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
AMOREPACIFIC, US, INC is an equal opportunity and Affirmative Action employer. We actively seek to maintain a diverse work force, and AMOREPACIFIC US, INC therefore recruits qualified applicants without regard to race, color, religion, gender, national origin, age, disability, or Vietnam veteran status.