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Assistant Vice President, Consumer Activation Lead - Lancôme - L'Oréal LUXE Division

New York, NY, New York

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Permanent

New York, NY, New York

Digital

Full - Time

05-Jun-2024

Job Title : Assistant Vice President (AVP) Consumer Activation Lead, Lancôme US Marketing

Division : Luxury Products Division

Location : New York, NY

Reports To : Vice President Consumer Connections

What You Will Do:

The AVP of Consumer Activation is our brand's lead consumer strategist tasked with diving into all facets of consumer data to synthesize learnings and create the optimal go-to-market media strategy. This marketing leader works across all sales channels and all product categories to drive consumer-centric thinking across the organization to achieve business goals. This individual will be accountable for ensuring continuity and brand cohesiveness for all omni-channel touchpoints in the consumer decision journey and advocate for best practices on existing media platforms.

Job Duties and Accountabilities

The Consumer Activation Lead will lead a data-driven approach across the entire brand, ensuring that all major stakeholders understand the synthesized data points gathered on our consumer, as well as how to best activate on these. They will bring the leadership team recommendations regarding holistic media campaign and channel strategies, tactic shifts, and investment levels. We are looking for a consumer-focused, analytical marketing professional who is a skilled communicator across a large organization and has a proven track record of working cross functionally. This role drives collaboration and influences multiple levels of leadership to execute on the following key deliverables to support the development of customer-centric programs that drive profitable, long-term relationships.

• Responsible for leading the overall go-to-market consumer and channel media strategy for the brand as well as partner with channel-specific strategies for key retailers, utilizing all available data points.

• Oversee the strategic vision of discoverability for the brand inclusive of organic search (PDP optimizations, on-site blog) as well as oversee direct response channel strategies for DTC including affiliates, programmatic, paid search and paid social.

• Owner of the brand's BCL and CJ relationship (media and affiliate agencies), accountable for brand message consistency and cohesion across all consumer touch points (axes, franchises, channels and mediums). The individual will brief the agency on brand/channel strategies to inform 1H and 2H media planning, constantly keeping in mind the consumer and business objectives.

• Blend brand marketing with direct marketing principles to deliver enhanced solutions and/or new recommendations to build the customer experience with line-of-site toward quantifying and improving ROI. Maximize all opportunities to cross-reference and merge learnings from multiple data sources, (i.e. CRM database and Retailer databases) to create multi-channel strategies.

• Translate consumer insights into activation strategies.

• Bring media and campaign recommendations to leadership team on shifts, based on performance reporting and consumer-focused data from internal and external sources (CMI reporting, retailer consumer reports, BetIQ, MMx).

• Partner with head of marketing, head of sales and head of ecomm to align on objectives, and ensure proper marketing budgets to support retailer/Lancome.com goals.

• Communicate high level budget changes to BCL Media Agency as it affects media plans, with support from media leads.

• Leader of innovative pilots to best reach our consumer in new ways in a dynamic market.

  This individual will work closely with the Product Marketing team, Sales, the Consumer Data Activation Lead, the Direct-to Consumer site lead, and the Brand Engagement team. This individual will collaborate with these stakeholders to drive data driven programs and initiatives. They will work to support strategic brand objectives, launches, and activities; responsible for increasing consumer touchpoints, market share, discoverability & media performance.

  Key Challenges, Issues and Complexity

  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 capture strong results for the brand. This role requires constant interaction across a matrixed business structure (Marketing, Ecommerce, Sales, GM, CMO) 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. We are looking for a dynamic, creative leader and self-starter to build a vision for the brand. This position will require moderate supervision to maintain a proper corporate direction.

  Organization Structure and Key Working Relationships

  In this section list the key working relationships of this role if applicable

• The Contact Title/team name:

• Product Marketing

• Sales

• DTC

• CDMO

• Brand Finance

• Brand Engagement

• BCL

• The Nature of the Relationship:

• Product Marketing: Develop media strategies supporting key marketing priorities across three axes to grow SOM and SOV

• Sales: Ensure media strategy is cohesive and incremental across retail partners

• DTC: Ensure performance media budget strategy optimizes towards LCOM traffic and sales goals

• CDMO: Partner closely to activate and execute on best practices and divisional guidelines

• Finance: Align on media targets during trend and pre-budget periods as well as monthly rolling financials

• Brand Engagement: Ensure alignment with brand engagement initiatives and content to amplify through media

• BCL/CJ: Manage agencies as extension of the brand to develop holistic media strategies to achieve brand goals and achieve KPIs

• Frequency, purpose, result of the relationship:

• Product Marketing: Weekly

• Sales: Biweekly

• DTC: Daily

• CDMO: Monthly

• Finance: Monthly

• Brand Engagement: Weekly

• BCL/CJ: Daily

• The Communication Method: Verbal, written, visual:

• Product Marketing: Verbal/Written

• Sales: Verbal/Written

• DTC: Verbal/Written

• CDMO: Verbal/Written

• Finance: Verbal/Written

• Brand Engagement: Verbal/Written

• BCL/CJ: Verbal/Written

  Job Dimensions

• Operating Budget $ Manage budget for L’Oreal Luxe’s #1 Brand

• Number of direct reports: Oversee 2 direct reports

• Total Staff Total team of 4: Sr. Mgr Media, Director Search & Discoverability, Mgr Media and Freelance SEO

• Area(s) of Impact

• Direct impact on A&P – effects brand awareness, brand engagement, loyalty and sales

• Nature of Impact

• Advisory, coordination and delivery

• Other Key Metrics

• Job holder accountable for project spend and ROI per MMx results

  What We Are Looking For:

  Required Qualifications:

• College Degree

• Minimum of ten (10) years of experience working in relevant areas (media planning/buying strategy, business development, brand management, etc.)

• Full funnel and channel expertise across growth and paid media acquisition marketing

• Ability to work with attribution and media mix models to optimize media budget and forecast

• Ability to think in an agile manner both long-term and short-term to optimize strategies

• Must demonstrate strong financial skills and ability to work closely with the finance team to manage the media budget.

• Strong data analysis skills and experience upskilling teams on synthesizing multiple data sources to drive business actions.

• Experience with digital media, marketing and services.

• Strong project/team management and communication skills, and the ability to manage multiple workstreams simultaneously.

• Dynamic, creative leader and self-starter with the ability to foster collaboration across teams and build a vision for the brand.

• Experience managing and leading a team of individuals applying brand strategy across several channels, with a consumer-first approach.

• Demonstrated strength in communication with an ability to motivate and influence across the organization cross-functionally.

• Proven change agent.

• Experiencing with managing vendor relationships, including but not limited to budgeting, briefing

• Ability to lead presentations and effectively analyze and translate data into actionable business plans

• Self-motivated, results and solution oriented, strategic thinker.

• Strong time management and prioritization skills.

• Strong skillset in Microsoft Office (Powerpoint; Office; Excel)

  What’s In It For You:

• Salary Range: $144,800 - $210,000

• Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)

• Hybrid Work Policy (3 Days in Office, 2 Days Work from Home) [please keep only if applicable]

• 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!

  We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.

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