L'Oréal - Digital & Culture Specialist (Luxe)

L'Oréal; Johannesburg; On-site; ZAR 600 000 - 800 000; Full time

Job summary

A leading beauty company in Johannesburg is seeking a Digital & Culture Specialist to shape their social platform strategy and enhance brand advocacy. The ideal candidate will manage influencer partnerships, develop consumer engagement strategies, and ensure cultural relevance across digital platforms. Proven experience in social media marketing and strong analytical skills are essential. This full-time role offers competitive compensation and extensive career growth opportunities within a dynamic industry.

Benefits

Competitive salary

Bonus scheme

Professional development opportunities

Qualifications

• Proven operational experience in advocacy and influencer strategies.
• Experience in social media management and community engagement.
• Strong knowledge of social media trends and online subcultures.

Responsibilities

• Develop and execute comprehensive consumer engagement strategies.
• Manage relationships with influencers and drive impactful campaigns.
• Analyze performance data to optimize advocacy efforts.

Skills

Social media proficiency

Influencer marketing

Cultural relevance understanding

Data analysis skills

Education

Bachelor's degree in Information Technology

Bachelor's degree in Marketing

Bachelor's degree in Communications

Tools

TikTok

YouTube

Instagram

Job description

Digital & Culture Specialist (LUXE)

Location : Johannesburg (Woodlands)

Reports To : Chief Marketing Office (CMO)

Department : LUXE

Employment Type : Full-time

Seniority level : Not Applicable

Job Function : Design, Art / Creative, and Information Technology

Industry : Manufacturing and Personal Care Product Manufacturing

Company Overview

At L'Oréal, we believe in beauty for all.

As the world leader in beauty, we are constantly innovating and pushing boundaries to create exceptional products and experiences for consumers globally.

Our dynamic and diverse teams thrive on creativity, passion, and commitment to excellence, striving to shape the future of beauty through cutting‑edge digital initiatives.

Joining L'Oréal means becoming part of a company that values growth, learning, and making a significant impact in a fast‑paced, ever‑evolving industry.

Lead The Omnichannel Charge

Are you a visionary and data‑driven culture specialist ready to redefine the landscape of digital influence?

L'Oréal LLD is seeking an Advocacy & Influence Manager to be a pivotal force within our Chief Marketing Office (CMO).

Reporting to the Digital Manager, you’ll be at the forefront of shaping our social platform strategy, championing cultural relevance, and empowering our advocacy community to excel, ensuring L'Oréal remains innovative and impactful across every digital touchpoint.

You will develop, drive, and execute a comprehensive consumer engagement strategy across A&I, to cultivate brand reputation, enhance brand image, and drive customer loyalty and advocacy.

A Day in the Life

You will be the key L'Oréal Luxe Advocacy expert for social platforms, ensuring platform tools are fully embedded and utilized across our agency partners.

Manage platform pilots to deliver the strongest data‑driven sourcing and efficiency, ensuring we are always at the forefront of the social industry.

A & I Strategy & Framing

Define and implement a brand‑specific A&I strategy that outlines its role within the broader media mix and identifies key influencer personas.

Identify, vet, and manage relationships with key influencers and brand advocates, building strong partnerships and ensuring compliance with brand guidelines.

Activation Plan & Execution

Develop and execute impactful A&I campaigns that resonate with the target audience and drive measurable results, including paid amplification strategies.

Monitor, analyse, and optimise A&I activation performance using data‑driven insights to maximise ROI and inform future campaigns.

Events : Work with cross‑functional stakeholders in BU, CGO, and CMO org to incorporate A&I thinking into omnichannel activations.

Trend Lead : Champion Cultural Fluency & Relevance, and Integrate Competitor Insights

Lead initiatives to identify, analyse, and integrate emerging trends and cultural nuances into advocacy framing.

Drive the development of strategies that embed cultural relevance, ensuring our advocacy efforts resonate authentically with diverse audiences.

Facilitate the sharing of best practices and competitor insights from social media, influencer marketing to drive innovative and scalable ideas across the Division and Group.

Integrate and disseminate external best practices, focusing on maintaining cultural relevance and competitive advantage.

Lead Platform Partnerships & Testing for Innovation

Act as the primary brand A&I lead for critical social media channels (TikTok, YouTube, Instagram / Meta), overseeing platform strategy and optimising engagement.

Spearhead platform tests and pilot new features to continuously innovate our approach to content and influencer partnerships, ensuring maximum return on investment.

Own Platform level playbook creation, utilising group & platform data and implementing.

Category Advocacy Lead for New Incremental Growth Opportunities

Drive the framing and implementation of playbooks for new incremental advocacy targets, ensuring alignment with divisional and brand objectives.

Collaborate closely with the Consumer Market Intelligence Teams to serve as a key CMI lead contact, ensuring advocacy insights are integrated into broader business strategies.

Develop and implement specific upskilling programmes and provide specialised training focused on empowering advocacy teams.

Organise and lead dedicated upskilling days for the Advocacy & Influence community, focusing on new content focuses and platform best practices.

Ensure all advocacy briefings are conducted with excellence, aligning with playbook frameworks and new target strategies.

Who You Are

Proven operational experience in advocacy, influence, community or owned social strategies.

Experience working with agency briefing, management and creator campaigns is required.

A drive to develop our Social, Advocacy & Influencer strategy – Gaining Fairshare across all platforms, to develop and evolve our advocacy and influencer strategies – From new incremental opportunities like male audiences, to working on emerging platforms like TikTok.

Proficiency in social & influencer marketing, a strong knowledge of social media platforms and trends, and a strong passion for digital communities and online subcultures.

We need you to be the eyes and ears of cultural relevance for advocacy partnerships, as well as platform proficiency across TikTok, YouTube, Meta etc.

A proven track record within influencer marketing – identifying the right partnerships, audiences and platforms that fit the brand values and objectives.

You will be required to elevate and upskill the Advocacy community on best practice across Advocacy Marketing.

Experience working with consumer data to pull insight to formulate creative concepts that cut through the noise of social.

Key Counterparts

• Operational Marketing teams (BU)
• Key Account teams (CGO)
• Online Shopper Excellence teams (CMO)
• Retail Design & Merchandising teams (CMO)
• Digital and Consumer Insights teams (CDMO)
• Media and Advocacy Agencies (External)

Qualifications

Education : Bachelor's degree in Information Technology, Computer Science, Business Administration, Marketing, Communications, or Digital Media.

What We Offer

A challenging and rewarding role within the world's leading beauty company, specifically in its prestigious Luxe Division.

Opportunity to work with iconic luxury brands and shape their presence in key online and retail channels.

Competitive salary, bonus scheme, and comprehensive benefits package.

Extensive opportunities for professional development and career growth within a global organization.

To Apply

Please submit your resume and a cover letter detailing your relevant experience and why you are the ideal candidate for this Digital & Culture Specialist role within our Luxe Division.

Closing Date : 11 December

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