Director, Brand Engagement Lead, essie US

Director, Brand Engagement Lead - essie US

Job Title: Director, Brand Engagement Lead - essie US

Position Type: Permanent

Employment Type: Full- Time


Location: New York, New York


Country/Region: USA

Who We Are:

For more than a century, L'Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.


At L'Oréal Consumers Products, our mission is to democratize the best of beauty, and for us, beauty has to be sustainable. Our division holds the world's #1 beauty brand with L'Oréal Paris, the #1 makeup brand with Maybelline New York, the #1 natural brand with Garnier, as well as NYX Professional Makeup.


At L'Oréal, our Digital team is an opportunity to be at the center of L'Oréal's digital transformation. We are determined to be pioneers in the new beauty tech world, and by incorporating digital into everything that we do, we are creating a better relationship with our consumers. When beauty and tech collide, the impossible can happen! Come join our dynamic team!


Job Summary

The Director of Brand Engagement for essie is a key leader within the essie brand's marketing team tasked with bringing the brand's strategy to life through execution of "best in class" consumer touchpoints. As the brand's resident storyteller, this individual will lead a team responsible for consumer-centric social, advocacy and influencer content development & strategy, PR and advocacy programs, from an earned and owned perspective.. The BEL is expected to stay ahead in in terms of nail, makeup and beauty trends, to ensure that that our social and A&I efforts are not only on brand, but also helping us increase our brand awareness efforts in an already saturated market. We are looking for a consumer-focused, data-driven content marketing professional who is a skilled communicator and has a proven track record of building and developing a team of diverse individuals. As we look to increase the brand's footprint within the market, this individual will play a key role while leading and monitoring our consumers' social sentiment and conversations.

Key Job Responsibilities

This individual will work closely with the DMI, Product Marketing, Shopper Marketing, CRM/Platforms, and the Media lead to ensure that our brand story is properly developed and disseminated across our various channels. They will support strategic brand objectives, launches, and activities; responsible for increasing consumer touchpoints, brand engagement and reach for social media platforms. This role drives collaboration and influences multiple levels of leadership to execute on the following key deliverables to support the development of customer-centric programs that drive profitable, long-term relationships:

• Set the brand's overall communications strategy across earned, owned and paid channels for the essie master brand and the product categories
• Develop social, influencer, PR strategies to build brand love and advocacy, growing an engaged community and recruiting new consumers into the brand, informed by data driven insights
• Lead internal and external agency teams responsible for development of strategy & execution of US rollout across paid, earned, owned content for the brand
• Manage social and influencer team to ensure that all content is driving engagement, tailoring content for each specific channel (Instagram, Facebook, TikTok, Pinterest, YouTube, Twitter, etc.) and optimizing what works
• Thoroughly understand ever-evolving social/influencer marketing landscape and build and enhance brand strategies as needed based on industry trends and consumer behavior
• Liaise and collaborate with product marketing to execute on digital content marketing tactics inclusive of digital content development, influencer & advocacy efforts to drive business goals (brand loyalty, consumer engagement, results)
• P&L accountability for all PR, social, influencer and advocacy budgets; work closely with brand Finance team
• Bring recommendations to Category Head on shifts, based on performance reporting and consumer-focused data from internal and external sources (CMI reporting, retailer consumer reports)
• Organize and lead brand/PR in-person events, mailers, etc.to help support brand engagement initiatives
• Lead the relationship with internal and external PR/A&I agencies on behalf of the brand, from negotiations, strategy, budget management to execution of plans.
• Partner closely with Brand DMI (global team responsible for the brand's global image and direction) to create feedback loop to ensure that the US plan properly embodies the global brand vision. This individual will be the brand's point person for the DMI relationship, so they will also be the primary person to share consumer communications insights from the local market back to the DMI.
• Report to the Marketing Head (US) of the brand, while managing and developing 2 direct reports.

Qualifications/Requirements

• Minimum seven (7) years of Marketing or Digital experience with heavy experience for digital, social, influencer and public relations.
• Bachelor's Degree
• In-depth, knowledge and understanding of digital platforms and how they can be leveraged to achieve business goals, including emerging trends in channel performance and content strategies
• Experience with executing digital & social media campaigns from upper funnel awareness campaigns to performance marketing campaigns focused on conversion
• Proven experience with brand communications, community management, social marketing, influencer & advocacy programs,
• Experience developing compelling social media campaigns and effective content strategies
• Detailed knowledge of CRM best practice and industry benchmarks
• Experience managing and developing a team, with experience onboarding to new social media management, listening platforms and social frameworks
• Exceptional organizational skills and high level of attention to detail;
• Strong written and verbal communication skills, including ability to lead internal and executive level meetings/presentations
• Experience managing and cultivating direct reports
• Creative problem solver
• Ability to develop solid relationships and lead with influence
• Ability to manage in complex, matrixed, fast paced environment

Additional Benefits Information As Follows:

Salary Range: $140,100 - $203,200 (The actual compensation will depend on a variety of job-related factors which may include geographic location, work experience, education, and skill level)

• Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
• Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
• Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
• Access to Company Perks (VIP Access to L'Oréal's Internal Shop for Discounted Products, Monthly Mobile Allowance)
• Learning & Development Opportunities (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
• Employee Resource Groups (Think Tanks and Innovation Squads)
• Access to Mental Health & Wellness Programs

Don't meet every single requirement? At L'Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you're excited about this role but your past experience doesn't align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!


We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and 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.


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