Assistant Vice President, Brand & Consumer Engagement Lead, Matrix

Job Title: AVP, Brand & Consumer Engagement Lead – Matrix Division: Professional Products Division (PPD) Location: New York, NY – 10 Hudson Yards Reports To: Head of Marketing, Matrix

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 Professional Products, our mission is to support hairdressers and develop the hair industry sustainably, while leading the digital transformation of our industry with a customer-centric approach. Our brand portfolio includes L'Oréal Professionnel, Kérastase, Redken, Matrix, and Pureology.

What You Will Do

As the strategic center of gravity for brand engagement, you will provide leadership across Advocacy, Influence, and Organic Social, developing a 360° go-to-market strategy that challenges the status quo. You will be responsible for bridging the gap between professional expertise and consumer desirability, ensuring that Matrix remains the most digitally relevant and talked-about brand across both the salon floor and the retail shelf.

Job Duties And Accountabilities

• Pro-Advocacy & Industry Disruption: Develop a disruptive, social-first strategy for the professional community; recruit and manage a high-caliber roster of Brand Ambassadors and Artists, negotiating digital-first contracts that drive authentic hairdresser conversations.
• Strategic Retailer Social Growth: Lead bespoke social strategies for key accounts (Ulta, Sephora, SalonCentric), creating content tailored to each retailer's audience to fuel growth and conversion.
• PR & High-Profile Partnerships: Serve as the lead strategist for the PR engine and celebrity spokesperson integration, maximizing Earned Media Value (EMV) through high-impact storytelling and consistent brand visibility.
• Trendspotting & Content Strategy: Identify emerging social trends to move at the speed of culture; collaborate with the Divisional Content Center to ensure a premium, on-brand presence that amplifies the professional point of difference.
• Data-Driven Performance: Champion a performance mindset by setting clear KPIs for all advocacy programs, leveraging data to optimize ROI and maximize campaign impact.
• Events & Digital Integration: Lead the digital and PR strategy for industry trade shows and hair events, transforming traditional B2B moments into high-engagement social content.
• Cross-Functional Collaboration: Influence internal stakeholders (Marketing, Sales, Media, Global DMI) and manage external agencies to ensure seamless execution of integrated marketing goals.
• Budget & Compliance Stewardship: Oversee allocated budgets for PR, Social, and Influencer activities; ensure full compliance with LUSA practices and transparency standards across all advocacy areas.
• Team Management: Lead, inspire, and develop a high-performing engagement team to maximize both business results and individual career growth.
  
  

Key Challenges

• The Pro-to-Consumer Bridge: A primary challenge is maintaining the brand's professional credibility while simultaneously driving consumer desirability in a retail environment. This requires sound judgment to ensure that professional content remains accessible to consumers, and consumer content remains credible to stylists.
• Navigating the Speed of Culture: The role requires agile decision-making to capitalize on emerging social trends, while balancing the need for bold content with brand guidelines and LUSA compliance standards.
• Omnichannel Synchronization: Managing distinct social identities for Matrix across Ulta, Sephora, and SalonCentric simultaneously requires strong organizational skills to ensure content is tailored to each retailer without diluting core brand equity.
  
  

Organization Structure & Key Working Relationships

• Head of Marketing: Strategic alignment and reporting (Weekly; Verbal/Written)
• Global DMI Team: Collaboration on brand vision and localization of global assets (Monthly; Written/Visual)
• Sales & Retailer Teams: Strategy for Ulta/Sephora growth and custom content (Bi-weekly; Verbal/Written)
• External Agencies: Management of PR and Influencer partners (Daily; Verbal/Written/Visual)
  
  

Job Dimensions

• Operating Budget: Accountable for allocated PR, Social, and Influencer budgets
• Direct Reports: 3
• Area of Impact: US Brand Equity, Retailer Growth (Ulta, Sephora, SalonCentric), and Professional Industry Authority
• Nature of Impact: Coordination and Delivery — execution of GTM strategy and advocacy programs
• Key Metrics: Earned Media Value (EMV), Engagement Rate, Social Sentiment, Referral Traffic & Conversion
  
  

Required Qualifications

What We Are Looking For:

• Education: Bachelor's Degree in Marketing, Communications, or a related field
• Experience: 7–10 years of experience in Social Media, PR, or Brand Engagement (Beauty or Luxury industry preferred)
• Skills: Expertise in Advocacy Strategy, Influencer Management, and Creative Briefing
• Technical: Proficiency in social analytics tools (e.g., Dash Hudson, Tribe Dynamics), MS Office, and platform algorithms (TikTok, Instagram)
• Other: Ability to work on-site at 10 Hudson Yards per the company's hybrid work policy
  
  

Preferred Qualifications

• Experience in the Professional Salon Industry or B2B2C marketing
• Proven track record of managing celebrity or spokesperson partnerships
  
  

What's In It For You

• Salary Range: $147,100 – $213,300
• Competitive Benefits Package (Medical, Dental, Vision, 401K, Pension Plan)
• Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
• Flexible Time Off (Summer Fridays & More!)
• Company Perks (Internal Shop Discounts, Monthly Mobile Allowance)
• Learning & Development Opportunities (Mentorship, Innovation Squads)
  
  

L'Oréal is committed to building a diverse, equitable, and inclusive environment for all employees. We are an Equal Opportunity Employer and consider all qualified applicants without regard to race, color, religion, sex, national origin, disability, protected veteran status, or any other legally protected characteristic