My client is an established Irish luxury skincare and wellness company based in the West of Ireland with a growing international presence across professional beauty, hospitality, retail and consumer markets.
Family-owned and independently operated, the business has developed from a small indigenous enterprise into a respected premium brand with customers and commercial partners worldwide. Its success is built on effective natural formulations, responsible sourcing, strong sustainability standards and a distinctive brand story rooted in Ireland’s coastal landscape.
The company combines the commercial reach of an international beauty brand with the accessibility and agility of an owner-led business. This means ideas can move quickly, senior decision-makers remain closely involved and the successful candidate will have genuine scope to influence how the brand presents itself globally.
The Opportunity
My client is now seeking an experienced, creative and commercially minded Social Media Lead to take ownership of its social media strategy and execution.
This is a hands-on leadership role encompassing both B2B and B2C communications. A significant part of the position will involve creating content for professional audiences, including beauty, spa, hospitality, retail and distribution partners. At the same time, the successful candidate must understand how to make premium skincare products engaging and desirable to consumers.
This is considerably broader than a content-scheduling position. The Social Media Lead will develop ideas, create and capture content, shape campaigns, build online communities and identify opportunities to increase the brand’s visibility and commercial impact.
The role would suit someone who understands beauty content, has a strong visual instinct and is comfortable taking an idea from its earliest concept through to production, publication and performance analysis.
Location and Working Arrangements
This is a hybrid position requiring attendance at the company’s Irish headquarters in the West of Ireland approximately two days per week.
For a successful candidate relocating from another part of Ireland, temporary accommodation may be provided for an initial period of up to three months. This is intended to make relocation more practical and allow the new employee time to become established in the area.
The headquarters is situated in a scenic coastal region offering an excellent quality of life, ready access to the outdoors and a considerably more relaxed alternative to city living.
Key Responsibilities
- Take ownership of the company’s organic social media activity across Instagram, TikTok, Facebook, LinkedIn and other relevant channels.
- Develop and deliver an integrated social media strategy supporting both B2B and consumer audiences.
- Place particular emphasis on content for professional partners across the beauty, spa, hospitality, retail and distribution sectors.
- Translate commercial priorities into engaging social campaigns that support partner acquisition, partner engagement, product education and brand growth.
- Create compelling consumer-facing content that communicates product benefits, provenance, quality and the wider brand story.
- Develop original campaign ideas around product launches, seasonal activity, partnerships, events and significant brand moments.
- Plan and manage the social content calendar in coordination with the wider marketing and sales plans.
- Produce, capture, edit, publish and oversee high-quality social-first content.
- Ensure that photography, video, copy and campaign concepts reflect the visual standards expected of a premium beauty brand.
- Adapt tone, format and messaging appropriately for consumer, professional and trade audiences.
- Work closely with Sales and Marketing to create content that supports commercial partners and international accounts.
- Build productive relationships with creators, influencers, brand ambassadors and external partners.
- Identify suitable partnership and collaboration opportunities that can expand the brand’s reach and credibility.
- Grow and engage the company’s online communities through relevant, consistent and responsive communication.
- Monitor social media developments, emerging formats and audience behaviours, adopting trends selectively where they suit the brand.
- Support the planning and delivery of launches, trade events, partner activations, campaign shoots and other brand experiences.
- Coordinate event requirements where needed, including suppliers, schedules, logistics, presentation and on-the-day activity.
- Capture live content at events, shoots, partner visits and other off-site activities.
- Extend the value of events through advance promotion, live coverage and post-event storytelling.
- Monitor engagement, reach, audience growth and campaign performance.
- Use data and audience insights to refine content, improve results and inform future social media activity.
- Protect the consistency, quality and integrity of the brand across every platform and audience.
Experience and Requirements
- Proven professional experience managing or leading social media for an established brand.
- Previous experience within beauty, skincare, cosmetics or a closely related premium consumer category is highly desirable.
- At least two years’ experience working with a beauty brand would be a strong advantage, although candidates with highly relevant luxury or wellness experience will also be considered.
- Demonstrable experience developing social media activity for both business and consumer audiences.
- A strong portfolio containing campaigns and content that you personally created, managed or led.
- A clear understanding of the professional beauty market and the needs of commercial partners such as spas, salons, hotels, retailers or distributors.
- Strong working knowledge of Instagram, TikTok, Facebook and LinkedIn.
- The ability to produce content that is visually polished, engaging and appropriate for a premium brand.
- Confidence creating and capturing photography and short-form video content.
- Strong copywriting and storytelling skills, with the ability to make brand heritage and product information accessible and engaging.
- Experience working with influencers, content creators, ambassadors or commercial partners.
- A good understanding of social analytics, community engagement, reach, audience development and campaign measurement.
- Experience supporting brand events, launches, activations, trade shows or campaign shoots would be advantageous.
- The commercial awareness to connect social activity with wider sales, brand and partnership objectives.
- Excellent planning and organisational skills, with the ability to manage multiple campaigns and deadlines.
- The confidence to propose ideas, take ownership and work independently while remaining highly collaborative.
- A genuine interest in beauty, skincare, wellness and responsible business practices.
- Availability to attend occasional events, shoots, partner visits and other off-site activities.
Why Consider This Opportunity?
This is an opportunity to lead social media for an Irish beauty company that has achieved meaningful international growth without losing its independent, founder-led character.
The successful candidate will have substantial ownership of the channel rather than being limited to one part of a large marketing structure. They will be able to develop campaigns, create content, work directly with commercial partners and creators, contribute to events and see the results of their work across multiple international markets.
The company has a strong visual identity, an attractive product portfolio and an authentic story around natural ingredients, responsible production and sustainable growth. These provide unusually rich material for someone who knows how to turn products, people and provenance into compelling social content.
It is also a business in which senior leaders are accessible, decisions can be made quickly and good ideas have a realistic chance of being implemented.
Benefits
- Hybrid working arrangements.
- Temporary relocation accommodation for an eligible candidate.
- Annual leave entitlement increasing with length of service.
- An additional day off for your birthday.
- Annual employee wellness allowance.
- Employee Assistance Programme.
- Generous product allocation and staff discount.
- Workplace pension and retirement benefits, where applicable.
- Life assurance and income protection benefits, subject to eligibility and service.
- Training and professional development opportunities.
- Employee wellbeing programmes, company events and team activities.
- The opportunity to take ownership of social media within an ambitious, internationally active beauty company.
Application
Candidates should submit a CV together with a portfolio or relevant examples of social media campaigns and content they have created, managed or led.
The portfolio should ideally demonstrate experience within beauty, skincare, wellness or another premium consumer category, together with examples of content developed for B2B or professional audiences.