Geoffrey Si

Let’s start simple. Who are you, and what do you do with social data that others might not expect?

Hello! I am Geoffrey Si, the Director of Social Intelligence at Revlon. I've always described my work as telling a story with data, helping to put a human centric spin on the numbers so that non-technical people can better understand what is happening on social. I wouldn't say I'm doing anything unexpected because I'm bringing social data back to basics here at Revlon, working to establish a core foundation to support future work.

‍

What’s something in our industry we pretend to understand, but don’t?

Controversial take, I think the industry loves to pretend trends follow a formula, but in reality they’re a beautifully chaotic system…. occasionally logical, mostly unpredictable, and remains the last great representation of the human condition. 

It makes leaders/executives uncomfortable when people don't have an answer to a problem, and this is so clear when we are asked to “hack” trends but we see time and time again the randomness of certain trends, and how even the best brands can fall short when they try to “hack” the system. 

‍

What’s a moment this year where social data helped your team do something bolder, faster, or better?

Working closely with our cross‑functional partners in Influencer and Talent, we introduced a partnership‑vetting framework that fundamentally transformed how we evaluate collaborators. While the system may feel intuitive in hindsight, it was built by bringing together a wide range of data sources. Using social listening, we synthesized organic social volume, video virality, owned‑channel performance, and other core KPIs to assess whether a partner truly aligns with the Revlon brand and reflects the values we expect in a long‑term relationship. We are excited for the brand partners Revlon has in store for 2026 as they all “Live Boldly”. 

‍

What’s one belief about your audience that social data completely upended for your teams?

Without giving away too much of the secret sauce, our team supports a male haircare brand at Revlon, and we’ve been focused on cracking the code on what truly resonates with this audience. As we tested and learned this year, we uncovered a content pillar that performed exceptionally well—one that was completely opposite of our initial hypothesis. The beauty of data is that it’s not personal; it simply tells the truth. And while the results surprised us, the learning was invaluable. It allowed us to refine our assumptions and optimize our content strategy with far greater precision. 

‍

If you could build your dream social intelligence team from scratch, with no legacy and no limits, what roles would you include?

This is such a great question, and i dont think there's a one size fits all solution, but if I were to assemble the avengers, i think there needs to be a strong social listening guru - Someone who's great at writing boolean, creating dashboards, and synthesizing data. 

Then there needs to be a strategist, who's embedded in culture who's tapped in to help shape the data to be relevant to the current environment. These people help bring culture to the analysis, providing insight on what recommendations are cringe, and which are cool. 

A strong leader is essential to help set expectations, support the team, and serve as the quarterback and im blessed to have an amazing leader in Kelly Solomon. 

Lastly, I would love a term of interns; its so refreshing to work with younger people who bring amazing energy, vision, and cultural relevancy to the team. 

‍

When do you feel like you’re doing your best work?

You know that scene from the social network where Mark Zuckerberg is plugged in and “in the zone”, I am doing my best work when I have my techno playlist running in the background, no interruptions, my queries are backfilled and ready to be analyzed. 

But when we think about the day to day work in the org - I’m at my best when I have the full picture. That’s part of why our team partnered with Data Analytics to educate stakeholders on how to work with their data partners. Too often, data only comes in at the end to validate ideas. But when we’re brought in from the beginning, we can share context, flag limitations, tap into historical learnings, and build research that truly moves the needle and maximizes ROI.

‍

What’s your browser history giving away about you this week?

‍

1. What are industry leaders saying about the state of social in 2026? 
2. Last minute holiday deals and discounts
3. I spent way too much for Christmas
4. Where should i go in 2026? 

‍

‍