Job Title: AVP – Global Digital

Brand: NYX Professional Makeup

Location: El Segundo, CA



POSITION SUMMARY 

The Head of Global Digital will be responsible for leading the global digital marketing strategy for NYX Professional Makeup across global brand sites, all retailer/pure player sites, and the rapidly expanding social commerce ecosystem where NYX Professional Makeup is sold. This role is responsible for driving the development, maintenance, and merchandising of the eCommerce Master Flagship site while simultaneously leading the Social Commerce conquest, particularly through TikTok. The candidate will drive accretive growth by being selective on assortment and disrupting the market with high-impact content.


In this evolved landscape, the AVP Digital will lead the AI content revolution, democratizing and scaling the adoption of Group AI tools within the DMI teams to optimize creative output. The candidate is responsible for finding new ways to attract and convert GenZ through content disruption and Content Flooding designed to hack social algorithms.


This role will actively collaborate with cross-functional partners across the organization to develop digital assets for on-site merchandising across the D2C site, e-retailer, and pure players, develop innovative new digital direct-to-consumer tools, and develop and deliver a comprehensive email and content marketing calendar. This can also include innovations such as social filters, or any digital asset which can help support a brand activation.


This position acts as the overall marketing guarantee, ensuring holistic brand trust across all platforms and developing the global guidelines that define NYX PM’s digital presence.


To be successful, this role requires daily interaction with CDMO teams in Paris, US Digital, US and Global Marketing, Social Media, Education, Creative, and Finance; but also zones and key markets.


In addition, partnership with global marketing teams and digital IT teams are essential to success. This position requires a high level of interpersonal skills and diplomacy and requires demonstrated ability to justify priorities to internal and external partners


This role reports directly to the Deputy General Manager NYX Professional Makeup in El Segundo, CA.

 

KEY JOB ACCOUNTABILITIES

Lead the global digital strategy across direct-to-consumer ecommerce, e-retailer partners and pure players

  • Responsible for online marketing, merchandising, user experience, site operations and the global digital marketing calendar. Ensure alignment with all global partners at the zone and country level.
  • Responsible for the visual and content strategy of the brand on-site, including images, videos, articles, and other digital media (banner ads, email blasts, site updates, blog and content updates etc.) 
  • Manage execution of the strategy, including ongoing development of creative content, and site modifications, and enhancements 
  • Responsible for providing leadership to all markets around SEM, SEO, affiliate and re-targeting programs.
  • Lead the GEO revolution 


Lead the Social Commerce Strategy

  • Drive the global "Social Commerce Conquest," with a primary focus on TikTok Shop and emerging social platforms to ensure accretive growth.
  • Execute a Content Flooding strategy to effectively hack the TikTok and social algorithms, ensuring maximum brand visibility and engagement.
  • Remain selective on assortment for social channels to drive exclusivity and incremental sales without cannibalizing traditional e-retail.


Lead the AI Content Revolution & Disruption

  • Drive the adoption and democratization of L’Oréal Group AI tools within the DMI teams to revolutionize content creation and operational efficiency.
  • Lead the Content Disruption mandate: identify and implement innovative ways to attract, engage, and convert GenZ through non-traditional digital storytelling.


Global Brand Trust & Governance

  • Act as the overall "Marketing Guarantee," ensuring NYX PM maintains high levels of trust and authenticity across all digital touchpoints.
  • Develop and deploy holistic global digital guidelines to ensure brand consistency across multi-platform environments.
  • Negotiate terms and agreements with third-party agencies and technology partners at a global level.
  • Oversee the budget process for sites and revenue streams, managing sales revenues and profitability while focusing on KPIs that achieve global ecommerce growth.


Lead Digital Innovation & CRM Strategy

  • Serve as the go-to person for all global digital innovation across all digital and physical channels/touchpoints.
  • CRM and Loyalty Global Strategy: Develop a global roadmap for CRM and innovative customer relationship management tactics, including AI-driven personalization, SMS, chatbots, and push messaging.
  • Manage the NYX Professional Makeup mobile app (iOS and Android) enhancements, building business cases for global rollout and expansion.

 

COMPETENCIES

  • Demonstrates respect, develops others, and enriches team dynamics.
  • Strong people management skills to include the ability to mentor staff in the age of AI and provide clear direction and performance coaching.
  • Listens and communicates effectively with team and cross-functionally.
  • Ability to inspire and influence in a fast-paced, "social-first" environment.
  • Reasons from multiple perspectives and makes appropriate decisions.
  • Conveys energy, focuses on results, and acts with integrity.
  • Shows curiosity, imagines creative solutions, and promotes team creativity.
  • Demonstrates entrepreneurship and takes initiative, focuses on customers, improves business performance, and develops a vision.
  • Focuses on quality, builds knowledge of the beauty and retail business, and understands beauty/skincare landscape and its competencies


PROFESSIONAL REQUIREMENTS

  • 15+ years of progressive experience managing a high-volume business-to-consumer Digital business.
  • Bachelor’s degree in Digital, Marketing, or a related field.
  • Deep expertise in TikTok Shop ecosystem and Social Commerce growth strategies.
  • Proven experience in integrating AI tools into marketing workflows.
  • Strong knowledge of current Digital trends, strategies, and techniques (Social SEO, Algorithm Hacking, GenZ consumer behavior).
  • Highly knowledgeable and passionate about the beauty world and beauty trends.
  • Excellent qualitative and quantitative skills.
  • Proficient in Microsoft Office, Google Analytics 4, L’Oréal Group AI Suite, Basecamp, and JIRA.


Base Salary: 147-213k Base + Bonus

 

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