Senior Manager, Social Channel & Creator Marketing - YouTube

Senior Manager, Social Channel & Creator Marketing – YouTube MSDS

Location: Culver City, CA

Reports to: Director, Social Digital Content & Creator Strategy – MSDS

Scope: Cross-Brand (SexyHair, DevaCurl, STMNT & MyDentity)

Summary

The Senior Manager, Social Channel & Creator Marketing – YouTube MSDS leads the long-form and educational storytelling strategy across all MSDS brands, transforming YouTube into the go-to destination for hair expertise, transformation, and brand storytelling.

This role fuses content strategy, creator partnerships, and production leadership — building a content engine that inspires stylists, educates consumers, and connects creativity to commerce. As the architect of MSDS’s YouTube strategy, this leader ensures every video deepens brand trust, fuels education, and drives measurable business results.

Collaborating with the Director, Social Digital Content & Creator Strategy, Education, Creative, Brand, and Digital Commerce teams, the Senior Manager develops an integrated ecosystem that brings MSDS’s authority in hair to life through long-form video, tutorials, and creator collaborations.

Key Responsibilities

YouTube Strategy & Channel Leadership

• Lead YouTube strategy for all MSDS brands — defining content pillars, publishing cadence, and creative direction per brand.
• Position YouTube as a key education and storytelling hub that connects professional stylists and consumers to brand expertise.
• Drive consistency in production quality, visual identity, and tone across all brand channels.
• Partner with Brand Directors and Education to ensure YouTube integrates seamlessly into 360° campaign storytelling.

Content Development & Production

• Oversee concepting, scripting, and production of all YouTube videos — from tutorials and transformations to behind-the-scenes and creator collaborations.
• Collaborate with Creative Strategy and Design to ensure every asset meets brand standards and audience expectations.
• Manage production schedules, shoot logistics, and asset delivery, ensuring content goes live on time and on brand.
• Introduce SEO best practices and metadata optimization to maximize discoverability.

Creator Collaboration & Integration

• Build partnerships with professional stylists, creators, and educators to co-create educational and inspirational video content.
• Develop an annual creator calendar aligned with brand priorities and launches.
• Collaborate with Paid Media and Digital Commerce teams to amplify top-performing content for reach and conversion.
• Partner with Education leads to feature stylist ambassadors and salon content in compelling, story-driven ways.

Performance & Analytics

• Monitor YouTube KPIs: watch time, retention, engagement, subscribers, and conversion.
• Collaborate with Business Intelligence to link performance insights to brand awareness and sales.
• Continuously test formats, video lengths, and storytelling techniques to maximize impact.
• Provide quarterly performance reviews with data-driven recommendations for each brand.

Cross-Functional Collaboration

• Align closely with Brand, Education, and Creative teams to integrate YouTube storytelling into campaign ecosystems.
• Collaborate with the TikTok and Meta/Pinterest Senior Managers to ensure cross-platform consistency and repurposing opportunities.
• Partner with Digital Commerce and CRM to connect YouTube content to traffic, lead generation, and D2C conversion.

Team Leadership & Process Excellence

• Manage Social Content Managers and/or video editors dedicated to brand channels.
• Drive agile content production models, empowering the team to deliver efficiently and creatively.
• Foster collaboration, innovation, and performance ownership across the social and education ecosystem.

Core Responsibilities Across All Roles

In addition to the key responsibilities outlined, every team member contributes to special projects that advance the strategic priorities of the MSDS Marketing Organization.

• These projects can extend cross-brand or cross-functional, offering opportunities to collaborate across our portfolio and shape initiatives critical to our transformation.
• Team members are also encouraged to take part in Under 1 Roof projects in Culver City, engaging in shared innovation and culture-building that bring our Future-Ready vision to life.

MSDS team members is further supporting to:

• Deliver excellence in execution and project management, ensuring clarity, accountability, and high standards in all marketing initiatives.
• Support P&L management by strategically managing the marketing budget assigned to the role, driving efficiency and maximizing return on investment.
• Show up as a strong leader, pro-actively seek upskilling opportunities & embody our four Henkel Leadership Commitments:
• Collaborating as strong teams
• Owning our results
• Developing people with passion
• Acting as entrepreneurs

Key Interfaces

Internal: Director, Social Digital Content & Creator Strategy; Brand Directors; Creative Strategy & Design; Education; Paid Media; Digital Commerce; Business Intelligence; CRM; Global Content Teams

External: YouTube platform partners, production houses, creator agencies, stylist educators,

and talent networks

Requirements

• 8–10 years of experience in digital content strategy, production, or social marketing, with proven YouTube expertise.
• Demonstrated success leading branded video or educational content at scale.
• Strong understanding of YouTube SEO, analytics, and monetization.
• Proven ability to balance creative storytelling with performance metrics.
• Experience managing cross-functional teams and external production partners.
• Deep passion for beauty, education, and visual storytelling.
• Entrepreneurial, strategic, and highly collaborative mindset.

What Success Looks Like

• Growth in subscribers, watch time, and engagement across all brand channels.
• Increased contribution of YouTube to brand authority, awareness, and digital conversion.
• Seamless collaboration between YouTube, Education, and Brand Marketing.
• High-quality, high-impact content consistently delivered on time and on brand.
• Recognition of MSDS as the leading beauty education ecosystem on YouTube.

Some benefits of joining Henkel

• Health Insurance: affordable plans for medical, dental, vision and wellbeing starting on day 1
• Work-Life Balance: Paid time off including sick, vacation, holiday and volunteer time, flexible & hybrid work policies (depending on role), and vacation buy / sell program
• Financial: 401k matching, employee share plan with voluntary investment and Henkel matching shares, annual performance bonus, service awards and student loan reimbursement
• Family Support: 12-week gender neutral parental leave (up to 20 weeks for parents giving birth), fertility support, adoption & surrogacy reimbursement, discounted child and elderly care, and scholarships
• Career Growth: diverse national and international growth opportunities, access to thousands of skills development courses, and tuition reimbursement

The salary for this role is $120,000.00 - $135,000.00 . This is the range that we in good faith anticipate relying on when setting wages for this position. We may ultimately pay more or less than the posted range and this range. This salary range may also be modified in the future.

Henkel does not accept unsolicited resumes from search firms or employment agencies. Unsolicited referrals and resumes are considered Henkel property and therefore, Henkel will not pay a fee for any placement resulting from the receipt of an unsolicited referral.

Henkel is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, age, national origin, disability, veteran status, genetic information, and other legally protected categories.