L'oreal SA_Senior Social And Brand Manager- African Beauty Brands at L'Oréal

PRIMARY ACCOUNTABILITIES:

a)    Lead and develop the Digital & Social Engagement Strategy

•  Lead the ABB strategy (portfolio and brands) to win in the Digital Arena by using data analytics, trends and insights to identify resources, competitive platforms and environments, possible partners, and opportunity areas that drive competitive advantage for the portfolio.
• Together with the Head of ABB and respective brand manager, propose the strategy, the journey and the KPIs to make our brands the digital and social leaders within the multicultural haircare space as well as within greater beauty market.  Be the brands of choice when engaging with our core target market consumers - be faster, better, smarter and more relevant in engaging with gen Z & late millennials.
• Create and implement best in class Social Media Optimization (SMO) & Social Media Marketing campaigns across social media platforms.
• Develop a Scorecard to track Digital impact of our brands across key markets and recommend real time action plans to improve on initiatives and campaigns not meeting expectations.
• Media guidance: act as the media expert in driving the digital media planning, digital media buying and existing portfolio content creation initiatives.  Be the media champion from the beginning of the ideation process by select the best platforms to achieve brand kPIs and developing an evolving content calendar.
• Build a strong relationship with the local media and digital execution agencies as well as critical media partners: META, TIKTOK, GOOGLE, MASS MEDIA to create a common view around brand plans and drive a proactive approach to achieving brand KPIs.
• Identify innovative, successful opportunities from other markets or industries that can be adopted or adapted for the portfolio success.
• Keep up to date on social media trends and best practices educating internal and external stakeholders.

b)    Define and Enhance the Portfolio’s Social presence 

• Champion the social advocacy agenda of Dark and Lovely in particular by developing and optimising key influencer relationships in line with the Global Group Advocacy Playbook.
• Drive brand performance in social media by leveraging key influencers for the brand.
• Manage and lead a pool of loyal brand influencers who will connect and drive brand credibility and engagement with consumers and encourage trial and continuous usage of the brand. 
• Keeping your finger on the pulse within the influencer world to and identify new influencers according to brand DNA and in line with internal group criteria.
• Manage Influencers action plan development and implementation based on marketing and brand image goals. 
• Managing influencers across all platforms (social as well as live events) ensuring deliverables are met according to standards in line with the advocacy play, brand image and campaign brief.
• Responsible for the day-to-day administrative management of all brand influencers ensuring that the influencer management tool is updated on time and in full.
• Drive brand performance on reviews sites 
• Preparation of monthly reports \efficacy research\key competitors monitoring 
• Interact with consumers in social media channels using social media management software and related tools, including forums.
• Act as spokesperson of the brand on forums and social media: news, advice, sales assistance, etc.
• Monitor, maintain and strengthen consistent online brand identity.

c)     Activate consumer engagement and drive brand love

• Work collaboratively with the brand team to execute flawless consumer activations to engage, drive memorability & talkability and encourage trial and repeat consumption of our products.
• Write best in class activation briefs clearly outlining all relevant objectives (marketing, and communication) and campaign kpis in line with the brand positioning.
• Effectively manage agency partnerships from briefing to the pitch process (including budget analysis) to final agency selection and campaign execution.
• Act as project manager for each activation, meeting with the agency partners on a regular basis ensuring that the campaign is delivered on time, on budget and achieves all kpis as set out in the brief.
• Engage with all relevant media industry partners to ensure that each activation and events garners maximum and optimum media and PR exposure.
• For launch and PR events, work closely with selected agency(s) on site visits and recommendations, catering recommendations, entertainment recommendations, influencer selection and management for final approval by head of ABB. 
• Initiate a pre and post campaign analysis process to capture key learnings and challenges that can be used as benchmarks for future campaigns and events.
• Ensure that all events and activations are approved by internal health, safety and security managers and all L’Oréal safety and security protocols are strictly adhered to.

d)    Expand the portfolio’s e-commerce footprint

• Thoroughly understand the e-commerce shoppers purchase motivators.
• Use insights to strategize the acceleration of the ABB portfolio with key e-commerce partners (including the recommending the correct product assortment and support).
• Monitors online sell-in and sell-out and develops plans to drive both.
• Develop best in class A+ content for e-commerce platforms that drives shoppers to click to end and proceed to checkout with our products.
• Cultivate strong relationships with customer e-commerce teams to develop specific campaigns and activations to drive consumption of our key product lines and derive added value without added cost.
• Ensure that all new productive innovation is listed correctly with e-commerce customers.
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• e)    Internal stakeholders’ feedback and action plans
• Work with the community manager to produce and evaluate social media listening and engagement reports for internal and external teams to fuel insight development.
• Summarize insights and conversations to create actionable, operational reports that lead to optimization and efficiency in performance.
• Assess social community trends identified by the community manager and recommend actions to be taken.
• Monitor and measure all online activities and campaigns on a weekly basis to track performance and recommend a course of corrective action in real time if necessary.

PROFESSIONAL & TECHNICAL COMPETENCIES

a)    Digital Transformation Leadership

• Strategizes digital transformation. 
• Upskills and transmits digital knowledge and mindset.
• Drives the change toward brand and consumer centricity. 
• Leads toward data-driven organization.
• Operates efficient CRM. 

b)    Digital Brand Building

• Is obsessed with consumer centricity.
• Builds audience through relevant content.
• Scales consumers and influencers engagement.
• Masters digital marketing tactics

c)     Data-Driven Marketing 

• Optimizes Omni media investments & ROI.
• Operates efficient CRM.
• Masters analytics and attribution modelling
• Leverages Precision Advertising.

d)     Digital Technology Expertise 

• Leads with strong agile project management skills.
• Acts as a strategic business partner. 
• Has deep technical skills 
• Focuses on delivery: design/build/run.

e)    People Management

• Able to understand different stakeholders needs, develop aligned plans in environments of diversity and uncertainty, and work with a positive “make it happen” attitude.
• Ability to engage broad range of stakeholders (junior to most senior) both through compilation of compelling and persuasive decks and ability to deliver.
• Work collaboratively with brand team and community manager to achieve common portfolio goals.
• Initiate cross collaboration and sharing with the other digital peers in the consumer product divisions as well as those in the other division across L’Oréal.

EDUCATION & EXPERIENCE REQUIRED

• Bachelor’s Degree in a related field
• 5+ years proven digital and social expertise (traditional brand management experience would be a plus)
• E-Commerce systems, Influencer Management and Media Tools knowledge
• Excellent communicator – able to communicate at any level in the organization.
• Presentation skills – PowerPoint expert or master user
• Analytical skills – able to generate and interpret data and insights and transform them into actionable plans.
• Problem solving and critical thinking skills.
• Persuasive skills
• Negotiation skills
• Proactive, solution seeker
• Excellent Digital / Social Media skills