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L'Oreal USA Senior Manager, Brand Engagement (Influencer & Content Marketing) - Kiehl's in New York, New York
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Senior Manager, Brand Engagement (Influencer & Content Marketing) - Kiehl's
New York, NY, New York
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Permanent
New York, NY, New York
Digital
Full - Time
20-Jun-2024
Title : Senior Manager, Brand Engagement (Influencer & Content Marketing) - Kiehl's
Location : 435 Hudson St, New York, NY
Division : L’Oréal Luxe
Reports to : Assistant Vice President, Brand Engagement
Who We Are
At the heart of our company lies a dedication to innovation and progress. In all markets where we operate, we're committed to fostering excellence, empowering talented individuals, and leading the way in various industries.
Join L'Oréal: As the world's #1 beauty company, with a presence in over 150 markets, we are embarking on a transformative journey that embraces sustainability, digital innovation, and societal progress. We are dedicated to shaping the future of beauty by harnessing the power of technology, data, and science to tackle global challenges while staying true to our social and environmental commitments.
We're proud to have earned recognition as industry leaders in:
Most Innovative Companies - Fast Company, 2023
Top 5 - Most Attractive Companies Worldwide Among Business Students - Universum, 2023
Top 25 World's Best Companies - TIME, 2023
Top Companies for Executive Women - Seamount, 2023
Best Place to Work for Disability Inclusion - Disability Equal Index, 2023
With 86,000 dedicated employees spread across 150 countries, L'Oréal leads the global beauty industry and pioneers’ beauty technology. Our portfolio comprises 36 international brands grouped into four divisions. For over a century, we've been committed to making beauty accessible to all, and our goal is to reach another billion consumers worldwide through innovation.
Now, it's your moment to shine. If you are experienced, embrace challenges, value continuous learning, and want to create a positive impact, we invite you to join our diverse teams. Whether you're an industry veteran or a seasoned professional, we are always on the lookout for exceptional talents to contribute to our mission.
In the L’Oréal Luxe Division, we create the very best of luxury beauty. Our Division has an unrivalled portfolio of 23 aspirational brands (Yves Saint Laurent, Kiehl's, Lancôme, Prada, and Urban Decay to name a few) and an incredibly talented team of 28k experts, making it perfectly equipped to meet the endless and all-encompassing demands of luxury consumers around the world.
A Day in the Life
The Senior Manager will build an innovative, creative, US-culturally relevant approach to accelerating influencer & content marketing for Kiehl’s. This role will lead paid & earned Influencer Marketing strategies across all tiers of influence (VIP – Nano), including experts (derms, KSPs), as well as Affiliate Influencer Marketing Programs (D2C and retail). This role will also lead the digital content marketing strategy across Kiehl’s - leveraging data/insights, past performance, A&I and cross-functional needs.
This person will build a robust, consumer-centric full funnel approach, connecting these key pillars of the customer journey to drive key KPIs (Share of Influence, Engagement and Video Views, Activated Influencers, Mentions), with a focus on recruiting a new and younger Gen-Z audience. This key leader must be an influencer and social media/content expert and have their finger on the pulse of beauty, culture and the luxury landscape, bringing best-in-class thought leadership and innovation to the Brand Engagement team.
This role reports to the AVP, Brand Engagement and will work closely with the PR/CSR and Owned Social Media team members, as well as across the US Marketing organization, the DMI Consumer Engagement Team, LUSA CDMO/ LUXE COE Ecommerce, Wholesale Sales/Retailer Teams, and D2C Marketing teams to provide Influencer Marketing strategy and tactics to maximize US initiatives. This person will also partner closely with a network of external agency partners in a leadership capacity to develop, implement and monitor all Influencer Marketing initiatives. This person will have 3 direct reports:
Manager, Influencer Marketing
Assistant Manager, Influencer Marketing
Manager, Digital Content
Requirements
6-8 years experience in Influencer Marketing, Social Media, Content Marketing, PR/Communications, Events/Partnerships
Bachelor’s degree in related field
Strong written, oral, and interpersonal communication skills
Experienced in working in Luxury, Beauty or Fashion/Lifestyle Brands is preferred
Ability to effectively structure and articulate presentations to foster learning
People management experience is a required
Well-versed in the influencer space, including familiar with key talent and content trends
Familiar with affiliate marketing platforms like LTK and Amazon Affiliate Program
Experience working across data platforms such as Traackr or Tribe Dynamics
In-depth knowledge and experience with all major social media platforms, including TikTok, Instagram/Facebook, YouTube, Pinterest, SnapChat quirement here.
