L'Oréal - Consumer Connections Manager (LUXE) at L'Oréal

A Day in the Life

I am the custodian of the end-to-end consumer journey and the divisional "Consumer 360" strategy. I am responsible for integrating Media, Advocacy, Content, and Lifecycle Marketing into a seamless, data-driven engine that drives brand love, achieves top-tier brand rankings, and delivers sustainable business growth through high-value consumer acquisition and retention.  

Integrated Strategy & "Consumer 360" Planning: 

• I develop and implement multi-channel engagement strategies aligned with divisional and brand objectives. 
• I translate consumer data into actionable hypotheses to drive growth across key channels. This includes framing A&I strategies by category, identifying cross-brand synergies, and creating specific opportunities to address business needs (e.g., driving "slow movers" anon-owned e-commerce sites in collab with CGO team).

Budget Optimization & Resource Allocation:

• Consolidate and manage spend allocation recommendations across the full engagement mix: Media, A&I, Content, and CRM. 
• I provide oversight for multi-brand campaign budgets, ensuring that spend lines are optimized for maximum ROI and divisional impact.
• I act as the pivot point between Marketing BUs, CDMO and Finance to ensure financial agility.

Performance Monitoring & Actionable Insights:

• I am the lead on data-driven practices, responsible for monitoring, analyzing, and reporting on the performance of all engagement campaigns. 
• I provide the business with actionable insights that allow us to pivot and optimize strategies in real-time. 
• I specifically demonstrate the business impact of upper-funnel initiatives (like A&I) on long-term commercial objectives.

Cross-Functional Collaboration & Innovation:

• I foster collaboration between internal stakeholders (Marketing BUs, Online Shopper Excellence, CDMO, CDAO, CGO) and external partners to drive innovation. 
• I partner closely with the Chief Growth Office (CGO) on Business Planning and Sales Performance to ensure our engagement activities directly support commercial "Go-to-Market" roadmaps and "hallmark" retail moments

My KPI’s that I am measured against are:

• Brand Health & Equity: 
• Net Promoter Score (NPS)
• Brand Awareness, and 
• Share of Voice (SOV).

Consumer Value: 

• 1P (First-Party) Data Acquisition and
• Customer Lifetime Value (CLTV).

Digital Performance: 

• Social Media Engagement Rate
• E-commerce Conversion Rate.
• Strategic Ranking: 
• Achieving specific brand ranking objectives within the division and the broader market.

Professional & Technical Competencies Required:

• Bachelor's degree in marketing, Communications, Digital Media, or a related field is required. Experience with CPG brands is highly desirable.
• Digital Native: 6+ years of experience in a media or performance marketing role, with a proven track record of success in either the beauty industry or across premium brands. A strong understanding of media & performance marketing best practices and a passion for the latest digital and culture trends is essential.
• Analytical Mindset: Strong analytical skills with the ability to track, measure, and report on key metrics. Proficiency in Google Analytics or other web analytics tools is essential.

Key Counterparts:

• Operational Marketing teams (BU) 
• Key Account teams (CGO) 
• Online Shopper Excellence teams (CMO) 
• Retail Design & Merchandising teams (CMO)
• Digital and Consumer Insights teams (CDMO)
• Media and Advocacy Agencies (External)