ジョブファンクション: ディベロップメント マーケティング
国/地域: United Kingdom
L’Oréal has devoted itself to beauty for over 100 years. With its unique international portfolio of 34 diverse and complementary brands, the Group generated sales amounting to 26.06 billion euros in 2017 and employs 82 600 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies, hair salons, travel retail, branded retail and e-commerce.
The Professional Products Division is universally known for exclusively supplying salons and other professional customers with the most advanced technologies in hair, skin and beauty products. The 8 brands within this division are L’Oréal Professionnel, Kerastase & Shu Uemura Art of Hair, Redken & Pureology, Matrix & Biolage and Pulp Riot. Our brands have made us the world leader in professional beauty products and one of the most dynamic places to pursue your career in the UK.
Professional Products Division
Hair Care Senior Product Manager - Matrix & Biolage
Your Mission: You are in charge of driving the accelerated growth of our hair care brands and category, leveraging 2 highly-relevant consumer shifts: naturally-inspired Biolage and Gen Z-recruiting Total Results. You are the owner of the complete hair care marketing scope, and will drive the promising ecommerce potential for both brands. This role reports into the Marketing Manager for Matrix & Biolage, and has 1 direct report.
Be responsible for:
•Define the strategy and the channel-based marketing plan for the category, responsible for delivering annual brand targets (e.g. market share, sell-in, sell-out, rankings)
•Build, execute and monitor strong portfolio strategy (new launches, pillar products’ renewal and animation of core catalogue) including defining the pricing strategy, promotional plans, marketing campaigns.
•Own and implement all launches by developing innovative and highly creative 360 marketing plans rooted in consumer insights and digital marketing trends to influence and nudge consumers across the journey.
•Work closely with the Marketing Manager to define the brand media strategy and briefs (angle, strategy, audience, marketing objectives). Implement campaigns from creative execution to performance media optimization in real time
•Deliver excellent brand execution across all channels, both online & offline, with a multi-channel view
•Work and challenge agencies to create digital-first cut-through contents that elevate the brand quality
•Partner & negotiate with eNAMs to maximize online retailer opportunities, positioning Matrix and Biolage as the brands to recruit new customers into professional hair care.
•Develop compelling online marketing plans to improve brand execution and sales performance. Drive brand presence via ratings & reviews, A+ content, CRM, promotions and on-site activations, social media and influencer partnerships to deliver on customer acquisition and retention KPIs
•Define & implement the Amazon growth plan, from product strategy to media plans, to grow Matrix & Biolage hair care market share
•Collaborate with commercial teams supporting distributor partners to maximize brand penetration through launches and pillar animations, while ensuring key brand campaigns are perfectly executed across salons, stores & B2B ecommerce channels in the UK & Ireland.
• Drive efficiencies and innovation within the hair care budget, monitoring that marketing investments support brand strategy, sustainability and ROI
•Own product forecasting, from launch forecast submissions to monthly forecasting, delivering on forecast accuracy targets for each channel
•Deliver gross margin improvement, managing product mix and pricing strategies
•Monthly reporting on brand performance (sell-in, sell-out, distribution, consumer awareness rankings, all key performance indicators)
•Monitor media campaign ROI analysis to ensure investments drive key brand targets
CATEGORY & MARKET EXPERTISE
•Work closely with CMI department and ongoing competitor, marketing & product trend research to develop a deep understanding of local consumers, generating new insights. Use these insights to influence Zone/DMI product & campaign development, but also local plans and activations
•As Drive country for the Brand, contribute to the global brand strategy with international teams and Zone, continuously paving the way in innovative go-to-market strategies and perfect brand execution
•Collaborate and maximize brand opportunities by working closely with Matrix Colour Pod, Trade & Digital Managers, eRetail Account Managers, Commercial & Education teams, as well as PR & Communications teams in UK & Ireland.
•Develop strong talent within the team, leveraging L’Oreal and Matrix/Biolage values
You should be adept at working at all levels from senior management to retailers and wholesale partners.