What are the responsibilities and job description for the Director- Content (NYX) position at L'Oreal USA, Inc?
Role: Director of Content
Brand: NYX Professional Makeup DMI
Location: El Segundo, CA
Brand & Role Overview
As the Director of Content for the NYX Global DMI you will be the visionary architect of the brand's global storytelling, creative content engine, and social-first assets. You will connect highly engaging, trend-driven content that translates our professional artistry heritage into viral, culturally relevant moments across all digital, social, and physical touchpoints. This role requires a perfect blend of high-level creative vision, deep knowledge of beauty subcultures, digital-first agility, and strategic business acumen to support our markets worldwide.
Key Responsibilities
- Define, evolve, and safeguard the NYX Professional Makeup global voice, tone, and visual content identity across all platforms, ensuring it remains community-first, inclusive, and professional.
- Architect a comprehensive, 360-degree global content strategy that aligns with major global product launches, core franchise animations, and brand equity campaigns.
- Direct the global content calendar, balancing high-impact brand campaigns with real-time, trend-reactive daily content pipelines.
- Connect the dots between the marketing, creative, brand engagement, artistry, and digital teams to make sure we have a cohesive content aiming to drive awareness, build brand love and ultimately drive sales.
- Ultimate "Big Idea Owner" across all touchpoints, securing that our big ideas are easily translated to all assets among the DMI content production.
- Lead the content transformation shift from creating campaigns to developing highly scalable, modular capsules. Strategic ownership of our content capsules, ensuring they are engineered for local markets to adapt them in real time based on consumer insights, brand asset multiplication modules, and AI content analysis.
- Scale and implement L'Oreal's internal Gen AI suite (including Creaitech, OMI, and Studio FX), actively tracking progress, performance, and auditing the output to guarantee that the content produced are green.
- Embedding Creative X within the NYX DMI ecosystem for pre-flight and in-flight testing to drastically improve our Content Golden Rule compliance and minimize content wastage.
- Strategizing the global Massvocacy go-to-market approach by identifying key product opportunities, and ensuring modular content capsules are fully ready for seamless local adaptation.
- TEVA Implementation: optimize our creative workflows to eliminate operational bottlenecks and free up the team's capacity. Ensure flawless delivery of technical variants tailored to specific platform requirements (platform fit).
- Lead the concept development and production of digital-first assets (including short-form video, high-fidelity campaign imagery, editorial, and interactive copy) optimized for platforms like TikTok, Instagram, YouTube, Roblox/metaverse spaces, and emerging digital channels.
- Pioneer innovative storytelling formats, leveraging CGI, AI, augmented reality (AR) try-ons, and creator-led co-creation to keep NYX at the bleeding edge of beauty marketing.
- Oversee the end-to-end production process-from brief and creative concepting to shoot execution, post-production, and final global delivery.
- Partner closely with the Global Advocacy and Artistry team to co-create authentic content with professional makeup artists (MUAs), beauty creators, and mega-influencers.
- Develop "pro-grade" educational content frameworks that demystify professional makeup application, making it highly accessible and entertaining for everyday consumers.
- Standardize guidelines for user-generated content (UGC) integration, scaling successful community content globally.
- Package and deliver world-class content toolkits, playbooks, and asset libraries that empower local country teams to execute campaigns seamlessly while adapting to local cultural nuances.
- Gather feedback from local markets to continuously optimize the relevancy, format, and efficiency of globally produced assets.
- Conduct regular workshops and cross-functional share-outs on global content performance, trend landscapes, and best practices.
- Manage relationships with external creative agencies, production houses, freelance directors, and digital artists, ensuring projects are delivered on time, within budget, and to the highest aesthetic standard.
- Oversee the global content production budget, optimizing spend to maximize ROI across earned, owned, and paid channels.
- Manage post-production timeline, process and budget.
Qualifications & Experience
- Professional Experience: 8 years of experience leading digital content creation, editorial direction, or creative production, preferably within the beauty, fashion, or pop-culture/lifestyle sectors. Prior experience in an agency or a fast-paced global DMI structure is highly desirable.
- Strategic Thinker & Storyteller: Outstanding conceptualization and copywriting skills, with the ability to turn complex product innovations into simple, highly clickable, emotionally resonant narratives.
- Collaboration & Influence: Strong executive presence with the ability to influence cross-functional global partners
- Industry Passion: Deep, genuine passion for cosmetics, professional artistry, and beauty subcultures
- Social Mastery: Expert-level understanding of social algorithms, creator economy dynamics, and platform-specific content optimization (especially TikTok, IG Reels, and YouTube Shorts).
- Education: Bachelor's degree in Marketing, Creative Writing, Film/Media, Fine Arts, or a related field.
Salary Range: 128-180k Base Bonus
We are an Equal Opportunity Employer and take pride in a diverse environment. We do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.