L'Oreal USA, Manager/Senior Manager of Performance Marketing & Consumer Acquisition

Job description

L'Oreal USA

SkinCeuticals, Active Cosmetics Division

Hudson Yards, NYC

Performance Marketing & Consumer Acquisition Manager / Sr. Manager, SkinCeuticals 

DESCRIPTION

The purpose of this role is to identify and capture new SkinCeuticals consumers using performance-marketing methods including affiliate marketing, social lead generation, and search engine marketing (Google, Bing). The role works as the hub between Ecommerce, CRM, Social Media, and Marketing teams and reports directly to the Active Cosmetics Division Director of Media & Data Activation, with a dotted line to SkinCeuticals Director of Integrated Communications.

Consumer Acquisition Key Accountabilities:

•      Develop, execute, and manage consumer acquisition campaigns via social media platforms (Facebook/Instagram, Twitter, Reddit, SnapChat, & Pinterest to-date) to meet consumer name and enhanced data acquisition goals 

•      Manage budget across paid media consumer acquisition campaigns

•      Collaborate with Data and CRM partners to leverage 1P data for more efficient consumer targeting on social media platforms

•      Identify strongest 2P data per platform to target new consumers. Track and report on Cost per Acquisition (CAC) across various platforms and tactics, and optimize media spend for efficiency

•      Conduct performance analysis of paid media campaigns on going and monthly to inform budgeting decisions and maximize ROAS

•      Increase new customer revenue through affiliate channel

•      Grow SOV on affiliate platforms strategically in alignment with key brand moments

•      Form strategic partnerships with affiliate publishers and pubcos to target new consumers

•      Identify new consumer acquisition opportunities through strategic partnerships that align with the brand identity

Paid Search Key Accountabilities:

•      Manage paid search opportunities on social media and pubco partners

•      Provide oversight and guidance to brand marketing team on keyword bidding strategies on branded and non-branded terms

•      Manage Google Adwords platform, ensure campaigns are properly set-up, and routinely optimized to ensure maximum efficiency

•      Ensure paid search KPIs meet or exceed benchmarks and goals (CPC, ROAS, CTR, etc)

•      Help manage paid search budgets of SkinCeuticals brand on Google and Bing platforms

•      Partner with Ecommerce leads to drive increased SEM revenue through SkinCeuticals.com with efficiency

•      Proactive research and suggestion of new performance marketing opportunities in Google and Bing (white space opportunities for brands)

•      Collaborate with e-retailer search teams to ensure strategic bidding between brand sites and e-retailer sites 

Skills:

·  Analytical: The candidate must have advanced analytical skills for deep analysis of search trends, campaign performance, KPI optimization opportunities
·  Communication: Must be able to present complex material to a diverse group of marketers and stakeholders in both written and verbal form. Ability to interact and present to all levels of the organization, including top management.
·  Collaboration: Ability to work cross functionally between Ecommerce, Marketing, CRM, and Data Activation to help ensure the maximum performance of media activations
·  Tools:
·  Highly proficient in social media business managers, such as Facebook/Instagram, Twitter, Reddit, Pinterest, and Snapchat.
·  Highly proficient in Excel
·  Proficient in PowerPoint
·  Highly proficient in Web analytics tools (Google Analytics, Adobe Analytics)
·  Highly proficient in search tools (BrightEdge, SEO Rush)
·  Proficient in Google Adwords knowledge 
·  Proficient in Bing Ads

Qualifications:

·      A facilitator and collaborator; able to work in fast-paced, demanding environment

·      Proficient in SEO strategy and methodology

Education/Experience

•                    BA/BS in Marketing, Communications, Computer Science, Mathematics. MBA preferred, not required.

•                    5+ years relevant industry experience with 3+ years in data driven marketing / media

•                    Consulting firm or digital agency experience a plus

•                    Beauty industry experience a plus 

We are an Equal Opportunity Employer and take pride in a diverse environment. We 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. If you require a reasonable accommodation to complete an application for a recognized disability under applicable law, please emailUSApplicationAccommodation@support.lorealusa.com . Please note this email will only respond to specific requests for assistance completing the application as a request for accommodation for a disability. All others will not be considered.

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