Director, D2C Commercial Strategy - Lancome

L'Oréal; New York (NY); On-site; USD 138,000 - 200,000; Full time

Job summary

L’Oréal in Hudson Yards, New York City, seeks a Director, D2C Commercial Strategy for Lancome to lead commercialization and sales planning for the D2C eCommerce channel. You will partner with Marketing and Sales to drive KPI results through data-driven product, pricing, and assortment decisions.

The role emphasizes strategic planning, collaboration with channel owners, and budget allocation to maximize D2C performance, with a focus on promotions, launches, and customer loyalty initiatives.

Qualifications

• Bachelor's degree in Marketing, Business, or related field.
• 7+ years experience in direct-to-consumer with merchandising and commercialization exposure.
• Experience with product sampling, engraving and customization & gifting.
• Ability to translate data into actionable business plans.
• Creative problem solving and prioritization skills.
• Ability to build effective partnerships at all levels.
• Strong analytical and quantitative skills.

Responsibilities

• Develop and implement the D2C traffic channel strategy and calendar.
• Conduct in-depth analyses of category performance and activation results to inform strategy.
• Influence budgeting and forecasting to optimize resource allocation.
• Develop comprehensive launch plans for new products and initiatives for the D2C channel.
• Create promotional strategies to drive sales, engagement, and loyalty.
• Manage D2C product assortment including exclusive offerings and bundles.
• Collaborate with D2C Sales Planner for forecasting and inventory planning.
• Act as D2C lead for launch activations and promotional events.

Skills

D2C

Sales Planning

Data Analysis

Strategic Thinking

Stakeholder Management

Budgeting

Education

Bachelor's degree in Marketing/Business

Job description

Job Title

Director, D2C Commercial Strategy, Lancome

Division

LUXE

Location

Hudson Yards, New York City

Who We Are

For more than a century, L’Oréal 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 beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.

At L’Oréal, our Digital team is an opportunity to be at the center of L'Oréal's digital transformation. We are determined to be pioneers in the new beauty tech world, and by incorporating digital into everything that we do, we are creating a better relationship with our consumers. When beauty and tech collide, the impossible can happen! Come join our dynamic team!

Job Summary

The Director, D2C Commercial Strategy leads the commercialization and sales planning strategy for [Brand]'s D2C eCommerce business, partnering with brand Marketing and Sales. The Director/Sr. Manager leverages data-driven insights to develop and execute D2C-specific product and channel strategies to drive positive KPI results. This role focuses on maximizing D2C performance through strategic planning, collaboration with channel owners, and informed decision-making regarding assortment, promotions, and budget allocation.

What You Will Learn

• D2C Traffic Channel Strategy & Planning: Develop and implement the overall D2C traffic channel strategy, including building the site activity calendar and collaborating with channel owners (Media, CRM, SEO) to drive performance against KPIs.
• Data Analysis & Insights: Conduct in-depth analyses of category performance, activation results, competitive landscape, and other relevant data to optimize brand strategy and inform D2C traffic channel planning. Cultivate a data-driven mindset across teams.
• Budget & Trend Construction and Management: Partner with Planner to influence the D2C Budget, incorporating trend analysis and forecasting to inform resource allocation and investment decisions
• Launch Dimensioning: Develop and execute comprehensive launch plans for new products and initiatives, building an optimal investment strategy and maximizing impact within the D2C channel
• Promotion & Generosity Strategy: Develop and execute promotional strategies and generosity programs to drive sales, engagement, and customer loyalty within the D2C channel, in collaboration with the Planner.
• Assortment Strategy: Develop and manage the D2C product assortment strategy, including exclusive offerings, core products, new launches, GWPs, bundles, and samples.
• Sales Planning Collaboration: Partner closely with the D2C Sales Planner to provide data-driven recommendations and insights for the sales forecasting and inventory planning process.
• DMI and US marketing Liaison: Act as the D2C lead for communication on launch activations, content needs and promotional events.

Required Qualifications

What We Are Looking For:

• Bachelor's degree in Marketing, Business, or a related field.
• 7+ years experience in a direct-to-consumer businesses with merchandising and commercialization exposure, sales planning and experience managing site experience a plus.
• Experience with product sampling, engraving and product customization & art of gifting
• Ability to lead presentations and effectively analyze and translate data into actionable business plans
• Creative problem solver with the ability to prioritize initiatives and anticipate business needs
• Ability to build effective partnerships and interact successfully with diverse individuals at all levels
• Sharp analytical and problem-solving skills, with the ability to interpret complex data into actionable insights and optimizations
• Demonstrated ability to think strategically, innovatively, and creatively using sound business judgment and quantitative skills
• Proven ability to influence others
• Ability to prioritize and manage multiple responsibilities with attention to detail.
• Self-motivated, results and solution oriented, strategic thinker
• Strong time management and prioritization skills

Salary Range: $138K-$200K