Department: CDMO (Chief Digital & Marketing Officer)
Reports to: Corporate Chief Digital and Marketing Officer Direct Reports: Corporate Advocacy Manager, Corporate Affiliates Manager, Corporate Livestreaming Manager
Position Overview: The Senior Content & Advocacy Manager is a strategic leadership role responsible for developing and implementing L'Oréal Vietnam's overarching content and advocacy strategy to drive sustainable growth and enhance brand equity. This role requires a deep understanding of the evolving digital landscape in Vietnam, social commerce, influencer marketing, content creation, and data analytics. Senior Content & Advocacy Manager will oversee a team of specialists and work cross-functionally to ensure alignment and maximize impact across all divisions.
Key Responsibilities:
• Vision & Strategy: Develop and champion a comprehensive Content & Advocacy vision and framework for L'Oréal Vietnam, encompassing all brands and divisions. This includes platform strategy (with a strong focus on platforms relevant to the Vietnamese market, such as Zalo, TikTok, Facebook, Instagram, and Shopee), influencer engagement, social commerce integration, and content development guidelines.
• Platform & Technology Leadership: Drive the platform and technology strategy, overseeing the implementation and optimization of key tools like ONEFLUENCE, Sprinklr, Harmony, and others. Evaluate and integrate emerging technologies, particularly in AI-driven content creation, to maintain a competitive edge within the Vietnamese market.
• Social Commerce Partnership: Collaborate closely with commercial and e-commerce teams to develop and execute a robust social commerce strategy, forging and managing key relationships with social commerce partners relevant to Vietnam (e.g., TikTok, Shopee, Lazada).
• Data & Insights: Leverage data analytics and social listening tools (e.g., Traackr, Sprinklr) to identify trends specific to the Vietnamese market, extract actionable insights, and provide data-driven content recommendations to divisions. Develop automated dashboards for KPI reporting and performance tracking across L'Oréal Vietnam.
• Influencer Management & Advocacy Strategy: Oversee the development and execution of influencer marketing strategies tailored to the Vietnamese market, including portfolio management, budget allocation, contract negotiation, compliance monitoring (legal, regulatory, and brand values alignment), and performance evaluation in collaboration with Corporate Advocacy Manager. Ensure economies of scale and maximize ROI.
• Agency Management & Partnerships: Manage relationships with key agencies in Vietnam, including Onefluence and other content creation partners. Lead agency selection and consolidation efforts, identifying and onboarding leading agencies specializing in areas like AI content development and product seeding solutions for nano/micro influencers within Vietnam.
• Content Effectiveness: Build the right content production strategy to ensure effective social content (both owned and creator led) at the speed of culture, including enablement throughs insights and automation tools.
• Innovation & Experimentation: Foster a culture of innovation by exploring and experimenting with new, first-to-market opportunities within Vietnam through partnerships with platforms like TikTok and Meta, considering the specific nuances of the Vietnamese digital landscape.
• Education & Upskilling: Provide ongoing training and upskilling opportunities for the team and wider organization on content best practices, influencer management principles, and relevant tools (Traackr, Sprinklr, etc.), focusing on the Vietnamese context and best practices.
• Livestreaming Strategy: Develop and implement a comprehensive livestreaming strategy relevant to the Vietnamese market, including technology selection, vendor management, people development roadmap, resource allocation and optimization for profitable growth. This includes collaborating with the Corporate Livestreaming Manager to define targets, KPIs, and content strategies specific to Vietnamese consumer preferences and platforms.
• Affiliates Strategy: Develop and oversee the implementation of the affiliate’s strategy in Vietnam, including technology selection, vendor management, and collaboration with the Corporate Affiliates Manager to define target audiences, KPIs, and the approach for MCN and influencer collaborations within the Vietnamese market.
• Industry Engagement: Represent L'Oréal Vietnam within the local industry to enhance the company's reputation and engage with Vietnamese content creators through networking, mentorship, and upskilling initiatives.
Key Performance Indicators (KPIs):
• ROI on content and advocacy initiatives
• Share of Influence (SOI) within the Vietnamese market
• Brand equity growth in Vietnam
• Influencer engagement and reach on relevant Vietnamese platforms
• Social commerce conversion rates on key Vietnamese e-commerce platforms
• Absolute volume of content being released
• Compliance adherence rate according to Vietnamese regulations
• Growth in livestream viewership and engagement
Qualifications & Experience:
• Significant experience (8+ years) in digital marketing, content strategy, and influencer marketing, preferably within the beauty or consumer goods industry in Vietnam.
• Proven leadership experience in managing and developing high-performing teams.
• Deep understanding of social media platforms prevalent in Vietnam (e.g., Zalo, TikTok, Facebook, Instagram), influencer marketing best practices, social commerce, and content creation trends specific to the Vietnamese market.
• Strong analytical skills with the ability to translate data into actionable insights.
• Excellent communication, interpersonal, and presentation skills.
• Ability to manage multiple projects simultaneously and prioritize effectively.
• Experience with platform analytics tools and influencer marketing platforms.
• Fluency in Vietnamese and English is essential.