Global Social Media Manager — Sport & Athletes (F/M)
CONTEXT AND PURPOSE OF THE ROLE
This role is critical to define and execute a social-first content strategy built around athletes, tournaments, sport collections, and sponsoring initiatives. The Global Social Media Manager will ensure creative consistency, publishing quality, and performance impact across Instagram, TikTok, X, Facebook, and YouTube.
The position sits at the intersection of brand storytelling, sports culture, and platform excellence, working closely with Sport-Marketing team and Paid Media to grow sports communities and maximize the visibility of Lacoste talents and sport moments. The role also covers selected product categories aligned with the candidate’s sport expertise, ensuring a strong link between product storytelling and cultural relevance.
MAIN RESPONSIBILITIES AND MISSIONS
- Social-first strategy for sport, athletes & sponsoring
Define and execute a social-first content strategy around athletes, tournaments, sponsoring moments, and sport capsules.
Build clear storytelling frameworks (pre / live / post) to maximize impact during key sports moments.
Translate sports marketing priorities into platform-native concepts and series.
- Creative excellence & editorial consistency (Multi-platform)
Own the creative and editorial quality of sport & selected brand moments publishing across IG / TikTok / X / FB / YouTube.
Ensure consistent application of Lacoste sport brand codes (French fashion sport) across formats and executions.
Create and maintain sport editorial guidelines ("what good looks like") for internal teams and partners.
- Activation performance, KPIs & optimization
Lead the performance tracking of sport activations & selected brand moments (reach, engagement, video views, virality, growth, traffic where applicable).
Analyze results, extract learnings, and recommend optimizations (formats, timing, frequency, hooks, messaging).
Contribute to monthly and campaign reporting with clear performance narratives and actionable next steps.
- Content production leadership with the Content Factory
Lead briefings and production coordination with the Content Factory (assets, variations, deliverables, timelines).
Ensure fast execution for reactive moments and premium quality for hero sport productions.
Manage validation loops with key stakeholders to ensure on-time delivery and high standards.
This role may require occasional weekend work during key sport moments and 10% travel per year (tournaments, shoots, key events).
- Influence collaboration & sports community development
Work closely with the Sport-Marketing & Influencer team to grow sports communities and build visibility for talents.
Support creator planning: identify needs, define roles (athletes, creators, UGC), and ensure content alignment.
Coordinate with Paid Media for amplification and performance loops (whitelisting, content re-use, learning agenda).
- Category ownership linked to sport expertise
Act as the primary social media point of contact for the Go-To-Market Sport team, ensuring tight alignment between sport business priorities and social execution.
Translate GTM Sport roadmaps (product drops, key beats, retail moments, partnerships) into social-first plans, clear storytelling angles, and platform-ready content needs.
- Innovation & creative growth of sport at Lacoste
Drive creative innovation to elevate the sport pillar through live formats, UGC mechanics, short-form series, and social-first concepts.
Bring fresh cultural insights and platform trends to modernize sport storytelling and increase relevance.