Director, Brand Engagement

4 weeks ago

New York, United States L'Oreal Full time

Title: Director, Brand Engagement (A&I, PR & Brand Equity)

Division: CPD

Department: L’Oréal Paris

Supervisor’s Position: AVP, Brand Engagement

Location: Hudson Yards, NY, NY

Job Summary

The L’Oréal Paris US Brand Engagement Team is looking for a strategic, creative and consumer centric marketer to lead the full brand engagement eco-system for the Cosmetics and Haircolor categories + Brand Equity.

This person will be responsible for developing business-driving full funnel strategy and execution across all brand engagement verticals inclusive of A&I, Social, PR and Philanthropy. They will assist in connecting brand engagement verticals to the customer journey to drive key KPIs (Traackr/MIM, TikTok Engagement and Video Views, DBPI), with a focus on recruiting Millennial and Gen-Z audience and maximizing our existing customer base. This leader must be an influencer and social media expert and have their finger on the pulse of beauty, culture and the masstige landscape, bringing best-in-class thought leadership and innovation to the Brand Engagement team. This person must have a strong business acumen, understanding of sales/retailer, competitive landscape, insights, and experience in paid media.

**Responsibilities**:
The role of the Director will include (but is not limited to) the following responsibilities:
Influencer/Social Marketing Management:

- Develop VIP & Macro, Advocacy & Influencer strategy to drive brand love, awareness, and conversion in support all new launches, pillars and business objectives
- Manage all Influencer Marketing initiatives and aspects of the brand’s go-to market 360 plans from strategy, through activation and reporting results both internally and on Traackr
- Identify new and emerging influencers while simultaneously maintaining and growing relationships with key influencers and influencer management teams
- Develop always-on nano/micro influencer strategy to increase awareness and advocacy
- Co-manage the influencer negotiation/contracting and briefing process directly with influencer managers, internal legal team, and any 3rd party influencer agencies
- Partner with Social Leads on all paid social media campaigns and activations to ensure alignment for maximum reach and results across organic, paid and earned; and ensure cohesive storytelling across all activations
- Oversee strategy to increase LOP’s share of influence within the category through awareness and conversion programming
- Support and attend Influencer-related and industry events as needed
- Co-lead TikTok shop day to day management and execution
- Partner with BBD’s and social leads to align on key moments to properly plan and execute affiliate programming/special retailer events
- Oversight of Owned/Earned social strategy and activation across all platforms for cosmetics/haircolor
- Support team on CCC strategy, plan and output
- Enhance strategy as needed based on industry trends, innovations, consumer preferences, performance reporting and consumer-focused data (studies, retailer consumer reports, competitive analysis, etc)
- Reinforce DMI guidelines and processes to category teams to help maintain brand DNA in influencer/creator selections, paid media and content
- Co-Manage the Brand Engagement budget and product forecasting PO tracking, collaborate with finance on trend exercises, and manage Onefluence Data Integrity Project
- Analyze and share insights from the L’Oreal USA CDMO/COE reports that highlight influencer activity internally and externally

Influencer Trips/Category Events/Tentpole Activations
- Lead the event strategy to create unique experiences that build brand love and fuel advocacy
- Oversee Production company and lead all communication and feedback
- Oversee development of internal invite lists, event ROS, attendee facebooks, etc.
- Lead invite outreach on behalf of the brand in partnership with the team
- Lead event recap and report on ROI

Public Relations
- Serve as the Day to Day comms and press lead for your categories in partnership with PR agency
- Oversight of all Media pitching
- Lead strategy, talent identification, securement of full year Red Carpet Get The Looks
- Co-lead Spokesperson Announcements
- 360 launch inclusive of media, events, seeding, social, and A&I
- Responsible for conceiving and executing Annual Editor 1st Half Event unveiling all new launches
- Support Product/Brand Crisis/Corporate Communications management

Philanthropy
- Responsible for co-creating the strategy, vision and roll-out plan for always-on philanthropic program Women of Worth
- Lead honoree relationships, paid media, executive communications, social and A&I
- Co-lead Annual celebration gala, summit and judging

Job Requirements
- 8-10 year’s experience in social media marketing, influencer marketing, PR and event strategy
- Bachelor’s degree in related field
- In-depth knowledge and experience with all major social media platforms, including TikTok,META, YouTube, Pintere

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