Trust & Safety Director in London

Location: London, UK / Dublin, Ireland

About SHEIN

Founded in 2012, SHEIN is a leading global online retailer with offices in Guangzhou, Singapore, Los Angeles, Dublin and London amongst other key markets. SHEIN reaches consumers across more than 150 countries and regions around the world. We place a premium on choice, delivering more than 6,000 new fashion, beauty and lifestyle products daily with more than 600,000 items available. Our mission is to help people express their individuality through the latest trends that are accessible and affordable.

Position Summary

This is an exciting opportunity for an experienced Trust & Safety professional to play a foundational role in building SHEIN’s international content risk and platform integrity function. This role is designed for someone with hands-on experience in content moderation, platform governance, and cultural risk judgement who is energised by the challenge of building from scratch in a complex, fast-growing global business.

The Director of Trust & Safety will lead SHEIN’s international T&S efforts, initially operating as a senior individual contributor and functional lead before progressively building a small, focused team. Working closely with the Marketplace Governance team, Legal, and regional business leads, this role will establish the localised content risk intelligence, calibration mechanisms, and proactive monitoring capabilities that are currently absent across SHEIN’s key international markets.

The successful candidate must have strong cultural fluency across multiple markets, sound editorial judgement on complex and ambiguous content questions, and the operational discipline to build structured processes and feedback loops. Critically, they must be comfortable operating with limited resources in the near term and credible enough to influence senior stakeholders and cross-functional teams without formal authority over them.

Responsibilities

• Building the T&S Function
  • Work with the General Counsel and broader leadership team to define the scope, operating model, and phased build-out plan for SHEIN’s international Trust & Safety function, starting with a pilot covering P0 priority markets.
  • Establish clear ownership boundaries between T&S (content risk judgement and proactive intelligence), Marketplace Governance (first-line enforcement and policy implementation), and Legal (regulatory frameworks and legal compliance).
  • Design scalable processes, calibration mechanisms, and feedback loops that can grow with the function — building systems and standards from day one, not improvising case by case.
  • Develop and maintain a structured knowledge base of content risk standards, cultural sensitivities, and market-specific policies across all covered markets.
• Content Risk Judgement & Calibration
  • Serve as the senior content risk expert for SHEIN’s international markets, providing authoritative judgement on complex, ambiguous, and culturally sensitive content questions that the domestic team is not positioned to assess accurately.
  • Conduct structured second-tier review and calibration of content moderation decisions, identifying systematic errors or policy gaps driven by cultural or linguistic blind spots in the central review process.
  • Lead the review and ongoing maintenance of SHEIN’s multilingual sensitive keyword library, replacing machine-translation-dependent assessments with human judgement grounded in genuine local language and cultural fluency.
  • Establish a conservative-by-default content policy approach: ambiguous cases are restricted unless there is clear, demonstrable justification — protecting the platform and its users while maintaining a fair and consistent standard.
• Proactive Intelligence & Market Monitoring
  • Monitor news, social media, and cultural discourse across key markets to identify emerging content risks before they trigger complaints or enforcement action.
  • Build and maintain market-specific risk intelligence frameworks that capture the distinct political, religious, social, and regulatory dynamics relevant to SHEIN’s product categories in each region.
  • Provide timely, actionable early warnings to the Marketplace Governance team and senior leadership when external events — controversies, political developments, viral trends — create platform risk.
• Governance, Reporting & Feedback Loops
  • Deliver structured monthly calibration reports tracking overturn rates, policy gaps identified, and keyword coverage updates across covered markets, ensuring findings are converted into actionable rule improvements.
  • Chair regular working sessions with Marketplace Governance to review high-risk case categories, align on policy interpretation, and drive continuous improvement in the quality of first-line content decisions.
  • Ensure every significant content incident and policy failure is documented, reviewed, and translated into an updated policy or operating procedure — building institutional memory that does not rely on individual recall.
  • Report progress, risks, and resource needs clearly to senior leadership, providing the visibility needed to make informed decisions about the function’s development.
• Cross-Functional Collaboration
  • Work collaboratively with the Marketplace Governance team, Legal, regional marketing and business teams, and the appointed project manager to ensure the T&S pilot and subsequent build-out proceeds on track.
  • Support regional business and marketing teams (acting as local T&S points of contact in their markets) to embed content risk awareness into day-to-day decision-making.
  • Engage constructively with Legal on regulatory developments, providing T&S perspective to complement legal analysis without substituting for it.
  • Partner with the Public Relationship team to surface and document content incidents and reputational risks, providing T&S context and intelligence to support timely and accurate public responses to content safety issues.
  • Over time, work with Business and Product teams to move T&S judgement upstream into the product listing process, shifting the function from reactive correction to proactive prevention.

Skills and Qualifications

• Minimum of 8+ years of relevant experience in Trust & Safety, content policy, content moderation, platform integrity or equivalent roles at consumer internet, e-commerce, marketplace, or social media companies operating at international scale.
• Demonstrable experience working across multiple international markets, with genuine cultural fluency — not just familiarity — in at least two of SHEIN’s key regions (US, Western Europe, LATAM, Middle East, APAC).
• Strong editorial judgement on complex, ambiguous, and culturally variable content questions: comfortable making and defending well-reasoned calls in the absence of perfect information or clear precedent.
• Practical experience building or significantly scaling a T&S or content policy function, including designing operating processes, calibration mechanisms, and structured feedback loops.
• Experience working closely with content moderation or marketplace governance teams, with the ability to identify systemic quality issues and drive improvement through structured processes rather than ad hoc fixes.
• Excellent communication and stakeholder management skills, with the ability to explain complex risk judgements clearly to non-specialist audiences and influence cross-functional teams without direct line authority.
• Professional proficiency in English is essential; proficiency in Mandarin and/or a major European language would be highly advantageous.
• Comfortable operating in a fast-paced, resource-constrained environment where the function is being built alongside day-to-day delivery: adaptable, pragmatic, and execution-focused.

Preferred Attributes

• Experience within e-commerce, fashion retail, marketplace platforms, or similarly high-growth international businesses where content risk intersects with commercial scale and brand reputation.
• Experience with a company with a recognised T&S or content policy function in the market is a strong positive signal.
• Familiarity with sensitive keyword management, content classification frameworks, and the practical challenges of applying consistent content policy standards across diverse languages and cultures.
• Experience building or contributing to early-stage functions - comfortable with ambiguity, capable of defining structure where none exists, and motivated by building rather than maintaining.
• Interest in and awareness of the evolving regulatory landscape for online platforms (DSA, UK Online Safety Act, and equivalent frameworks in key markets) without needing to be a legal specialist.
• Practical, hands-on approach combined with the credibility and communication skills to engage effectively at senior leadership level.

SHEIN Europe is an equal opportunity employer committed to a diverse workplace environment.