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Posted June 28, 2023
L'Oréal

AVP, Advocacy & Influencer, CDMO

L'Oréal
New York, NY, USA ⚠ [Archived] No Longer Accepting Applicants

L’OREAL USA

Job Title: AVP - Advocacy & Influencer Marketing

Department: Corporate Digital Marketing Office

Location: New York, NY

Reports to: Vice President - Brand Engagement (CDMO)

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.

CDMO: The Corporate Digital and Marketing Office mission is to put the consumer at the heart of L’Oréal’s business and drive digital innovation. As a force for L’Oréal’s innovation, CDMO delivers the best consumer experiences, drives new marketing models, and spearheads new digital capabilities to futureproof the group’s business.

What You Will Do

The AVP of Advocacy & Influencer Marketing will spearhead the strategy and execution of the ever-changing Advocacy and Influencer marketing ecosystem, including commerce activations of L’Oréal USA (LUSA) brand communities. This engaging, creative, yet analytical and data-driven 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. We are seeking a consumer-focused marketing professional who is a skilled storyteller and strong communicator with experience managing across a large organization with a proven track record of cross-functional partnership.

  • Oversee and continue 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 LUSA 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 synthetizing 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.
  • 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 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’Oréal strategy to grow key advocacy metrics and brand love, including L’Oréal 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’Oréal 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.
  • Partner with Sourcing on Agency Centralization for optimal data, negotiation and financial compliance
  • 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 LUSA 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 ways of working and rules of engagement for LUSA 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 We Are Looking For

  • Bachelor’s degree (BA/BS); 10+ years of professional experience (operational marketing, Digital marketing, eCommerce and/or with a Digital Agency).
  • 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 brand/LUSA.
  • 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 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.

What’s In It For You

  • 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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