand. 

Understanding how to use social media including paid media to strategically a build  brand, create attention and generate advocacy on a global scale is key. In addition, a  thorough understanding of the capabilities of social media and its ability to connect with  a wide range of audiences and drive the full consumer funnel sits at the core. 

Key Responsibilities include: 

  • Define social strategies and go-to-market plans: Own the development of a  strategic social media marketing plan and its associated budget across  campaigns (paid & owned) and channels. 
  • Drive collaboration: Foster strong working relationship with the brands  Creative department to ensure the brands content requirements for social media  are consistently met 
  • Manage an innovative social media content calendar across Jo Malone  London’s global channels  
  • Global knowledge: Work alongside regional teams to manage brand accounts  on local channels (e.g. Weibo, WeChat, Line) 
  • Social thought-leader & innovator: Propose innovative campaigns to extend  brand presence socially, drive traffic, and increase engagement and loyalty.  Mentor and develop global, regional and market teams on social media


  • Take pride in accountability: Ensure strategic investment and KPI’S are met 
  • Social reporting: Oversee and manage social media reporting globally to  ensure visibility of content and social metrics. 
  • Advise on all influencer partnerships in partnership with Global  Communications 
  • Lead the social commerce strategy working with online & broader marketing  fuctions 
  • Act as the guardian of brand equity across social; ensuring that all content is  on-brand, consistent in terms of the style, quality and tone of voice. 
  • Manage the social media team of three individuals. Provide support, direction  and coaching to the social media team to maximise their productivity,  development and job satisfaction. 
  • Community management: Define the Customer Care social media strategy in  conjunction with the broader Consumer Marketing team 
  • Manage external agencies and publishing partners as necessary for that  which we cannot do internally. 

Core Skills 

  • Unparalleled knowledge of social media 
  • Drive digital first thinking  
  • Flexible and professional attitude 
  • Strategic thinking and planning with a creative flair 
  • Commercially minded whilst respecting the parameters of luxury • Experience of clearly communicating social expectations (asset specs, copy and  execution) with broader teams 
  • Flexible thinking and agile approach to topical trends and insights 
  • Ability to work under pressure and meet deadlines in a timely manner
  • Champion kindness and the values that embody Jo Malone London 
  • Collaborative relationships both in Global and at a regional and market level
  • Ability to work in the UK 
  • Oversight across crisis comms and community management 

Experience Required 

  • 8+ years related experience 
  • Experience managing earned & owned, paid knowledge is essential
  • Social media native; strong knowledge of latest trends and technologies
  • Global or Regional experience (China experience a bonus) 
  •  Luxury brand/beauty/fashion/entertainment experience ideal but not essential 
  • Agency and in-house experience preferable 

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