Director, Social - BabylissPRO Job ID 2023-01664

Conair•Stamford, CT

6d•Hybrid

About The Position

This newly created role designs and leads BaBylissPRO US's social media and social commerce strategy, bringing organic social and community capabilities in-house after being managed through a third-party partner. The Director of Social will build a new internal team, set the brand's social-first strategic direction, and lead BaBylissPRO into social commerce with the 2027 launch of TikTok Shop. This is a strategic leadership role: setting vision and direction for the team, with Managers and Coordinators translating that strategy into day-to-day execution.

Requirements

8+ years in social media, social commerce, or social marketing, ideally in beauty, personal care, or consumer products.
Demonstrated, hands-on expertise on Instagram, TikTok, and YouTube in particular — platform-specific content strategy, formats, and algorithm fluency, not just general social experience.
Experience building/scaling a social team and managing people managers or senior ICs.
Experience leading influencer marketing strategy and execution.
Experience launching TikTok Shop or another social commerce platform strongly preferred; experience bringing an agency-managed function in-house is a plus.
Experience partnering with an education, ambassador, or professional/trade community program a plus.
Deep, current fluency in creator culture; strong analytical and cross-functional collaboration skills.

Nice To Haves

Experience launching TikTok Shop or another social commerce platform strongly preferred
Experience bringing an agency-managed function in-house is a plus.
Experience partnering with an education, ambassador, or professional/trade community program a plus.

Responsibilities

Build and lead BaBylissPRO US's organic social strategy across all platforms, designing the team structure, workflows, and governance needed to bring the capability in-house.
Guide the strategic direction for content pillars, editorial strategy, and brand voice — built and executed by the Social Media Managers — and align closely with Brand Marketing, Product Marketing, and R&D/Innovation on launches and campaigns.
Lead and develop the Social Media Managers (Styling Tools, Men's Grooming), setting strategic goals and providing creative direction.
Lead the brand's influencer and creator strategy, setting the vision for how BaBylissPRO builds relationships with creators, professionals, and talent relevant to styling and grooming culture.
Direct the use of select third-party or agency partners for aspects of influencer execution, while retaining strategic ownership in-house.
Partner with the Education team to define how BaBylissPRO's educators — the network of professional stylists and barbers who support the brand's professional-side business — fit into the broader creator and influencer strategy, connecting professional credibility to consumer-facing content.
Lead the strategy and 2027 launch of TikTok Shop, directing the roadmap that connects content, creators, and commerce.
Partner with Ecommerce and Sales to define commercial goals and measurement; build the team by recruiting and onboarding the Social Commerce Manager as the 4th hire.
Set the strategy and standards for community management — tone, engagement principles, and escalation protocols — with the Community Manager executing day to day.
Translate community sentiment, recurring themes, and emerging trends into strategic input for brand and product marketing.
Lead public relations strategy for BaBylissPRO US, shaping how the brand shows up in media and press.
Guide brand partnership strategy, partnering with the Brand Team on partner selection, fit, and activation, and bringing a social and cultural lens to partnership decisions.
Define the KPI framework and reporting cadence with the Measurement team, translating data and trends into strategic recommendations and representing social's point of view in GTM planning.