Req ID




Req ID:  89356
Function:  Marketing
Posted:  Sep 7, 2023

Manhattan, NY, US, 10001

Brand Manager, Consumer Engagement

Manager, Consumer Engagement




COTY is looking for smart leaders who are tenacious, passionate, and fearlessly kind.


In an effort to maximize awareness, discoverability and engagement of the Covergirl and Rimmel brands in the US, we seek a Manager of Consumer Engagement to partner closely with and support the Director of Advocacy to drive the Social-Digital ecosystem, leveraging CRM/Insights for strategic media investment, audience segmenting & targeting, brand/influencer/UGC content & paid amplification. The Manager will play a key role leading the CG & Rimmel consumer engagement strategy and execution in the most relevant social and media channels, amplification with paid media to deliver projected Net Revenue Growth and Market Share Gains in the US. The manager will also work closely with the manager of PR and Influencer marketing, the global media team and relevant agencies to help to develop and execute the CG media strategy briefs and tactical plans with the agency (aligned with CG VP and Director segment leads), as well as managing the Rimmel social media ecosystem.


The Manager of US Consumer Engagement is a well-rounded marketing professional with experience and strong understanding of the social media ecosystem, paid media, and leveraging insights into strategy and action. The Manager ideally has a background in the beauty industry, and mass distribution in order to evolve the brands’ awareness through organic and paid tactics, aligned to the broader strategies and objectives of the business.




In this role you will be responsible for:

  • Leading the development and execution of the local media strategy for Covergirl in the US market.
    • Serve as Media Liaison for between Global Media Team, Global Marketing and E-Com
    • Set vision and objectives for the media plan, and lead a cross-functional team of Local Brand Marketing, Global Marketing, Media and external agency partners to animate the brand in media. 
    • Partner with Global Marketing to adapt globally-developed creative and influence future Global creative development to deliver on US media needs, including tailored content by precision audience cohort.
    • Lead an integrated marketing team of Local Brand Marketing, Local Influencer Marketing/PR, In-Store, E-Comm and external agency partners to coordinate organic and paid programs as appropriate, and maximize the consumer impact of all local brand communications. 
  • Monitor social media trends and recommend real-time actions for CG & RM
  • Define audience segmentation/cohorts for new approach to precision ‘community’ marketing
  • Leverage social listening for CG & RM to glean consumer insights and propose actions to that have multi-faceted impact, from product development to campaign activations to crowd sourcing
  • Aid and influence community management in partnership with global CG and RM agencies
  • Build CRM Mindset & Capabilities, as well as email marketing strategy in partnership with Global, E-Com and agencies for both brands.
  • Lead the development and execution of the Rimmel social media ecosystem including organic content and paid amplification, working closely with social media agency and internal brand team.




We’d love to see candidates who have:



  • Social/Digital background with understanding of contemporary advocacy and influencer marketing
  • Paid media understanding, and command of relationship between earned and paid including platform-specific expertise
  • Seeks out and leverages data into insights into action for short and long term results
  • Poised to help step change advocacy on CG and Rimmel as part of a collective team that is developing, cultivating and nurturing relationships with multi-tiered influencers
  • Highly attuned to competitive media environment, pop culture, and brand priorities; capable of leveraging to recommend strategies and tactics that will build brand equity, relevance and sales.
  • Undergraduate degree required.  MBA a plus
  • 4-6 years of relevant experience



  • Beauty/fashion industry experience
  • Mass channel experience




This is unique role with a genuine opportunity to make an impact. You’ll get to work in a diverse environment with a team of professionals who are passionate about the work they do and know how to have some fun along the way.


Coty’s global omni-working policy provides the option to work up to 50% of your month remotely.  We believe that a more flexible philosophy of remote working will give everyone the freedom to choose what works for their individual circumstances and empower them to always perform at their best.




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.


Coty is deeply committed to Changing the Conversation around Diversity, Equity & Inclusion in an effort to create a more open, inclusive, and diverse workplace where all employees can be their authentic self.




We offer equal employment opportunity to qualified individuals without regard to race, religion, color, national origin, age, gender, disability, sexual orientation, gender identity, gender expression, marital status, veteran status, or any other characteristic protected by law. Coty complies with federal and state disability laws and makes reasonable accommodations for applicants and employees with disabilities. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact We strongly believe that cultivating a diverse workplace gives a company strength. The combination of unique skills, abilities, experiences and backgrounds creates an environment that produces extraordinary results. EOE Minorities/Females/Protected Veterans/Disabled.


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Base Salary Range: $100,000 - $110,000

Country/Region:  US
City:  Manhattan

Nearest Major Market: Manhattan
Nearest Secondary Market: New York City