KEY JOB ACCOUNTABILITIES 

OMNI-COMMS STRATEGY 

Plan, develop, align and advocate for the YSL integrated marketing communications (IMC) strategy for paid, owned, earned media to drive traffic to brand’s omni-retail distribution. 

Business-driven attitude to ensure IMC will also contribute directly to Brand sales.

Adherence to YSL Beauty global DNA, guidelines and strategy. 

Identify online and offline drivers for a Love Brand and articulate digital strategy with brand positioning                     

Develop brand’s image in line with its DNA & objectives through innovative and meaningful content to nourish the consumer experience on all touchpoints: off and on. 

Plan, develop, design and manage digital content across channels to increase engagement and strengthen brand image.

Set a strict KPI with both qualitative and quantitative for each activity    

Be a representative of YSL Beauty for Division / Corporate affairs and also in front of external media 

INSIGHT + ANALYSIS

Identify consumer insights and anticipate trends to develop strong innovative and digital conten

Pre-campaign consumer and platform insights to drive appropriate campaign strategy.

Post-campaign analysis + review to inform next campaign planning

Analyze brand's and competitors' interactive activity to make recommendations to management         

IMC ORCHESTRATION 

Lead, drive and manage the 360° Integrated Marketing Communication (IMC) action plan and actively align or adapt, as needed.      

Collaborate with Marketing team to ensure the Media planning is optimized for each product campaign with a clear big idea for strong consistency and DNA adherence.

MEDIA PLANNING

Lead, manage and collaborate with external media agency to achieve most suitable, highest performing media planning. 

Via agency, keep up to date with latest media options + propose accordingly for campaigns. 

AMBASSADOR MANAGEMENT

Personally lead the management of local ambassadors, relationship with their agencies.

Research and update real-time changeable trends in top ambassadors and KOL mapping. 

Prepare for future to source new ambassadors, in anticipation. 

SOCIAL MEDIA 

Create and present Social Media strategy ( included in IMC strategy ) based on social media analytics.                    

Define and enhance the brand social presence on the right platforms.

Keep up to date on social media trends and best practices educating internal and external stakeholders

Produce 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.

Analyze traffic and social data, and based on the results, plan campaign and modify the contents.

Analyze and report on social community trending (pre and post) promotional launches to key internal stakeholders to ensure optimal customer satisfaction             

Monitor and Analyze brand's and competitors' social/digital up-to date activities.

A&I EXPERTISE + CONTENT CREATION

Drive the brand transformation from traditional paid media driven model to omni-media with an emphasis on A&I. 

Create compelling and engaging brand content which will attract viewers as well as amplification and interaction through social sharing.

. Propose the right profiles of influencer to manage them and implement the social media strategy to support the brand’s ambition

. Act as an in-house content expert who can advise internal stakeholders in online content and best practices.

Manage creative external agencies to make them achieve the best performance.

BUDGET 

Plan, allocate and manage tightly budgets for paid, owned, earned media with agility and flexibility.

Ensure all expenditure is maximized for efficiency and performance

COLLABORATION – INTERNAL / EXTERNAL

Co-work with other team (Marketing / CX / Retail ) members to orchestrate 360° IMC action plan             

Collaborate with HQ communication team to optimize the actions in Japan for relevance.          

TEAM MANAGEMENT

Lead, drive and manage team to achieve all the above.

Develop customer engagement and communications talents in line with the Group’s guidelines.