Maybelline — Global Social Media
Global beauty social — where influencer education, sonic identity, and multi-market creative all sit on one desk.
What I did here.
Assistant Manager on Maybelline's Global Social team — the blueprint for Maybelline social worldwide. I led the influencer education series, directed product laydowns, owned the brand's sonic identity, and curated spokesperson content, working directly with teams in Japan, Germany and the UK.
Three hero cuts, one track.
Gigi Hadid, Shay Mitchell and Peggy Gou each got their own cut of the remix, shot like a group video call so it read native to the feed. 480K+ combined views on @maybelline.
Same remixes, creator-led.
The track pulled creators in on its own. I picked the talent, wrote the briefs and ran every asset back through Maybelline approval. Meredith Duxbury, Rudy Mancuso and Honey Balenciaga — 1.32M+ combined views.
Bringing the product into the track.
Product-led cuts built inside the jingle world — same remixes, same NYC energy, product front and center. The framework scaled into 2025 with Miley Cyrus and public jingle competitions.
The wins ran on the brand's own feed.
Maybelline announced the Bronze Clio and Platinum MUSE wins on its main Instagram — the campaign's recognition posted in the same feed the work was built for.
Teddy takes over New York.
The launch hook: a 3D CGI Teddy loose in NYC — announcing himself, riding the subway and stocking a Maybelline claw machine. Built to stop the scroll in-feed and scale into OOH retail media. 1.17M+ combined views on @maybelline.
Making a formula you can feel through a screen.
I curated, styled and directed the product laydowns for social and e-commerce PDPs — making a plush, long-wear matte tint legible at thumbnail size and standardizing product education across every market.
Honorable mentions
A cross-section of work outside the two main campaigns that still moved the brand forward: mental health messaging, a Gen-Z Pride creator program, and a tech-forward Microsoft Teams integration that won at CES.
High-performing stills across the portfolio.
Art-directed laydowns and lifestyle stills that held attention on the main feed — different SKUs, same standard of execution.
What success looked like.
- 01Lead the influencer makeup education series from research through final asset delivery.
- 02Elevate Maybelline's social content quality to match the brand's global stature.
- 03Build a defensible sonic identity across global campaigns.
- 04Tighten budget and PO discipline across multi-million-dollar productions.
- 05Lead a brand-positive mental health initiative through native social formats.
How it actually got built.
- Step 01Influencer education series
Led the makeup education series with influencers — researching platform and audience trends, concepting creative inspiration, and directing pre/post production for every asset in the series.
- Step 02Product laydown direction
Directed and produced product laydowns from pre- through post-production for global social campaigns — contributing to the Virtual Looks work recognized at CES.
- Step 03Sonic identity
Supervised the Social Music Library and led song ideation and creation — work later recognized with a Bronze Clio (Use of Music in Advertising) and a Platinum Muse (Sonic Branding).
- Step 04Spokesperson interview curation
Curated interview concepts for Maybelline spokespeople including Gigi Hadid, Peggy Gou, and Storm Reid — shaping the narrative and creative angle for each conversation.
- Step 05Global team collaboration
Operated as part of the Global Social team — the blueprint for Maybelline social worldwide — collaborating directly with teams in Japan, Germany, and the UK on specific campaigns.
- Step 06Briefs & BTS
Crafted influencer, campaign and editing briefs. Oversaw BTS content end-to-end across global shoots.
- Step 07PO + budget supervision
Supervised PO architecture and cross-functional budget allocation for multi-million-dollar global campaigns. Owned social KPI reporting and performance analysis through the full cycle.
- Step 08Mental Health Initiative
Led Maybelline's Mental Health Initiative through a series of animated social assets designed for native feed performance.
What I executed.
- Influencer makeup education series (research → concept → production)
- Product laydowns across global social campaigns (incl. Virtual Looks)
- Social Music Library oversight + song ideation pipeline
- Interview concept curation for Gigi Hadid, Peggy Gou, Storm Reid
- Influencer, campaign and editing briefs
- PO architecture + social KPI reporting for multi-million-dollar campaigns
- Animated asset series for Mental Health Initiative
The receipts.
- 2025 Bronze Clio — Use of Music in Advertising
- 2024 Platinum Muse Creative Award — Sonic Branding
- 2024 CES Innovation Award — Maybelline Virtual Looks
- Super Stay Teddy Tint — Festival of Media NA (3 trophies), POPAI Silver, Reels Impact (2 wins), GrabAds Trailblazing Brand of the Year, TikTok Ad Awards shortlist, Famous Campaigns 40 Best Billboards
Who, what, and under whose roof.
Parent company, brand, role, and engagement type — no ambiguity.
- Parent Company
- L'Oréal
- Brand
- Maybelline New York
- Team
- Maybelline Global Social Media
- Industry
- Global Beauty · CPG
- Role
- Assistant Manager — Global Social Creative & Influencer Education
- Engagement
- Full-time · Mar 2023 — Jul 2024