Hello, we're L'Oréal. We're not just building brands; we're shaping how the world experiences beauty. This role offers a unique opportunity to champion our brands online across the dynamic South Asia Pacific, Middle East, and North Africa (SAPMENA) region. Intrigued? Keep reading.
Mission:
As the Online Brand Manager for LLD, reporting to the Chief Digital Officer (CDO) with a matrix reporting line to the Brand General Manager, you will be the online champion of the brand. You will drive e-commerce, transactional media, and the CRM agenda, collaborating with divisional digital specialists to ensure a seamless online experience for shoppers across all digital touchpoints.
You will also be responsible for working with the e-commerce team to grow online channel revenues by establishing regional trade plans, assets, and a generosity framework across channels with a clear channel differentiation strategy and by synergizing consumables allocation.
The opportunity here is to be the guardian of the brand's equity across online media. You will define and create the right content for each platform, including e-commerce and media channels, ensuring that briefs and implementations are adhered to.
Tasks & Responsibilities:
- Online Channel Strategy: Establish a strategy across all online channels for your brand, translating it into a clear channel differentiation framework to build deconflicted trade plans and promotional plans for all e-channels. Build and define e-channel growth, activation, and building blocks for all channels.
- Budgeting & Resource Allocation: Manage the full-year budgeting process during trends of online channels for your brand(s), collaborating with the Division Digital team to ensure alignment with the brand framework and adjusting based on online market dynamics and market inputs. Set brand pricing and promotional strategy. Ensure the correct budget is in place, aligned with brand objectives and Joint Business Plans (JBPs). Manage and optimize this budget.
- Content Creation & Asset Management: Build the overall online brand/campaign image and animation planning, including content, links, and assets in suitable formats for each online channel. Ensure that local content aligns with Zone guidelines. Ensure content sounds human and relatable. Find multiple ways to tell a story, especially for short attention spans.
- Traffic Acquisition Strategy: Develop a clear traffic strategy and framework across online channels to drive the right volume, sufficiency, and quality of traffic in alignment with the Media Lead and e-commerce channel leads.
- Product & Platform Optimization: Define the cross-selling framework, product keywords, and platform differentiation. Oversee e-boutique business growth, applying the principles of the Direct-to-Consumer (D2C) value triangle and sharing and animating best practices across brands and markets in the region. Provide e-boutique technical support and coordinate with the Zone IT and SVC teams.
- Media Relations & Partnerships: Collaborate with the media team on investment strategies to boost content visibility. Help pitch stories to earn space in tier 1 media, capturing hearts and minds at L'Oréal.
Key Stakeholders:
- Zone Brand General Manager
- Zone Head of Marketing
- Zone Div CDO
- Division Marketplace Lead, Division TikTok Shop Lead, Division eBTQ Lead
- Zone CRM Lead
- Zone Media + A&I Manager
- Market Marketing Directors
- Market OBMs
Key Performance Indicators (KPIs):
- Online Channel Sell-Out
- Traffic (Unique Visits)
- New Customers/Buyers
- Conversion Rate & Average Order Value
- Hero Product Weight & Store Ranking
- Visual Expression Consistency Across Region
What’s In It For You
A place for you to leave your comfort zone and grow beyond your potential (here, you’ll be encouraged to try new things and take risks!)
Real responsibility from day 1, there’s no sitting on the sidelines at L’Oréal
An environment where people of every ethnicity, social background, age, religion, gender and sexual orientation as well as people with disabilities are accepted, can speak up, will thrive and are celebrated!