Senior Manager, Customer Acquisition

L'OCCITANE EN PROVENCE, founded in 1976 in the Provence region of France, is a worldwide brand that offers premium, natural-based, personal care and wellbeing Provencal products and services.  L'OCCITANE continues to grow, opening several new boutiques nationwide.  L'OCCITANE seeks to revive the Provencal way of life and traditions through high quality, effective personal care products as a great answer for natural well-being.

L’OCCITANE Group’s mission is to “empower entrepreneurs and communities to cultivate natural beauty and well-being and regenerate nature”. L’OCCITANE is also committed to sustainability for business, people & the planet, as well as respect of human rights, ethics principles and labor protection. All employees at L’OCCITANE must therefore implement the company’s mission and integrate the social, environmental, economic and legal effects of their actions in their day-to-day job. In practice, this means that any employee at L’OCCITANE shall contribute to growing sales, regenerating nature, caring for our consumers & partners and supporting our employees. Both job descriptions* & performance objectives shall explicitly reflect the employee’s contribution & impact to the triple bottom-line (business, people, planet).

JOB SUMMARY:

The Acquisition team's mission is to accelerate the online business growth by driving quality new customer traffic & conversions across Paid Search, Paid Social, Display Marketing & Affiliates channels while ensuring profitability and long-term value for the brand.

The Senior Manager of Customer Acquisition will be responsible for leading the day-to-day strategy and execution as well as to drive the experimentation and capabilities roadmap across all paid marketing channels. This role is reporting to the Director of Online Marketing.

The ideal candidate will be highly data-driven and have prior experience as an expert-level channel operator specifically for paid media, as well as with the management and development of full-time resources in a fast-paced digital environment.

JOB RESPONSIBILITIES:

• Maximize strategic efforts and results of the North American Acquisition Marketing program, encompassing all paid online marketing channels as well as drive-to-store efforts contributing to driving net new customers while ensuring revenue growth of our e-commerce business.
• Work with the Director of Online Marketing to ensure new customers recruited drive profitability overtime and their LTV is maximized, through the strategic implementation of repurchase & retention programs supported via online & offline channels.
• Partner with Branding and Creative teams on the development of channel-specific strategic campaigns and creative assets to maximize recruitment goals and drive ROAS.
• Uncover new opportunities to acquire customers efficiently and at scale, through well-developed relationships with core channel partners and media agencies, and via a test & learn approach/mindset.
• Lead weekly and monthly reporting for all acquisition channels, with support from the partner agencies and acquisition team
• Effectively communicate strategy, reporting and analysis to inform and rally channel stakeholders around acquisition objectives and paid media channels’ effectiveness
• Deliver on online revenue and marketing efficiency targets on a weekly, monthly, quarterly, and annual basis by constructing a robust upper to bottom funnel, 360-customer journey:
  • Manage Paid Search, Affiliate Marketing, Display Marketing, and Paid Social creating full-funnel campaigns
  • Conceptualize and implement strategy to optimize campaigns to drive the most impactful mix of tactics across acquisition channels
  • Manage audience targeting strategy and segmentation
  • Play a key role in evolving, defining, and driving our paid media KPIs, analytical systems, and business processes, creating an accountable team culture that balances risk management and cost controls with speed to market and marketing innovation.
• Manage budget allocation processes, in partnership with other leaders across the company (including Retention, Branding, Finance, and Data teams) to balance short-term financial goals with long-term investment as we build a global customer base.  
  • Lead management of the Digital budget, ensure media spend is efficient in driving campaign performance goals – i.e. Sales/ROAS and/or CPM, CPA
  • Anticipate over/under performing campaigns and proactively prepare recommendations of budget shifts to remain agile and meet goals
  • Oversee Invoice Process through PO creation, invoice handoff for on-time payment, reconciling for discrepancies with finance and vendor
• Act as they key day-to-day contact with external agencies and publishers to ensure appropriate prioritization and proactively keep ahead of timelines, deliverables, and communications.
• Build, mentor, and manage one direct report

KEY PERFORMANCE INDICATORS:

• Net New Customer Acquisition
• 2nd purchase after acquisition
• New Customer Churn
• New Customer CLV
• New Customer NPS
• Qualified store visits/traffic
• Qualified web visits & conversions
• ROAS
• CPM
• CPA
• Drive team retention & growth

REQUIREMENTS:

EDUCATION

• Bachelor's degree (or equivalent) required.
• Masters (or equivalent) preferred.

EXPERIENCE

• 5+ years’ experience in acquisition marketing; Retail is highly desirable
• 2+ years of management experience
• Significant channel experience across the entire modern marketing mix, including deep expertise in both online and offline performance marketing channels
• Demonstrated impact on revenue and growth trajectory of a high-growth business due to a combination of team building and mentorship ability, as well as innovative ideas.
• Strong familiarity with the levers that impact CPA, CPC, and ROI, and the role each digital channel plays within the consumer purchase funnel
• Strong expertise in the field of customer/omni-channel analytics
• Comprehensive working knowledge of marketing attribution methodologies, their limitations, the relative advantages and disadvantages of each, and the ways in which most models are commonly imprecise or otherwise incomplete when evaluating performance.
• Analytical and creative, able to evaluate the efficacy of a campaign based on business results, but also intuitive enough to see the opportunities presented by a big creative idea or concept.
• Ability to be flexible, prioritize multiple demands and deal with ambiguity and lead teams through complex and challenging cross-functional projects.
• Ability to work well within a team, as a team player
• Project management skills
• Strategic, analytical and creative thinker
• Ability to manage several projects simultaneously, with limited supervision and under tight timeframes
• Strong MS Excel and PowerPoint skills.

SKILLS

• Entrepreneurial skills
• Analytical skills
• Dynamic, fast-paced, highly collaborative
• Strategic thinking
• Customer strategy
• Digital savvy
• Ability to communicate and translate complex date & information into a straightforward and impactful story
• Technical/operational skills
• Beauty industry enthusiast
• Project management skills
• Managerial skills

The salary range for this role is $100,00- $105,000 for the NYC region (based on skills, experience and with differentials applied if outside of NY). 

L’OCCITANE is an equal opportunity employer. This means that, when making decisions about our employees’ careers with us, our main considerations are their ability to do their jobs and develop in their roles. One way we cultivate change is by creating a more diverse and inclusive workplace and organizational culture. As part of this, we are committed to building an environment that is free from discrimination and harassment where everyone feels respected and valued. We recruit positive-minded people who share our core values - entrepreneurship, team spirit, leading by example and authenticity – and our commitment to sustainability.

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