Global Digital & Social Strategy at L'Oreal

NILUKSHI DE SILVA

646-***-**** ********.*******@*****.***

EXPERIENCE HIGHLIGHTS

URBAN DECAY (L’OREAL LUXE DIVISION), NEW YORK, NY

Director, Global Social & Digital Media, 09/2017 to Present

§ Develop, plan and implement holistic 360 go-to-market plans that include content strategy, influencer marketing, digital, and events/animation for new and evergreen campaigns.

§ Lead the development of digital media plans including programmatic, video, paid social, and direct partnerships (i.e. UD x Teen Vogue Influencer University)

§ Partner with L’Oreal Corporate on innovation projects such as, Memory Mirror and ModiFace /YouCam integration across Urban Decay properties.

§ Provide analytics and social media listening reports and recommendations that includes, consumer and industry trends and competitive information to disseminate to team and senior leadership.

§ Create market specific Social and Digital Media toolkits and training programs that include best practices on the following: paid media, brand guidelines, content development and localization, influencer marketing, E-Retailer partnerships, SEO etc.

§ Develop consumer-centric content for organic and paid social media efforts and manage creative agency to ensure brand objectives are met.

§ Partner with E-Commerce team on CRM efforts, site set-up and maintenance, and analyze site performance for ongoing recommendations and optimizations. ESTEE LAUDER COMPANIES, New York, New York

Manager, Global Consumer Engagement, 01/2016 to 09/2017

§ Worked with the 30 brands in The Estēe Lauder Companies portfolio to align digital and social media campaigns and content strategies with the overarching corporate marketing objectives and strategies.

§ Implemented ELC’s first Global Social Listening Pilot across brands and markets/regions to gain key insights on trends, influencers and beauty landscape to generate insights used as the foundation for strategic briefings and creative concepting.

§ Worked directly with industry leading vendors to bring top-tier technology to the ELC brands, including partnerships with MikMak, SocialBakers and Synthesio to accelerate insights driven marketing strategies.

§ Developed brand books, voice and visual guides and integrated brand experiences for Estee Lauder, La Mer and MAC.

§ Set and managed annual corporate marketing program budgets based on the overall marketing plan. Maintained tracking and reporting of key budget operational processes and reports. BBDO, New York, New York

Senior Manager, Global Social Media, 6/2015 to 7/2016

§ Created campaign activation briefs, social media content plans, POVs, and relevant proposals for Bacardi brand portfolio (Grey Goose, Bacardi, Bombay Sapphire, Martini).

§ Executed experiential brand events (i.e. Bacardi House Party, Grey Goose U.S. Open activations) and influencer marketing strategy across portfolio.

§ Monitored competitive social landscape, market changes, and developments; remain current on emerging industry and digital trends; provide highly strategic recommendations.

§ Presented weekly analytics and insights reporting for all social media platforms with actionable suggestions.

JWT/GEOMETRY GLOBAL, New York, New York

Manager, Global Social Media 08/2013 to 6/2015

§ Led digital marketing and social media paid/owned/earned strategy for Visit The USA (official destination marketing organization focused on promoting international tourism to the U.S.) at global scale across EMEA, UK, APAC, LATAM and North America.

§ Ideated and led influencer campaigns including, Visit The USA’s award-winning Great American Road Trips campaign that generated over 3 Billion views, 2.5MM total actions and over 500K traffic to website.

§ Managed thirteen social media teams across markets, various agency partners and internal teams (PR, analytics and creative etc.) to ensure all campaigns were executed and monitored in a timely manner.

§ Invited to be on the Judging Panel for the U.S. Travel Association’s annual ESTO awards recognizing top destination marketing campaigns 2014 -2015.

PUBLICIS CONSULTANTS NET INTELLIGENZ, Paris, France Strategist, Social Media (Master’s Degree Intern), 02/2012 to 04/2013

§ Developed social media content and creative strategies across Facebook and Twitter for L’Oréal Paris Corporate Communications team and AXA Insurance.

§ Created monthly newsletters focusing on digital and beauty trends to be distributed across global social teams at L’Oreal.

§ Launched L’Oréal corporate’s CSR websites in India and Indonesia; directed the overall content strategy and wrote copy for the websites.

§ Provided weekly and monthly insights on campaign performance by measuring social media metrics. ASMALLWORLD (ASW), New York, New York

Manager, Marketing & Influencer Partnerships 4/2008 to 6/2011

§ Part of the five-member marketing team that grew revenue stream from $1MM to $5MM in one year and played a key role in transitioning this upscale, invitation-only international social networking community from strictly a web presence to a revenue-generating enterprise.

§ Created influencer marketing programs for diverse portfolio of clients that included Mercedes, Rolex, Net-A Porter, VW, and Moët & Chandon.

OMD, New York, New York

Strategist, U.S. Media 10/2006 to 4/2008

§ Developed and implemented national and local media strategies for NIVEA and Bayer Diabetes Care.

§ Planned TV, radio, digital, print, out-of-home, and non-traditional media to target both the general market and multicultural segments.

§ Managed allocation of multi-million-dollar media budgets.

§ Strategized new sponsorship and product placement opportunities that included: product integrations on the Tyra Banks Show, sponsorship of Children with Diabetes national campaign, launched a nationwide health & beauty challenge via prominent women’s magazines, and partnered with Def Jam record artists Ne-Yo and Chrisette for the NIVEA Valentine’s Day serenade at Times Square.

§ Prepared competitive analyses reports and presented ideas for growth opportunities to clients.

§ Helped launch NIVEA Natural Tone and Lip care products. EDUCATIONAL BACKGROUND

Master of Arts in Global Communications, May 2013

THE AMERICAN UNIVERSITY OF PARIS, Paris, France

Bachelor of Arts in History, May 2006

MOUNT HOLYOKE COLLEGE, South Hadley, MA

Speaking Engagements:

Masterclassing Events: Building a Digital Beauty Brand, Influencer Marketing Strategies DIGIDAY Summits: Glocal Influencer Strategy + Content Marketing for the Future Social Media Strategies Summit: Building a Lasting Video & Influencer Strategy Young Jewish Professionals Women’s Forum VIP Speaker: Diversity in Beauty and Beyond Forbes Article: Link

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