Director, Social Media & Community, Naturium

Position Summary:

Naturium is seeking a Director, Social Media & Community Management to lead and evolve our global social presence and community ecosystem as the brand continues to scale across the U.S., U.K., and E.U.

This role will define how Naturium shows up across social platforms-shaping our voice, deepening consumer relationships, and building an engaged global skincare community rooted in education, trust, and cultural relevance. The Director will oversee platform strategy, content direction, and community engagement while ensuring social media drives both brand equity and measurable business impact.

Reporting into senior marketing leadership, this role combines strategic leadership with deep platform fluency. The ideal candidate understands that social media is not just content-it is community, conversation, and culture-and knows how to translate audience insights into meaningful brand action.

Responsibilities:

Social Strategy & Platform Leadership

• Define and lead Naturium’s global social media strategy across TikTok, Instagram, YouTube, and emerging platforms
• Establish differentiated strategies for each platform aligned to audience behavior, platform algorithms, and brand objectives
• Drive audience growth, engagement, and brand affinity through culturally relevant and education-first storytelling
• Anticipate platform and cultural trends, ensuring Naturium remains ahead of the evolving social landscape
• Partner with Brand and Growth teams to ensure social supports product launches, innovation storytelling, and commercial priorities

Community Strategy & Engagement

• Develop and execute a global community engagement strategy aligned with Naturium’s tone of voice, brand playbook, and marketing objectives
• Establish best-in-class engagement standards across comments, DMs, tagged content, and social conversations
• Actively foster meaningful two-way conversations that strengthen brand loyalty and consumer trust
• Serve as the “ears of the brand,” monitoring conversations across owned, earned, and competitor channels to understand audience sentiment, cultural shifts, and emerging opportunities
• Translate community feedback into actionable insights that inform product development, messaging, and marketing strategy
• Partner closely with Customer Experience and Corporate Communications teams to manage escalations and high-volume inbound engagement
• Build scalable frameworks for community response, moderation, and engagement workflows across global markets

UGC, Advocacy & Creator Discovery

• Champion user-generated content by identifying, elevating, and amplifying authentic community voices
• Foster relationships with brand advocates and creators through proactive outreach and community-first engagement
• Oversee community-led seeding and mailer opportunities that strengthen organic brand advocacy
• Identify potential creator and influencer partners through earned engagement, tags, and community participation
• Ensure community and creator relationships authentically reinforce Naturium’s education-first skincare positioning

Content & Cultural Storytelling

• Own overarching social content strategy, balancing trend-driven content with educational and brand-building storytelling
• Guide development of platform-native creative in partnership with Creative and Brand teams
• Shape Naturium’s voice across all social touchpoints-from content direction to captions and comments
• Maintain close proximity to content innovation while empowering team execution
• Ensure social storytelling reflects both skincare authority and cultural relevance

Measurement, Insights & Optimization

• Establish KPIs across engagement, community health, audience growth, and performance impact
• Own reporting frameworks that translate social and community performance into clear business insights
• Leverage analytics and qualitative community feedback to continuously refine strategy
• Partner with Growth and Analytics teams to optimize performance and investment decisions

Education-First Community Strategy

• Build and execute a comprehensive education-driven community framework that empowers consumers with ingredient literacy and skincare knowledge
• Develop structured education pillars (ingredient spotlights, routine architecture, skin concern deep dives, myth-busting, clinical explanations)
• Create scalable playbooks for science-backed responses to skincare questions across comments and DMs
• Elevate community conversations beyond engagement - fostering trust, loyalty, and long-term advocacy
• Serve as the “ears of the brand,” synthesizing qualitative community insights into actionable product and messaging refinements
• Ensure all community responses are compliant, accurate, and aligned with brand integrity standards
• Partner with Customer Experience and Corporate Communications to manage sensitive or high-volume inquiries

Cross-Functional Leadership

• Partner closely with Brand Marketing, Creative, Influencer, Growth, DTC, Retail, and Customer Experience teams
• Ensure community insights meaningfully inform broader brand and business decisions
• Serve as the internal expert and executive voice on social platforms, digital culture, and community behavior

Requirements:

• 10+ years of experience leading social media and community management within beauty or consumer brands
• Proven success scaling highly engaged brand communities
• Deep understanding of internet culture, platform dynamics, and consumer engagement behavior
• Strong leadership experience managing teams and cross-functional stakeholders
• Balances creative instinct with data-driven decision making
• Passion for skincare, education-led storytelling, and community-first brand building
• Highly adaptable with a bias for action in fast-paced environments