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L'Oreal USA Director, Advocacy & Influencer Marketing, Professional Products Division DMI in New York, New York
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Director, Advocacy & Influencer Marketing, Professional Products Division DMI
New York, NY, New York
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Permanent
New York, NY, New York
Corporate Affairs & Engagement
Full - Time
06-Jun-2024
Department: Professional Products Division
Location: Hudson Street Office
Who we are:
For more than a century, L'Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.
The DMI of L'Oréal's global brands, is where we shape the path for our international strategy, we share the journey to redefine beauty with innovation, inclusivity, and sustainability. Our diverse portfolio boasts 36 international brands, across our four main L'Oréal divisions.
In the United States, we proudly house the headquarters of 14 prestigious brands. These include CERAVE, KIEHL'S, URBAN DECAY, IT COSMETICS, YOUTH TO THE PEOPLE, RALPH LAUREN, as well as ESSIE, MAYBELLINE, SKINCEUTICALS, NYX PROFESSIONAL MAKE-UP, REDKEN, PULP RIOT, SKINBETTER SCIENCE, and PUREOLOGY. Each brand holds a unique identity, adding to the diverse array of beauty experiences we bring to our valued consumers.
What you will do:
The Director of Advocacy & Influencer Marketing will support the strategy development and execution of the ever-changing Advocacy and Influencer marketing ecosystem across our portfolio of 6 professional brands. This engaging, creative, yet analytical and data-driven Director will support the execution of the American Brands of PPD, Advocacy and Influencer Marketing efforts across both consumer and professional influencers. Developing our brands to create meaningful connections with our advocates, hair care professionals and consumers. We are seeking a consumer-focused digital marketing professional with an understanding of the professional beauty landscape, who is a skilled storyteller and strong communicator with experience managing across a large organization with a proven track record of cross-functional partnership.
Partner with the AVP of A&I to develop and co-build on the overall PPD American Brands Advocacy and Influencer marketing strategy, across multiple platforms and formats. To support global brand development and drive growth of positive consumer sentiment and market share.
Using a data-driven, consumer-centric approach, they will build on an existing framework to enable PPD American brands to deliver relevant and engaging content and influencer marketing strategies.
Identifying major cultural moments and events that are relevant to our brands and have an understanding of which of our brands matches each moment
Identifying core trends in which our brands can engage and develop global Influencer briefing inspiration for markets
Keep brands and management up to date on core contacts in the hair, beauty and fashion industry that are relevant for our brands
Develop competitive reporting on A&I strategies of top brands in the hair industry
Develop framework and PPD American Brand-wide, multi-tiered strategy for advocacy and influencer to support global framework for markets to replicate at operational level.
Build and enable the influencer & advocacy community across our market teams to ensure learnings and best practices are being shared.
Partner with CDMO team in Paris on measurement and performance of A&I. Provide consulting and ongoing guidance to brand teams in line with the overall L’Oréal strategy to grow key advocacy metrics and brand love, including L’Oréal proprietary composite metric: Brand Pulse Index (DBPI), SOV and beyond.
Track relevant activations across L’Oréal to evaluate for effectiveness and optimization where possible.
Build and Lead relationships with key influencer talent contacts
Develop strategic recommendations for both consumer and professional partners
Partner with lead media markets continuously grow and optimize our consumer-centric approach to help maximize our overall reach on influencer media assets.
Brief and collaborate with agency partners on A&I strategy framework, as well as the digital pod leads to ensure relevant, best-in-class guidelines for our markets
Act of the organization's industry expert in terms of A&I developing trends, changes and potential opportunities, translating consumer and professional stylist insights into activation strategies
Manage relationship with Influencer marketing tech partner Traackr
Oversee the Influencer marketing ways of working and rules of engagement for PPD American brands brands.
Bring recommendations to VP Digital and Communications on shifts, based on performance reporting and consumer-focused data from internal and external sources (CMI reporting, partner trend reports)
Who you are:
Bachelor’s degree (BA/BS);
7+ years of professional experience (operational marketing, Digital marketing, eCommerce and/or with a Digital Agency.
Communications experience is preferred.
Experience liaising between business and external stakeholders.
Experience managing others.
Experiencing with managing vendor relationships, including but not limited to budgeting, briefing.
Strong understanding of industry trends and best practices.
Strong project/team management and communication skills, and the ability to manage multiple workstreams simultaneously.
Strong data analysis skills and experience upskilling to drive business actions.
Dynamic, creative leader and self-starter with the ability to foster collaboration across teams and build a vision for the brands.
Self-motivated, results and solution oriented, strategic thinker.
Demonstrated strength in communication with an ability to motivate and influence across the organization cross-functionally.
Proven change agent.
Ability to lead presentations and effectively analyze and translate data into actionable business plans.
Ability to interact and present to all levels of the organization, including senior management.
Strong time management and prioritization skills.
This role will require a balance of analytical thinking, strong application skills of ideas to develop consumer knowledge and insight and to act on the data in collaboration with internal brand & external account partners.
We are looking for a change agent that can naturally connect dots across the organization to drive strong results for the brand.
This role requires constant interaction across a matrixed business structure to coordinate work and deliver objectives.
As a result, this individual must effectively build networks and become the in-house expert on the brand’s consumer mindset to help influence, convince, and introduce new ways of marketing.
What is in it for you:
As an integral part of our culture at L’Oréal, wellness is at our core. We not only offer a generous Benefits Package (Medical, Dental, Vision, 401K), we also offer flexible time off, work from home days, and a pension plan! Additionally, you will have access to company perks such as Makeup, Skincare, and Fragrance! Employees receive a stipend for L'Oréal products as well as VIP Access to L’Oréal’s Internal Shop for Discounted Products, and other perks such as Monthly Mobile Allowance, discounted gym memberships, and ERGs.
Additional Benefits Information as Follows:
Salary Range: $140,100-203,200 (The actual compensation will depend on a variety of job-related factors which may include geographic location, work experience, education, and skill level)
Access to other incentive programs such as Bonus, Profit Sharing, etc. All subject to Group’s approval and discretion
Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
Access to Company Perks (VIP Access to L’Oréal’s Internal Shop for Discounted Products, Monthly Mobile Allowance)
Learning & Development Opportunities (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
Employee Resource Groups (Think Tanks and Innovation Squads)
Access to Mental Health & Wellness Programs
Don’t meet every single requirement? At L'Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you’re excited about this role but your past experience doesn’t align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!