Director, Social Digital Content

Director, Social Digital Content & Creator Strategy – MSDS

Location:
Culver City, CA

Reports to:
Vice President, Marketing, MSDS

Scope:
Cross-Brand (SexyHair, DevaCurl, STMNT & MyDentity)

Summary

The Director, Social Digital Content & Creator Strategy is a dynamic, platform-native leader responsible for shaping and scaling MSDS's social entertainment and creator ecosystem. This role oversees all social and creator activity across the MSDS portfolio — driving innovation, community, and content-to-commerce acceleration.

Operating at the intersection of brand, digital commerce, and culture, this leader ensures that every social touchpoint connects emotional storytelling with measurable business outcomes. The role demands both strategic vision and deep hands-on understanding of platforms, creators, and digital communities.

This Director partners closely with the Directors of Brand, Creative, Digital Commerce, and Education to ensure social strategy is fully integrated across campaigns, content, and commerce — positioning MSDS as the most socially relevant, creator-empowered professional beauty portfolio in the industry.

Key Responsibilities

Social & Creator Strategy Leadership

• Build and lead MSDS's unified social & creator strategy across all brands
• Translate cultural trends, platform innovation, and creator insights into actionable strategies that build community, inspire creators, and drive engagement and conversion.
• Partner with Brand Directors and the VP Marketing to ensure social strategy aligns with brand positioning, launch plans, and creative priorities.
• Develop annual channel roadmaps for TikTok, Meta, YouTube, and emerging platforms – defining purpose, voice, and performance metrics per channel.

Team & Channel Leadership

• Lead a team of Senior Managers by platform specialty (TikTok – Entertainment, Meta – Community, YouTube – Education), each managing their own Social Content Managers.
• Foster a creative culture of speed, experimentation, and excellence – empowering the team to ideate, produce, and publish with agility and impact.
• Ensure each platform strategy maximizes relevance, creator resonance, and data-driven optimization.

Creator & Influencer Ecosystem

• Architect and scale MSDS's creator network across micro, nano, and pro-influencers –fueling advocacy and UGC at scale.
• Oversee influencer partnerships, paid collaborations, and content co-creation initiatives across all brands.
• Build relationships with creators, agencies, and platform partners to co-create standout moments and measurable brand impact.

Content & Platform Excellence

• Define creative standards and storytelling principles for short-form, long-form, and live content across channels.
• Partner with the Creative Strategy and Creative Design Directors to ensure content quality, brand consistency, and visual excellence.
• Evolve MSDS's social creative model to deliver "always-on" content engines per brand – producing continuous waves of creator, cultural, and campaign-led storytelling.

Performance & Data Intelligence

• Establish channel-specific KPIs (reach, engagement, conversion, community growth, and content efficiency).
• Partner with Digital Commerce & BI to connect social metrics to business performance and P&L visibility.
• Regularly review insights to identify growth opportunities and refine content strategy based on platform algorithms and audience trends.

Cross-Functional Collaboration & Leadership

• Serve as the connective tissue between Brand, Creative, Digital Commerce, and Education teams – ensuring seamless storytelling from social inspiration to conversion.
• Partner with the VP Sales and Education Director to align social strategies that amplify stylist communities and salon engagement.

Core Responsibilities Across All Roles

In addition to the key responsibilities outlined, every team member contributes to special projects that advance the strategic priorities of the MSDS Marketing Organization.

• These projects can extend cross-brand or cross-functional, offering opportunities to collaborate across our portfolio and shape initiatives critical to our transformation.
• Team members are also encouraged to take part in Under 1 Roof projects in Culver City, engaging in shared innovation and culture-building that bring our Future-Ready vision to life.

MSDS team members is further supporting to:

• Deliver excellence in execution and project management, ensuring clarity, accountability, and high standards in all marketing initiatives.
• Support P&L management by strategically managing the marketing budget assigned to the role, driving efficiency and maximizing return on investment.
• Show up as a strong leader, pro-actively seek upskilling opportunities & embody our four Henkel Leadership Commitments:
• Collaborating as strong teams
• Owning our results
• Developing people with passion
• Acting as entrepreneurs

Key Interfaces

Internal:
VP Marketing; Brand Directors; Director Creative Strategy; Director Creative Design; Director Digital Commerce; Director Education; Paid Media Manager; Business Intelligence; HR & Talent Partnerships

External:
Platform partners (TikTok, Meta, YouTube, Pinterest); creator agencies; influencer marketing vendors; creative production partners

Requirements

• 10–12 years of experience in content creation and creator management within beauty, fashion, or relatable industries.
• Deep understanding of TikTok, Meta, YouTube, and emerging platforms, including algorithmic dynamics, creator monetization, and community building.
• Expertise in translating social trends and data insights into creative and commercial strategies.
• Strong leadership and communication skills with the ability to influence cross-functionally and inspire large creative teams.
• Entrepreneurial, innovative, and deeply connected to digital culture.

What Success Looks Like

• MSDS brands achieve significant growth in social reach, engagement, and conversion.
• Always-on creator and social content engine fully operational across all four brands.
• Best-in-class collaboration between Social, Creative, and Digital Commerce teams.
• Clear, data-linked contribution of social to brand awareness, advocacy, and sales performance.
• Recognition of MSDS as a social & creator powerhouse in the professional beauty industry.

Some benefits of joining Henkel

• Health Insurance: affordable plans for medical, dental, vision and wellbeing starting on day 1
• Work-Life Balance: Paid time off including sick, vacation, holiday and volunteer time, flexible & hybrid work policies (depending on role), and vacation buy / sell program
• Financial: 401k matching, employee share plan with voluntary investment and Henkel matching shares, annual performance bonus, service awards and student loan reimbursement
• Family Support: 12-week gender neutral parental leave (up to 20 weeks for parents giving birth), fertility support, adoption & surrogacy reimbursement, discounted child and elderly care, and scholarships
• Career Growth: diverse national and international growth opportunities, access to thousands of skills development courses, and tuition reimbursement

The salary for this role is
$135, $165,000.00
. This is the range that we in good faith anticipate relying on when setting wages for this position. We may ultimately pay more or less than the posted range and this range. This salary range may also be modified in the future.

Henkel does not accept unsolicited resumes from search firms or employment agencies. Unsolicited referrals and resumes are considered Henkel property and therefore, Henkel will not pay a fee for any placement resulting from the receipt of an unsolicited referral.

Henkel is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, age, national origin, disability, veteran status, genetic information, and other legally protected categories.