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Mgr - D2C & Social Commerce Lead
manager · Marketing
Job Title: Manager- DTC & Social Commerce
Brand: NYX Professional Makeup
Location: El Segundo
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, our Digital team is an opportunity to be at the center of L'Oréal's digital transformation. We are determined to be pioneers in the new beauty tech world, and by incorporating digital into everything that we do, we are creating a better relationship with our consumers. When beauty and tech collide, the impossible can happen! Come join our dynamic team!
What You Will Do:
The D2C & Social Commerce Manager drives our D2C e-com and Social Commerce strategy. In addition to achieving sales objectives, this role is responsible for leveraging digital channels synergistically as a go-to-market and buzz vehicle for the brand, in close collaboration with the marketing team. TikTok Shop has changed how brands go to market, and this role will be responsible for taking it to a new level of innovation and unleashing the full power of content to commerce. This person should have a passion for innovation, and the ability to influence, and discover new opportunities.
D2C & TIKTOK SHOP GO-TO-MARKET PLANNING
- In partnership with marketing, BAL, DDX teams, develop and drive GTM recommendations and launch timing for DTC and TTS to ensure that the brand delivers on NYX Access perks (early access & special offers) while maximizing the buzz-building potential of TikTok Shop
- Continue to grow the platform and create excitement outside of launch moments (GWPs, etc) to provide compelling reasons for consumers to shop always-on.
D2C BUSINESS & PLATFORM MANAGEMENT
- Own forecasting for the channel: building blocks, monthly pass, new launch sizing) taking into account macro context + D2C / NYX specificities
- Collaborate strategically with CRM/DDX, marketing, CE, TikTok Shop, and media teams, alongside external agencies, to orchestrate comprehensive marketing and media support plans essential for achieving D2C forecasts (social, CRM, affiliates, SEO, SEM), leveraging the Site Assistant for operational support
- Partner with CRM Manager to strategize promos in alignment with Finance and BAL teams balancing P&L, consumption and net sales objectives
- Collaborate with supply chain and transportation teams, to ensure service levels in particular ahead of launches and tentpole sales moments (F&F, Cyber Week)
- In partnership with larger D2C and DDX team you will strategize and optimize the end-to-end site experience to support NYXAccess/ marketing priorities, and achieve a friction-less user experience for consumers (mobile-first)
- Synthesize key learnings and actionable insights from consumer site behavior and new launches to foster a continuous feedback loop. with Marketing, Media and Global partners
- Champion Generative Engine Optimization (GEO) and AI-driven search strategies to boost brand visibility, discoverability, and authority across emerging AI-powered discovery platforms
TIKTOK SHOP SOCIAL COMMERCE
- Lead the TikTok Shop workstream for the brand, from strategic planning to activation, working in close collaboration with CPD TikTok Shop team
- Lead strategy and oversee execution of affiliate campaigns (seeding, video supply needs, affiliate list, content briefs, comms plans, webinars, eventing) in partnership with CPD TTS team, external agency and marketing teams, to maximize new launches (80% WOB)
- Review affiliate content and provide feedback to ensure alignment with brand messaging and product positioning
- Lead the reporting of performance results across upper-funnel and lower-funnel KPIs (#videos, video views, $ GMV etc) + effectively communicate to cross-functional teams and leadership through impactful presentations and compelling storytelling to ensure TikTok Shop remains top of mind as a sales/marketing lever
- Collaborate with CPD TTS Planner on forecasting to set sales target for the channel & review monthly (Monthly pass) + size launches based on TTS opportunity and product specificities (owning New launch files + Pipe file)
- Own the collaboration with TikTok Shop (weekly meetings, Line Reviews presenting new launches) to facilitate planning + generate excitement behind our brand
Salary Range: 92-128k base + bonus