Social & Advocacy Brand Manager

About the Position

Maybelline New York is looking for a Social & Advocacy Brand Manager to help shape how our iconic brand shows up across culture, socials, creators, events, and earned conversation in Australia and New Zealand. This role sits at the center of brand image and influence, driving advocacy and content strategies, creator partnerships, and PR campaigns that strengthen brand love, relevance, desirability, and long-term equity for the #1 Makeup brand in ANZ.

Responsibilities

• Creator and Content Strategy – Across Paid & Love

  • Lead and execute paid advocacy campaigns in collaboration with the Brand team to deliver unmissable launch moments and keep our iconic bestsellers top-of-mind for consumers.
  • Develop creator-first strategies and partnerships that position Maybelline at the center of the social & cultural conversation in ANZ.
  • Scope out and manage relationships with brand ambassadors, long-term talent partners, and creators, including ongoing engagement, contracts, and content collaboration-while proactively identifying and fostering relationships with creators already engaging with the brand organically.
  • Identify emerging trends, creators, and cultural moments, translating insights into first-to-market advocacy opportunities and content that strengthen brand love, desirability, and relevance for Maybelline in ANZ.
  • Lead creator content and collab strategy that brings to life Maybelline’s NYC energy in ANZ, leveraging brand codes across all touchpoints.
  • Accelerate love mentions and engagements by building strong partnerships with micro to VIP creators who love Maybelline, leveraging Lorealistar to build our local creator community.
  • Lead and execute strategic seeding campaigns, both mass and bespoke, to drive buzz and mentions around key launch moments.

• Build Brand Visibility & Cultural Relevance through PR & Events

  • Support the development and lead the execution of events to generate conversation, content, and earned media impact for Maybelline.
  • Partner closely with our PR agency to drive an always-on earned media approach across campaigns, brand moments, ambassador activity, and cultural opportunities throughout the year which drive cut-through.
  • Bring a strong understanding of what drives conversation, relevance, and influence in today’s media landscape, identifying opportunities to elevate brand visibility and impact.

• Brand Cause Initiatives – Brave Together

  • Work closely with the Brand team to support the development of insights-driven, purpose-led campaigns and brand initiatives around our global mental health purpose platform Brave Together to strengthen brand meaning, cultural relevance, and consumer engagement throughout the year.
  • Manage the mutually beneficial relationship with our NGO partners to ensure Maybelline shows up authentically in the mental health space, to engage with ANZ consumers on a deeper level.

• Operational Excellence

  • Manage fast-paced campaign timelines, creator communications, approvals, and agency coordination from briefing through to execution.
  • Oversee influencer contracting, seeding coordination, budget management, and campaign administration with strong attention to detail.
  • Manage and track the advocacy budget for Maybelline across paid creators, ambassadors, seeding, events, and NGOs.
  • Analyse and report on campaign and advocacy performance, measuring impact against key KPIs including engagement, share of influence, and earned impact.
  • Build strong collaborative relationships with agency and internal partners, helping streamline ways of working and drive best practice across advocacy and creator engagement.
  • Manage and mentor the Advocacy Intern, helping develop capability across creator engagement, advocacy, and brand operations.

Requirements

• A creative and driven communications or marketing professional with a passion for PR, creator culture, and brand advocacy.
• Experienced in PR, communications, influencer marketing, social media, or advocacy-ideally within beauty, fashion, lifestyle, or culturally-led brands.
• Both creatively minded and highly organized, with strong project management skills and the ability to manage multiple campaigns, stakeholders, and timelines simultaneously.
• Deeply connected to social and creator culture, with a strong instinct for what drives engagement, conversation, and influence-particularly across Australia and New Zealand audiences.
• Confident working across platforms including TikTok, Instagram, YouTube, and emerging social channels, with an understanding of how brands build relevance through creators and content.
• Commercially minded and results-driven, with the ability to analyze campaign performance, measure impact, and optimize activity against key KPIs.
• Proactive, collaborative, and solutions-oriented, with strong attention to detail and the ability to thrive in a fast-paced environment.
• Someone who takes initiative, embraces new ideas, and is motivated by creating culturally relevant work that strengthens brand love and long-term equity.

We Offer

• Flexible work arrangements will be considered for this role.
• Competitive salary and benefits.
• Opportunity to work with a leading global beauty brand.
• Supportive and inclusive work environment.

About the Company

The L'Oréal Groupe in Australia & New Zealand is a supporter of reducing barriers that exist due to traditional working practices and therefore flexible work arrangements will be considered for this role. If you require any adjustments or accommodations in our recruitment process, employment, or have questions regarding accessibility, please email [email protected] to speak with our Talent Acquisition representative.

We are an equal opportunity employer and we encourage applications from people regardless of gender, ethnicity, religious beliefs, or disability. We are an Employer of Choice for Gender Equality (WGEA) and a Family Friendly Workplace (Parents At Work & UNICEF).

L'Oréal acknowledges the Traditional Owners & Custodians of the lands on which we work and pay our respects to their Elders past, present, and emerging.

How to Apply

• You can apply to up to three jobs within a rolling 30-day window.
• You cannot withdraw your application once you have applied, so please make sure to choose a job that matches your dreams.
• Please visit "Your Application Space" to see the jobs you have already applied to.
• Please don’t create another account with a different email. If you do so, your account might be merged, and your application record will be deleted.

Share this job:

• Facebook
• LinkedIn
• X