Vice President, Consumer Connections, Luxury

2 weeks ago

New York, United States L'Oreal Full time

**Job Title** **VP, Consumer Connections - Luxe Fragrance Brands**

**Division**:LUXE/ Luxe Fragrance Brands (Ralph Lauren, Viktor and Rolf, Azzaro, Maison Margiela, Mugler)

**Location**:New York (HY)

**Reports To**:SVP Marketing, Luxe Fragrance Brands

**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.

At L'Oréal Luxe our mission is to provide our consumers the best products and brand experience by making it unique. **Our portfolio is composed of 21 brands including major brands, highly aspirational and multi-expert, such as Lancôme, Yves Saint Laurent, and Giorgio Armani.**

**What You Will Do**:
The **VP of Consumer Connections** is the brand’s lead consumer strategist tasked with diving into all facets of consumer data to synthesize learnings and create the optimal go-to-market strategy.

The VP of Consumer Connections will have oversight of **Brand Engagement** and **Consumer Activation** for the brand. The individual in this role will define, lead and implement each brand voice and image among consumers. Additionally, this role will lead a data-driven marketing approach across the entire portfolio, ensuring that all major stakeholders understand the synthesized data points we’ve gathered on our consumer as well as how to best activate on these.

Through Brand Engagement, the individual will strategize and supervise the design and implementation of the **full Advocacy and Influencer (A&I), owned and Earned Social Strategy** for the five fragrance brands. By embracing the DNA of each of the brands, the VP consumer connections - in partnership with DMI - will create differentiated 360 campaigns and identify talent and content that will inspire and engage our current and future consumers audiences across different platforms (Tik Tok, Instagram, Youtube ) and different communication levers (social media, PR, influencer). The individual will have to master creative content development while being passionate with data-centric approach to develop brand share of influence, reach, engagement and number of activated influencers.

Through the lens of **Consumer Activation**, this individual will work closely with the Consumer Data Activation team, our media agency BCL and our internal social team to drive media strategies and tactics for each brand. The VP of consumer connections will be responsible in recommending and implementing different ROI-proven media strategies on the full scope of media channels from Pure TV/STV/OLV to E-retail and paid social. The VP of Consumer connections will be the owner of the brand’s BCL relationship, 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.

This role drives collaboration and influences multiple levels of leadership to drive key deliverables to support the development of customer-centric programs that each brand market share, profit, awareness and love. Strong leadership and the ability to influence will be critical in this role as you will manage social media agency relationships and collaborate closely with Brand Marketing, DMI, D2C, and Luxe Division teams to activate plans.
- Creates strategic frame for consumer connections for each of the 5 brands linking media and advocacy and influence under one consistent and unified approach
- Develops and implement media and social & advocacy plans through collaborative effort with key functional partners designed to drive awareness and build brand love.
- Represents brand for cross-functional strategic and update meetings to include media (paid, owned, earned), content strategy and optimization, influencer marketing and image.
- Responsible for leading the overall go-to-market consumer and consumer analytics for the brands as well as partner with channel-specific strategies for DTC and key retailers, utilizing all available data points.
- Responsibility for successfully leading and developing members of the Brand Engagement and Consumer Activation team.
- Communicate high level budget changes to BCL Media Agency as it affects media plans, with support from media leads.

**What We Are Looking For**:
Required Qualifications:

- Bachelor’s degree in related field
- Minimum of 10 years of media strategy and planning and/or digital marketing and social media marketing
- 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

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