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Director, Precision Media & Analytics
L'Oréal
New York, NY, United States
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Title: Director, Precision Media & Analytics
Company & Brand: L'Oreal USA, Luxury Division
Location: NYC, 10 Hudson Yards
The Director, Precision Media & Analytics will be consulted and responsible for all precision media investment for the Luxury Division. The Director will be working in tandem with brand marketing and media teams to the form the overall brand communication strategy, build media plans and will lead execution for social & programmatic media buying across all brands within the L’Oreal Luxe portfolio. The Director will provide brand and division-level leadership in reviewing social and programmatic media plans for media targeting, effectiveness and best practice use of creative capabilities.
The Director will use available partner tools to provide expert-level analysis & optimization of bidding objectives, target audiences, ad formats and creative. The Director will manage on behalf of the brand ROI measurement and design of experiments. The Director will assess media performance across partners and initiatives and will communicate trends, share insights across the division on consumer engagement, media effectiveness-efficiency and online/offline purchase behavior.
• The Precision Media Director will play a key role in bridging the gap between data science and business insights. They should be experienced in working with large data sets and understand how to design experiments and draw actionable conclusions of statistical significance. They should have a passion for the business of beauty and a profound ability to take complex subject matter, distill the information and communicate business insights across the organization. The Director should provide leadership at the brand-level on multi-touch attribution and marketing effectiveness – market mix modeling and statistical analysis.
The Director will support and often provide hands on keyboard execution of new and advanced media initiatives including but not limited to – Data Management Platforms, Dynamic Content Optimization and Advanced Audience Analytics.
Job Requirements:
At least 5 years of experience in managing digital media for high volume business-to-consumer CPG, eCommerce business
• Must have hands-on experience with Social Media advertising platforms (Facebook required; Twitter, Pinterest a plus) – Audience Insights, campaign planning, analysis and optimization, custom audiences
Must have hands-on knowledge of the AdWords/DoubleClick platform and experience with the campaign setup, Tagging, audience development, bid management
Must have expert-level knowledge of web analytics platforms – especially Google Analytics and CoreMetrics; Omniture experience also applicable. Must have extensive experience with navigating standard reports, building custom reports and dashboards, segments, event creation and multi-channel attribution. Experience with tagging (GTM or other tag container) and analytics API development also a plus
Must have advanced excel skills, comfortable with pivot tables, formulas, modeling, forecasting, budget management and quickly manipulating large data sets
Knowledge of search bid optimization platforms (DoubleClick, Kenshoo or Marin) also a plus
Knowledge of programmatic media buying platforms also a plus
Knowledge of DMP execution also a plus
Strong knowledge of current digital media trends, strategies, and techniques
Entrepreneurial spirit, attention to detail, customer-service orientation, and creativity in problem-solving.
Ability to identify, scope and implement digital media campaigns while meeting ROI goals.
Familiar with executive level reporting and communication. Able to clearly communicate digital media concepts to an audience with a wide variation in digital experience.
Proficiency in digital media KPIs, tracking and online analytics a must
Experience in both digital creative development and digital marketing across multiple channels and platforms a plus
Strong interest in driving results and innovation from eCommerce & digital marketing initiatives
Bachelor’s degree required. MBA preferred
Experience and passion for the beauty industry
Experience and passion for luxury goods
Expert level of proficiency with Microsoft Office (Excel, Word, Powerpoint)
Multitasker by nature who can manage multiple processes with a high level of quality and consistency.
Ability to work in a team and to communicate in a clear way.
Judgment and Decision Making:
This position will require a highly productive individual who can work collaboratively to drive flawless execution and proactively manage digital media campaigns across the L’Oreal Luxe portfolio of websites. The role will require daily interaction with multiple groups including Marketing, eComm, PR, creative, finance. This will require a high level of interpersonal skill and diplomacy, and demonstrated ability to justify online priorities and decisions to internal partners. The role will require strong time management, and prioritization skills.
Key Duties and Responsibilities: Ongoing acquisition media performance monitoring, analysis and optimization across all brands and vendors - 40%
Monthly media forecast and trending across all brands; Oversight for all accounting needs in the invoice, confirmation and payment of all vendors - 25%
Business Review Planning and communication; Search trends and SEO progress communication - 15%
Meeting Prep support and awareness media participation - 10%
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.