Able to work in a fast-paced, dynamic environment, both independently and as part of a cross-functional team
Ability to take direction and understand Kiehl’s Since 1851’s mission and brand identity
High level of organization, attention to detail and positive attitude
Excellent problem solving ability
Strong work ethic and commitment to continuous improvement
Ability to analyze data in terms of conversion and content performance
Experience with negotiating, contracting and managing vendors and partners
Advanced proficiency in Microsoft applications including PowerPoint, Word and Excel + data analysis platforms like Google Analytics.
Ability to sit and use normal office equipment (phone, computer etc) more than 90% of the day
Ability to travel when needed
Responsibilities
Manage all paid & earned Influencer Marketing initiatives and respective aspects Kiehl’s brand’s go-to market 360 plans from strategy to activation and merchandising results
Manage the Influencer & content marketing budget, forecasting spend and PO tracking
Lead D2C and wholesale influencer & content marketing strategy and communicate with external vendors to create effective, KPI-maximizing strategies tailored to each
Analyze, measure, and report on all influencer and content activity during and after all paid engagements to evaluate and ensure we’re ROI positive
Directly manage and mentor 2 Managers and 1 Assistant Manager, and collaborate well with peer PR/CSR and Social Media leads
Oversee the process and ways of working for vetting, maintaining and growing relationships with key influencers and influencer agencies with the team and maintain all data and spend compliance in Traackr
Manage influencer contracting/negotiation process with Influencer agencies, internal legal team and external management agencies
Collaborate with Consumer Activation Team on all paid social campaigns and activations to ensure alignment for maximum reach and results across organic, paid and earned
Support global Consumer Engagement initiatives with a strong US POV and approach, aligning to global vision
Work in a collaborative and integrated fashion with the L’Oreal USA CDMO/COE teams, PR/CSR and Owned Social Teams to help build consumer-centric brand campaigns to recruit new consumers
Manage the relationship with the always-on influencer agencies
Share new relevant talent with Brand Engagement Team on a monthly basis
Support and attend Influencer-related and industry events, as needed
Build and lead influencer strategy (incl. archetypes, selection & optimizations)
Oversee briefing through to execution of all paid influencer content
Always on optimizations based on performance and divisional/market insights
Implement and manage with agencies the daily monitoring and tracking
Strategize full year mailer program that elevates the brand but is cool, relevant, cost efficient and sustainable
Manage agency to execute large volume of influencer product mailers and requests
Implement and manage with agencies the daily monitoring and tracking
Lead the influencer experiential strategy in partnership with the PR team, including: Conceptualizing the activation objective and call-to-action to fuel advocacy , Agency/Vendor management, Onsite talent management support, Post experience report/ROI
Leading digital content grounded in A&I + social insights (media, digital, KCOM)
Collaborate with DMI to optimize global assets with a US consumer centric lens
Adapt DMI guidelines & tone of voice to fit the needs of US-content needs
Spearhead paid social reporting with Media lead and standardize analysis to improve performance with weekly and monthly reporting
Lead and execute Kiehl's influencer affiliate program that drives revenue and rapid growth for retailer & Amazon business, under the direction of the AVP Brand Engagement
Collaborate across Marketing, Retail and Digital teams to align on GTM launches and ensure consistency and effective storytelling through influencer affiliates
Optimize process across all program touchpoints, including data collection and analysis, partner communications, affiliate programs, and gifting
Establish paid influencer affiliate benchmarks for campaign activations + quarterly and annual review
Lead the monthly Brand Engagement KPI report (Share of Influence, Engagement and Video Views, Activated Influencers, Mentions)
Oversee the creation and sharing of weekly + A+ priority campaign / 360 reports with Kiehl’s senior leadership to merchandise the ROI and effectiveness of influencer & content marketing programs
Assist AVP with development of reports and presentations for company & divisional senior leaders
Present Influencer performance and insights to teams and leadership & oversee merch of content marketing performance
Analyze and share insights from the L’Oreal USA CDMO/COE reports that highlight influencer activity internally and externally
What We Offer
Salary Range: $119,900– $170,800 (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 (Up to 2 Days per week work from home for eligible roles, subject to manager approval.)
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
We Are Committed and Engaged
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.
If you are a qualified individual with a disability or a disabled veteran and need a reasonable accommodation during the application or hiring process, please contact [email protected]. If you need assistance to accommodate a disability, you may request an accommodation at any time.
All of your information will be kept confidential, to the maximum extent permitted by law, according to EEO guidelines.
Our Safe Together Plan: Your safety is our highest priority. We will proceed with caution and adhere to enhanced protection standards to ensure our sites are safe for all employees. We must all operate with the shared responsibility for each other’s health & safety in mind.