What are the responsibilities and job description for the Director, Consumer Strategy position at L'Oréal?
Consumer Data Activation Lead (CDAL)
Lives in: LUXE Division
This highly visible role will collaborate with the team in developing and executing a best in class integrated consumer strategy across all multi-channels including digital properties for the brand. They will be responsible for the execution and continuous refinement of the 1st party consumer data strategy as well as CRM activation strategy. The candidate will work closely with multiple business stakeholders, agencies and division/corporate teams to manage email briefing, execution and post-campaign analysis and consumer data acquisition and retention strategies and execution, they will work on ‘Single View of Consumer’ learnings and provide insights on customer value and customer segments. This role will also include management of loyalty driving initiatives to help drive consumer engagement.
The successful candidate will have a demonstrated track record of professional excellence particularly in the fields of full funnel media strategy as it relates to 1st Party Data, CRM across full consumer lifecycle and platform (mobile, print, email, omni-channel) as well as strong, strategic approach around consumer retention and loyalty marketing initiatives in high-growth market-leading companies.
Responsibilities
Role Evolution:
Lives in: LUXE Division
This highly visible role will collaborate with the team in developing and executing a best in class integrated consumer strategy across all multi-channels including digital properties for the brand. They will be responsible for the execution and continuous refinement of the 1st party consumer data strategy as well as CRM activation strategy. The candidate will work closely with multiple business stakeholders, agencies and division/corporate teams to manage email briefing, execution and post-campaign analysis and consumer data acquisition and retention strategies and execution, they will work on ‘Single View of Consumer’ learnings and provide insights on customer value and customer segments. This role will also include management of loyalty driving initiatives to help drive consumer engagement.
The successful candidate will have a demonstrated track record of professional excellence particularly in the fields of full funnel media strategy as it relates to 1st Party Data, CRM across full consumer lifecycle and platform (mobile, print, email, omni-channel) as well as strong, strategic approach around consumer retention and loyalty marketing initiatives in high-growth market-leading companies.
Responsibilities
- Database growth,hygieneand insights
- Manage consumerdatabase,rich data collection,check foraccuracyand mine forinsights
- Innovate oncustomeracquisition strategyandlead generationto grow quality at scale
- Leverage deepconsumer insightsfrom first-party data in CRM,media activation, and cleanroom partnerships/publishers
- Consumer CRM strategy, activation,personalizationand testing
- Tailor CRM approaches to fitspecific brand needs and goals,partnering withmarketing, IT and CDMO
- Run consumercampaign strategy;designbrieffor email / SMScampaigns; measure andoptimizecampaign ROI
- Conduct regular reporting to understand campaign and audience performance
- EvolveCRMcommunication towards automation and triggers where relevant
- Coordinate with the DMI & brand marketers on the consumer strategy and digital and CRM components of omnichannel activations
- Manage external partner (Accenture, Attentive and others) in campaign support, execution and QA
- Design and manage loyalty initiatives that enhance customer retention and value, using insights from broader Div / Multi-div resources
- Enhance testing practices to improve campaign personalization and segmentation for more effective targeting
- Consumer audience strategy for media activation
- Lead audience strategy and integrate with brand media & agency partner
- Evaluate top audience usage, performance and sizing and translate findings to future campaigns
- Leverage Div / Multi-div levels insights and resources to enhance first-party audience strategies
Role Evolution:
- Must have proven track record in driving CRM strategies, opt-ins, database growth, digital engagement, ecommerce sales, and analytics across channels
- Strong presentation skills and a particular aptitude for synthesizing complex material so that it is clear, meaningful and actionable to a variety of stakeholders
- Excellent teamwork skills
- A facilitator and collaborator; able to work in fast-paced, demanding environment
- Advanced analytical skills and in-depth database segmentation experience
- Ability to work closely with a diverse group of individuals of various functional disciplines
- Big-picture thinker and experience in a dynamic, high-growth environment
- Must possess excellent creative, organizational,verbal and written communication skill
- BA/BS in Marketing, Communications, Business Management. MBA preferred, not required.
- Relevant industry experience with 5 years’ experience specifically in CRM and loyalty,required.
- Experience managing a loyalty program required
- Experience with programmatic media isa must with experience working with cleanroom platforms.
- Strong and proven interactive track record/performance.
- Background/interest in cosmetics/beauty/hair/skin care preferred
Salary : $138,000 - $200,000