Vice President, Brand Engagement - L’Oréal Paris

Vice President

Brand Engagement

L’Oréal Paris

General Information

Job Title: VP, Brand Engagement – L’Or é al Paris

Brand: L’Oréal Paris

FLSA status:Exempt

Division: CPD

Supervisor Title: SVP, Marketing

Location:10 Hudson Yards, New York

Job Summary

L’Or é al Paris is looking for a highly motivated communications and marketing expert to be Vice President – Brand Engagement. The role is key leader within the L’Or é al Paris brand’s marketing team tasked with bringing the brand’s strategy to life through execution of “best in class” consumer touchpoints. As the brand’s resident storyteller, this individual leads the team responsible for consumer-centric content development, PR, crisis management, social media, influencer strategy, cause marketing and scientific relations.

We are looking for a consumer-focused, data-driven content marketing professional who is a skilled communicator and has a proven track record of building and developing a team of diverse individuals. As we look to increase the brand’s footprint within the market, this individual will ensure that our story is heard.

Specific Responsibilities Include

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.

• Set the brand’s overall communications strategy across earned, owned and paid channels for the L’Or é al Paris master brand and all product categories including cosmetics, hair care, hair color and skincare
• Lead philanthropic, cause and event campaigns for the brand including activations such as Women of Worth and Stand Up Against Street Harassment
• Develop social, influencer, and PR strategies to build brand love and advocacy, growing an engaged community and recruiting new consumers into the brand, informed by data driven insights
• Lead internal and external agency teams responsible for development of strategy & execution of US rollout across paid, earned, owned content for the brand
• Lead crisis communications and reputation management for the L’Oreal Paris brand
• Manage social and influencer team to ensure that all content is driving engagement, tailoring content for each specific channel (Instagram, Facebook, TikTok, Pinterest, YouTube, Twitter) and optimizing what works
• Thoroughly understand ever-evolving social/influencer marketing landscape and build and enhance brand strategies as needed based on industry trends and consumer behavior
• Liaise and collaborate with product marketing to execute on digital content marketing tactics inclusive of digital content development, influencer & advocacy efforts to drive business goals (brand loyalty, consumer engagement, results)
• Manage scientific communications/relations including collaboration with DMI on product development, identification and relationship-building within the dermatologist expert community and valorization of scientific information for products and technologies across wide range of communication channels.
• P&L accountability for all PR, social, influencer and advocacy budgets
• Bring recommendations to head of marketing on shifts, based on performance reporting and consumer-focused data from internal and external sources (CMI reporting, retailer consumer reports)
• Partner closely with Brand DMI (global team responsible for the brand’s global image and direction) to create feedback loop to ensure that the US plan properly embodies the global brand vision. This individual will be the brand’s point person for the DMI relationship, so they will also be the primary person to share consumer communications insights from the local market back to the DMI
• This individual will work closely with the DMI (global marketing), Product Marketing, Shopper Marketing, CRM/Platforms, and Consumer Activation Lead to ensure that our brand story is properly developed and disseminated across our various channels.They will work to support strategic brand objectives, launches, and activities; responsible for increasing consumer touchpoints, brand engagement and reach for social media platforms.
  

Job Requirements

• Minimum ten (10) years of Public Relations and/or Marketing experience with significant experience in PR/communications, social media, influencer relations, event activations and crisis management
• Bachelor’s degree required
• In-depth, knowledge and understanding of digital platforms and how they can be leveraged to achieve business goals, including emerging trends in channel performance and content strategies
• Experience with executing digital & social media campaigns from upper funnel awareness campaigns to performance marketing campaigns focused on conversion
• Proven experience with brand communications, crisis management, social media marketing, influencer & advocacy programs
• Experience developing and delivering compelling tent pole event strategies complete with impactful social media campaigns
• Detailed knowledge of CRM best practice and industry benchmarks
• Experience managing and developing a team
• Exceptional organizational skills and high level of attention to detail
• Strong written and verbal communication skills, including ability to lead internal and executive level meetings/presentations
• Experience managing and cultivating direct reports
• Creative problem solver
• Ability to develop solid relationships and lead with influence
• Ability to manage in complex, matrixed, fast paced environment
  

Judgment And Decision Making

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. It requires constant interaction across a matrixed business structure (Marketing, Ecommerce, GM, CDMO) to coordinate work and deliver objectives. Actively builds networks and becomes the in-house expert on the brand’s consumer mindset to help influence, convince, and introduce new ways of marketing. This position will require moderate supervision to maintain a proper corporate direction.

Required Competencies

• Leads with Human Sensitivity – Demonstrates respect, develops others (i.e. explains strategic objectives and the meaning of projects; manages senior/junior members as needed) and enriches team dynamics (i.e. motivates the team to work with diverse personalities and cultures)
• Displays Sensitivity to Our “Métier” – Focuses on quality, continues to build personal knowledge of the beauty business and understanding of beauty and Consumer Behaviors.
• Demonstrates Entrepreneurship – Takes initiative (i.e. demonstrates resourcefulness), focuses on customers, improves performance (i.e. improves work processes to save time and resources) and develops a vision. Considers consumers a company asset.
• Innovates – Shows curiosity, imagines creative solutions generating business value, promotes team creativity and utilizes data to draw new insights.
• Achieves Results with Integrity – Conveys energy, focuses on results, deliverables and follow-through (i.e. accelerates multiple tasks to meet deadlines) and acts with integrity
• Manages Complexity – Reasons from multiple perspectives (i.e. analyzes issues by combining listening, observation, reasoning and common sense) and makes decisions (i.e. finds solutions when facing dilemmas)
  

7 . Interacts Effectively – Listens and communicates effectively (i.e. presents confidently and convinces others) and actively networks

Please note :This job description does not list all duties of the job.Employees may be asked by management to perform other duties.The employer has the right to revise this job description at any time.