Sr. Manager Social & Influencer Marketing

About the Role

Key Responsibilities

• Develop and lead DevaCurl's organic social media strategy, ensuring alignment with overall brand goals, campaign initiatives, and audience growth objectives
• Build and manage a best-in-class influencer marketing program, focusing on awareness, engagement, and revenue-driving partnerships
• Optimize social strategies based on consumer insights, platform trends, and performance data to maximize reach, engagement, and conversion
• Identify, recruit, and nurture relationships with top-tier macro-influencers, celebrity stylists, industry experts, and micro-influencers to build an engaged brand advocate network
• Manage high-profile influencer collaborations, including contract negotiations, creative direction, and content deliverables
• Collaborate with Creative and cross-functional teams to develop high-impact videos, graphics, Reels, TikToks, and interactive content
• Lead social-first campaign ideation, leveraging cultural moments, seasonal trends, and brand initiatives to create buzzworthy activations
• Oversee the end-to-end execution of major influencer marketing campaigns, ensuring seamless integration across digital and retail channels
• Leverage social listening tools (e.g., Tribe Dynamics, Dash Hudson, AspireIQ) to track EMV, engagement, conversions, and overall ROI
• Develop a structured approach to measuring success, analyzing data insights, and continuously optimizing influencer strategies for maximum impact
• Develop and present monthly performance reports, providing insights, learnings, and strategic recommendations for continuous improvement
• Oversee and manage the influencer marketing budget, ensuring smart allocation of funds to drive the strongest ROI
• Lead contract negotiations with influencers, talent managers, and agencies to secure high-value partnerships at optimal costs

Requirements

• 7-10 years of experience in social media strategy, influencer marketing, digital content creation, or community management, with at least 5 years in beauty, haircare, or a related industry
• Deep passion for curls and extensive knowledge of the curly hair community, including key influencers, stylists, and industry experts
• Proven experience developing and executing high-impact social media campaigns that drive engagement and business impact
• Strong data analysis skills, with experience using social media analytics tools to optimize strategy
• Excellent copywriting and storytelling skills, with an ability to craft compelling captions and brand messaging
• Experience leading social media activations for major product launches, brand campaigns, and cultural moments
• In-depth understanding of social media platforms (Instagram, TikTok, YouTube) and influencer marketing tools (Tribe Dynamics, Dash Hudson, or similar)
• Ability to thrive in a fast-paced, dynamic environment while managing multiple campaigns and priorities simultaneously
• A strategic, forward-thinking mindset, with a passion for innovation and digital storytelling

Nice to Have

• Experience working with influencer marketing tools such as Tribe Dynamics, Dash Hudson, AspireIQ
• Knowledge of the beauty or haircare industry, especially the curly hair community
• Experience managing influencer collaborations, including contract negotiations and creative direction

Qualifications

• Educational background is not explicitly specified, but extensive experience in social media and influencer marketing is required

Benefits & Perks

• 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 skills development courses, and tuition reimbursement