Head of Global Digital; NYX

Position: Head of Global Digital (NYX)
Overview

Position Title:

AVP – Global Digital
Brand: NYX Professional Makeup

Location:

El Segundo, CA

The Head of Global Digital will be responsible for leading the global digital marketing strategy for NYX Professional Makeup across global brand sites, all retailer/pure player sites, and the rapidly expanding social commerce ecosystem where NYX Professional Makeup is sold. This role drives the development, maintenance, and merchandising of the eCommerce Master Flagship site while leading the Social Commerce conquest, particularly through Tik Tok.

The candidate will drive accretive growth by being selective on assortment and disrupting the market with high-impact content. The AVP Digital will lead the AI content revolution, democratizing and scaling the adoption of Group AI tools within the DMI teams to optimize creative output. The role requires collaboration with cross-functional partners to develop digital assets for on-site merchandising, develop innovative digital D2C tools, and deliver a comprehensive email and content marketing calendar.

It also includes developing and enforcing global digital guidelines to define NYX PM’s digital presence and acting as the overall marketing guarantee for brand trust across platforms.

To be successful, this role requires daily interaction with CDMO teams in Paris, US Digital, US and Global Marketing, Social Media, Education, Creative, and Finance, as well as zones and key markets. Partnership with global marketing teams and digital IT teams is essential. This position requires strong interpersonal skills and diplomacy and the ability to justify priorities to internal and external partners.

This role reports directly to the Deputy General Manager NYX Professional Makeup in El Segundo, CA.

Key Job Accountabilities

• Lead the global digital strategy across direct-to-consumer ecommerce, e-retailer partners, and pure players.

• Responsible for online marketing, merchandising, user experience, site operations and the global digital marketing calendar. Ensure alignment with all global partners at the zone and country level.

• Responsible for the visual and content strategy of the brand on-site, including images, videos, articles, and other digital media (banner ads, email blasts, site updates, blog and content updates, etc.).

• Manage execution of the strategy, including ongoing development of creative content, site modifications, and enhancements.

• Responsible for providing leadership to all markets around SEM, SEO, affiliate and re-targeting programs.

• Lead the GEO revolution.

• Lead the Social Commerce Strategy

• Drive the global "Social Commerce Conquest," with a primary focus on Tik Tok Shop and emerging social platforms to ensure accretive growth.

• Execute a Content Flooding strategy to effectively hack the Tik Tok and social algorithms, ensuring maximum brand visibility and engagement.

• Remain selective on assortment for social channels to drive exclusivity and incremental sales without cannibalizing traditional e-retail.

• Lead the AI Content Revolution & Disruption

• Drive the adoption and democratization of L’Oréal Group AI tools within the DMI teams to revolutionize content creation and operational efficiency.

• Lead the Content Disruption mandate: identify and implement innovative ways to attract, engage, and convert GenZ through non-traditional digital storytelling.

• Global Brand Trust & Governance

• Act as the overall "Marketing Guarantee," ensuring NYX PM maintains high levels of trust and authenticity across all digital touchpoints.

• Develop and deploy holistic global digital guidelines to ensure brand consistency across multi-platform environments.

• Negotiate terms and agreements with third-party agencies and technology partners at a global level.

• Oversee the budget process for sites and revenue streams, managing sales revenues and profitability while focusing on KPIs that achieve global ecommerce growth.

• Lead Digital Innovation & CRM Strategy

• Serve as the go-to person for all global digital innovation across all digital and physical channels/touchpoints.

• CRM and Loyalty Global Strategy:
Develop a global roadmap for CRM and innovative customer…