Director, Social Media - L'oréal Paris Hair Care & Hair Color

Director, Social Media – L’Oreal Paris Hair Care & Hair Color

Division: Consumer Products

Location: Hudson Yards, NYC

Reports To: VP, Marketing

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 Consumers Products, our mission is to democratize the best of beauty, and for us, beauty has to be sustainable. Our division holds the world’s #1 beauty brand with L’Oréal Paris, the #1 makeup brand with Maybelline New York, the #1 natural brand with Garnier, as well as NYX Professional Makeup.

Marketing at L’Oréal is about triggering real emotion! We create personalized brand experiences online and offline that make our consumers the heroes of our brand story. Every day, we push boundaries in the world of traditional and digital strategies focusing on all that big data has to offer. Come join our dynamic team!

What You Will Do:

Job Responsibilities:

Strategy

• Work with Marketing, Omni-Shopper, PR and DMI on long term vision for L’Oréal Paris social that ties back to divisional business objectives with the consumer experience in mind
• Develop strategies to breakthrough and compete with total Hair Care & Color social landscape
• Identify and implement test & learn social opportunities
• Work effectively with cross-functional teams (including but not limited to Media, PR, Marketing/Digital Marketing and Customer Marketing) on category/franchise footprint
• Be at the forefront of what is happening in the space and propose new platforms to enter and first to market programs
• Lead Influencer strategy and vision for the category

Content Creation

• Develop consumer-centric content with input Marketing brief to output, partnering with production companies, and overseeing execution
• Create “of the moment” (“at the speed of culture”) content to complement pre-planned content. Can be created internally or with micro-influencers
• Ensure content review process is respected in partnership with L’Oréal Paris Global marketing teams
• Enhance relationships with the retailers by partnering with Shopper Marketing and Customer Marketing to craft retailer-specific social content plans on owned channels
• Develop and execute the earned and owned Social Media strategy for the brand to drive awareness, engagement and sales for L’Oréal Paris cosmetics
• Understand L’Oréal Paris’ unique brand positioning and stay true to brand equity through all social content & alignment with Global marketing (DMI)

Retail-E-commerce/Consumer Engagement/Social Listening/Influencer

• Craft owned content storytelling concepts for "always on" programs and in-store/ecomm moments in partnership with key stakeholders from cross-functional teams
• Develop socially-driven retailer programs in collaboration with the Shopper Marketing experts to drive awareness and sales lift conversion
• Cover social live for special events
• Elevate sensitive situations to management and the Customer Care Center
• Work with Digital Marketing & CMO team on ad-hoc social listening requests
• Oversee & give input on Influencer strategy, 360 moments, timelines and boost paid and organic influencer strategy in social channels

Analytics

• Pull and provide regular analytics reports based on new tools provided by CMO team (Rival IQ, Netbase, Tribe)
• Ensure strategy, content creation and community management are constantly reviewed based on findings

Budget

• Manage social budget ensuring we optimize and spend wisely (bring in new partners as necessary) & find efficiencies to reinvest in media.

Measurement & Effectiveness

• Unique, on-brand content developed for the brand in-house that drives brand priorities
• Define objectives for brand's social platforms to measure and adapt accordingly based on overall business goals/priorities
• Set social KPI’s for Influencer campaigns and track through execution with detailed recaps
• Spearhead social reporting with Community Manager and standardize analysis to improve performance with weekly and monthly reporting
• Manage social listening requests from Marketing and DMI team to give insight on launches and potential new product trends
• Thoroughly understand ever-evolving social metrics and liaise with CMI team on best practices and benchmark
• Strong influencer strategy to deliver category objectives on incremental consumer recruitment and loyalty/purchase frequency of hero items and innovation

What We Are Looking For:

• 7 – 10 years’ experience in Social Media, Influencer Relations and Paid Media experience for a consumer brand (in-house or agency) – ideally in the skincare space
• Expert in social and digital landscape
• Experience in photography and editing
• Beauty experience & Editorial background in beauty a huge plus (.com/publisher, brand, blog or otherwise)
• Ability to work cross-functionally and develop big picture strategy to grow the L’Oréal Paris brand love. Complex role at the intersection of Integrated Marketing Communications, Marketing/Digital Marketing, Customer Marketing, E-commerce and Agency Partners
• Ability to effectively work in a matrixed environment – Brand Engagement, CDMO, Global Marketing (DMI)
• Creative skills to develop new content & out-of-the-box thinking a must
• Ability to write and edit in the L’Oréal Paris voice
• Ability to be resourceful and scrappy while working within brand guidelines to produce high quality in-house content
• Ability to manage multiple vendors and work with business partners on new innovations as well as best practices
• Strong analytics skills. Experience with tools like NetBase, Rival IQ, Spreadfast, Tribe, and Traackr is a plus

As an integral part of our culture at L’Oréal, wellness is at our core. We not only offer a generous Benefits Package (Medical, Dental, Vision, 401K), we also offer flexible time off, work from home days, and a pension plan! Additionally, you will have access to company perks such as Makeup, Skincare, and Fragrance! Employees receive a stipend for L'Oréal products as well as VIP Access to L’Oréal’s Internal Shop for Discounted Products, and other perks such as Monthly Mobile Allowance, discounted gym memberships, and ERGs.

Additional Benefits Information As Follows:

Salary Range: $140,100 - $203,200 (The actual compensation will depend on a variety of job-related factors which may include geographic location, work experience, education, and skill level)

• Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
• Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
• Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
• Access to Company Perks (VIP Access to L’Oréal’s Internal Shop for Discounted Products, Monthly Mobile Allowance)
• Learning & Development Opportunities (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
• Employee Resource Groups (Think Tanks and Innovation Squads)
• Access to Mental Health & Wellness Programs

Don’t meet every single requirement? At L'Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you’re excited about this role but your past experience doesn’t align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!

We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.

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