Assistant Vice President, Social Media And Digital Content

L'oreal New York , NY 10007

Posted 3 months ago

Job: AVP, Social Media and Digital Content

Brand: L'Oreal Paris Cosmetics

Employment type: Full

  • Time

Location: New York

  • New York

Country/Region: USA

Job Responsibilities:

Strategy

  • Work with Integrated Marketing and Marketing (US and Global) on long term vision for L'Oral Paris Cosmetics social that ties back to divisional business objectives with the consumer experience in mind

  • Responsible for creating category social channel that ties in to the larger L'Oral Paris ecosystem

  • Develop strategies to breakthrough and compete with total cosmetics social landscape

  • Identify and implement test & learn social opportunities

  • Work effectively with cross-functional teams (including but not limited to IMC, 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

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'Oral 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'Oral Paris cosmetics

  • Understand L'Oral 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

  • 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

  • Partner with Social Manager to ensure great community management

  • Manage and mentor Community Manager to grow skillset as a creative and strategic team member

  • 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

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

Job Requirements:

  • 10+ years' experience in Social Media and Content Development for a brand (in-house or agency)

  • 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'Oral Paris brand love. Complex role at the intersection of Integrated Marketing Communications, Marketing/Digital Marketing, Customer Marketing, E-commerce and Agency Partners

  • Ability to partner with CMO and DMI, working closely with both as well as sister brands LUSA on best practices across content & social

  • Creative skills to develop new content & out-of-the-box thinking a must

  • Ability to write and edit in the L'Oral 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

We are an Equal Opportunity Employer and take pride in a diverse environment. We 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.

If you require a reasonable accommodation to complete an application for a recognized disability under applicable law, please email USApplicationAccommodation@support.lorealusa.com. Please note this email will only respond to specific requests for assistance completing the application as a request for accommodation for a disability. All others will not be considered.

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Assistant Vice President, Social Media And Digital Content

L'oreal