Job Description

JOB DESCRIPTION: Director - Social Media, PR and Advocacy- Vichy

DIVISION: LDB

BRAND: Vichy

REPORTS TO: SVP of Brand

LOCATION: Hudson Yards, NY

THE COMPANY

In L\'Oreal Dermatological Beauty Division, we make a difference to the lives of millions of consumers by improving the health and beauty of their skin, through every stage of life. Our brands (CeraVe, SkinCeuticals, La Roche Posay, Vichy, SkinBetter Science lead the way in skin care innovation, offering safe and effective products and services that deliver their promises. We invest heavily in research and development, and co-create our products with health professionals, scientists and the 90,000 dermatologists we serve around the world. We also design connected beauty experiences, harnessing intelligent technologies to empower people to take control of their skin health.

Our mission is to make a positive impact on people\'s lives. We are driven by human values of trust, respect and authenticity. Our teams work in a dynamic, supportive environment and work on meaningful projects that are changing the future of medical beauty. If you want to lead in innovation, technology and research, and you care about collaborating with passionate colleagues, serving communities and acting for the planet, please join us!

JOB DETAILS:

This individual is responsible for executing a successful 360 organic social strategy across owned channels (currently: Instagram, Facebook, Twitter, YouTube and Pinterest, Tik Tok). They will manage the social media calendar, global/DMI content optimization, as well as influencer relations and activation, with a strong emphasis on building medical advocacy. The Social Media & Advocacy Director is an expert on social platforms and measures success by analyzing KPI metrics regularly. Their goal is to lead a strategy which drives awareness, brand love, and social commerce growth for Vichy in the US.

They report to the Head of Brand and work collaboratively with the marketing team, cross-functionally with corporate digital teams and global headquarters counterparts, as well as external agencies (creative, influencer management platforms and PR\xe2\x80\xa6). This role will also manage a JMA on the team to help with ongoing needs.

ORGANIC SOCIAL MEDIA

• Execution and evolution of US specific social media strategy
• Develop a Facebook & Instagram content calendar every month aligned with brand\'s priorities, leveraging DMI-provided content, local content, advocacy content, and dermatologist content with cadence of 5 days/week.
• Write copy for monthly content calendar utilizing key product benefits, dermatologist claims and other available materials and schedule all on Sprinklr
• Make updates to DMI-provided content to localize and upload to Sprinklr
• Manage social content library, ensuring all US created or adapted content is on Sprinklr
• Ensure all social content is legally compliant - accuracy of claims and product benefits
• Oversee brand community engagement across channels on Sprinklr with goals of 100% response rate and response time under 48hrs.
• Identify whitespace opportunities to elevate strategy & define distinct roles for content on each social platform to build brand equity
• Liaise with CCC, legal and marketing to generate approved responses to customer service inquiries
• Work effectively with cross-functional teams (including but not limited to Marketing, Digital, Media, and DMI teams) in creating content to better serve consumer needs (including but not limited to how-to-use content, Vichy Connect content, etc)
• Spearhead the brand\'s organic strategy and entry into additional channels (TikTok, Pinterest, YouTube)
• Understand the brand\'s unique medical positioning and stay true to brand equity through all digital and social content

PAID SOCIAL MEDIA

• Ownership of creative for campaigns in social media platforms (Facebook/Instagram, Twitter, Pinterest, TikTok) in collaboration with marketing
• Drive timely and flawless execution of social campaigns in partnership with Media team support
• Work with Media support to track ad performance including pacing, monitoring KPIs, and troubleshooting within each respective self-service ads platform
• Provide full campaign wrap reports in partnership with Media team and DOMO platform, including sharing results, insights, customer verbatims, etc. and provide actionable insights and next steps
• Ensure corporate golden rules and creative mandatories are adhered to across all campaigns
• Be at the forefront of what is happening in the space and propose first-to-market programs

ADVOCACY AND PR

• Lead and evolve advocacy strategy with goal of 100% medical advocacy
• Manage and partner with PR + micro influencer agencies on paid influencer programs to:
• Drive brand awareness on key territories, product launches and priority skus
• Drive engagement and trial
• Increase medical consumer perception by partnering with dermatologists to create content for paid campaigns and brand organic usage
• Leverage Traackr to vet potential influencer partners and identify rising talent to work with/gift to
• Manage dermatologist influencer strategy, tapping into top 50 derm group to drive further brand love and trial through exclusive opportunities + personalized outreach
• Support always on influencer gifting to increase brand awareness and trial
• Provide paid partners with key messages, visual guidelines and frame for their content creation to ensure brand voice and DNA is captured
• Act as strategic lead and manage relationship with external PR team

REPORTING & ANALYSIS

• Establish, track, and report on KPIs across paid & organic tactics per social platform and per campaign
• Perform competitive analysis and social listening to identify skincare trends and consumer need gaps
• Ensure strategy, content creation and community management are constantly reviewed based on insights and consumer feedback
• Deliver quarterly/monthly PR reporting to internal cross-functional teams
• Deliver campaign results for all advocacy campaigns to immediate team and leadership

EDUCATIONAL BACKGROUND AND QUALIFICATIONS

• Bachelor\'s degree required, preferably in communications, marketing, business or related field
• 10+ years\' experience in social media, community management, and content creation for a brand (in-house or agency)
• Skincare experience and interest in fields related to health, beauty and dermatology strongly preferred
• Self-starter able to adapt quickly to changes in priorities and problem-solve
• Able to prioritize and manage time effectively, and to balance competing demands and priorities in a very fast-paced environment
• Strong communication and collaboration skills
• Excellent written skills and ability to write in a medical tone of voice preferred
• KPI reporting/analysis experience required
• Advanced proficiency in Microsoft applications including PowerPoint, Word and Excel required. Proficiency in Adobe Creative Suite InDesign, Photoshop a plus
• Advanced proficiency on social platforms (Instagram, Facebook Ad Manager, Twitter, Pinterest, Tik Tok and YouTube) required
• Proficiency in social-media management platforms a plus (Sprinklr, Trackrr, Netbase etc\xe2\x80\xa6)

Salary Range: $139,700 - $199,100 (The actual compensation will depend on a variety of job-related factors which may include geographic location, work experience, education, and skill level)

• 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\'Or\xc3\xa9al\'s Internal Shop for Discounted Products, Monthly Mobile Allowance)
• Learning & Development Opportunities (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
• Employee Resource Groups (Think Tanks and Innovation Squads)
• Access to Mental Health & Wellness Programs

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.

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