Director, Social Media, Creator & Affiliate Marketing

Position Title: Director, Social Media, Creator & Affiliate Marketing
Location: NY Office, Midtown Manhattan
Reporting to: Senior Director, Digital Growth and Commerce
Salary Range: $160k

About the Role:

We are looking for a Director of Social Media, Creator & Affiliate Marketing to build and lead our organic social presence. This is a builder role: you will set the strategy, guide the team and processes, and be personally accountable for turning social into a genuine growth engine—not just a brand-awareness checkbox—through owned, earned, and creator-driven channels. You will own three interconnected pillars: organic social media (strategy, content, community, and platform growth), creator and influencer partnerships (seeding, collaborations, and UGC), and affiliate marketing, including TikTok Shop (program strategy, partner recruitment, and performance). You will manage two direct reports—an In-House Content Creator and a Social Media Coordinator—and will partner closely with global marketing, PR, and e-commerce teams.

What You'll Do:
Organic Social Strategy & Performance

• Own the organic social strategy across all relevant platforms (Instagram, TikTok, Pinterest, YouTube Shorts, and emerging channels), including content pillars, posting cadence, and channel-specific approaches.
• Set clear KPIs (follower growth, engagement rate, reach, share of voice, site traffic, and conversion from social) and report on performance regularly, tying organic efforts to business outcomes.
• Reduce the brand's reliance on paid media by building sustainable, compounding organic reach and community.
• Stay ahead of platform trends, algorithm shifts, and cultural moments relevant to beauty and fragrance, and translate them into timely content opportunities.
• Oversee community management strategy and brand voice and tone consistency across channels.

TikTok Shop

• Own the brand's TikTok Shop strategy end-to-end, including storefront setup and optimization, product listings, and the promotional calendar (flash sales, campaigns, LIVE shopping events).
• Recruit, onboard, and manage TikTok Shop affiliates and creators through the Affiliate Program and Seller/Creator Marketplace, setting commission structures that incentivize performance.
• Brief and coordinate creators on Shop-specific content (shoppable videos, LIVEs, GRWM/unboxing formats) that drives conversion, not just views.
• Plan and execute, or oversee execution of, TikTok Shop LIVE selling events, coordinating hosts, product features, and real-time promotions.
• Monitor TikTok Shop performance (GMV, conversion rate, top-performing creators and content, commission spend) and report on it alongside broader social and affiliate KPIs.
• Ensure TikTok Shop activity is tightly coordinated with the broader content calendar, creator program, and paid social efforts to avoid duplicated or conflicting outreach.
• Stay current on TikTok Shop policy, algorithm, and feature changes (e.g., Shop tab placement, affiliate tools, LIVE Shopping updates) and adjust strategy accordingly.

Creator & Influencer Marketing

• Build and manage a creator partnership program spanning macro, micro, and nano influencers, as well as strategic brand ambassadors.
• Develop seeding strategies, briefs, and campaign frameworks that generate authentic, high-performing content and UGC.
• Negotiate and manage creator contracts, deliverables, usage rights, and budgets. • Identify and cultivate relationships with up-and-coming creators in the fragrance, beauty, and lifestyle spaces.
• Track and report on creator campaign performance (engagement, reach, sentiment, conversion) and continuously optimize the program.
• Work with International Sales to review influencers for distributor-managed influencer programs

Affiliate Marketing

• Build out or scale the brand's affiliate marketing program, including platform selection and management (e.g., LTK, ShopMy, ShareASale, Impact, Rakuten), partner recruitment, and commission structuring.
• Recruit and nurture a roster of affiliate partners aligned with brand values and target audience.
• Monitor affiliate performance, optimize commission and incentive structures, and manage budget allocation across the program.
• Ensure affiliate content and partnerships align with brand guidelines and messaging.

Team Leadership

• Directly manage, mentor, and develop the In-House Content Creator and Social Media Coordinator, setting clear goals and providing regular feedback.
• Build efficient content workflows, calendars, and approval processes across the team.
• Identify skill gaps and advocate for additional resources (freelancers, agencies, tools) as the function scales.
• Foster a culture of creativity, experimentation, and data-informed iteration within the team.

Cross-Functional Collaboration

• Partner with paid media efforts to ensure organic and paid strategies are complementary, sharing creative learnings both ways.
• Work with brand/creative teams to maintain visual and tonal consistency across organic, creator, and affiliate content.
• Collaborate with PR to align on influencer relations and gifting.
• Partner with DTC team to connect social and affiliate activity to conversion and revenue goals.
• Present strategy, performance, and learnings to senior leadership on a regular cadence.

What You'll Bring:

• 6+ years of experience in social media, influencer/creator marketing, or affiliate marketing, with at least 2+ years in a management or lead role.
• Experience in beauty, fragrance, or a related lifestyle/CPG category strongly preferred.
• A proven track record of growing organic social channels and measurably improving engagement, reach, or brand awareness without relying primarily on paid support.
• Hands-on experience building or scaling a creator/influencer program, including negotiation and contract management.
• Familiarity with affiliate marketing platforms and program management (LTK, ShopMy, Impact, Levanta, ShareASale, or similar).
• Strong understanding of social platform algorithms, content formats, and emerging trends (especially TikTok and Instagram Reels).
• Excellent leadership and people-management skills; experience managing creative talent is a plus.
• Data-fluent: comfortable setting KPIs, analyzing performance, and translating insights into strategy.
• Exceptional communication, negotiation, and cross-functional collaboration skills.
• A genuine passion for fragrance, beauty, and culture, with a strong point of view on what makes content resonate.

Nice to Have:

• Experience launching a social or creator program from a paid-media-dominant starting point. • Existing relationships with beauty/fragrance creators, affiliates, or agencies. • Experience with social listening, influencer management, or affiliate platform tools (e.g., GRIN, Nectar, CreatorIQ, Euka). • Basic content creation or editing skills to jump in when needed.

Success Metrics (First 12 Months):

• Measurable growth in organic follower count, engagement rate, and reach across priority platforms.
• A launched or scaled creator program with a defined roster, workflows, and performance benchmarks.
• A functioning affiliate program with active partners and clear ROI reporting.
• A documented decrease in the brand's dependency on paid media for social visibility and reach, with organic channels contributing a growing share of site traffic and brand discovery.
• A high-functioning, motivated team with clear processes and growth paths.
• A scaled TikTok Shop presence with an active affiliate/creator roster, a regular LIVE and campaign cadence, and demonstrable GMV growth.