TikTok Shop is transforming beauty commerce by bringing together content, community, and shopping into a single consumer experience.
As social commerce matures, success is no longer determined by assortment, pricing, or media investment alone. It increasingly depends on the ability to generate a continuous flow of high-quality creator content that influences consumers across the purchase journey.
In Content-Led Commerce, content is the primary driver of discovery, engagement, conversion, and growth. Content fuels visibility, visibility fuels commerce, and commerce fuels further content creation, creating a self-reinforcing growth flywheel.
Winning L3+ (referring to mid up to higher creator tiers) content is a constantly moving target. Content performance rapidly depreciates as algorithms evolve, consumer behaviors shift, new formats emerge, and creator effectiveness changes over time. Sustaining growth therefore requires an always-on capability to recruit, develop, coach, activate, and retain creators capable of producing the next generation of high-performing content.
As L’Oréal expands its TikTok Shop footprint across brands and categories, creator relationships must evolve from transactional partnerships into a scalable influence ecosystem. Building direct relationships with top creators (1-to-1) while cultivating and activating creator communities at scale (1-to-many) is critical to maintaining a continuous supply of high-quality L3+ content and creating sustainable competitive advantage.
MISSION
The Creator Partnerships Manager is responsible for building and scaling a portfolio of creator whose content drives discovery, conversion, and long-term business growth.
The primary objective of the role is to continuously generate a sufficient volume of high-quality L3+ (mid to higher tier) content that fuels platform visibility, consumer engagement, and ultimately the commercial performance.
Winning L3+ content is a constantly moving target that rapidly depreciates as algorithms, consumer preferences, content formats, and creator performance evolve. This role exists to continuously recruit, develop, and activate a scalable creator ecosystem capable of generating an always-on flow of high-performing content that fuels the Content → Visibility → Commerce flywheel.
Success is primarily assessed by the growth, productivity, quality, and retention of the creator ecosystem and its ability to generate winning content that powers the Content → Visibility → Commerce → Content flywheel.
This role also involves content creation for the Color Wow Account in Spain.
KEY RESPONSIBILITIES
CREATOR PORTFOLIO MANAGEMENT & GROWTH
Own a portfolio of affiliate creators as strategic beauty partners. Build and nurture a diverse ecosystem of beauty creators across TikTok Shop.
Recruit, onboard and develop creators across priority tiers, with particular focus on high-potential L3+ creators.
Build direct and long-term valuable relationship with regular coaching, business reviews and growth planning.
Create engagement programs, events, educational initiatives, and community experiences that strengthen creator loyalty and affinity toward L’Oréal brands.
Maintain active communication channels across TikTok Shop, creator communities, and social platforms to foster engagement and participation.
Act as the voice of the creator community within L’Oréal and ensure creator perspectives inform activation strategies.
Increase creator retention, productivity and share of creator business.
CONTENT SUPPLY & QUALITY MANAGEMENT
Drive the volume, consistency and quality of creator-generated content required to support business growth
Ensure a sufficient pipeline of creator content (input KPI) to fuel platform algorithms and commercial performance (output KPI).
Monitor content performance and identify winning creative patterns to fuel subsequent transactional media amplification with high ROI assets.
Manage creator seeding efficiency and effectiveness and any other product discovery programs to stimulate content creation
Identify emerging creator trends and social behaviors to inform activation strategies.
Scale creator-generated content that strengthens consumer engagement, consideration, and purchase intent.
Daily Content Production: Concept, script, shoot, edit, and publish one high-quality, native TikTok video per day (5 pieces per week) for the official Color Wow Spain account.
COMMUNITY INSIGHTS & SOCIAL INTELLIGENCE
Conduct regular content reviews and performance debriefs with creators.
Translate performance insights into actionable recommendations for future content.
Create structured feedback loops between creators, commercial teams, media teams, and analytics teams.
Share best practices and winning content patterns across the creator ecosystem
Leverage AI-powered content intelligence tools to identify performance drivers and opportunities for optimization
Activate creators through product seeding, campaign opportunities, commissions, and engagement programs.
Monitor creator and content performance to identify opportunities for growth and improvement.
Partner with creators to increase content productivity, quality, conversion effectiveness, and audience engagement.
Identify and scale winning content patterns across the creator ecosystem.
Recommend creator investment allocation based on content quality, creator potential, and business impact.
SUCCESS METRICS
The primary KPI of the role is the continuous generation of high-quality L3+ content, as content is the fuel that powers visibility, commerce, and long-term growth.
The role will be evaluated across four dimensions:
Creator Ecosystem
Active creators
Creator retention
Creator activation
Creator engagement
Content Production
Volume of L3+ content generated
Content quality score
Active publishing creators
High-performing content ratio
Content Performance
Content reach and engagement
Shop traffic generated
Product page visits
Conversion effectiveness
Business Impact
GMV
New customer acquisition
AOV
ROI on creator investments
Who We Are
L’Oréal is present in 150 markets on five continents. For more than a century, L’Oréal has devoted itself solely to ‘Create beauty that moves the world’; it is now the industry world leader with €42 billion consolidated sales. Together, we solve complex challenges at scale, while making sure we stay committed to making the world a more inclusive and a better place for everyone & our planet.
We’re committed to guaranteeing inclusive recruitment processes and to advocating for hiring and promoting each candidate in an ethical and equitable way. The Group strictly prohibits discrimination against any applicant for employment because of the individual’s gender identity or expression, sexual orientation, visible and/or invisible disabilities, socio-economic and/or multicultural origins, health conditions, age, religion, or any other characteristics protected by law.
