Job Description
Job Title: Director Digital & Social , Education Professional Products Division
Division: Professional Products Division
Location: 10 Hudson Yards New York, NY 10001
Reports to: Vice President Digital Education
Who We Are:
For more than a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.
At L’Oréal Professional Products, our mission is to support hairdressers and develop the hair industry sustainably, and lead the digital transformation of our industry with a customer-centric approach. Our brands portfolio includes L’Oréal Professionnel, Kerastase, Redken, Matrix, and Pureology. Together, our brands lead the professional hair industry from market share and also Stylist Education. With over 60 years of Education, touching 400,000 stylists per year, a new era of Education is being created.
Role Objective: We are seeking a highly motivated and experienced Digital Education & Marketing Director to join our dynamic team. This critical role will support the VP of Digital Education & Marketing on the overall strategy for Digital Education with a focus on Social Education on YouTube, and lead the division content strategy, digital education measurement and platform management for all brands. This role with lead creating PPD Multi Brand marketing campaigns to support priority education initiatives and ensure close collaboration with education and marketing teams. The ideal candidate will possess a deep understanding of digital platforms, content strategy, with focus on YouTube & other social platforms and overall beauty.
Job Responsibilities
- Drive Digital Education for Salon Professionals:
- Support in building & executing divisional digital education strategy for L'Oréal Professional Products brands salon professionals. Strategic planning includes the following areas : Content, Platforms, Marketing, Measurement and Data.
- Own development of playbooks and guidelines as key brand resources.
- Partner with Pro Activation and Pro A&I Division leads to ensure cohesive planning. Collaborate with central Brand Pro Site & DDX teams for overall visibility to education calendar for digital support.
- Collaborate with Cross Functional Partners in Education, Marketing and Retailer Teams to execute strategies to increase digital education reach.
- Lead Digital Education Measurement:
- Develop and maintain the social education dashboard, delivering monthly reporting with insightful analysis.
- Utilize advanced analytics tools like Traackr & Rival IQ to track performance and identify trends.
- Conduct thorough competitive analyses to benchmark our digital education efforts and upskill the community on these learnings.
- Own L’Oreal LMS Strategy & Platform Management:
- Oversee the Access Learning Management System (LMS) strategy and serve as the primary brand point of contact.
- Ensure robust platform management, focusing on SEO optimization and continuous future planning/optimization. Partner with Global Access team on enhancements, programs and content.
- Support Integrated PPD Education Campaigns:
- Strategically plan and utilize marketing levers to support education initiatives with goal of driving ticket sales/sign ups, including media, CRM, social media, and other relevant channels. Manage any relevant fuel budget to support marketing levers and plans.
- Provide critical support for campaign creative development, briefing, and managing creative needs through Wrike, overseeing the routing process.
- Create comprehensive social kits for artists in collaboration with the Omni Education team, facilitating widespread deployment. Contribute to Pro media matrix needs in partnership with the Pro Activation Divisional team.
- Partner with Divisional and Brand A&I leads for Pro Influencer guidelines, campaign support, and deliverables. Liaise with SalonCentric for education content needs for site, social and other platforms.
- Conduct Competitive Intelligence:
- Execute regular competitive audits and tracking across social media, LMS platforms, and 3rd party platforms to stay ahead of industry trends.
- Own Education research strategy/projects in partnership with Consumer Insights Team
- Liaise with the L’Oreal CDMO team for Social, Content & Analytics
- Lead 3rd Party Platform Execution & Planning:
- Manage and plan education programs on key 3rd party platforms (e.g., Professional Schools, Salon Suite partners) to scale the reach of our brand education content, social assets, and new programs/pilots.
- Partner with the Sales teams leading these channels to create education packages & measurement for brand digital education.
- Upskill On Digital Education:
- Develop and implement a comprehensive plan to support both internal and external education teams with essential digital upskilling around new platforms and content.
- Create and lead content upskilling program for Brand Artists & Educators with focus on YouTube content needs.
What We Are Looking For:
Required Qualifications:
- Bachelor's degree in Digital Marketing, Social Media, or a related field.
- 8-10 years of experience in digital marketing, preferably within the beauty or salon industry.
- Proven track record of developing and executing successful digital education or digital content strategies across the large social plaforms: Meta, YouTube and TikTok.
- Deep understanding of social media platforms, content creation, and influencer marketing with special focus on YouTube.
- Strong understanding of the Beauty Industry
- Proactive and results oriented thinker who would flourish in an entrepreneurial environment
- Proficiency in MS Word, Excel and PowerPoint programs.
- Communicates clearly and succinctly in both oral and written forms
- Ability to translate product initiatives into relevant, Pro-facing brand educational and social moments
- Ability to collaboratively work in a fast-paced, deadline-driven environment
- Must demonstrate strong critical thinking, and problem-solving skills
- Highly organized with proven multi-tasking and project management skills
- Strong analytical skills and data-driven decision-making abilities
What’s In It For You:
- Salary Range: $138,500-$200,800
- Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
- Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
- Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
- Access to Company Perks (VIP Access to L’Oréal’s Internal Shop for Discounted Products, Monthly Mobile Allowance)
- Learning & Development Opportunities for Career Progression (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
- Employee Resource Groups (Think Tanks and Innovation Squads)
- Access to Mental Health & Wellness Programs
Don’t meet every single requirement? At L'Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you’re excited about this role but your past experience doesn’t align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!
We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.
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