Digital Manager

L'Oreal; City of Westminster; On-site; GBP 50,000 - 70,000; Full time

Job summary

A leading global beauty brand is looking for an Advocacy Manager for their Professional Products Division to transform global strategies into localized marketing initiatives. The role involves managing influencer relationships, driving innovative campaigns, and leveraging consumer insights to foster brand connections. Successful candidates will have a strong background in influencer marketing, exceptional communication skills, and the ability to navigate a fast-paced, dynamic environment. This position offers competitive benefits and the opportunity to shape consumer advocacy efforts.

Benefits

Competitive salary

Private medical and dental insurance

Discounted gym memberships

Enhanced family leave

Up to 60% off on brands

Qualifications

• Strong track record in influencer marketing and brand advocacy.
• Exceptional understanding of consumer trends and digital storytelling.
• Proven capabilities in managing multiple projects and stakeholder relationships.

Responsibilities

• Translate global strategies into localized influencer campaigns.
• Lead consumer advocacy efforts and influence marketing initiatives.
• Develop and manage relationships with key consumer creators and influencers.

Skills

Influencer marketing

Social media management

Digital marketing

Brand advocacy

Networking

Education

Experience in consumer hair & beauty industry

Tools

Sprinklr

Traackr

Job description

Advocacy Manager - Professional Products Division

Are you a digital native, a trendspotter, and a master connector who thrives on making a big impact in the consumer beauty space? As the Manager, Consumer Advocacy & Creator Marketing, you will play a pivotal role in translating overarching global consumer strategies into compelling, localized advocacy plans that resonate deeply with our target audience.

Responsibilities

• Translate global consumer advocacy and creator marketing strategies into impactful, culturally relevant localized plans for the market, ensuring alignment with local consumer behaviours and emerging trends.
• Proactively identify and capitalize on hyper‑relevant consumer trends, viral moments, and cultural shifts, transforming them into authentic and impactful local campaign opportunities across leading social platforms.
• Craft localized tactics that seamlessly integrate consumer advocacy efforts with a holistic media mix to maximize reach, engagement, and conversion.
• Lead the identification, vetting, and nurturing of relationships with diverse consumer creators across various platforms who align with brand values and can authentically tell compelling brand stories.
• Develop bespoke collaboration models that empower these creators to genuinely express our brand message for consumers, leveraging their unique voices and content styles.
• Manage the execution of consumer‑facing content creation with chosen creators, ensuring all output is high‑impact, platform‑native.
• Lead the identification, vetting, and nurturing of relationships with top‑tier professional hairdressers, colorists and stylists who possess compelling digital presence and the ability to influence consumers.
• Develop bespoke collaboration models that empower these professional hairdressers to authentically express our brand story for consumers, leveraging their unique expertise and credibility.
• Manage the execution of consumer‑facing content creation with professional hairdressers, ensuring all output is high‑impact, platform‑native and adheres to our brand aesthetic and brand guidelines.
• Oversee the end‑to‑end management of compelling consumer‑facing influencer campaigns, product launches, and content initiatives, from ideation and briefing to execution and optimisation for the local market.
• Drive innovation in content formats and engagement tactics across all relevant social platforms (TikTok, Instagram, YouTube, etc.), pushing creative boundaries and adapting to platform best practices.
• Work closely with retail media & E‑com team to leverage strong conversion driving plans with key retail partners.
• Manage external agencies and specialised platforms focused on consumer creator identification, relationship management, and campaign execution for the local market.
• Establish clear KPIs, provide strategic direction, and ensure agencies deliver exceptional results, managing budgets and timelines effectively.
• Continuously evaluate agency performance, seeking opportunities for increased efficiency, creativity, and strategic value.
• Serve as a strong internal advocate for consumer advocacy and creator marketing initiatives, effectively articulating their value and securing buy‑in from various internal stakeholders across local brand, marketing, digital, and PR teams.
• Foster close working relationships with our global marketing and brand teams, providing local insights and collaborating on the adaptation of global campaigns for the local market.
• Demonstrate exceptional ability to manage a multitude of internal and external stakeholders, ensuring alignment, clear communication, and efficient workflow across complex projects.
• Implement rigorous tracking and measurement frameworks to analyse campaign performance for the local market, providing comprehensive reporting on key consumer‑facing metrics such as brand sentiment, engagement rates, reach, impressions, traffic, and sales impact.
• Translate complex data into clear, compelling, and actionable insights, and confidently present findings and strategic recommendations to local leadership and cross‑functional teams, driving data‑informed decisions.
• Oversee all internal reporting processes related to consumer advocacy and creator marketing, ensuring transparency and accountability.

