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New YorkNew York, NY
Digital
Full - Time
24-Sep-2020

L'Oreal USA

SkinCeuticals, Active Cosmetics Division

Hudson Yards, NYC


Performance Marketing & Consumer Acquisition Manager / Sr. Manager, SkinCeuticals  

DESCRIPTION

The purpose of this role is to identify and capture new SkinCeuticals consumers using performance-marketing methods including affiliate marketing, social lead generation, and search engine marketing (Google, Bing). The role works as the hub between Ecommerce, CRM, Social Media, and Marketing teams and reports directly to the Active Cosmetics Division Director of Media & Data Activation, with a dotted line to SkinCeuticals Director of Integrated Communications.

Consumer Acquisition Key Accountabilities:

       Develop, execute, and manage consumer acquisition campaigns via social media platforms (Facebook/Instagram, Twitter, Reddit, SnapChat, & Pinterest to-date) to meet consumer name and enhanced data acquisition goals 

       Manage budget across paid media consumer acquisition campaigns

       Collaborate with Data and CRM partners to leverage 1P data for more efficient consumer targeting on social media platforms

       Identify strongest 2P data per platform to target new consumers. Track and report on Cost per Acquisition (CAC) across various platforms and tactics, and optimize media spend for efficiency

       Conduct performance analysis of paid media campaigns on going and monthly to inform budgeting decisions and maximize ROAS

       Increase new customer revenue through affiliate channel

       Grow SOV on affiliate platforms strategically in alignment with key brand moments

       Form strategic partnerships with affiliate publishers and pubcos to target new consumers

       Identify new consumer acquisition opportunities through strategic partnerships that align with the brand identity

Paid Search Key Accountabilities:

       Manage paid search opportunities on social media and pubco partners

       Provide oversight and guidance to brand marketing team on keyword bidding strategies on branded and non-branded terms

       Manage Google Adwords platform, ensure campaigns are properly set-up, and routinely optimized to ensure maximum efficiency

       Ensure paid search KPIs meet or exceed benchmarks and goals (CPC, ROAS, CTR, etc)

       Help manage paid search budgets of SkinCeuticals brand on Google and Bing platforms

       Partner with Ecommerce leads to drive increased SEM revenue through SkinCeuticals.com with efficiency

       Proactive research and suggestion of new performance marketing opportunities in Google and Bing (white space opportunities for brands)

       Collaborate with e-retailer search teams to ensure strategic bidding between brand sites and e-retailer sites 

Skills:

  • Analytical: The candidate must have advanced analytical skills for deep analysis of search trends, campaign performance, KPI optimization opportunities
  • Communication: Must be able to present complex material to a diverse group of marketers and stakeholders in both written and verbal form. Ability to interact and present to all levels of the organization, including top management.
  • Collaboration: Ability to work cross functionally between Ecommerce, Marketing, CRM, and Data Activation to help ensure the maximum performance of media activations
  • Tools:
    • Highly proficient in social media business managers, such as Facebook/Instagram, Twitter, Reddit, Pinterest, and Snapchat.
    • Highly proficient in Excel
    • Proficient in PowerPoint
    • Highly proficient in Web analytics tools (Google Analytics, Adobe Analytics)
    • Highly proficient in search tools (BrightEdge, SEO Rush)
    • Proficient in Google Adwords knowledge 
    • Proficient in Bing Ads

Qualifications:

·       A facilitator and collaborator; able to work in fast-paced, demanding environment

·       Proficient in SEO strategy and methodology

Education/Experience

                     BA/BS in Marketing, Communications, Computer Science, Mathematics. MBA preferred, not required.

                     5+ years relevant industry experience with 3+ years in data driven marketing / media

                     Consulting firm or digital agency experience a plus

                     Beauty industry experience a plus 



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 USApplicationAccommodation@support.lorealusa.com. 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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