Req ID




Req ID:  90121
Function:  Marketing
Posted:  Nov 21, 2023

Amsterdam, NH, NL, 99135

Director Brand Equity & Consumer Engagement Rimmel



We’re Coty, one of the world’s largest beauty companies with an iconic portfolio of brands across fragrance, color cosmetics, and skin and body care. Coty is the global leader in fragrance and number three in color cosmetics. Coty’s products are sold in over 150 countries around the world. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment.



In Consumer Beauty, we are currently in process to drive turnaround and value creation on our most Iconic brands under the leadership of our CEO Sue Y. Nabi and CBO Stefano Curti. This transformation effort includes re-centering our innovation & communication program on strong consumer centricity, leveraging emergent needs and trends to drive Brand value creation and fixing what is limiting growth. adidas, Rimmel, Max Factor, Bourjois transformation journey in Europe will be pivotal to fuel growth in years to come. A once in a lifetime opportunity of which you could now be part of! The role will be located at the Coty Amsterdam headquarter, alongside our Colour Cosmetic, adidas & Mass Fragrance global teams.



As the Global Brand Director Rimmel  Equity & Communications you will report into the Snr. Director Equity & Integrated Communications and lead the management, development, and implementation of total Consumer Engagement activities for Rimmel & Manhatten including communication strategy, content, copy, education, social, POS and digital implementation across the total business. Your key areas of responsibility will be the following:


Global Brand Equity & Consumer Engagement Strategy:

  • Lead and execute all consumer engagement plans globally set the Global Brand Communication strategy & Support Model per fiscal to support the Global IMP / Blockbuster NPD and drive success in market through media 
  • Lead integrated 360 marketing campaigns from strategy to brief to execution that are innovative, on-brand, and align all cross-functional activities to build Rimmel’s brand equity, drive engagement and deliver business objectives globally.
  • Collaborate with global marketing in the development of compelling marketing messages and 360 plans and execute through the development of clear guidelines and toolkits. 
  • Define the consumer journey and create messaging strategy across all touchpoints in line with the Rimmel Global brand direction. This will be done in strong partnership with the Global Innovation team. Ensure cohesive consumer experience in-store, online, social media, etc.
  • Lead the strategy and prioritization of all brand asset creation and share toolkits to meet specific needs of retailers and regions.
  • Responsible for leading master marketing calendar and x-functional marketing processes to optimize internal alignment, efficiencies, and partnership and meet commercial readiness timings.
  • Partner with Global Innovation team in early stages of product development to ensure seamless handoff from concept to go-to-market.
  • Partner with Creative to generate first-to-market campaign ideas and compelling content, ensuring team is briefed clearly and on time.
  • Ensure Consumer Insights & Marketing Effectiveness and that all marketing efforts leverage consumer insights, address trends and serve the consumer and brand needs.
  • Lead cross-functional teams to continuously measure and improve campaigns and ongoing work, formalizing reporting of marketing effectiveness.
  • Help develop insight and skills across the organization to ensure Rimmel is innovative in consumer engagement across instore, media, social, influencers.
  • Act as key organizational leader that champions internal culture aligned with brand vision.
  • Manage budgeting needs; building investment priorities based on business objectives. Manage campaign budgets, ensuring appropriate resource planning and allocation across the year.


E-comm, Digital/Social Media & KCPs:

  • Drive the acceleration of Rimmel’s E-comm, Digital/Social and KCP strategy to reach & recruit new audiences (Gen Z, Millennials)
  • Build strategy and content plans fit for priority social media platforms, focusing on increasing brand engagement metrics, sentiment and share of voice. 
  • Set business vision for content creation, targeting and distribution and act as primary partner to creative on resourcing and execution. Lead "always-on" content development.
  • Stay on top of platform changes and developments, anticipating how to keep ahead of the curve.
  • Support the Global PR & Influencer Marketing team on the development of the strategy, global PR toolkits, editorial calendars and influencer relationships.
  • Assess and drive investment in and management of the appropriate analytic tools to optimize social media and influencer performance.
  • Lead cross-functional workflow process to achieve marketing goals with clear ownership, deliverables and accountability across the organization.
  • Collaboration cross-functionally in pursuit of brand/category and company business goals.
  • Effective prioritization, implementation, and monitoring of brand/category plans and initiatives.


Min Qualifications: 

  • Undergraduate/Graduate Degree (Business/Marketing degree preferred)
  • Extensive Marketing experience (Beauty or CPG industry preferred)
  • Experience in Campaign strategy & production development across different markets and channels.
  • Demonstrated ability to build strong relationships with key stakeholders, agencies and influence at all levels
  • Demonstrated strong people leadership



To be successful in this role, you will bring solid professional expertise and proven track record in campaign development across different markets and touchpoints. If you have worked in both local and regional/global roles it would be beneficial. Strong communication skills to persuade others, articulate a point of view, and set direction. You have a curative lens on what is innovative, you are capable of synthesizing data to drive business decisions. You are a forward-looking and conceptual thinker. You show strong relationship building skills, which will be essential in working on a license business. You can identify with and have strong affinity with the sports industry.



  • Competitive salary based on your qualities and experience
  • Bonus plan based on your performance and company results
  • Attractive benefits packages
  • Possibility to work from anywhere at maximum 50% of the time per week



Our people make us who we are. They are the brightest minds bringing the boldest ideas to life every day. If you’re the kind of person who refuses to settle, if you want to think bigger, learn faster and go further than you ever thought possible – we’d love to hear from you.

Country/Region:  NL
City:  Amsterdam