📝 Role Purpose

As the Garnier Advocacy Lead, you will serve as the key architect of brand image, integrated consumer experiences, and strategic communication for one of L'Oréal's ultimate "Megabrands". You will co-create and drive the annual Advocacy, PR, and Social Media strategies for Garnier (spanning Skincare, Hair Care, and Hair Color), while providing professional guidance, strategic management, and daily coaching to a team of dedicated managers within a matrix structure.

This leadership role carries end-to-end accountability for the strategic design, optimization, and governance of the overall Advocacy & Social Media budget, as well as leading Megabrand activations, community building, and strategic sustainability initiatives (e.g. Collective For The Planet). You will act as the ultimate guardian of Garnier’s reputation, brand safety, and compliance, proactively steering both always-on social interactions and complex crisis communications, while ensuring all external communications are fully transparent, legally compliant, and scientifically backed.

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💰 Budget & Financial Governance

• Advocacy Budget Design & Allocation: Strategic design, structural allocation, and ownership of category-specific Advocacy and PR budgets, holding ultimate financial accountability for the annual Advocacy & Social Media budget of the Megabrand.
• Financial Optimization & Mitigation: Implement continuous cost optimizations, drive procurement efficiencies, manage strategic budget reallocations (e.g., shifting resources dynamically between product lines, always-on campaigns, and large-scale event-based activations), and lead mitigation plans during budget shifts.

📊 Data, Analytics & Social Listening

• Performance-Driven ROI Reporting: Take full responsibility for monitoring, synthesizing, and reporting the commercial and reputational ROI of all advocacy, PR, and influencer marketing campaigns to Division Management.
• Social Listening & Trend Tracking: Leverage social listening tools and internal L'Oréal analytical platforms to track real-time consumer conversations, identify emerging beauty and sustainability trends, and transform these insights into actionable advocacy strategies.
• KPI Delivery: Deliver short- and long-term KPIs focused on brand consideration, purchase intent, share of voice (SOV), engagement rates, share of video views and mentions, and target reach.

📈 Annual Strategy & Megabrand Positioning

• Integrated Strategic Planning: Develop annual Advocacy and Social Media strategies fully integrated with division media plans, trade marketing, and product launch calendars across Garnier's portfolio.
• Brand Alignment: Ensure local execution is fully consistent with global brand equity guidelines and the overarching global identity of Garnier as a sustainable Megabrand.

🚨 Reputation & Crisis Communication Management

• Crisis Prevention & Resolution: Act as the ultimate guardian of brand safety and reputation. Lead the strategic response and operational resolution for social media controversies, consumer complaints, or public relations challenges.
• Stakeholder Alignment: Coordinate hand-in-hand with Legal, Scientific, Corporate Communications, and Division Management to craft timely, legally compliant, and brand-aligned statements to mitigate risks.

⚖ Compliance & Anti-Greenwashing

• Green Claim Supervision: Oversee all brand communications involving ecological and environmental claims ("green claims") across Social Media, PR, influencer collaborations, and events.
• Rigorous Greenwashing Verification: Ensure that all claims regarding the eco-friendliness of products, packaging, or social initiatives are fully backed by scientific evidence, completely transparent, and aligned with L’Oréal’s global ethical guidelines and local/European regulations (e.g., UOKiK guidelines).

👥 People Leadership & Matrix Management

• Coaching & Mentorship: Provide professional management, inspiration, and daily coaching to a team of Advocacy Managers, boosting their operational capabilities and serving as a trusted mentor during complex contract negotiations.
• Matrix Navigation: Orchestrate seamless relations and structured information flow within a complex matrix structure between the brand team, division business leaders, and zone teams (CPD Europe).
• Competitive Benchmarking
• Market & Competitor Analysis: Establish a structured approach to tracking and benchmarking competitors' advocacy, influencer, and PR activities within the beauty and skincare landscape.
• Best Practice Implementation: Identify best-in-class local and global activations, share key learnings with the wider CPD team, and constantly propose innovative tools, platforms, or formats to keep Garnier ahead of market trends.

Cooperation Mode & Stakeholder Relations

To deliver excellent results, the Garnier Advocacy Lead operates in a highly collaborative, multi-stakeholder ecosystem:

• External Stakeholder Management:
  • Agencies: Manage day-to-day and strategic relationships with external PR, social media, event, and advocacy agencies—driving accountability through precise brief-writing, KPI setting, and rigorous timeline supervision.
  • Key Partners & Retailers: Negotiate and co-create high-profile activations directly with external business partners (e.g., TVN, WWF Poland, Red Bull) and leading retailers (e.g., executing dedicated sustainability/advocacy projects such as Biedronka Eco Boxes, Rossmann Run, or Hebe x Rio activations).
  • Talent & Influencers: Oversee negotiations, contracts, and relation-building with top-tier brand ambassadors (e.g., Gisele Bündchen), influencers, and local communities.
• Internal Stakeholder Synergy: Partner closely with internal Legal and Scientific departments to pre-approve claims, Procurement to lead major service tenders, and Digital & Brand Managers to co-create fully integrated 360° marketing campaigns based on deep consumer data.

🎯 You’re the Perfect Match If You Have:

• Professional Experience: 3+ years of experience on independent position with strategic approach on communications, PR, public relations, influencer marketing, digital, or related areas within a fast-paced consumer goods environment (experience in the beauty industry is a strong asset).
• Analytical & Data Proficiency: Proven ability to work with digital analytical tools, social listening platforms, and track/report ROI and advocacy metrics (EMV, reach, engagement).
• Strategic Budget Management: Solid experience in owning, designing, and optimizing large-scale project and annual budgets, alongside leading agency procurement tenders.
• Crisis Management Capabilities: Experience in navigating sensitive communications, managing brand reputation risks, or handling social media crises under pressure.
• Stakeholder & Partner Coordination: Demonstrated ability to manage external creative and PR agencies, and negotiate high-level partnerships (media networks, NGOs, strategic brands).
• Mindset: Optimistic, "can-do" attitude, highly organized, flexible, and comfortable navigating a matrix structure.
• Languages: Fluency in English and Polish (as a key asset for local media negotiations, contracts, and regulatory alignment).

We are open for candidates with disabilities.

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[ ] I agree to the processing of my personal data included in the CV, recruitment form and other application documents for the use in the future recruitment by L’Oréal Polska Sp. z o.o. with its registered office at Grzybowska 62, 00-844 Warsaw.

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Information clause

The controller of  personal data is L’Oréal Polska Sp. z o.o with its registered office in Warsaw (00-844) at Grzybowska 62. Contact with the Data Protection Officer and additional information about the personal data processing carried out by the Company is possible via e-mail address: [email protected].

The processing of personal data is carried out for the purpose of the recruitment process in accordance with Article 6(1)(c) of the General Regulation on Personal Data of 27 April 2016, (hereinafter GDPR). Data processing to a wider extent than resulting from the provisions of labour law, for the purposes of the future recruitment processes will be carry out on the basis of the given consent with accordance with Article 6(1)(a) of the GDPR.

Your personal data will not be disclosed to other entities without your prior consent. Your personal data may be made available and at the request of entities authorized to do so under the law. The controller may, by means of a written contract, entrust to another entity the processing of your personal data to the extent and for the purpose necessary to perform the service. Your personal data will not be transferred to a third country/international organization.

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