Community Manager in the luxury goods industry: training, missions and salary

Business
Tuesday, May 20, 2025

Luxury is going digital... and looking for talent

In a sector that has historically been discreet, codified and elitist, digital transformation has imposed a major change: luxury houses must now exist and shine online, while preserving their DNA. This is where the luxury Community Manager comes in, a professional as creative as he is strategic, capable of combining elegance with digital engagement.

The role of the Community Manager in luxury goods

A brand ambassador in the digital age

The Community Manager in the luxury goods industry is responsible for :

  • Build and nurture a loyal and engaged community on luxury social networks
  • Create visual and editorial content with high perceived value
  • Translating luxury codes into consistent digital communications
  • Ensure the online reputation of the company it represents
  • Working hand in hand with marketing, PR and influencer teams

In a world where attention is scarce and precious, this professional is the link between the brand and its audiences, especially the new generations.

What skills do you need to become a Community Manager in the luxury goods industry?

  • Visual and editorial creativity
  • Mastery of luxury social networks (Instagram, TikTok, LinkedIn, etc.)
  • Knowledge of luxury codes (savoir-être, excellence, confidentiality)
  • Fashion, beauty, watchmaking or art of living culture
  • Skills in monitoring, KPI analysis and digital tools

The growing luxury sector

According to a study by Bain & Company, the global luxury goods market will reach 580 billion euros by 2030, driven largely by generations Y and Z... who are very active on social networks.

And according to a LinkedIn survey, Social Media Manager and Community Manager jobs will be among the 20 most in-demand digital professions in 2024.

Digital trends in luxury are evolving as customers live in the digital age, so the luxury industry needs to adapt.

The tasks of a Community Manager in the luxury goods industry

1. Define and manage a high-end social media strategy

The luxury CM does more than simply publish content. He or she develops a strategy consistent with the brand's DNA, in line with the objectives of brand awareness, image and even conversion (luxury e-commerce, in-store invitations, etc.).

Example: Choosing the right platforms (Instagram, TikTokLinkedIn, Pinterest), premium editorial calendar, calibrated brand tone.

2. Creating visual and editorial content of exceptional quality in the luxury sector

In the luxury goods industry, every image, video and word counts. The Community Manager produces (or coordinates the production of) content that is aesthetically pleasing, elegant, in line with luxury codes and aligned with artistic direction.

Example: shootings, reels, story animations, collaborative content with artists or influencers.

3. Managing and animating communities in the luxury goods industry

The Community Manager responds to comments, messages, reactions... but with politeness, subtlety and a sense of service, even online. The relational excellence of luxury must translate right down to community management.

Example: personalized responses, intelligent moderation, detection of spontaneous brand ambassadors.

4. Collaborate with selected luxury influencers

The CM in the luxury goods industry identifies and negotiates partnerships with profiles in line with the company's image. He favors quality over quantity, often working with micro- or macro-influencers with strong affinities.

Example: invitation to a fashion show, dispatch of exclusive pieces, takeover of an official account.

5. Monitor the luxury brand's e-reputation

The CM constantly monitors the brand's mentions to maintain a perfect e-reputation, analyzes the fallout, warns of any potential crisis and adjusts the message if necessary.

Tools: Brandwatch, Hootsuite, Mention, Google Alerts...

6. Analyze performance and adjust strategy

Using precise KPIs (engagement, reach, click-through rate, shares, etc.), it measures the effectiveness of actions carried out, particularly in the context of social networks, and proposes optimizations.

Example: weekly/monthly reporting, format recommendations, adjustment of publication times.

7. Keep a constant watch on digital trends and the luxury goods sector

The CM needs to be at the cutting edge of social networking trends (emerging formats, hashtags, generative AI, augmented reality...) while keeping an eye on the competition in the luxury world.

Example: integrate an immersive Instagram filter, test NFT or metavers collabs, detect a new TikTok format.

How much does a Community Manager in the luxury goods industry earn?

Remuneration that reflects the demands of the sector

The salary of a Community Manager in the luxury goods industry varies according to experience, company size, level of responsibility and geographical area.

  • At the start of their career : a junior Community Manager can expect a gross annual salary of between €28,000 and €35,000, with occasional bonuses depending on performance and brand awareness.
  • With experience: an experienced profile working for a major company can earn between €40,000 and €55,000 gross per year, or even more if they progress to positions of responsibility such as Social Media Manager or Head of Digital Engagement.
  • Internationally: in Paris, London, Milan or Geneva, remuneration can be higher, especially if you join groups such as LVMH, Kering or Richemont. Packages including benefits, travel, bonuses and invitations are common in this sector.

Why train?

At Crews, we believe that tomorrow's digital talent must combine technical skills, strategic creativity and industry understanding. This dual competence in digital and luxury is the closest we can come to meeting business needs.

Our long online and live training courses are led by luxury and digital professionals. They can be adapted to the pace of each individual and are designed to help you succeed in your studies: initial or sandwich courses, with individualized support.


We also offer short courses (7h-21h) for professionals combining Digital and Luxury to address the issues you face.

FAQ : Community Manager

What does a community manager do?

A community manager's mission is to animate, federate and develop an online community around a brand or company. They create content (posts, stories, videos), plan publications, interact with subscribers, manage moderation, set up social media campaigns and analyze performance via reporting tools. They play a key role in digital communication strategy and e-reputation management.

What are the missions of a luxury goods manager?

The role of a manager in the luxury sector is to steer the sales, marketing and operational strategy of a luxury brand or outlet. He/she oversees the excellence of the customer experience, supervises teams, develops sales, ensures compliance with luxury codes (refinement, exclusivity, storytelling) and collaborates with prestigious partners. He or she may also be involved in international development, VIP event management or collection launches.

How much does a community manager earn?

The remuneration of a community manager varies according to experience, sector and company size. In France, the average entry-level community manager earns between €26,000 and €32,000 gross per year. With several years' experience, this salary can rise to €40,000 or more, particularly in dynamic sectors such as tech or luxury goods. Specialized community managers who progress to Social Media Manager positions can earn more than €50,000 a year.

What does a manager in the luxury sector earn?

A luxury manager's salary depends on the position held (store manager, brand manager, luxury communications manager...), the brand and its international reach. On average, a manager in the luxury sector earns between €45,000 and €70,000 gross per year. For senior profiles or managers working for LVMH, Kering, Richemont or Chanel, salaries can reach more than €100,000 gross per year, with bonuses and benefits in kind (company car, travel, exclusive invitations, etc.).

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