Why This Role Exists

This is not your typical management role.

This is a rare opportunity to join with Brand & shape how 15+ of the world's leading beauty brands — from luxury icons like Lancôme and YSL to beloved mass-market names like L'Oréal Paris and 3CE — tell their stories, drive sales, and create genuinely captivating entertainment experiences across every social platform in Vietnam.

You will be the first at L'Oréal Vietnam to lay the foundation for a next-generation content operating model: one that seamlessly blends AI-powered creation tools, social-first strategy, and livestream entertainment — proving that selling and branding are not a trade-off, but a craft.

If you're someone who constantly thinks "this content could be so much better", who spots trends before they peak, and who wants their impact multiplied across an entire corporate portfolio — this role was built for you.

Mission

Build and lead L'Oréal Vietnam's content excellence ecosystem — spanning content strategy, AI-powered creative tools, and high-converting livestream content that protects and elevates brand equity across a diverse portfolio. Simultaneously, define a content livestream strategy framework strong enough to scale across 15+ brands.

Key Responsibilities

CONTENT INNOVATION & STRATEGY (~70%)

1. Social-First Content Vision & Leadership

• Define the overarching content strategy framework tailored to each brand tier: luxury (aspirational, editorial storytelling), mid-market (relatable, trend-led), and mass (entertainment-first, high virality).
• Champion the shift from "content for campaigns" to "content as an always-on experience” social-first, platform-native, and audience-obsessed.
• Be the first to test, validate, and scale emerging AI/ content tools before rolling them out to brand teams.
• Establish a content governance framework that ensures brand consistency and creative quality following global standards — not through gatekeeping, but through inspiration and best practice sharing.

2. AI-Powered Content Tools – Pioneer & Enabler

• Champion the adoption and scaling of AI creation tools across L'Oréal's content ecosystem:
  • CreAItech / Nano Banana: Applied to content ideation, visual generation, and campaign concepting.
  • Le Studio: Streamlining content production, adaptation, and localization workflows for each brand and platform.
  • Creative X, Link AI, CPH Dashboard: Leveraging creative intelligence to measure effectiveness and continuously optimize content performance.
• Design and lead AI content workshops and playbooks that empower brand teams to not just use tools but fundamentally transform the way they create.

3. Livestream Content Excellence – Sell AND Brand

• Lead the design of a holistic livestream content strategy — going beyond scripts and KPIs to craft the full viewer experience: entertainment hooks, storytelling arcs, and luxury-appropriate presentation standards.
• Develop tiered content playbooks by brand positioning.
• Collaborate with brand teams to co-create livestream concepts that drive both conversion and brand love — not one at the expense of the other.
• Define content-focused livestream KPIs that go beyond GMV: engagement depth, brand sentiment lift, and content shareability.

4. Content Performance & Creative Intelligence

• Consolidate and analyze content performance data across brands and platforms, translating numbers into clear, actionable creative recommendations — not just metric reports.
• Produce monthly content intelligence reports for leadership: what's working, what's not, and what's next.

LIVESTREAM STRATEGY & GOVERNANCE (~30%)

5. Performance Governance & Strategic Reporting

• Consolidate and analyze livestream performance across all brand divisions monthly.
• Deliver monthly/quarterly strategic insights to GMs, Zone, and corporate leadership — forward-looking and actionable, not just historical recaps.

6. Compliance & Risk Management

• Partner with Legal, Zone, and relevant departments to ensure robust compliance policies across all livestream activities — content claims, KOL endorsements, and platform regulations.
• Proactively identify and mitigate PR risks, with sensitivity to the standards expected of luxury brand properties.

You're the right fit if:

✅ You live on social media — not because it's your job, but because you're genuinely fascinated by it. You instinctively know why one video goes viral and another doesn't.

✅ You have a strong aesthetic sensibility and understand the meaningful difference between content right for Lancôme versus content right for Maybelline.

✅ You're not intimidated by AI — you're curious about it, you've experimented with it, and you want to push its creative boundaries further.

✅ You can pitch a content idea to a CMO and walk through campaign data with a CFO — with equal confidence and clarity.

✅ You love building systems and playbooks so others can also do great work — you share knowledge rather than hoard it.

✅ You thrive in ambiguous, fast-moving environments — you create structure rather than wait for it.

Experience Required

• 3+ years in Digital Marketing, Content Strategy, or Social Media — with a clear focus on content creation and strategy, not purely performance marketing or operations.
• Minimum 2 years of hands-on livestream content experience — from brand side, agency, or platform side. What matters is understanding both dimensions: entertainment value and commercial performance.
• Experience in a multi-brand or agency environment is a strong advantage.
• Background in beauty, fashion, luxury, or FMCG is preferred.
• Strong English proficiency (written and spoken) — required for effective collaboration with Zone and Global stakeholders.

What You'll Gain

• The opportunity to define an entirely new function at L'Oréal Vietnam — you'll be building the foundation, not inheriting one.
• Direct impact across 15+ brands — from luxury to drugstore, every framework you create gets multiplied at scale.
• Early access to L'Oréal Global's AI and content technology tools — you'll be shaping how Vietnam adopts and uses them.
• A team of people who are genuinely passionate about beauty, content, and innovation.
• A clear career trajectory within L'Oréal's Zone and Global network.

This is not a role where you manage what exists. This is a role where you build what comes next.