Job Description: Digital Manager – Luxe Division

Location: South Africa (Woodmead)
Division: Luxe
Reports to: L’Oreal Luxe Chief Marketing Officer

1. Mission and Role Purpose The Digital Manager for the Luxe Division is responsible for leading the digital transformation and accelerating the e-commerce growth of our prestige brands (e.g., Lancôme, Yves Saint Laurent, Giorgio Armani). You will design and execute an omni-channel digital strategy that elevates the consumer journey, enhances brand desirability, and drives high-value conversions through data-driven precision marketing and luxury storytelling.

2. Key Responsibilities

Strategic Digital Leadership

• Develop and implement a 360° digital roadmap aligned with the brand's global identity and local commercial objectives.
• Lead the "Online-to-Offline" (O2O) strategy to ensure a seamless luxury experience from digital touchpoints to physical boutiques/counters.
• Monitor digital trends and the competitive landscape to identify new opportunities for innovation in the prestige beauty space.

E-Commerce & E-Retail Acceleration

• Work in collaboration with the Head of E-commerce to ensure brilliant execution on-line with our players and e-retail partners (e.g. Superbalist, Woolworths, Edgars Online).
• Optimize the user experience (UX/UI) and conversion rate optimization (CRO) on brand sites.
• Oversee catalog management, ensuring high-quality "Luxe" asset execution and SEO-optimized product descriptions.

Precision Marketing & Media Performance

• Manage digital media budgets, focusing on high-performing Search (SEM), Social, and Programmatic advertising.
• Partner with our media agencies to deliver optimised media campaigns on our brands. 
• Utilize data analytics to track ROI and ROAS, constantly optimizing campaigns to reach high-net-worth consumers.
• Collaborate with the CRM team to leverage first-party data for personalized consumer journeys and retention strategies.

Content & Social Media Excellence

• Lead the Advocacy & Influence team to ensure brilliant, locally relevant content on our brands.
• Partner with our Advocacy agency to execute the brand A&I plans.  
• Adapt global creative assets for the local market, ensuring they resonate with the South African luxury consumer while maintaining brand equity.
• Oversee the social media strategy across platforms (Instagram, TikTok, LinkedIn), emphasizing high-engagement aesthetic content.

Data & Analytics

• Define and track Key Performance Indicators (KPIs) for all digital activities.
• Provide regular reports and actionable insights to senior management regarding digital share of market and consumer behavior.

3. Required Skills & Qualifications

• Experience: 5–8 years of experience in Digital Marketing or E-commerce, preferably within the Luxury, Premium FMCG, or Fashion industries.
• Education: Bachelor’s degree in Marketing, Digital Media, Business, or a related field.
• Technical Skills:
  • Proficiency in Google Analytics, SEO/SEM tools, and Social Media Management platforms.
  • Knowledge of E-commerce platforms (Salesforce, Magento, or similar).
  • Familiarity with CRM tools and data privacy regulations (POPIA).
• Luxe Mindset: A strong aesthetic sense and understanding of luxury codes—quality, exclusivity, and personalized service.
• Analytical Prowess: Ability to translate complex data into clear strategic recommendations.
• Collaboration: Strong stakeholder management skills to work effectively with Marketing, Sales, and Global Digital teams.

4. Core Competencies (L'Oréal DNA)

• Entrepreneurial Spirit: Proactive in identifying white-space opportunities.
• Agility: Ability to thrive in a fast-paced environment and pivot strategies based on real-time data.
• Consumer Centricity: Obsessed with the consumer journey and providing a "Golden Standard" experience.