Company Overview

We are the industry world leader with €29 billion consolidated sales. We are committed to creating beauty that moves the world, solving complex challenges at scale, and championing inclusivity and sustainability. In the Professional Products Division, our mission is to be the partner of choice for the professional hair industry, inspiring stylists and creating desirability among consumers with meaningful brands. We are the founding division for the L'Oréal group, with a rich history of over 110 years. The 8‑brand portfolio includes L'Oréal Professionnel, Kérastase, Redken and Matrix and the division is universally known for exclusively supplying salons and other professional customers with the most advanced technologies in hair and beauty products.

Equality and Diversity

At L'Oréal, we take pride in creating a diverse, equitable and inclusive environment where everyone is welcome and their contributions are valued. We are a Disability Confident Employer and will offer an interview to applicants with a disability or long‑term condition who best meet the minimum/essential criteria for the role. We welcome difference—different backgrounds, experiences, personalities and perspectives—because the beauty we find in our differences gives us the freedom to go beyond.

Qualifications

• Progression experience in influencer marketing, social media management, digital marketing, or brand advocacy, with a strong track record within the consumer hair & beauty, fashion or lifestyle industry.
• Proven success in translating global strategies into impactful local consumer‑facing influencer campaigns that drive measurable business results.
• A demonstrable, innate passion for and deep understanding of social media platforms, creator culture, and emerging digital trends. You don't just use them; you live them!
• Exceptional understanding of current consumer trends, cultural nuances, and how to effectively leverage them for brand storytelling and engagement.
• Exceptional networking and relationship‑building skills with a genuine love for connecting with people and fostering communities.
• Superior communication, negotiation, and interpersonal skills, with the ability to influence and collaborate effectively across all levels of an organization, including local and global teams.
• Strong analytical capabilities with the ability to interpret complex data and translate it into strategic insights for diverse audiences.
• Excellent presentation skills, with the ability to craft and deliver compelling narratives and reports to both internal stakeholders and external partners.
• Experience managing and optimizing external agency relationships.
• Demonstrated ability to manage multiple projects and navigate complex stakeholder landscapes with a high degree of organisation and proactivity.
• Ability to thrive in a fast‑paced, highly collaborative, and ever‑evolving environment.
• Culturally curious and digitally fluent—you are the first to know what's next in consumer behaviour and social media innovation.
• Experience working with advocacy measurement platforms and tools such as Sprinklr, Traackr, etc.

Benefits

Our industry‑leading award‑winning benefits package shows how much we value our people. Enjoy perks such as money‑saving offers, free mortgage advice, share options and an enhanced pension plan. Love our brands? You'll get up to 60% off iconic names like YSL, CeraVe, Armani, Kiehl's and Garnier! Because health matters, we offer private medical and dental insurance, discounted gym memberships, and onsite mental health support. We also provide enhanced family leave for all and up to 4 weeks of paid fertility leave, so you can prioritise what matters most. Learning is in our DNA at L'Oréal; we'll help you master your role, build skills, and access top‑notch leadership programmes and monthly expert talks. And there's lots more too!

About L'Oréal

L'Oréal is present in 150 markets on five continents. For more than a century, L'Oréal has devoted itself to the craft of beauty, continually redefining what beauty means at every stage of its evolution.