Director, Consumer Engagement

Role overview:

BYOMA is looking for a strategic, entrepreneurial, and culturally connected marketing leader with a proven track record of scaling high-growth brands and building meaningful consumer communities.

Reporting to the VP, Marketing, the Director, Consumer Engagement will lead BYOMA's Consumer Engagement function across Social Media, Influencer & Creator, Community, and Events, building integrated programs that strengthen cultural relevance, deepen community connection, accelerate consumer acquisition, and drive commercial impact.

As the leader of Consumer Engagement in North America, this individual will shape how consumers discover, experience, engage with, and advocate for BYOMA across every touchpoint, ensuring social media, creators, community, and experiences work together to build cultural relevance, strengthen consumer connection, and drive business impact. They will lead and develop a high-performing Consumer Engagement team while partnering closely with Global HQ, Global Communications, Sales, Creative, HCP, and Brand Strategy & Go-To-Market teams to ensure all consumer-facing activity is aligned, impactful, and measurable.

The ideal candidate understands how community-first brands leverage creators, social platforms, consumer experiences, and cultural moments to build brand love, drive advocacy, and deliver measurable business results.

Department: Marketing
Location: New York City (on site 4 days a week)
Salary: $160,000 + bonus

Key Responsibilities

Consumer Engagement Strategy

• Lead BYOMA's Consumer Engagement strategy across Social Media, Influencer & Creator, Community, Events, Partnerships, and Advocacy.
• Develop integrated Consumer Engagement plans that support innovation launches, hero campaigns, retailer priorities, and annual business objectives.
• Ensure all consumer engagement initiatives align with Global and North America business priorities.
• Identify new opportunities to strengthen awareness, engagement, advocacy, loyalty, and consumer acquisition.
• Establish annual engagement priorities, KPIs, and performance objectives across all channels.

Community & Cultural Relevance

• Build and scale BYOMA's community-first marketing approach.
• Identify emerging consumer trends, cultural moments, platforms, and partnership opportunities.
• Develop programs that strengthen consumer advocacy, participation, and long-term loyalty.
• Ensure BYOMA remains culturally relevant and consistently connected to its consumer community.
• Identify opportunities for BYOMA to show up in meaningful and impactful ways across culture, beauty, wellness, and lifestyle spaces.
• Partner with the broader Marketing and Sales organization to ensure community insights and cultural trends inform future planning and activation.

Social Media Leadership

• Lead BYOMA's social media strategy, priorities, and performance in partnership with Global teams, ensuring social supports broader brand, consumer engagement, and commercial objectives.
• Partner closely with the Social Media Manager and Global stakeholders to shape content direction, identify opportunities, and ensure social storytelling remains culturally relevant, community-driven, and aligned with key business priorities.
• Ensure social media is fully integrated across influencer, creator, community, event, and advocacy initiatives, creating a connected consumer experience across touchpoints.
• Champion innovation across emerging platforms, content formats, social behaviors, and digital trends.
• Bring deep expertise in TikTok and creator-led content, with a strong understanding of how social platforms drive awareness, engagement, community building, and conversion.
• Identify opportunities to leverage social commerce and emerging platform capabilities, including TikTok Shop, to drive consumer acquisition and business growth.
• Monitor performance, consumer engagement trends, and platform evolution, using insights to inform future strategy and optimization.

Influencer & Creator Strategy

• Lead Influencer & Creator strategy across awareness, advocacy, launches, and commercial initiatives.
• Build scalable creator ecosystems and ambassador programs that strengthen brand affinity, advocacy, and community participation.
• Oversee creator partnerships, talent relationships, and agency management.
• Partner closely with Global Communications teams to ensure strong alignment across influencer programs, creator partnerships, launches, and key brand moments.
• Identify opportunities to drive both cultural relevance and measurable business performance through creator partnerships.
• Ensure creator activity is integrated across social media, events, retailer activations, launches, and community initiatives.

Events & Community Activation

• Oversee consumer events, creator experiences, retailer activations, partnerships, and community programs.
• Develop experiential strategies that strengthen consumer connection, advocacy, and brand affinity.
• Partner closely with Global Communications teams on event strategy, talent engagement, media moments, and key brand activations to ensure a consistent and integrated consumer experience.
• Ensure all events and activations generate meaningful engagement, content creation, advocacy, and business impact.
• Identify opportunities to expand BYOMA's presence through partnerships, cultural moments, and community initiatives.

Team Leadership

• Lead, inspire, and develop a high-performing Consumer Engagement organization, including Social Media, Influencer & Creator, and Events & Community teams.
• Coach and develop managers and emerging talent, fostering a culture of accountability, collaboration, creativity, and continuous growth.
• Establish clear priorities, objectives, and development plans that align team performance with North America business goals and Consumer Engagement KPIs.
• Create an inclusive, entrepreneurial, and consumer-obsessed team culture that encourages innovation, agility, and bold thinking.
• Build scalable processes, ways of working, and cross-functional partnerships that enable the team to operate efficiently and effectively as the business continues to grow.
• Serve as a trusted thought partner across Global HQ, Global Communications, Sales, Creative, HCP, and Marketing teams, driving alignment and maximizing the impact of Consumer Engagement initiatives.
• Champion a test-and-learn mindset, encouraging experimentation, performance optimization, and continuous improvement across all consumer touchpoints.
• Identify and develop future talent, building organizational capability and succession plans that support long-term growth.

Measurement & Performance

• Establish KPIs and reporting frameworks across social media, influencer, creator, community, experiential, and advocacy initiatives.
• Analyze performance data and consumer insights to optimize strategies and investment.
• Track engagement, community growth, creator performance, earned impact, and business contribution.
• Partner closely with Brand Strategy & Go-To-Market to connect engagement activity to broader business objectives and performance outcomes.
• Continuously identify opportunities to improve effectiveness, efficiency, and impact.

Requirements:

• 10+ years of experience leading integrated consumer engagement programs across social media, influencer & creator marketing, community building, experiential marketing, and brand advocacy.
• Beauty, skincare, wellness, lifestyle, or consumer brand experience strongly preferred.
• Experience leading integrated consumer engagement strategies that deliver both brand and commercial results.
• Experience leading and developing high-performing teams, including people managers.
• Experience building and scaling consumer engagement functions within high-growth brands.

Skills

• Deep understanding of social media, creator ecosystems, community building, and consumer behavior.
• Strong expertise across Instagram, TikTok, creator-led marketing, and emerging social platforms.
• Understanding of social commerce and TikTok Shop strongly preferred.
• Strong leadership and team development capabilities.
• Excellent relationship-building and stakeholder management skills.
• Strong strategic thinking and planning capabilities.
• Strong analytical mindset with experience translating performance data into actionable recommendations.
• Excellent communication, presentation, and storytelling skills.
• Experience managing agency partners and external stakeholders.
• Ability to manage multiple priorities in a fast-paced environment.

Ideal Candidate Profile

• Experience working on high-growth brands that have successfully scaled.
• Understands how community-first and culturally relevant brands drive awareness, engagement, advocacy, and commercial impact.
• Combines creative thinking with strong business instincts.
• Comfortable operating in entrepreneurial and fast-moving environments.
• Passionate about building communities, shaping culture, and creating meaningful consumer connections.
• Proven ability to translate consumer engagement strategies into measurable brand and business impact.

Ready to apply?
Please click the link below that will bring you to our careers page where you can submit your application & resume (cover letter optional). A member of our team will be in touch soon!