Responsibilities
* Develop and drive the Division's social media strategy, with a primary focus on the TikTok platform, to increase brand awareness, engagement, and conversion.
* Elevate the social creative framework, velocity, and overall impact of content.
* Identify emerging social media trends, platforms, and content formats, translating them into actionable strategies.
* Collaborate across teams to unlock new opportunities and implement best‑in‑class practices to maximize our commercial performance in the social space.
* Develop and implement full‑funnel strategies that seamlessly integrate social media, social commerce, and e‑commerce platforms.
* Manage the content calendar and opportunity spaces across the Europe Division social channels.
* Establish monitoring, analytics, and reporting on performance across European social media, providing data‑driven recommendations for optimization.
* Lead the strategy for engaging social communities, loyalty programmes, and influencer/creator/affiliate partnerships.
* Utilise social listening to monitor channels for trends, conversations, and sentiment related to our brand, industry, and competitors.
* Act as the central strategic expert for Division and European Hubs, consulting on best‑in‑class social execution and troubleshooting performance bottlenecks for rapid cross‑market scaling.
* Own holistic measurement, defining regional KPIs that track social effectiveness and TikTok growth.
* Oversee the creation and production of high‑quality, platform‑specific social media content, ensuring brand consistency and legal compliance.
* Develop and govern the social content framework, transitioning from linear marketing to a high‑velocity, collapsed funnel model where brand discovery and conversion are unified.
* Build the infrastructure for content scalability, enabling hubs to produce high‑volume, native‑first assets efficiently by leveraging creators, agencies, and partners.
* Coordinate with external agencies and internal creative teams on content execution.
* Act as the Division's subject matter expert on TikTok content creation best practices.
* Ensure social strategies align with overall marketing campaigns and brand messaging.
* Identify opportunities for social commerce integration and supporting sales objectives.
* Establish "big bets," support localisation, and share best practices across different markets.
* Drive data‑driven content development and analysis for effective content.
Qualifications
* Bachelor’s degree in Marketing, Communications, or a related field.
* Proven experience (typically 7+ years) in developing and managing social media strategies for a major brand, with a demonstrable track record of success on TikTok and the broader social commerce ecosystem.
* Expert knowledge of social media platforms, analytics tools, and content management systems.
* Experience in social media management with a strong interest in all relevant technologies, content creation, influencer marketing, engagement initiatives, and AI advancement.
* Experience working in a complex, cross‑functional, or matrixed organisational environment.
* Strong analytical skills with the ability to interpret data and provide clear, actionable insights.
* Excellent written and verbal communication skills, including presentation skills for executive audiences.
* Proficiency in social media management tools (such as Hootsuite, Buffer, Sprout Social, Sprinklr, Emplify, etc.) and analytics platforms (such as TikTok Marketscope, Google Analytics, Meta Insights, etc.).
* Intimate familiarity with platform toolkits required for social commerce, including TikTok Ads Manager, TikTok Creator Marketplace, and TikTok Seller Center.
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