New York, NY, New York
Digital
Full - Time
07-Sep-2022

Job: Vice President, Data Driven Experience (DDX)

Division: Corporate Digital & Marketing (CDMO)

Location: New York - New York                    

OVERVIEW:

As part of the L'Oreal USA concentration on customer-centricity and creating a competitive advantage with data, the DDX team utilizes best in class technology and data solutions to advance business at the division and brand levels by bridging known and unknown data sources and strategies. Our mission is to leverage data and consumer insights to fuel lifecycle interactions through integration with CRM strategies, data partnerships and tech platforms. We provide strategic guidance, subject matter expertise and executional leadership for efficient, effective and safe applications of digital tactics. We drive the adoption of technology solutions that will allow divisions and brands to leverage data to provide personalized customer journeys and manage our data assets (internal or external) throughout the customer journey. Our vision is to amplify real-time marketing efforts to drive incremental results, create relevant and personalized marketing, all while uncovering new and compelling consumer insights from data.

The CDMO Data Driven Experience lead is accountable to:

  • Utilize best in class technology and data solutions to advance business at the division and brand levels by bridging known and unknown data sources and strategies.
  • Leverage data and consumer insights to fuel life cycle interactions through integration with CRM strategies, data partnerships and tech platforms.
  • Provide strategic guidance, subject matter expertise and executional leadership for efficient, effective and safe applications of digital tactics.
  • Amplify real-time marketing efforts to drive incremental results, create relevant and personalized marketing, all while uncovering new and compelling consumer insights from data.

Critical ways of working will involve:

  • Acting as key point of contact interfacing with all LUSA divisions and Global CDO, on the topics of CRM, DDM, Platforms and Services.
  • Partnering with Divisional CDMO who will have reporting dotted lines into LUSA CDMO DDX lead
  • Managing relationship with Accenture/Wavemaker agencies
  • Clarifying Omni media, CCC and CMI linkages and opportunities for ways of working
  • Promoting more communication and cross-sharing of consumer insights cross all CMO sub-teams, to enhance customer-centricity and the utilization of data as a competitive edge

KEY RESPONSIBILITIES

DDM Operating Model

  • Oversee the technology platform including managing priorities, key functionalities, release cycles
  • Communicate key decisions to divisions and brands to confirm alignment and visibility
  • Effectively manage analytical plan, models, methodologies and outputs
  • Ensure reporting has been created and replicated to provide a seamless migration and develop new reporting to reflect brand and divisional needs
  • Confirm tagging processes are comprehensive in order to optimize campaign performance in real time
  • Mine for consumer behavioral data and meaningful insights (analytic roadmap, predictive and future state models)

CRM Strategy – Known Data

  • Immerse the partners into our business so that they are extremely knowledgeable of our processes and learn our brand nuances to ensure Merkle agency of record success
  • Review workflows, requests and all strategic recommendations before they are communicated to divisions and brands
  • Provide partners with our strategy framework and upskilling needs for the varying levels of CRM across brands
  • Foster relationships with agency partners as team extensions to enable fast CRM adoption
  • Partner with Consumer Insights and Customer Care teams to leverage key trending data in strategy recommendations

CRM Strategy – Unknown Data

  • Create strategies to leverage the DMP in media planning and CRM acquisition
  • Work with brands to map customer journeys using DMP targeting
  • Develop specific recommendations for brand testing with measurement plans
  • Ensure tagging is comprehensive to deliver optimized feedback loop; develop segments and take DMP to the next level of optimization
  • Partner with Le Desk team to align on partner recommendations and productive set up of media planning (as it relates to DMP) and execution, and measureable ROI
  • Contribute to the design and implementation of effective test plans for all CRM and Media measurement activities
  • Produce actionable data presentations and visualizations for decision makers

Data Ecosystem & Partnerships

  • Evaluate all potential data partnerships in the market, in addition to exploring using overlap studies, psychographic and behavioral data overlays
  • Develop and maintain a strong/healthy data ecosystem for LUSA
  • Determine needed data and retailer partnerships to close the loop on consumer journey’s

Team development and retention

  • Enhance and boost team morale throughout 3.0 product build and roll out
  • Coach teams on how to effectively work and navigate across brands and divisions
  • Mentor team members that are new to L’Oreal on company culture
  • Establish clear Roadmaps for each functional area, identifying overlaps and dependencies to create a high performance, efficient team with solid ways of working

YOU WILL HAVE:

  • 10+ years’ experience in leading developing digital marketing experiences, including leading an eCommerce website experience
  • Expertise in agile software development lifecycle and proven experience in delivering against website performance metrics
  • Proven track record of converting data-driven analytics to gain consumer insights, drive targeted digital campaigns, optimize user experience, and drive conversion
  • Experience in managing cross-functional teams, ideally within FMCG
  • Collaborating to meet the agenda by working globally across functions, geographies, and with remote internal and external partners
  • Experience in managing a team, both as direct reports and external agencies
  • Experience in influencing executive leadership, developing presentations, and building business cases
  • Influencing business strategy (e.g. cross-category senior VPs) through critical thinking and technical thought leadership that has translated into significant business benefit
  • Collaborating to meet the agenda by working globally across functions, geographies, and with remote internal and external partners
  • Coaching and mentoring others in a global process community and department
  • Ensure that foundational skills/capabilities keep pace with technology advancements
  • Driving a culture of technical curiosity, learning and technical rigor

YOU WILL NEED:

  • CPG marketing expertise; Beauty experience – a plus
  • Knowledge of most current digital technologies, trends, and tools
  • Experience with Salesforce, Demandware, Sitecore
  • Experience with Opentext – a plus
  • 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.
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