Assistant Manager, Social Media Community Growth

PRIMARY OBJECTIVES

Build and scale a community-led growth strategy that transforms consumers, creators, and loyal customers into active brand advocates.

Drive brand love, loyalty, and earned conversation through authentic engagement, creator relationships, and community activation.

Serve as the voice of the consumer by translating community sentiment, social listening, and cultural trends into actionable business insights + content ideas.

Partner cross-functionally with PR, Influencer, Social, CRM, and Consumer Experience teams to create connected consumer experiences across all touchpoints.

Cultivate a highly engaged, inclusive, and culturally relevant community that strengthens Laneige's position within the beauty conversation.

Lead TYB and community engagement initiatives that deepen loyalty, increase participation, and foster meaningful consumer connections.

KEY RESPONSIBILITIES

Community Growth & Brand Advocacy
Develop and execute community growth and advocacy strategies that increase engagement, loyalty, retention, and organic word-of-mouth.
Identify, nurture, and activate high-value community members, creators, and superfans into long-term brand advocates.
Create scalable community programs that reward engagement and strengthen emotional connection to the brand.
Champion a community-first mindset across marketing initiatives, ensuring consumers feel seen, heard, and valued.

Community Engagement & Brand Voice
Oversee daily engagement across social platforms and TYB, ensuring all responses align with Laneige's tone of voice and customer experience standards.
Drive proactive outbound engagement by actively participating in relevant beauty, skincare, and cultural conversations.
Establish best-in-class engagement practices that create authentic, brand-building interactions at scale.
Lead real-time community engagement during launches, campaigns, events, and reactive cultural moments
Influencer, PR & Community Integration
Partner closely with PR and Influencer teams to maximize community impact around product launches, events, creator partnerships, and cultural moments.
Identify emerging creators, beauty voices, and community leaders for advocacy, gifting, and partnership opportunities.
Ensure influencer and PR activations generate sustained community engagement beyond campaign moments.
Surface influencer and community insights that inform future partnerships and brand storytelling.
Social Listening & Consumer Intelligence
Lead social listening efforts to identify emerging trends, consumer needs, sentiment shifts, product feedback, and competitive opportunities.
Translate community insights into actionable recommendations for Social, PR, Influencer, Innovation, and Product Marketing teams.
Monitor community health, sentiment, share of voice, and advocacy metrics to identify opportunities for growth.
Serve as a key stakeholder in protecting brand reputation and escalating community risks when necessary.

TYB & Community Activation
Own TYB strategy, programming, engagement, and performance, driving membership growth and participation.
Develop exclusive activations, rewards, challenges, and experiences that strengthen loyalty and advocacy.
Create opportunities for community members to shape brand conversations, product launches, and consumer experiences.
Measure and optimize engagement, retention, and advocacy performance across community platforms.

Agency & Cross-Functional Leadership
Manage agency community partners, ensuring excellence in engagement quality, responsiveness, reporting, and brand alignment.
Develop community playbooks, response frameworks, and escalation protocols to maintain consistency across all consumer touchpoints.
Establish KPIs and reporting that connect community efforts to brand awareness, advocacy, engagement, loyalty, and business impact.

Key Experience, Skills, and Personal Attributes

Bachelor’s degree in Communications, Marketing, PR, or related field.
4+ years of experience in community management, social media, influencer marketing, or advocacy, preferably within beauty or a social-first brand.
Proven ability to build engaged communities, drive advocacy, and foster brand loyalty through meaningful consumer engagement.
Experience partnering cross-functionally with Social, PR, Influencer, Consumer Experience, Ecommerce, and Brand teams.
Strong understanding of creator, influencer, and advocacy ecosystems, with the ability to identify and activate brand champions.
Expertise in community management, brand voice, social listening, sentiment analysis, and trend identification.
Proven ability to amplify UGC, creator content, and culturally relevant conversations in real time.
Experience managing agency partners and community platforms such as TYB, Brand Bastion, Dash Social, and social listening tools.
Deep knowledge of TikTok, Instagram, YouTube, Pinterest, and emerging social platforms, with a passion for beauty, culture, and consumer behavior.
Strategic, proactive, and highly organized, with the ability to thrive in a fast-paced environment and support key launches, events, weekends, and holidays.
Partner across Social, PR, Influencer, Consumer Experience, and Ecommerce teams to deliver a seamless consumer journey.