Director, Advocacy & Influencer, CeraVe US

Job Title: Director, Advocacy & Influencer Marketing, CeraVe US

Division: L'Oreal Dermatological Brands

Location: Hudson Yards, New York, NY

Reports To: AVP, Brand Engagement Lead, CeraVe US and dotted line to AVP, Advocacy & Influencer Marketing, LDB Digital US

Who We Are:

For more than a century, L'Oreal has devote 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 beautyin terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.

At L'Oreal Dermatological Beauty, our mission is to help everyone in their quest for healthy and beautiful skin. Our division is the world leader in dermo-cosmetics by adding health to beauty. Our brands portfolio includes CeraVe, La Roche-Posay, Vichy, SkinCeuticals and Skinbetter Science offering a range of skincare and haircare products to respond to all expectations linked to beauty and health of the skin.

What You Will Learn:

The CeraVe brand is looking for a social media and marketing leader to elevate the brand's presence to consumers in the US. The Director completely manage the critical function of Advocacy & Influencer marketing and ensure it is integrated effectively across all marketing functions. The Director is steeped in social media and is a close follower of trends and dynamics across all platforms and conversations. The Director will lead a team of Managers (Senior to Assistant) to work together effectively in achieving critical social media KPIs that will ensure CeraVe remains top of mind, relevant and memorable in the minds of all types of consumers. The Director will bring to life key marketing moments of the brand such as tentpole activations and brand innovation launches by maximizing the functions of the team while collaborating across US Marketing, DMI/Global Marketing, and Divisional & Global counterparts. The Director will lead the team to develop brand advocates at all levels from nano to VIP, using the latest strategies and tactics such as community development, social commerce, social listening and AI-led technologies. The Director will continue to differentiate CeraVe's A&I and Social Media presence in the challenging skincare space, where brands remain competitive through agility in trend content creation, influencer engagement and maximizing advocacy. Finally, the Director will use their keen understanding of the social media and skincare space to navigate the brand to increased brand awareness and sales growth.

• ADVOCACY & INFLUENCER MARKETING
  1. Oversee a team of Managers (3) that deliver on campaign strategy and execute tactical deployment of influencer marketing for CeraVe in the US in support of major marketing campaigns/tentpoles, important moments to the brand, product launches and in an always-on capacity.
  2. Work with the team to develop an overarching strategy for A&I that reflects trends and dynamics in the market, changes & evolutions of social platforms, and keeps the CeraVe brand competitive in the social media space.
  3. As someone steeped in social media, identify relevant and cultural trends and ensure across all teams that trends are integrated in content appropriately to maximize relevance on social media platforms.
  4. Work closely with owned counterparts to maximize paid social marketing presence of A&I content (or boosting) on social media platforms such as TikTok, Meta, Instagram, Snapchat, Reddit and Pinterest through the strategic selection of content that can be amplified.
  5. Manage the team to ensure influencers are developed on all levels from nano to VIP and continue to grow the number of activated influencers CeraVe engages with.
  6. Ensure team is meeting critical A&I KPIs as reported in LUSA tools (i.e. Traackr) and is consistently in top ranking for skincare and medical advocacy verticals for metrics such as share of influence, views and engagement.
• ADVOCACY MANAGEMENT
  1. Ensure the team is developing a balance of "Love" vs "Paid" content through advocacy in community development, seeding and other brand-love tactics.
  2. Work with Director of PR and Marketing teams to navigate brand partnerships that elevate and expand the brand presence not only in skincare but new verticals.
• CROSS FUNCTIONAL MANAGEMENT AND COORDINATION
  1. Work closely with the AVP of Advocacy & Influencer Marketing on LDB Digital US as well as Global LDB Digital counterparts, to ensure strong synergy of execution, alignment to L'Oreal goals and KPIs, and use of industry-leading best practices within influencer marketing.
  2. Work with DMI/Global Marketing counterparts to collaborate on the development marketing playbooks and adapt accordingly for US needs.
  3. Coordinate across US Marketing, DMI and Media teams to ensure flawless execution of major tentpoles, innovation launches and marketing moments.
• AGENCY & BUDGET MANAGEMENT
  1. Act as key relationship holder of agency and vendor relationships. Provide leadership in navigating these relationship by ensuring resourcing needs of the brand are met.
  2. Oversee budget management of all key functions including influencer contracting spends, agency partner retainers and vendor contracts.
• REPORTING & PRESENTATIONS
  1. Develop executive presentations that succinctly reflect on strategy, impact, and future learnings of all campaigns.
  2. Integrate reporting of KPIs and metrics of the team into campaign reports and executive presentations.
  3. Work cross-functionally on LUSA and Global levels to report back on performance and rankings in reporting tools such as Traackr.
• TEAM MANAGEMENT & DEVELOPMENT
  1. Develop a team of managers of varying levels to function at their maximum efficiency.
  2. Work with each individual on personal and professional growth and create growth plans for each.
  3. Create a team culture that values diverse opinions, fun & energy while still moving at CeraVe-speed.

What We Are Looking For:

Required Qualifications:

• Education Requirements - Bachelor's Degree in marketing, communications, or public relations
• 8-10 Years of Experience in marketing in the skincare, beauty and/or CPG industry
• Passionate about social media, particularly trends and conversations in the beauty and skincare space.
• Experience in creating and delivering effective presentations via PowerPoint and proficient in using MS Word, Excel and Outlook
• Experienced with use of Traackr platform for reporting of influencer marketing performance.
• Must be a strategic planner and creative thinker with a strong vision and collaborative mindset.
• Must demonstrate proven ability to manage multiple projects with aggressive timelines.
• Must be change agile and demonstrate success working in a fast-paced, evolving landscape.
• Demonstrate strong teamwork, collaboration and ability to build strong business relationships.
• Experience managing content and creative, and well versed with creator communities.
• Required to be in office 3 days per week (NOTE: during remaining weeks of 2024, the CeraVe brand will be in office in alternating weeks while the Hudson Yards office is being remodeled).

Preferred Qualifications:

• Master's Degree in Marketing, Communications, Beauty/Skincare Management, Business and/or relevant area.
• Relevant Industry Certifications

As an integral part of our culture at L'Oreal, wellness is at our core. We not only offer a generous Benefits Package(Medical, Dental, Vision, 401K), we also offer flexible time off, work from home days, and a pension plan! Additionally, you will have access to company perks such as Makeup, Skincare, and Fragrance! Employees receive a stipend for L'Oreal products as well as VIP Access to L'Oreal's Internal Shop for Discounted Products, and other perks such as Monthly Mobile Allowance, discounted gym memberships, and ERGs.

Additional Benefits Information As Follows:

Salary Range: $138,500-$200,800 (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'Oreal'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'Oreal, 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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