Assistant Content Innovation & Livestream Manager

Why This Role Exists

This is not your typical management role.

This is a rare opportunity to join with Brand & shape how 15+ of the world's leading beauty brands — from luxury icons like Lancôme and YSL to beloved mass-market names like L'Oréal Paris and 3CE — tell their stories, drive sales, and create genuinely captivating entertainment experiences across every social platform in Vietnam.

You will be the first at L'Oréal Vietnam to lay the foundation for a next-generation content operating model: one that seamlessly blends AI-powered creation tools, social-first strategy, and livestream entertainment — proving that selling and branding are not a trade-off, but a craft.

If you're someone who constantly thinks "this content could be so much better" , who spots trends before they peak, and who wants their impact multiplied across an entire corporate portfolio — this role was built for you.

Mission

Build and lead L'Oréal Vietnam's content excellence ecosystem — spanning content strategy, AI-powered creative tools, and high-converting livestream content that protects and elevates brand equity across a diverse portfolio. Simultaneously, define a content livestream strategy framework strong enough to scale across 15+ brands.

Key Responsibilities

CONTENT INNOVATION & STRATEGY (~70%)

• Social-First Content Vision & Leadership
• Define the overarching content strategy framework tailored to each brand tier: luxury (aspirational, editorial storytelling), mid-market (relatable, trend-led), and mass (entertainment-first, high virality).
• Champion the shift from "content for campaigns" to "content as an always-on experience” social-first, platform-native, and audience-obsessed.
• Be the first to test, validate, and scale emerging AI/ content tools before rolling them out to brand teams.
• Establish a content governance framework that ensures brand consistency and creative quality following global standards — not through gatekeeping, but through inspiration and best practice sharing.
• AI-Powered Content Tools – Pioneer & Enabler

Champion the adoption and scaling of AI creation tools across L'Oréal's content ecosystem

• CreAItech / Nano Banana: Applied to content ideation, visual generation, and campaign concepting.
• Le Studio: Streamlining content production, adaptation, and localization workflows for each brand and platform.
• Creative X, Link AI, CPH Dashboard: Leveraging creative intelligence to measure effectiveness and continuously optimize content performance.
• Design and lead AI content workshops and playbooks that empower brand teams to not just use tools but fundamentally transform the way they create.
• Livestream Content Excellence – Sell AND Brand
• Lead the design of a holistic livestream content strategy — going beyond scripts and KPIs to craft the full viewer experience: entertainment hooks, storytelling arcs, and luxury-appropriate presentation standards.
• Develop tiered content playbooks by brand positioning.
• Collaborate with brand teams to co-create livestream concepts that drive both conversion and brand love — not one at the expense of the other.
• Define content-focused livestream KPIs that go beyond GMV: engagement depth, brand sentiment lift, and content shareability.
• Content Performance & Creative Intelligence
• Consolidate and analyze content performance data across brands and platforms, translating numbers into clear, actionable creative recommendations — not just metric reports.
• Produce monthly content intelligence reports for leadership: what's working, what's not, and what's next.

LIVESTREAM STRATEGY & GOVERNANCE (~30%)

• Performance Governance & Strategic Reporting
• Consolidate and analyze livestream performance across all brand divisions monthly.
• Deliver monthly/quarterly strategic insights to GMs, Zone, and corporate leadership — forward-looking and actionable, not just historical recaps.
• Compliance & Risk Management
• Partner with Legal, Zone, and relevant departments to ensure robust compliance policies across all livestream activities