Director, Advocacy & Influencer Marketing

Director, Advocacy & Influencer Marketing for L’Oréal USA

Role Description

This is a reimagined role at L’Oréal reporting into the Head of Brand Engagement, CDMO team. Spearhead the strategy and execution of the ever-changing Advocacy and Influencer marketing ecosystem, including commerce activations of L’Oréal USA brand communities. This engaging, creative, yet analytical and data-driven new Director will lead the further development of L’Oréal’s Advocacy and Influencer Marketing that leads our brands to create meaningful connections with our advocates and consumers.

In this role, you will report into the Head of Brand Engagement for L’Oreal USA CDMO team. You will spearhead the strategy and execution of the Advocacy and Influencer marketing ecosystem, including commerce activations of L’Oréal USA brand communities. This creative, yet data-driven new Director will lead the further development of L’Oréal’s Advocacy and Influencer Marketing that leads our brands to create meaningful connections with our advocates and consumers. This role requires constant interaction across a matrixed business structure to coordinate work and deliver objectives (cross-functional partners in Media, Consumer Activation, Brand engagement, legal, finance, sourcing and Data driven experience teams.

What You Will Do

• Oversees and continues to build on the overall LUSA Advocacy and Influencer marketing strategy, across multiple platforms and formats to drive sales, engagement, retention, and positive consumer sentiment.
• Using a data-driven, consumer-centric approach, they will build on an existing framework to enable L’Oreal USA brands to formulate and continuously optimize programming and activations to drive traffic to our brand flagship platforms as well as our retailer partners.
• This individual will play a key role in synthesizing key learnings to partner with our internal marketing teams to create the optimal go-to-market strategy.
• They will be accountable for ensuring continuity and brand cohesiveness for all influencer touchpoints and advocate for best practices on existing platforms.
• We are looking for a creative, consumer-focused, marketing professional who is not only a skilled storyteller but also a strong communicator with experience managing across a large organization with a proven track record of cross-functional partnership.
• 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
• Develop framework and LUSA-wide, multi-tiered strategy for advocacy and influencer to help convert lower funnel consumer traffic into revenue across all of our Ecommerce Channels (Direct to Consumer platforms, Amazon, eRetail).
• Build and enable the influencer & advocacy community across our brand teams to ensure learnings and best practices are being shared.
• Provide consulting and ongoing guidance to brand teams in line with the overall L'Oreal strategy to grow key advocacy metrics and brand love, including L'Oreal proprietary composite metric: Brand Pulse Index (DBPI).
• Identify and develop relevant measurement approach pertaining to advocacy and influencer performance to ensure that our brands are properly goal setting, tracking and optimizing strategy & execution.
• Track relevant activations across L Oreal to evaluate for effectiveness and optimization where possible.
• Partner with the internal media and paid social teams to continuously grow and optimize our consumer-centric approach to help maximize our overall reach.
• Brief and collaborate with our internal content creation team, as well as the brand engagement leads, to ensure relevant, best-in-class content for our influencer platform
• Determine the optimal strategy for community management that can be used across our portfolio of L’Oreal USA brands.
• Act of the organization's industry expert in terms of developing trends, changes and potential opportunities, translating consumer insights into activation strategies
• Manage relationship with Influencer marketing tech partner
• Oversee the Influencer marketing wayos of working and rules of engagement for LK’Oreal USA brands.
• Bring recommendations to Brand Head of marketing on shifts, based on performance reporting and consumer-focused data from internal and external sources (CMI reporting, partner trend reports)
• This individual will collaborate and work closely with cross-functional partners in Media, Consumer Activation, Brand engagement, legal, finance, sourcing and DDX teams to drive data-driven programs and initiatives.
  

What You Will Do

CONSUMER-CENTRIC/DATA DRIVEN STRATEGY

• Influence multiple platform content across all Marketing brands/teams to drive Sales engagement, retention and positive consumer sentiment
• Understand strategy across all Platforms/Brands for Advocacy and Influencer
• Track relevant activations across L Oreal to evaluate for effectiveness and optimization where possible.
• Build upon an existing framework to optimize programming and activations that will help convert lower funnel consumer traffic into revenue across all of our Ecommerce Channels (Direct to Consumer platforms, Amazon, eRetail).
• Partner with the internal media and paid social teams to continuously grow and optimize our consumer-centric approach to help maximize our overall reach.
• Develop consumer-centric recommendations for Brand Marketing teams driven by data insights (consumer and performance data from internal and external sources (CMI reporting, partner trend reports)
• Establish key advocacy & brand love metrics frame so brands can properly track influencer performance and optimize strategy and execution (including LOreal proprietary composite metric: Brand Pulse Index (DBPI).
  

CONTENT EXCELLENCE

• Accountable for ensuring continuity and brand cohesiveness across all influencer touchpoints
• Brief and collaborate with our internal content creation team, as well as the brand engagement leads, to ensure relevant, best-in-class content for our influencer platform
• Determine optimal strategy for community management that can be used across our portfolio of L’Oreal USA brands.
• Build and enable the influencer & advocacy community across our brand teams to ensure learnings and best practices are being shared.
• Manage relationship with Influencer marketing tech partner
• Oversee the Influencer marketing ways of working and rules of engagement for L’Oreal USA brands
  

COMMUNITY GOVERNANCE

• Advocate for best practices across all existing platforms
• Act of the organization's industry expert in terms of developing trends, changes and potential opportunities, translating consumer insights into activation strategies
  

What You'll Need…

• BA/BS.
• 8+ years of experience in operational marketing, Digital marketing, eCommerce, and/or Digital Agency experience.
• Experience liaising between business and external stakeholders required.
• Strong understanding of industry trends, 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 brand/LUSA.
• Demonstrated strength in communication with an ability to motivate and influence across the organization cross-functionally.
• Proven change agent.
• Experiencing 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
• This role will require a balance of analytical thinking, and 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 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.
• This position will require moderate supervision to maintain a proper corporate direction.
• Ability to interact and present to all levels of the organization, including senior management.
• Experience managing others.