Vice President, Lifecycle Marketing, Luxe

Job Title: VP, Lifecycle Marketing

Division: Luxe Division

Reporting: Luxe CDMO

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 Luxe our mission is to provide our consumers the best products and brand experience by making it unique. Our portfolio is composed of 14 highly aspirational and multi-expert luxury such as Lancôme, Yves Saint Laurent, Giorgio Armani, Kiehl’s, Urban Decay, IT Cosmetics and Youth to the People as well as lifestyle and couture brands such as Ralph Lauren, Maison Margiela, Azzaro, Valentino, Prada, Viktor & Rolf and Mugler.

Overview:

As part of the US Luxe CDMO, the VP, Lifecycle Marketing is a highly visible member of omnichannel efforts and leads all aspects of CRM & Loyalty. In this role, the individual will provide expertise, vision, and leadership to define and implement customer relationship marketing strategy that successfully builds profitable, long-term customer relationships across all channels. This individual will leverage data and consumer insights to fuel customer-centric strategies that drive revenue to D2C and customer retention for our Luxe brands. The VP will drive the adoption of technology solutions that will allow divisions and brands to leverage data to provide personalized customer journeys and manage our data assets (internal or external) throughout the customer journey. They will also be responsible to lead and mentor a team across four key pillars, including, CRM, Loyalty, DDX/DDXL, and analytics, to support the company’s business objectives. In additional to business goals, this individual will lead a team collaboratively and cross-functionally to provide clear objectives and outcomes that promote an inspiring environment through open and direct communication.

The VP, Lifecycle Marketing lead is accountable to:

• Provide strategic guidance, subject matter expertise and executional leadership to fuel life cycle interactions through integration with CRM strategies, data partnerships and tech platforms
• Deliver revenue for D2C business

• Amplify real-time marketing efforts to drive incremental results, create relevant and personalized marketing, all while uncovering new and compelling consumer insights from data.

Key Responsibilities:

CRM Strategy

• Develop segmentation strategy and list pulls for campaign activation.
• Communicate key decisions and socialize strategic marketing briefs, grounded in data, to confirm alignment and visibility
• Work with brands to map customer journeys and develop specific recommendations for brand testing with measurement plans
• Forecast & deliver revenue targets for D2C business
• Create CRM & Loyalty strategies in media planning, campaign development, testing, management, and optimization to advance D2C business by bridging known and unknown data sources
• Optimize and increase capture rate both in store and digitally/online through, digital marketing, CRM initiatives, and data capture strategies, including at point of sale, white label, and development of tablet programs

• Manage the distribution and presentation of CRM reporting and status to cross-functional stakeholders

Consumer Loyalty

• Leverage customer personas, segments, behavioral data to create customer analysis and develop strategies to increase loyalty and basket.
• Define, own, and execute the overall user retention strategy, including lifecycle management, promotions, campaigns, creative and messaging to customers

• Establish and meet Loyalty revenue and new member acquisition goals for D2C
• Accountable for creating and communicating the Loyalty program vision, strategy, and best practices across organization.
• Ensure the Loyalty program supports and enhances the LUXE brand’s positioning in the marketplace

Operating Model, DDX & DDXL

• Oversee the technology platform, DDX & DDXL, to accelerate data driven experiences and identify consumer patters. Be the on-site expert in data architecture and flow

• Set goals and objectives for the year, quarter, and month-by-month for new prospects and leads to customer conversion. Include KPIs on all marketing efforts and report progress to all constituents on a regular basis.

• Ensure reporting has been created and replicated to provide a seamless migration and develop new reporting to reflect brand and divisional needs
• Mine for consumer behavioral data and meaningful insights (analytic roadmap, predictive and future state models)

Insights & Analytics

• Provide enhanced insights by querying multiple complex databases to determine the effectiveness of our campaigns
• Partner with Consumer Insights and Customer Care teams to leverage key trending data in strategy recommendations
• Utilize internal dashboards to analyze opportunities, identify patterns and implement proactive solutions
• Own and execute strategy around 1P, 2P, and 3P data collection and usage
• Analyze traffic patterns and optimize for seasonality, relevance, and selection

Cross-Functional Development & Coaching:

• Provide clear and concise feedback and development plans to develop leaders of the future.
• Coach and develop teams to grow, thrive and contribute to the success of CDMO and L’Oréal Luxe.
• Produce actionable data presentations and visualizations for decision makers
• Foster relationships with agency partners as team extensions to enable fast CRM adoption

Job requirements include the following:

• Proven record of partnering cross functionally to create personalized customer experiences
• Expert knowledge and skill with translating data into insights, particularly as it relates to CRM and consumer/behavioral analytics
• Proven track record as a change agent in a matrixed organization
• Self-motivated, results-oriented, strategic thinker. Strong time management and prioritization skills
• Demonstrated strength in communication and influencing skills; not only written and verbal, but also in the engagement of internal and external business partners
• Strong computer skills necessary (All Microsoft Office programs)
• Proven experience driving large-scale customer acquisition programs through direct response, loyalty, and branded experiences.
• College Degree
• Retail experience preferred but not necessary, beauty experience not mandatory
• 15+ years CRM and/or digital marketing experience
• Open to new ideas and actively builds networks to achieve goals
• Must be analytical but also creative

What’s In It For You:

• Salary Range: $177,300-$252,700
• Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
• Learning & Development Opportunities (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
• Access to Company Perks (VIP Access to L’Oréal’s Internal Shop for Discounted Products, Monthly Mobile Allowance)
• Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
• Access to Mental Health & Wellness Programs
• Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
• Employee Resource Groups (Think Tanks and Innovation Squads)

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 email [email protected]. 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.