Assistant Manager, Brand Engagement (Maybelline Face) US

L'Oreal USA, Inc; Berkeley Heights (NJ); On-site; USD 85,000 - 120,000; Full time

Benefits offered by this job

Hybrid Work Policy

Medical, Dental, Vision

401K, Pension Plan

VIP Shop access to discount products

Monthly Mobile Allowance

Job summary

L’Oréal USA, Inc. in New York, NY seeks an Assistant Manager, Brand Engagement (Maybelline Face) to drive 360 activation, influencer & talent work, and retailer social content.

You will partner with Category Head and CPD Leads, coordinating launch plans and on-set leadership for shoots. Reporting to the AVP - Marketing, this role blends strategic category oversight with hands-on execution across integrated activations, seeding, and cross-functional collaboration to accelerate conversion and

Responsibilities

• Drive 360-planning and execution for your category.
• Own launches and connect product plans to the Total Brand roadmap.
• Direct Onefluence creator squads; manage talent on set.
• Lead influencer, creator, and talent activation for shoots.
• Execute retailer events and social commerce initiatives.
• Oversee seeding, mailers, and cross-functional storytelling.

Job description

Job Title: Assistant Manager, Brand Engagement (Maybelline Face)

Division: Consumer Products Division

Location: New York, NY (Hudson Yards)

Reports To: AVP - Marketing

Who We Are: For more than a century, L'Oreal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beautyin terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.

At L'Oreal Consumers Products, our mission is to democratize the best of beauty, and for us, beauty has to be sustainable. Our division holds the world's #1 beauty brand with L'Oreal Paris, the #1 makeup brand with Maybelline New York, the #1 natural brand with Garnier, as well as NYX Professional Makeup.

Mission: Where Maybelline's strategy meets the pulse of the consumer. You are the catalyst for category agility, transforming high-level vision into high-octane execution for our Eye, Lip, and Face lines. You don't just manage activations; you spark the cultural moments that drive instant conversion. If the Lighthouse provides the light, you provide the power-turning interest into obsession and views into sales, at the speed of culture

Category 360 Execution

• Integrated Activation: In partnership with the Category Head, drive the 360-planning and execution for your category. Ensure that every local activity is streamlined and connected to the Masterbrand strategy.
• Category-Specific Strategy: Own the strategy for your category launches, ensuring product plans are connected to the Total Brand roadmap while maintaining the speed required to win.

Influencer, Creator & Talent Activation

• Onefluence & Creator Squads: Direct the brief and coordination of Onefluence to deploy local category creator squads (micro/mid-tier/made-for-paid) at scale.
• Talent Discovery & Management: Lead talent discovery for shoots, including briefing talent, managing hair/makeup/wardrobe logistics, and serving as the primary liaison on set.
• On-Set Leadership: Act as the lead for all category social shoots-providing on-set support for both video and photo production, capturing BTS content, and managing talent posting cadences to ensure deliverables are met.

Retailer Support & Social Commerce

• Retailer Tentpoles: Execute content strategy and retailer-specific events in partnership with the Comms & Experiential team (e.g., Ulta FLC, Target Circle Weeks), ensuring we capitalize on retailer ownership and category needs.
• TikTok Shop (TTS) Leadership: Lead the integration and approval process for TTS organic and paid content. Work directly with the CPD Lead and platform partners to drive immediate conversion and sales.
• Paid/Made-for-Paid Support: Review and approve all category-specific paid content, ensuring alignment with launch timelines and category goals.

Seeding, Mailers & Collaborative Touchpoints

• Seeding Execution: Execute product-specific launch mailers and seeding lists. Work within the Masterbrand PR framework to ensure product is getting into the right hands at the right time.
• Cross-Functional Bridge:
  • Owned: Coordinate the organic social calendar with the Content team.
  • Earned: Partner with the Comms lead on all product-specific messaging and storytelling.
  • Projects: Support multi-category projects and amplifier campaigns as required.

What's In It For You:

• Salary Range: $84,500 - $120,400 (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'Oreal's Internal Shop for Discounted Products, Monthly Mobile Allowance)
• Learning & Development Opportunities for Career Progression (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

Don't meet every single requirement? At L'Oreal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you're excited about this role but your past experience doesn't align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!

We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and 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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