RESPONSIBILITIES

You are the end-to-end owner of Coty China’s social ecosystem strategy.

You will lead the development of POE investment strategy, content & creative strategy, KOL & livestreaming strategy, and platform selection frameworks for all Coty fragrance brands.
This role is 80% social investment strategy + 20% Coty Fragrance Captainship projects.

80% SOCIAL STRATEGY & INVESTMENT PLANNING

1. POE Strategy & Budget Ownership

• Define the annual POE investment strategy for Coty China, including Paid, Owned, Earned role definition and optimal budget allocation.
• Develop POE mix frameworks that balance brand growth, efficiency and advocacy.
• Lead investment quantification models, including reach efficiency, engagement value, advocacy uplift and ROI contribution.

2. Platform Strategy & Selection Frameworks

• Build clear platform selection strategies for RED, Douyin, WeChat, Weibo, Bilibili, XiaoyuZhou, etc.
• Set platform guardrails for content format, spend levels, KPI benchmarks, and activation scenarios.
• Track evolving platform algorithms to continuously optimize investment and content strategy.

3. KOL / KOC / Livestreaming Strategy

• Create Coty’s KOL strategy system, including tiering logic, talent archetypes, ROI framework, and category-fit guidelines.
• Build livestreaming strategy, covering host selection, script logic, platform incentives, and measurement models (CPUV, RPM, GMV drivers).
• Lead A/B testing to improve ROI and maximize organic + paid synergy.

4. Social Content & Creative Assets Strategy

• Define the creative content strategy for fragrance brands across platforms.
• Build asset playbooks including emotion-led content, product storytelling, scent territory content, gifting rituals, and UGC-to-PGC transformation.
• Partner with creative agencies to drive asset performance benchmarks, and develop a quantification model for “content effectiveness”.

5. Measurement, KPI System & Optimization Loop

• Own Coty China’s social KPI architecture, including paid efficiency, earned advocacy, content performance, and brand health contribution.
• Lead social sufficiency modelling to guide brand investment decisions.
• Drive continuous improvement through monthly reviews, optimization plans and innovation testing.

20% FRAGRANCE CAPTAINSHIP & STRATEGIC INITIATIVES

Support Coty China’s fragrance captainship through flagship social projects:

• Lead and own campus cooperation programs, including fragrance education and Gen-Z penetration initiatives.
• Lead fragrance-related marketing awards submission strategy and storytelling.
• Drive Coty’s fragrance podcast development and expansion.
• Co-lead fragrance popup / curated experiential stores, shaping content & social amplification strategy.
• Partner cross-functionally to ensure Coty China maintains category thought-leadership in the fragrance space.

YOU ARE A COTY FIT

• 6+ years of hands-on experience in social / media strategy, ideally in beauty, fashion or lifestyle categories.
• Deep understanding of China’s social ecosystem and platform algorithms.
• Strong ability to build POE strategies, KOL frameworks, platform-fit content strategies and measurement systems.
• Strong data & analytical capability; able to translate data into strategic direction.
• Experience managing cross-functional and agency teams; able to influence senior stakeholders.
• A builder mindset: able to create frameworks, systems and long-term processes from zero to one.

ABOUT COTY

Coty is one of the world’s largest beauty companies with an iconic portfolio of brands across fragrance, color cosmetics, skincare, and body care. At Coty, we celebrate the entire human kaleidoscope and cultivate a culture of fearless kindness. Therefore, we are proud to be an equal opportunities employer. We do not discriminate against any candidate or employee and strive to be an open, inclusive and diverse workplace where all employees can be their authentic self. Join us in making over the world of beauty!

For additional information about Coty Inc., please visit www.coty.com/your-career.

Unsolicited services or offers from recruitment agencies or intermediaries will not be responded to.