Senior Manager, Consumer Engagement

Title: Senior Manager, Consumer Engagement (PR, Influencer & CSR)

Division: Luxury Products Division

Department: It Cosmetics

Supervisor’s Position: VP, Brand Engagement & Customer Care

Number of Direct Reports: 1 - Coordinator

Location: NJ, 111 Town Square Pl Jersey City

Job Summary

The Senior Manager of Consumer Engagement will be responsible for developing creative and business-driving influencer marketing strategies for IT Cosmetics with a focus on the skincare portfolio.

The Senior Manager will also be responsible for managing the brand’s go-to-market tactic execution across Advocacy & Influencer Marketing, Influencer Affiliate Marketing, Eventing and Cause Marketing.

This person will also partner closely with cross-functional teams including Social & Content, US Marketing and the Consumer Activation teams to maximize US initiatives and will co-manage external agency partners to develop all influencer marketing programming.

This role reports into the VP, Brand Engagement & Customer Care and will work closely with the assistant manager and coordinator to execute best-in-class Advocacy & Influence strategy and tactics. This role has one direct report – Assistant Manager, Brand Engagement. 

Responsibilities

The role of the Senior Manager will include (but is not limited to) the following responsibilities:

Overview:

• Develop Advocacy & Influencer strategy to drive brand love, awareness, and conversion to support key business priorities
• Manage all Influencer Marketing initiatives with a focus on skincare as well as aspects of the brand’s go-to market 360 plans from strategy, through activation and reporting results both internally and on Traackr

• Co-manage A&I budget and product forecasting
• Directly manage Assistant Manager and mentor coordinator and closely collaborate with social media leads and Customer Care lead to ensure cohesive storytelling across all Brand initiatives.  

Influencer Marketing Management:

o    Identify new and emerging influencers while simultaneously maintaining and growing relationships with key influencers and influencer management companies.

o    Oversee the updating & maintenance of influencer database on Traackr 

o    Oversee always-on nano/micro influencer strategy to increase awareness and advocacy and pull insights in timely manner to pivot as needed.

o    Co-manage top-tier/VIP strategy and talent in partnership with Sr. Manager.  

o    Lead or manage the influencer negotiation/contracting and briefing process directly with influencer managers, internal legal team, and any 3^rd party influencer agencies

o    Collaborate with BE Sr. Manager on sparking influencer content in an agile manner in partnership with the consumer activation team.

o    Oversee competitive analysis reporting to ensure ITC is acting as a leader in the space

o    Support and attend Influencer-related L’Oréal USA wide taskforces as well as industry events as needed

Earned Mailings:

• Strategize with full A&I team on full year mailer strategy that is sustainable and meets brand current business strategies.
• In partnership with Assistant Manager, manage vendors and fulfillment center to execute large volume of influencer product mailers and requests
• In partnership with Assistant Manager, track mailer metrics

o    Approve seeding strategies with a focus on skin & any cross-axe mailers as well as mailers for nano influencers. This includes but is not limited to product forecasts and inventory oversight for all new and existing product launches

Eventing

• Lead the event strategy for skin to create unique eventing experiences that builds brand love and fuels 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
• Primary lead for all event agency RFP and overall management.

Reporting & Presentations

• Co-Lead the quarterly CE Team report featuring key influencers wins & strategies and reporting back on key metrics and ROI surrounding influencer marketing programming
• Assist in dissecting and reporting back on DBPI, CoolIQ, etc.
• Assist in development of reports and presentations for company & divisional leaders
• Develop and deliver GTM strategies with a focus on skin to US team
• Analyze and share insights from the L’Oreal USA CDMO/COE reports that highlight influencer activity internally and externally

Job Requirements

o   7-9 years of experience in public relations/communications in agency or in-house, excluding internships. Experience in beauty communications preferred

o   Bachelor’s degree in related field

o   Strong written, oral, and interpersonal communication skills

o   Well-versed in the influencer space, including familiar with key talent and content trends

o   Familiar with affiliate marketing platforms like ShopStyle, RewardStyle and MagicLinks

o   In-depth knowledge and experience with all major social media platforms, including TikTok, Instagram/Facebook, YouTube, Pinterest, SnapChat and emerging platforms like BeReal

o   Able to work in a fast-paced, dynamic environment, both independently and as part of a cross-functional team

o   Strong understanding and passion for the beauty and cosmetic industry

o   Strong relationship with creators and management teams

o   Strong understanding in budget management

o   Managerial experience preferred (either direct report and/or management of agency)

o   Ability to prioritize and multi-task

o   Ability to analyze data in terms of conversion and content performance 

o   Experience with negotiation and managing vendors and partners

o   Advanced proficiency in Microsoft applications including PowerPoint, Word, and Excel + data analysis platforms like Google Analytics.  

o   Ability to travel when needed