Role Purpose In a Digital First world, you are the architect of our brand's voice. Your mission is to build a powerful advocacy ecosystem that transforms social influence into brand equity and market share. You will lead our relationship with the
OneFluence agency, ensuring L'Oréal remains the #1 most talked-about beauty company by mastering the art of storytelling and the science of data.
Key Responsibilities
- Strategic Advocacy & Influence Roadmap
- 360° Advocacy Vision: Define and implement a robust 12-month advocacy strategy across TikTok, Instagram, and YouTube. You ensure our brands win the Battle for Attention and achieve the leading Share of Influence (SOI) in the category.
- Precision Segmentation: Architect an ecosystem that balances the Power of Many (Nano/Micro-influencers for conversion/trust) with the Power of One (Mega-talent and Celebrities for brand heat).
- Value-Based Pricing: Lead the development of a sustainable, win-win pricing model that respects creator value while ensuring L'Oréal's investment efficiency.
- Creative Excellence: Partner with the Content Studio to engineer Social-First creative hooks. You protect brand DNA while empowering influencers to maintain the Authenticity that drives engagement.
- Leading One L'Oréal: Act as a cross-divisional connector to optimize our total influencer portfolio, avoiding saturation and ensuring a unified, professional voice when interacting with top-tier talent.
- Strategic Management of OneFluence Agency
- Operational Leadership: Act as the strategic lead for the OneFluence agency. You are responsible for elevating their output, ensuring every brief is L'Oréal-standard—ambitious, clear, and ROI-focused.
- Talent Curation: Be the ultimate guardian of Brand Match. You approve all talent selections, ensuring every creator aligns with our values of diversity, equity, and inclusion, as well as our aesthetic standards.
- Negotiation & Asset Management: Oversee complex contract negotiations, focusing on Usage Rights and Amplification Potential to ensure we maximize the lifecycle of influencer-generated content.
- Agility & Workflow: Constant obsession with process optimization. You streamline the Internal-to-Agency workflow to ensure we react to trends in real-time.
- Performance, Data & Competitive Intelligence
- KPI Governance: Move beyond vanity metrics. Define and track high-impact KPIs: Share of Influence (SOI), Quality Engagement, and Brand Sentiment.
- Traackr Mastery: Leverage Traackr and internal data tools to provide deep-dive monthly performance audits. You transform data points into Strategic Pivots for the next campaign.
- ROI Optimization: Identify our A-List (top-performing creators) and scale their impact through strategic whitelisting and paid amplification.
- Trend Hunting: Stay ahead of the curve. You monitor competitor moves and emerging social platforms to ensure our brand is a first-mover in digital innovation.
- Relationship Building & Community Advocacy
- Direct High-Touch Relations: Build and nurture direct relationships with Friends of the Brand. You are the face of L'Oréal in the influencer community.
- Content Synergies: Work hand-in-hand with the Social Media and Paid Media teams to turn organic magic into high-performing paid assets, maximizing the One L'Oréal impact.
Your Profile: The L'Oréal Fit
- Networking Master: You have a Social Heart. You build trust easily with creators, agents, and internal stakeholders.
- Data-Driven Creative: You have a Scientific Mind. You love a beautiful aesthetic, but you back every creative decision with a formula and a spreadsheet.
- Master Negotiator: You understand that value is not just about price, but about the quality of the partnership and the rights secured.
- Strategic Agility: You can pivot from a high-level strategy meeting to a real-time TikTok trend execution in the same hour.
