Social & Advocacy Brand Manager

Role Overview

Maybelline New York seeks a Social & Advocacy Brand Manager to elevate its presence in Australian and New Zealand markets. This role is pivotal in shaping the brand’s image through cultural relevance, social media, creator collaborations, events, and earned media efforts. The manager will drive advocacy and content strategies to enhance brand affection, desirability, and long-term value for the leading makeup brand in the region.

Key Responsibilities

• Lead and execute paid advocacy campaigns in partnership with the Brand team to maintain strong consumer engagement during product launches and reinforce awareness of bestsellers.
• Create and manage creator-first strategies and partnerships to embed Maybelline within ANZ social and cultural conversations.
• Maintain relationships with brand ambassadors and content creators, overseeing ongoing collaborations, contracts, and engagement; proactively scout and nurture new creator partnerships.
• Identify new trends, cultural moments, and emerging creators to develop unique advocacy opportunities and content that amplify brand relevance and love.
• Drive creator content and collaboration strategies that embody Maybelline’s NYC energy across all channels.
• Enhance brand engagement by partnering with creators of varying influence levels, utilizing local platforms to build the creator community.
• Plan and implement tailored seeding campaigns to generate buzz and consumer mentions during significant launches.
• Support and spearhead events that stimulate conversation, content creation, and earned media impact.
• Collaborate with the PR agency to maintain a continuous earned media presence aligned with campaigns, brand milestones, ambassador activities, and cultural events.
• Develop awareness of current media drivers to increase brand visibility and influence.
• Contribute to purpose-driven initiatives linked to Maybelline’s global mental health platform, Brave Together, working alongside NGO partners to engage consumers authentically.
• Manage campaign workflows including timelines, communications, approvals, and agency coordination.
• Handle influencer contracts, seeding activations, budgets, and campaign administration with meticulous attention to detail.
• Monitor and report on campaign outcomes against key performance indicators such as engagement, share of influence, and earned media impact.
• Foster collaborative relationships with agencies and internal teams to streamline processes and champion best practices in advocacy and creator engagement.
• Mentor the Advocacy Intern to build competencies in creator relations, brand advocacy, and campaign operations.

Candidate Profile

• A communications or marketing professional with creativity and a passion for PR, creator culture, and brand advocacy.
• Experience in PR, communications, influencer marketing, social media, or advocacy, preferably within the beauty, fashion, lifestyle, or culturally-driven sectors.
• Highly organized with strong project management skills capable of handling simultaneous campaigns and stakeholders.
• Deeply in tune with social and creator cultures, especially within Australia and New Zealand.
• Comfortable with platforms such as TikTok, Instagram, YouTube, and emerging social channels, understanding how to build brand relevance through creators and content.
• Commercially oriented and able to interpret campaign data to optimize results according to KPIs.
• Proactive, solution-focused, detail-oriented, and adaptable to fast-paced environments.
• Initiative-driven and motivated by creating culturally relevant campaigns that boost brand loyalty and equity.

About L'Oréal Group ANZ

L'Oréal Australia & New Zealand promotes inclusive work practices and flexible arrangements. They provide accommodations for accessibility during recruitment and employment processes.

The company is an equal opportunity employer, supporting diversity across gender, ethnicity, religion, and disabilities. They hold recognition for gender equality and family-friendly workplace practices.

L'Oréal respects the Traditional Owners and Custodians of the lands on which they operate, acknowledging their Elders past, present, and emerging.