L'oreal Sa senior Social and Brand Manager- African - Johannesburg, South Africa - L'Oreal

L'Oreal
L'Oreal
Verified Company
Johannesburg, South Africa

1 week ago

Thabo Mthembu

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Thabo Mthembu

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Description

JOB PROFILE:
The Senior Social, Digital and

Events Brand Manager:

African Beauty Brands (ABB) is responsible for the development of the digital strategy and priorities for Sub-Sahara Africa (with focus on South Africa as lead market with exposure to other SADC as well as West African markets).


Ensure "DIGITAL FIRST" marketing strategy for the ABB portfolio in Sub-Sahara Africa by leading the planning, development, designing and managing of all social, digital and consumer event interactions across the portfolio's digital and activation channels to increase brand awareness and reach while strengthening the brands' overall image, that leads to positive brand sentiment and grows brand love.


Working collaboratively with the ABB brand team (innovation and product managers), key partner agencies (digital, social, activations and eventing), content creators, as well as internal stakeholders: define, influence, align and co-ordinate plans in line with the L'Oréal digital agenda.


PRIMARY ACCOUNTABILITIES:
a) Lead and develop the Digital & Social Engagement Strategy

  • Lead the ABB strategy (portfolio and brands) to win in the Digital Arena by using data analytics, trends and insights to identify resources, competitive platforms and environments, possible partners, and opportunity areas that drive competitive advantage for the portfolio.
  • Together with the Head of ABB and respective brand manager, propose the strategy, the journey and the KPIs to make our brands the digital and social leaders within the multicultural haircare space as well as within greater beauty market. Be the brands of choice when engaging with our core target market consumers be faster, better, smarter and more relevant in engaging with gen Z & late millennials.
  • Create and implement best in class Social Media Optimization (SMO) & Social Media Marketing campaigns across social media platforms.
  • Develop a Scorecard to track Digital impact of our brands across key markets and recommend real time action plans to improve on initiatives and campaigns not meeting expectations.
  • Media guidance: act as the media expert in driving the digital media planning, digital media buying and existing portfolio content creation initiatives. Be the media champion from the beginning of the ideation process by select the best platforms to achieve brand kPIs and developing an evolving content calendar.
  • Build a strong relationship with the local media and digital execution agencies as well as critical media partners: META, TIKTOK, GOOGLE, MASS MEDIA to create a common view around brand plans and drive a proactive approach to achieving brand KPIs.
  • Identify innovative, successful opportunities from other markets or industries that can be adopted or adapted for the portfolio success.
  • Keep up to date on social media trends and best practices educating internal and external stakeholders.
b) Define and Enhance the Portfolio's Social presence

  • Champion the social advocacy agenda of Dark and Lovely in particular by developing and optimising key influencer relationships in line with the Global Group Advocacy Playbook.
  • Drive brand performance in social media by leveraging key influencers for the brand.
  • Manage and lead a pool of loyal brand influencers who will connect and drive brand credibility and engagement with consumers and encourage trial and continuous usage of the brand.
  • Keeping your finger on the pulse within the influencer world to and identify new influencers according to brand DNA and in line with internal group criteria.
  • Manage Influencers action plan development and implementation based on marketing and brand image goals.
  • Managing influencers across all platforms (social as well as live events) ensuring deliverables are met according to standards in line with the advocacy play, brand image and campaign brief.
  • Responsible for the daytoday administrative management of all brand influencers ensuring that the influencer management tool is updated on time and in full.
  • Drive brand performance on reviews sites
  • Preparation of monthly reports \efficacy research\key competitors monitoring
  • Interact with consumers in social media channels using social media management software and related tools, including forums.
  • Act as spokesperson of the brand on forums and social media: news, advice, sales assistance, etc.
  • Monitor, maintain and strengthen consistent online brand identity.
c) Activate consumer engagement and drive brand love

  • Work collaboratively with the brand team to execute flawless consumer activations to engage, drive memorability & talkability and encourage trial and repeat consumption of our products.
  • Write best in class activation briefs clearly outlining all relevant objectives (marketing, and communication) and campaign kpis in line with the brand positioning.
  • Effectively manage agency partnerships from briefing to the pitch process (including budget analysis) to final agency selection and campaign execution
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