New York, NY, New York
Full - Time

L'Oreal USA

Consumer Products Division

Director, Media Innovation and Consumer Acquisition

New York - New York


The CPD Media Innovation and Consumer Acquisition will be responsible for identifying opportunities for our brands to be first-to-market in media innovation and will lead the consumer acquisition media strategy. This role will focus on acquiring new consumers, reducing consumer acquisition cost, optimizing media performance across the portfolio, and supporting the brands’ media testing campaigns to prove out performance results. This role will also look for white space opportunities where our brands can surprise and delight our future consumers. The Media Innovation and Consumer Acquisition lead will support the Head of Media for CPD, including developing research for the portfolio strategy and will interface with global and cross-divisional counterparts to inform best practices. Along with an innovation focus, they will play a key role in ensuring consistency across the media buying process, identifying opportunities to reduce internal competition (across category and across total L’Oréal USA), and will identify opportunities for CPD brands to be first-to-market with innovative media products and channels.

This role reports into the Head of Media for CPD on the Division Chief Digital Marketing Team. This role will manage a team of agency resources.

Our team attributes:

  • Collaborative empowerment – we all win together as one digital team!
  • Progressive mindset – we aim to break the auto-pilot through test, learn, and scale fast with strong ROI focus.
  • Optimistic self-starters – we have a positive mindset, are AGILE and are not afraid to be scrappy! We are always up for a challenge.
  • Left brain / right brain – we are passionate about data driven decision-making alongside creativity and innovation.
  • Diversity & inclusivity – we value a team made up of diverse backgrounds and experiences and thrive with an inclusive culture



Develop a division-wide strategy for consumer acquisition through media, partner with brands to test your strategy through pilot campaigns and scale your learnings into our brands. Generate aggressive goals to increase our consumer base, develop audience segmentation, deploy your acquisition strategy, report on your results, and optimize in real time.

Support the core responsibilities of the Media Pillar within the CDMO team, including but not limited to: 1) ongoing ROI analysis of media ROI and channel strategy across multiple dimensions of the business 2) ensuring the division spends their media budgets efficiently according to internal ‘Golden Rules’ and metrics 3) developing dashboards that measure performance 4) developing a rationalized long-term investment plan while providing flexibility for change in near-term market dynamics and 5) ensuring senior leadership have requisite information to make informed decisions.



    • Produces budget guidelines for media spend based on best practices from historical campaigns, category best practices, and channel performance
    • Owns incorporation of personalization and 1P data strategy used in audience development
    • Partners with media agency as key point of contact for the division
    • Acts as a thought leader for division negotiations and media discussions, specifically:
      • Developing an upskilling agenda for the division, partnering with the internal learning team to execute
    • Acts as a support to the Lead media to support brand teams in realizing their goals.
    • Responsible for defining KPIs of success for CPD USA, aligning the path to meet these KPIs both up to management and down to brands, measuring these metrics, and providing leadership with incremental progress through dashboards.
    • Acts as key point of contact for Media Agency (Wavemaker)
    • Partner with BSP (DDM) Agency (Accenture) as an influencer
    • Identify opportunities for test and learn
    • Responsible for upskilling the division when new strategies are available, developed, and rolled out within the group



  • 7+ years’ experience in Digital Media Strategy & Planning for consumer packaged goods brands, ideally FMCG.
  • Expertise in media channels and performance metrics, and proven experience in delivering against consumer communication goals
  • Proven track record of converting data-driven analytics to gain consumer insights, drive targeted digital campaigns, optimize user experience, and drive conversion
  • Hands on experience in designing and driving digital campaigns using channels such as paid and organic search, social, mobile, email,display, affiliate and retargeting
  • Experience in managing a team, both as direct reports and external agencies


  • CPG marketing expertise; Beauty experience – a plus
  • Knowledge of most current digital technologies, trends, and tools
  • Ability to think strategically, drive results, build a high-performance organization, continuously drive innovation and inspire the organization to achieve and exceed its objectives
  • Strong leaderships skills with the ability to manage, engage, mentor and retain team
  • Strong interpersonal skills and ability to effectively communicate complicated concepts and recommended courses of action to engage diverse audiences and influence senior executives 
  • Ability to deliver results in a highly matrixed environment
  • Highly motivated individual with an entrepreneurial spirit and ability to work independently, while also able to build strong internal relationships and consensus on initiatives


We are an Equal Opportunity Employer and take pride in a diverse environment. We 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. If you require a reasonable accommodation to complete an application for a recognized disability under applicable law, please email [email protected]. Please note this email will only respond to specific requests for assistance completing the application as a request for accommodation for a disability. All others will not be considered. #DDIR

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