Digital & Culture Specialist (LUXE)

Job Title: Digital & Culture Specialist

Location: Johannesburg (Woodlands)

Department: LUXE

Reports To: Chief Marketing Office

Who We Are

Company Overview:

At L'Oréal, we believe in beauty for all. As the world leader in beauty, we are constantly innovating and pushing boundaries to create exceptional products and experiences for consumers globally. Our dynamic and diverse teams thrive on creativity, passion, and commitment to excellence, striving to shape the future of beauty through cutting-edge digital initiatives. Joining L'Oréal means becoming part of a company that values growth, learning, and making a significant impact in a fast-paced, ever-evolving industry.

In the L'Oréal Luxe Division, we create the very best of luxury beauty. Our portfolio makes up 26 brands of which 17 are global, including the highly-aspirational and multi-expert ones such as Lancôme, Yves Saint Laurent and Giorgio Armani. Thanks to our strong, balanced and complementary portfolio as well as our incredibly talented team of experts we are perfectly equipped to meet the endless and all-encompassing demands of luxury consumers around the world.

Lead the Omnichannel Charge:

Are you a visionary and data-driven culture specialist ready to redefine the landscape of digital influence? L'Oréal LLD is seeking an Advocacy & Influence Manager to be a pivotal force within our Chief Marketing Office (CMO). Reporting to the Digital Manager, you'll be at the forefront of shaping our social platform strategy, championing cultural relevance, and empowering our advocacy community to excel, ensuring L'Oréal remains innovative and impactful across every digital touchpoint.

You will develop, drive and execute a comprehensive consumer engagement strategy across A&I, to cultivate brand reputation, enhance brand image, and drive customer loyalty and advocacy.

A Day in the Life

You will be the key L'Oréal Luxe Advocacy expert for social platforms, ensuring platform tools are fully embedded and utilised across our agency partners. Manage platform pilots to deliver the strongest data-driven sourcing and efficiency. Ensuring we are always at the forefront of the social industry.

A&I STRATEGY & FRAMING

• Define and implement a brand-specific A&I strategy that outlines its role within the broader media mix and identifies key influencer personas
• Identify, vet, and manage relationships with key influencers and brand advocates, building strong partnerships and ensuring compliance with brand guidelines.

ACTIVATION PLAN & EXECUTION

• Develop and execute impactful A&I campaigns that resonate with the target audience and drive measurable results, including paid amplification strategies.
• Monitor, analyze, and optimize A&I activation performance using data-driven insights to maximize ROI and inform future campaigns.
• Events: Work with cross-functional stakeholders in BU, CGO and CMO org to incorporate A&I thinking into omnichannel activations

Trend Lead: Champion Cultural Fluency & Relevance, and Integrate Competitor Insights

• Lead initiatives to identify, analyse, and integrate emerging trends and cultural nuances into advocacy framing.
• Drive the development of strategies that embed cultural relevance, ensuring our advocacy efforts resonate authentically with diverse audiences.
• Facilitate the sharing of best practices and competitor insights from social media, influencer marketing to drive innovative and scalable ideas across the Division and Group.
• Integrate and disseminate external best practices, focusing on maintaining cultural relevance and competitive advantage

Lead Platform Partnerships & Testing for Innovation

• Act as the primary brand A&I lead for critical social media channels (TikTok, YouTube, Instagram/Meta), overseeing platform strategy and optimising engagement.
• Spearhead platform tests and pilot new features to continuously innovate our approach to content and influencer partnerships, ensuring maximum return on investment.
• Own Platform level playbook creation, utilising group & platform data and implementing

Category Advocacy Lead for New Incremental Growth Opportunities

• Drive the framing and implementation of playbooks for new incremental advocacy targets, ensuring alignment with divisional and brand objectives.
• Collaborate closely on the Consumer Market Intelligence Teams serve as a key CMI lead contact, ensuring advocacy insights are integrated into broader business strategies.
• Develop and implement specific upskilling programs and provide specialised training focused on empowering advocacy teams.
• Organise and lead dedicated upskilling days for the Advocacy & Influence community, focusing on new content focuses and platform best practices.
• Ensure all advocacy briefings are conducted with excellence, aligning with playbook frameworks and new target strategies

WHO YOU ARE

• Proven operational experience in advocacy, influence, community or owned social strategies. Experience working with agency briefing, management and creator campaigns is required
• A drive to develop our Social, Advocacy & Influencer strategy - Gaining Fairshare across all platforms, to develop and evolve our advocacy and influencer strategies - From new incremental opportunities like male audiences, to working on emerging platforms like TikTok
• Proficiency in social & influencer marketing, a strong knowledge of social media platforms and trends, and a strong passion for digital communities and online subcultures. We need you to be the eyes and ears of cultural relevance for advocacy partnerships, as well as platform proficiency across Tiktok, Youtube, Meta etc
• A proven track record within influencer marketing - identifying the right partnerships, audiences and platforms that fit the brand values and objectives. You will be required to elevate and upskill the Advocacy community on best practice across Advocacy Marketing.
• Experience working with consumer data to pull insight to formulate creative concepts that cut through the noise of social.

Key Counterparts:

• Operational Marketing teams (BU)
• Key Account teams (CGO)
• Online Shopper Excellence teams (CMO)
• Retail Design & Merchandising teams (CMO)
• Digital and Consumer Insights teams (CDMO)
• Media and Advocacy Agencies (External)

Qualifications:

• Education: Bachelor's degree in Information Technology, Computer Science, Business Administration, Marketing, Communications, or Digital Media.

What We Offer:

• A challenging and rewarding role within the world's leading beauty company, specifically in its prestigious Luxe Division.
• Opportunity to work with iconic luxury brands and shape their presence in key online and retail channels.
• Competitive salary, bonus scheme, and comprehensive benefits package.
• Extensive opportunities for professional development and career growth within a global organization.

To Apply:

Please submit your resume and a cover letter detailing your relevant experience and why you are the ideal candidate for this Digital & Culture Specialist role within our Luxe Division.

Closing Date: 11 December 2025