Hybrid - New York, NY. Must be based in NY,

Laneige is seeking a dynamic Senior Social Media Manager to lead our platform strategy, elevate brand storytelling, and deepen community engagement across Instagram, TikTok, YouTube, and Facebook. This high-impact role is central to shaping Laneige's digital voice, translating cultural insights into compelling narratives, and building authentic connections with our audience.

As a strategic partner to the IC Director, you will own the full lifecycle of social media strategy-from ideation and content planning to execution, optimization, and performance analysis. You'll drive campaign development, oversee team workflows, and collaborate cross-functionally to ensure every touchpoint reflects Laneige's brand ethos and delivers measurable results.

You'll spearhead content creation across evergreen storytelling, product launches, and VIP activations, bringing bold, social-first ideas to life through visual design, copywriting, and trend-driven execution. You'll also support paid media initiatives, manage external creators, and contribute to influencer and community event strategies.

As a hands-on creative leader, you'll ideate, shoot, design, and edit content that embodies Laneige's customer-first, culture-forward approach. You'll engage daily with our community, amplify brand visibility through thoughtful interactions, and leverage performance insights to continuously refine our content strategy. You'll also lead reporting, post-campaign analysis, and trend tracking to ensure our content remains fresh, relevant, and high-performing.

Principal Accountabilities

Content Strategy & Creative Development

• Manage the development and execution of the social content calendar across all platforms in partnership with the Director
• Act as the internal creative strategist, bridging brand goals with social trends, community insights, and visual storytelling
• Concept, plan, and execute content for always-on storytelling, campaigns, and real-time moments
• Write clear, compelling briefs for creators, freelancers, and cross-functional partners
• Collaborate with Assistant Managers to develop content inspired by community sentiment, trends, and brand mentions
• Support VIP talent strategy, briefing, and content capture
• Identify new content formats and platform opportunities to keep the brand culturally relevant
• Partner with creative and brand teams to evolve the brand's visual expression and maintain a cohesive social presence
• Maintain and optimize the Social creative library to support a consistent content pipeline

Community Engagement & Platform Management

• Manage daily engagement across TikTok, Instagram, Threads, YouTube, and Facebook, ensuring timely, on-brand responses
• Develop and maintain a distinct, engaging brand voice across captions and community interactions
• Partner with Customer Service and Marketing to proactively develop FAQs and response strategies
• Manage external tools (i.e. Brand Bastion, TYB) to streamline engagement and improve efficiency
• Monitor cultural trends and viral moments to strategically insert the brand into relevant conversations
• Support weekend and holiday community management, as needed

Strategic Planning & Cross-Functional Collaboration

• Participate in campaign planning, creative brainstorms, and marketing syncs to align storytelling and execution
• Collaborate with regional and global teams to support content moments and showcase IRL activations
• Support campaign building, content planning, and calendar development in alignment with senior leadership strategy
• Communicate updates and share content calendars with cross-functional teams on a bi-weekly and monthly basis

Performance, Reporting & Optimization

• Own social performance reporting across all platforms, delivering monthly and post-campaign insights
• Conduct content audits, competitive analysis, and trend monitoring to inform strategy
• Identify keywords and hashtags to support content discoverability and performance
• Contribute to the development of the social playbook and implementation of best practices
• Act as a thought leader, proactively sharing platform innovations, learnings, and strategic recommendations

Key Experience, Skills and Personal Attributes

• Bachelor's degree in Communications, Marketing, or a related field
• 4-5+ years of experience producing organic social content for a social-first brand
• Demonstrated leadership in managing teams and/or headcount
• Robust portfolio of platform-native, culturally relevant, and creatively original short-form content
• Skilled at translating brand objectives into compelling, social-first campaigns with a performance-driven mindset
• Deep cultural fluency and strong awareness of beauty, pop culture, and media trends
• Expertise in community management, copywriting, customer service, and content editing
• Proficient in Adobe Creative Suite, Figma, CapCut, Canva, Dash Hudson, and Meta Business Manager
• Familiar with TYB, Brand Bastion, and other community engagement tools
• In-depth knowledge of TikTok, Instagram, YouTube, Facebook, Pinterest, and platform-specific algorithms
• Experience managing social budgets and leading in-house content shoots
• Excellent communication and briefing skills; confident in pitching ideas and integrating feedback
• Highly proactive with strong project management skills in cross-functional environments
• Proven ability to collaborate across teams and drive innovation in fast-paced settings
• Willing to support community engagement during weekends and holidays as needed
• Committed to upholding brand safety, content quality, and high standards in a dynamic digital landscape

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