About the Position

Assistant Content Innovation & Livestream Manager

Ho Chi Minh City, Vietnam

Why This Role Exists

This is not your typical management role. This is a rare opportunity to join and shape how 15+ of the world's leading beauty brands - from luxury icons like Lancôme and YSL to beloved mass-market names like L'Oréal Paris and 3CE - tell their stories, drive sales, and create genuinely captivating entertainment experiences across every social platform in Vietnam.

You will be the first at L'Oréal Vietnam to lay the foundation for a next-generation content operating model: one that seamlessly blends AI-powered creation tools, social-first strategy, and livestream entertainment - proving that selling and branding are not a trade-off, but a craft.

If you're someone who constantly thinks "this content could be so much better", who spots trends before they peak, and who wants their impact multiplied across an entire corporate portfolio - this role was built for you.

Mission

Build and lead L'Oréal Vietnam's content excellence ecosystem - spanning content strategy, AI-powered creative tools, and high-converting livestream content that protects and elevates brand equity across a diverse portfolio. Simultaneously, define a content livestream strategy framework strong enough to scale across 15+ brands.

Key Responsibilities

CONTENT INNOVATION & STRATEGY (~70%)

Social-First Content Vision & Leadership

Define the overarching content strategy framework tailored to each brand tier: luxury (aspirational, editorial storytelling), mid-market (relatable, trend-led), and mass (entertainment-first, high virality).
Champion the shift from "content for campaigns" to "content as an always-on experience” social-first, platform-native, and audience-obsessed.
Be the first to test, validate, and scale emerging AI/ content tools before rolling them out to brand teams.
Establish a content governance framework that ensures brand consistency and creative quality following global standards - not through gatekeeping, but through inspiration and best practice sharing.

AI-Powered Content Tools – Pioneer & Enabler

Champion the adoption and scaling of AI creation tools across L'Oréal's content ecosystem:
- CreAItech / Nano Banana: Applied to content ideation, visual generation, and campaign concepting.
- Le Studio: Streamlining content production, adaptation, and localization workflows for each brand and platform.
- Creative X, Link AI, CPH Dashboard: Leveraging creative intelligence to measure effectiveness and continuously optimize content performance.
Design and lead AI content workshops and playbooks that empower brand teams to not just use tools but fundamentally transform the way they create.

Livestream Content Excellence – Sell AND Brand

Lead the design of a holistic livestream content strategy - going beyond scripts and KPIs to craft the full viewer experience: entertainment hooks, storytelling arcs, and luxury-appropriate presentation standards.
Develop tiered content playbooks by brand positioning.
Collaborate with brand teams to co-create livestream concepts that drive both conversion and brand love - not one at the expense of the other.
Define content-focused livestream KPIs that go beyond GMV: engagement depth, brand sentiment lift, and content shareability.

Content Performance & Creative Intelligence

Consolidate and analyze content performance data across brands and platforms, translating numbers into clear, actionable creative recommendations - not just metric reports.
Produce monthly content intelligence reports for leadership: what's working, what's not, and what's next.

LIVESTREAM STRATEGY & GOVERNANCE (~30%)

Performance Governance & Strategic Reporting

Consolidate and analyze livestream performance across all brand divisions monthly.
Deliver monthly/quarterly strategic insights to GMs, Zone, and corporate leadership - forward-looking and actionable, not just historical recaps.

Compliance & Risk Management

Partner with Legal, Zone, and relevant departments to ensure robust compliance policies across all livestream activities - content claims, KOL endorsements, and platform regulations.
Proactively identify and mitigate PR risks, with sensitivity to the standards expected of luxury brand properties.

Requirements

3+ years in Digital Marketing, Content Strategy, or Social Media - with a clear focus on content creation and strategy, not purely performance marketing or operations.
Minimum 2 years of hands-on livestream content experience - from brand side, agency, or platform side. What matters is understanding both dimensions: entertainment value and commercial performance.
Experience in a multi-brand or agency environment is a strong advantage.
Background in beauty, fashion, luxury, or FMCG is preferred.
Strong English proficiency (written and spoken) - required for effective collaboration with Zone and Global stakeholders.

What You'll Gain

The opportunity to define an entirely new function at L'Oréal Vietnam - you'll be building the foundation, not inheriting one.
Direct impact across 15+ brands - from luxury to drugstore, every framework you create gets multiplied at scale.
Early access to L'Oréal Global's AI and content technology tools - you'll be shaping how Vietnam adopts and uses them.
A team of people who are genuinely passionate about beauty, content, and innovation.
A clear career trajectory within L'Oréal's Zone and Global network.

About the Company

At L'Oréal, innovation has been in our DNA for over 115 years. As we invent the future of beauty, we see Artificial Intelligence as a powerful co-pilot, with the firm belief that technology must always serve people. We invite you to use AI in a way that showcases your unique talents. Above all, we believe in a journey that is ethical, transparent, and human.

People often expect a global company of our size to run on rigid rules and strict playbooks. We don’t. What makes L’Oréal different is our entrepreneurial mindset. Whether you work in tech, finance, supply chain, or marketing, you aren’t here just to follow instructions. You are here to take ownership and shape your own projects from day one.

The pace is fast, and the learning curve is steep. But in return, you get the trust to try new things and the support to make a real impact. If you want a role where your voice actually shapes the work and the chance to work in over 40 worldwide brands, this is where you do it.

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Assistant Content Innovation & Livestream Manager

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