What are the responsibilities and job description for the Director- Influencer Marketing (Urban Decay) position at L'Oréal?
Title: Director- Influencer & VIP
Brand: Urban Decay
Location: El Segundo, CA
Role Summary:
As the Director of Influencer you are responsible for moving Urban Decay into the "Top 10 Makeup Share of Influence." You will move away from focusing on transactional "Pay-to-Play" models to building a genuine "Inner Circle" of brand advocates through “earned love”. Your mission is to win back the hearts & trust of creators who have moved away from the brand and turn them into long-term partners.
Key Responsibilities
Brand: Urban Decay
Location: El Segundo, CA
Role Summary:
As the Director of Influencer you are responsible for moving Urban Decay into the "Top 10 Makeup Share of Influence." You will move away from focusing on transactional "Pay-to-Play" models to building a genuine "Inner Circle" of brand advocates through “earned love”. Your mission is to win back the hearts & trust of creators who have moved away from the brand and turn them into long-term partners.
Key Responsibilities
- Develop Always-On influencer strategy (micro / mid-tier / macro) to build brand love and advocacy, grow an engaged community and recruit new creators into the brand funnel, informed by data driven insights and trends
- Increase the number of new and emerging influencers KOLs entering the A&I funnel at scale, while simultaneously maintaining and growing relationships with current advocates (65% of time)
- Lead the “Win-Back” strategy to re-engage lapsed creators and prestige influencers for ongoing earned love
- Lead influencer paid campaigns (launch and evergreen) partnering with product marketing team
- Oversee high-level list building / target list for “earned” love, ensuring we are engaging with creators across multiple touchpoints (e.g.seeding, events, community management)
- LeadL'Orealistarmicro-influencer strategy, campaignplanningand execution
- Own VIP Influencer / KOL relationships
- Partner with marketing and paid media team on boosting strategy to drive brand awareness, drivetrafficand sales
- Liaise and collaborate with product marketing to ensure activations align with broader marketing plan product messaging and drive business results
- Lead internal external agency teams responsible for influencer strategy
- Position requires availability to work weekends, evenings, and holidays as needed
- Influencer Management:Identifying, recruiting, and building deep, authentic industry connections and third-party advocates, to enhance the visibility and reputation of an organization/brand
- Creative Thinking:Generatingnew ideas, untried approaches,methodsor opportunities to create high added value
- Persuasive Communicator: Sells the brand vision to external partners.
- Digital Native: Lives on TikTok/Reels and understands influencer landscape.
- Data-Driven Marketer: Uses insights tooptimizepartnerselection, like monitoring social media strategies and targets’ preferences to collect and analyze data toidentify(Pro/medical)influencers,new trendsand preferences
- Agile Actioner: Identifiesand reacts instantly to creator trends and sentiment.
- Brand Guardian: Ensures influencer content stays "Luxury Indie."
- Collaborator:Collaborate effectively with cross-functional teams, including marketing, sales, product, and customer service, to ensure unified brand experience