Lubomira Rochet, Chief Digital Officer at L’Oréal, is one of the six global marketers shortlisted for this year’s WFA Global Marketer of the Year award in partnership with The Drum. Watch her interview below.
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Lubomira has led the marketing turnaround of the number one beauty company in the world into a digital first company, with a strong push on Ecommerce, which grew 52%; accelerated digitalization of media through a massive precision advertising program that has been rolled out in 45 countries; while a massive effort has been undertaken to adapt the 35 brand marketing playbooks to the new creative codes of the digital age, embracing influencer marketing and new creative formats.
This has allowed L’Oréal to become a digital powerhouse with 8bn video views on YouTube only, 350M followers on social networks, 1,3Bn visitors on its brands’ websites, 1,3bn first-party data records.
The strategy is supported by a unique performance cockpit crawling, in real time, more than 50,000 sources of data to enable local marketers to take the right planning and investment decisions.
To support this marketing transformation, Lubomira has had one mantra: upskilling. 32,500 L’Oréal employees have been upskilled to digital, data-driven marketing and agile ways of working, thus creating an effective marketing organization empowered to thrive in the complex and fragmented consumer ecosystems of today. The new “Marketing 3.0” organization, which focuses on crafting the best consumer experiences through products, contents and services, is currently being rolled out to all countries and is reshaping the relationships the company has with agencies.
Lubomira has been pioneering the reinvention of the beauty experience and the rise of “beauty tech” with the acquisition of Modiface, a leading beauty AR and AI startup from Toronto, in a push to accelerate the development and rollout of tech services such as virtual make-up try-ons, online AI-based skin care diagnostics and livestreaming with beauty assistants. Modiface services are now available for 25 L’Oréal brands in 71 countries and made accessible to L’Oréal retail partners such as Sephora, Macys, Amazon or Watsons.
You can vote for Lubomira here until 31 January 2020.
Also shortlisted for WFA Global Marketer of the Year 2019 are: