Job Title Director, Marketing - YSL Makeup
Division: Luxury Products Division
Location: (NY, 10 Hudson Yards)
Reports To: AVP, YSL Makeup Brand Marketing (Face, Face+, Hallmarks, Skincare)
What You Will Do:
Drive YSL's makeup business under guidance of AVP to increase share of market in competitive landscape with a consumer centric approach. Drive brand growth by developing innovative strategies and go-to-market plans for both new launches, core businesses & tentpole hallmarks with executional excellence.
Own and uncover deep consumer insights to initiate breakthrough communications and data-driven marketing. Perform business & competitive analyses, marketing budget/financial control, and preparing presentations for top management meetings.
Job Duties and Accountabilities
- New Product Launches:
- Product Development: Be the voice of the US for product development bythe DMI: share US strategy, point of view and needs to ensure market needs arebeing met. Work closely with US Co-Lab and L'Oreal DEICommsTeamto ensure US-centric inclusive shade offerings.
- Dimensioning: Develop forecast proposals for new product launches andhallmarks / setsas well as revise forecasts in real time as plans change or trendsemerge
- Go-to-market: Create and manage 360 plans for new launches and pillars ensuring all key levers areactivatedand cross-functional teams are hitting deliverable dates
- Work with Supply Chain + Demand to ensure consistent flow of communication from DMI with regards to delays and launch timingsas well as continuously check stock status of owned product portfolio.Partner with CGO Teams to ensure consistent in-stock presence of keyskusespecially, leading up to Sephora BI Sales.
- Leadproduct portfoliodeck creation for all market meetings and retailer meetings
- Portfolio Management:
- Maintain portfolio: Evaluate product performance to strategically prioritize andallocateresources foroptimalROI,identifyingareas of improvement, and keeping the products aligned with the brand's broader strategy (pillar focus, add/delete,etc.)inclusive of shade ins / outs.Ensure robust partnership and communication with Supply / Demand, CGO and Retailer Partners toplan & align on ins / outs.
- Grow business:identifyUS centric fast moving makeup trendneedgapsas well as strategicareas of opportunities to grow the brand's portfolio&optimize market performance
- Performance analysis: Analyze weekly and monthly sales data, compiling relevant commentary in a report to Senior Managementidentifyingkey opportunities and challenges within the business
- Partner with Supply / Demand to ensurecatalogstock needs are met
- Evaluate pricing strategyboth for launchskusas well as ongoing price adjustments
- Manageall hallmark setsprocess(inclusive of global offeringforecast & assortment alignmentas well aslocally created)ensuring close partnership withDMI, local Promo Ops Dev,CGO, Retailer & E-Retail Teams.
- Global marketingrelationship
- Develop strong relationship withglobal marketing, education, digital, comms / A&Icounterparts
- Partner withglobal marketingonUS - centric needs inclusive of product development, shades, naming,360content, etc.
- Market consumer analysis:
- Develop and analyze businessand marketdata, contribute to drawing conclusions, understand and articulate category knowledge and the customer business cycle
- Conduct competitive analysis and market research
- Content Strategy
- Partner closely with Content Manager onPDP strategy and layoutfor new launches andoptimizewith strong retailer partnership on existing portfolio
- Develop brief for any local shoots/creatorcontent needs
- Partner closely with Content Manager to fuelDMI with clear content needs and review DMIfinishedcontent and provide US-centric feedback
- Retail Marketing
- Brief creative& retail merchandisingteam on projects includinggondola,permanentmerchandisingand temporary in-store placements(ala towers, FOS tables &glorifiers)
- Work with vendors to executespecial eventsandconsumer-facing pop-up concepts
- Work closely with Education Team on in-store FLCEventinginclusive of Sephora windows, beauty studio takeovers &in-mall pop-up events
- Cross-Functional Collaboration
- Partner withA&I and Mediateamsto ensure there issynergywith overall brand marketing positioningand a clear calendar of key activations throughout theyearinclusive of always-on seeding, mailers & boosting.
Key Challenges, Issues and Complexity
YSL is the fastest growing couture makeup brand in the luxury market. With a very promising plan and high ambitions for the coming years with a #1 focus on accelerating the makeup business. The YSL makeup team is looking for a strong makeup expert, in touch with US consumers and trends combined with being able to balance creativity, analytical skills and operational leadership with very different partners to address the challenges to achieve triple digit growth in a very competitive makeup market.
Organization Structure and Key Working Relationships
- This role willreport directly intothe AVP ofMakeupMarketing
- In addition to the direct brand marketing team - this role will work cross-functionally with theA&I/ Comms / Social, Media,CGOTeams,Supply & Demand,Education, Digital,D2C& corresponding GlobalTeams while also partnering extensively with external key retailersacross self-assist and Department / Specialty
- This roleis responsible forbeing the owner of the US marketing Go-to-market strategy and liaising with all teams on defining our US specific strategy
- In addition to US team - this role will work hand in hand withthe Global Makeup Team
Job Dimensions
- Total Staff: Team is currently madeupof 1 AVP&1Managerin addition to this current role
What We Are Looking For:
Required Qualifications:
- BachelorsDegree in Marketing, Business or related fieldrequired
- 10+ years of progressive Consumer Packaged Goods (CPG) or related marketing/brand management experienceideally, in Makeup Operational Marketing.
- Marketing experienceto includebrand positioning, strategy development, consumer insight generation,direct toconsumer advertising, consumerpromotionand integrated marketing communications development. A deep understanding of consumer centricity and omni-channel activations area must.
- Demonstrated experience working with the account teams, the trade which contributed to profitable brand growth. An in-depthunderstandingCPG/FMCG and customer landscape isa must.
- Demonstrated experience developing strategic agency partnerships which contributed to long term brand health.
- Demonstrated experience in providing marketing thought leadership-taking consumer insight and using it to drive thinking and strategic decisions.
- Solid financial acumen, budget managementexperienceand a strong ability toutilizejudgment and solid thinking ability to analyze complex issues and recommend clear direction within the big picture needs of the brand
- Excellent communication skills withabilityto present effectively, foster open communication, listening effectively to others and prepare effective written communications and presentations.
- Strong leadership skills and a strong ability to cultivate good relationships/networks and actively fosteringteam workacross the US and DMI (global marketing)
- Ability to managethe performanceand develop theappropriate skillsof others, which should include encouraging diversity of thinking while motivating and coaching others.
- Ability to plan for the short-term andlong-term, andmanage executions within a strategic framework.
- Ability to self-manage and self-motivate. Acting withintegrity, anddemonstrating entrepreneurial pursuits.
- Demonstrated experience in executing and delivering brand leadership in a similar brand management role with P&L accountability
What's In It For You:
- Salary Range:$XX,XXX.XX-$XX,XXX.XX
- Competitive Benefit Package(Medical, Dental, Vision, 401K, Pension Plan)
- Hybrid Work Policy(3 Days in Office, 2 Days Work from Home)
- Flexible Time Off(Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
- Access to Company Perks (VIP Access to L'Oréal'sInternal Shop for Discounted Products, Monthly Mobile Allowance)
- Learning & Development Opportunities(Unlimited Access toE-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
- Employee Resource Groups(Think Tanks and Innovation Squads)
- Access to Mental Health & Wellness Programs
