Samantha Gonzales

Content and Advocacy Lead

L’Oréal Philippines

As L’Oréal’s group content and advocacy lead, Samantha Gonzales has spearheaded strategies that have achieved unprecedented levels of influence and engagement leadership in the beauty industry since 2022. A pioneer in influencer marketing, she led the Philippines in implementing modernised social media and influencer programmes, driving significant gains in brand awareness and market share through the professionalisation of influencer content and TikTok Shop activations.

Her expertise has revitalised content and influencer strategies at L’Oréal, including orchestrating successful activations. Prior to joining L’Oréal, Gonzales served as brand director for Colourette and Fresh Formula, where she built high-performing teams and launched innovative products and social marketing campaigns ahead of market trends.