Global Head of Social Content & Culture

The Global Head of Social Content & Culture is responsible for defining the global social content vision across the De’Longhi Group portfolio, including

De’Longhi, Kenwood, Braun and Nutribullet .

This is a senior global leadership role responsible for transforming how the Group creates, scales and activates social-first content across multiple brands, markets and platforms.

Reporting to the Global Head of Earned Media, this role will build a best-in-class global social content capability that develops culturally relevant, platform-native content designed to earn attention, drive engagement and support commercial growth.

The role will establish the global strategy, operating model, creative ideas and standards for social content, ensuring markets have access to high-quality, scalable assets while retaining the flexibility to execute with local relevance.

This leader will lead a global team responsible for social content strategy, social creative direction, editorial planning and content production, supported by an agile network of freelance creatives and specialist production partners to deliver best-in-class content at speed and scale.

Key Responsibilities

• Develop the Global Social Content Strategy
• Define and lead the global social content strategy across the De’Longhi Group portfolio.
• Develop differentiated social content strategies for each brand while identifying opportunities to leverage shared capabilities and efficiencies across the Group.
• Establish content pillars, editorial frameworks and platform strategies that support brand growth and business objectives.
• Build an always-on social content model balancing hero product launches, cultural moments, evergreen content and reactive opportunities.
• Ensure all content strategies are driven by audience insight, platform behaviours and commercial priorities.
• Creative Direction
• Define and champion the creative vision for social content across the De’Longhi Group portfolio, ensuring every brand has a distinctive, consistent and compelling social identity.
• Lead the development of breakthrough social-first ideas, content concepts and creative frameworks that capture attention, drive conversation and build brand affinity.
• Inspire creative excellence by setting high standards for storytelling, art direction, tone of voice and platform-native execution across all social content.
• Partner closely with Brand, Campaigns, PR and regional Social teams to ensure creative ideas are culturally relevant, commercially effective and scalable across global markets.
• Foster a culture of creativity, innovation and experimentation, encouraging bold thinking and continuous evolution of the Group’s social content.
• Lead Social Content & Cultural Relevance
• Own the global social editorial and cultural calendar across all brands.
• Identify emerging trends, platform behaviours and cultural moments that create opportunities for the brands to participate authentically.
• Develop repeatable social content franchises and formats that build audience engagement and long-term brand affinity.
• Champion experimentation with new formats, technologies and platform features.
• Inspire a social-first mindset across the organisation, ensuring content leads the conversation.
• Build & Lead the Global Social Content Studio
• Build and scale a best-in-class global Social Content Studio supporting the De’Longhi Group portfolio, including De’Longhi, Kenwood, Braun and Nutribullet.
• Develop engaging, platform-native social content across short-form video, photography, motion graphics, static assets and UGC, designed specifically for social platforms.
• Create and manage a central content library, enabling markets to easily access, adapt and localise high-performing social assets.
• Develop an agile production model across hi-fi and low fi/UGC content that combines in-house expertise with a trusted network of freelance creatives, videographers, photographers, editors, designers and specialist production partners to deliver content at speed and scale.
• Continuously evolve production workflows, tools and ways of working to improve speed, creativity, scalability and operational excellence.
• Foster a collaborative, high-performance culture that encourages innovation, experimentation and continuous improvement across the global content function.
• Set the global benchmark for creative excellence in social content.
• Develop global creative principles, playbooks and best practices for markets.
• Ensure content is culturally relevant, platform-native and optimised for discovery, engagement and sharing.
• Continuously raise creative standards across the organisation through inspiration, coaching and quality assurance.
• Encourage innovation, experimentation and continuous improvement across all content produced.
• Governance & Capability
• Establish global governance, frameworks and ways of working for social content creation.
• Develop briefing processes, editorial planning frameworks and content production standards.
• Create toolkits and playbooks that enable consistent execution across all markets.
• Build social content capabilities across global and local teams through coaching, mentoring and training.
• Partner closely with regional Social leaders to ensure global strategies are successfully adapted for local audiences.
• Performance & Optimisation
• Define the global measurement framework for social content performance.
• Monitor engagement, watch time, completion rates, saves, shares, organic reach, content adoption and earned impact.
• Use audience insights and platform analytics to optimise creative performance.
• Share learnings, trends and recommendations with senior stakeholders and markets to drive continuous improvement.
• Good working knowledge of paid social media and the right content to drive attention, traction and sales.
• Success Measures
• Establish a best-in-class global social content capability supporting all De’Longhi Group brands.
• Increase organic reach, engagement and audience growth across all brands as well as high traction through funnel in paid social media.
• Deliver high-performing, scalable UGC and social-first content adopted across international markets.
• Improve production efficiency, speed and creative quality.
• Increase global content adoption and localisation by markets.
• Strengthen cultural relevance and earned attention across key platforms.
• Drive measurable contribution of social content to brand equity, advocacy and commercial performance.
• Ideal Experience
• Proven experience leading social content, editorial or digital content functions within global consumer, lifestyle, technology or FMCG brands.
• Proven experience developing and executing global social content strategies across multiple brands and international markets.
• Demonstrated success building and leading high-performing global teams responsible for social content strategy, editorial planning and content production.
• Deep expertise in platform-native social content, UGC, editorial strategy and digital culture, with a strong understanding of Tik Tok, Instagram, You Tube, Pinterest and emerging social platforms.
• Experience establishing and scaling global content studios or agile production models, combining in-house capabilities with external freelance creative networks.
• Proven ability to develop content strategies that drive measurable growth in organic reach, engagement, advocacy and brand relevance.
• Strong understanding of social platform algorithms, audience behaviours, content optimisation and performance measurement.
• Experience managing creative agencies, production partners and external suppliers across multiple international markets.
• Exceptional leadership, communication and stakeholder management skills, with the ability to influence senior leaders across Brand, Marketing, PR, Media, E-commerce and regional teams.
• Commercially minded, with the ability to connect social content investment to measurable business outcomes and long-term brand growth.
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