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L'Oreal USA AVP, Brand Engagement, Thayers in New York, New York
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AVP, Brand Engagement, Thayers
New York, NY, New York
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Permanent
New York, NY, New York
Digital
Full - Time
01-Jul-2024
Position : AVP, Brand Engagement Lead (Social, Influencer, Community, Content, PR)
Brand : Thayers
Division : Consumer Products Division
Location : New York, NY
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 and Thayers Natural Remedies since 1847.
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!
Job Summary
The Assistant Vice President, Brand Engagement Lead (BEL) for Thayers is a key leader within the 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 will lead a team responsible for strategy, creation and execution of social, influencer and community-led content, PR and advocacy programs, all from an earned, owned and paid perspective. In addition, this individual will collaborate very closely with the Product Marketing team, to strategize and execute go-to market plans to ensure that all brand engagement efforts and perfectly synced with brand marketing & retail activations. The BEL is expected to stay ahead in terms of skincare, beauty and lifestyle trends, to ensure our brand engagement efforts are not only on-equity, but also helping us increase our brand awareness in an already saturated market.
We are looking for an industry disruptor, a trailblazer, and a true leader in every sense of the word. This position requires someone who can operate under a truly consumer-first mindset to help accelerate the brand’s digital and social footprint with culture and community relevancy at the forefront, all while re-enforcing the brands skincare expertise and rich heritage. This profile must be a skilled communicator with a proven track record of disrupting and accelerating brand’s all while developing a team of diverse individuals.
Key Job Responsibilities
This individual will work closely with the DMI (global marketing), Product Marketing, Shopper Marketing, CDMO, and the Media Lead to ensure that our brand story is properly developed and disseminated across our various touchpoints in the digital and social ecosystem. They will support strategic brand objectives, launches, and activities; responsible for increasing consumer awareness, brand engagement and reach across social & digital platforms. 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 communications strategy across earned, owned and paid channels
Develop social, influencer, community, and PR strategies to build brand love and advocacy, growing an engaged community and recruiting new consumers into the brand
CONTENT- strategize, create, and execute content that is platform-native and consumer-first across key social and digital channels (focus on META, TikTok, Youtube). Work in partnership with global DMI team to ensure all branded content meets these requirements; in addition to working with key agency partners to create local evergreen culture & community-first content
SOCIAL – oversee execution of Thayers social channels- both from an owned and paid media perspective. Create and sharpen brand’s owned social strategy to grow audience and engagement across all channels. Work in partnership with media lead to execute monthly paid social campaigns, optimizing each month against in-market media KPI’s by platform
INFLUENCER- create and sharpen brand’s influencer strategy for paid & earned. Work in partnership with influencer agency to execute influencer campaigns that drive high engagement and resonance at scale. Work in partnership with PR agency to cultivate influencer relationship and foster more earned love
COMMUNITY- oversee community strategy for Thayers to ensure maximum engagement across all social communities. Beyond community management, how do we build a strategy to engage this community to be actively sharing their love for Thayers both IRL + IVL. Experience with brand ambassador programs is a plus.
PR Organize and lead brand/PR in-person events, mailers, etc. to support brand engagement initiatives. Work with PR agency to ensure YOY increase in media impressions via long-lead, short-lead and always-on media outreach
Lead the relationship with internal and external agencies on behalf of the brand, from negotiations, strategy, budget management to execution of plans
Accountability for all PR, social, influencer and advocacy budgets; work closely with brand Finance team
Report to Thayers US Head of Marketing, while managing and developing 3 direct reports
Qualifications/Requirements
Minimum ten (10) years of Marketing experience with significant experience in digital content, social media, influencer and community management and public relations
Bachelor’s Degree required
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 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
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
Additional Benefits Information As Follows:
Salary Range : $144,800 - $210,000 (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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