General Information

Job Title:          Dir, Brand Engagement

Function:          Lancome

FLSA status:       Exempt

Division:             L’OREAL Luxe

Supervisor Title:  SVP, Marketing

Location:          New York

Date:                January 2021

Job Summary:

The head of Brand Engagement is a key leader within the brand’s marketing team tasked with bringing the brand’s strategy to life through execution of “best in class” consumer touchpoints. As the brand’s resident storyteller, this individual leads the team responsible for consumer-centric content development, social and influencer strategy, PR and advocacy programs. We are looking for a consumer-focused, data-driven content marketing professional who is a skilled communicator and has a proven track record of building and developing a team of diverse individuals. As we look to increase the brand’s footprint within the market, this individual will ensure that our story is heard. 

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:

• Set the brand’s overall content strategy to various channels used to connect with consumers developed through data-driven insights.
• In conjunction with product marketing, develop & execute cross-channel digital marketing plans to drive business goals, namely: brand loyalty, consumer engagement, and ecommerce revenue results.
• Liaise and collaborate with product marketing to execute on digital content marketing tactics inclusive of digital content development (Paid & organic social, programmatic, partner media), influencer & advocacy efforts, D2C & eretail content and partnership ops, etc.
• Identify cross-platform digital marketing opportunities that will drive consumption of brand content, engage consumers and drive revenue
• Lead team responsible for development of strategy & execution of US rollout across paid, earned, owned content for brand.
• Enhnace brand strategy as needed based on industry trends, consumer preferences, etc.
• Bring recommendations to head of marketing on shifts, based on performance reporting and consumer-focused data from internal and external sources (CMI reporting, retailer consumer reports)
• Align with the brand’s DMI (global team responsible for the brand’s global image and direction) to create a feedback loop to ensure that the US plan properly embodies the global brand vision.  This individual will be the brand’s point person for the DMI relationship, so they will also be the primary person to share consumer insights from the local market back to the DMI.

This individual will work closely with the DMI, Product Marketing, our internal Content Factory, D2C site leads and the Consumer Activation Lead to ensure that our brand story is properly developed and disseminated across our various channels.  This individual will collaborate with these stakeholders to drive data driven programs and initiatives. They will work to support strategic brand objectives, launches, and activities; responsible for increasing consumer touchpoints, brand engagement and reach for social media platforms.

Job Requirements:

• Minimum seven (7) years of Marketing experience with heavy experience for digital, social, ecommerce platforms.
• College Degree
• 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 executing digital & social media campaigns from upper funnel awareness campaigns to performance marketing campaigns focused on conversion
• Proven experience with brand communications, community management, social marketing, influencer & advocacy programs,
• Experience developing compelling social media campaigns and effective content strategies
• Demonstrated knowledge about the principles of search engine optimization (SEO) and search engine marketing (SEM) and how they apply to social content and digital asset distribution
• Detailed knowledge of CRM best practice and industry benchmarks
• Experience managing and developing a team, with experience onboarding to new social media management, listening platforms and social frameworks
• Exceptional organizational skills and high level of attention to detail;
• Strong written and verbal communication skills, including ability to lead internal and executive level meetings/presentations
• Experience managing and cultivating direct reports
• Creative problem solver
• Ability to develop solid relationships and lead with influence
• Ability to manage in complex, matrixed, fast paced environment

Judgment and Decision Making:

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. It requires constant interaction across a matrixed business structure (Marketing, Ecommerce, GM, CMO) to coordinate work and deliver objectives. Actively builds networks and becomes the in-house expert on the brand’s consumer mindset to help influence, convince, and introduce new ways of marketing. This position will require moderate supervision to maintain a proper corporate direction.

Please note:  This job description does not list all duties of the job.  Employees may be asked by management to perform other duties.  The employer has the right to revise this job description at any time.