In order to find the world's top marketer, The World Federation of Advertisers (WFA) has once again partnered with The Drum for the Global Marketer of the Year award.
In this video, nominee Lubomira Rochet, L’Oréal's chief digital officer, talks about how her approach to innovation, doing more at the company with less data and why being an immigrant has been beneficial to her career.
You can also read The Drum's interview with Rochet on how she is pushing L’Oréal to become the world’s biggest ‘beauty tech’ business.
“The strategy is really to pivot towards being a digital-first business,” Rochet explains. “There are different pillars around that, and the first big thing for us has been about embracing e-commerce.”
As well as investing in its own direct-to-consumer (DTC) efforts across its suite of brands, key to L’Oréal’s strategy has been forging strong partnerships with global and local third-party sellers, be that Amazon, Alibaba or otherwise.
“As a business we have one obsession which is to be a consumer-centric, we want to really understand where consumers are shopping, their shopping behaviour and be where they are,” says Rochet.
“So, we’ve invested on all platforms from big players like Amazon to [smaller] e-retailers,” she adds, noting the more challenging (and ongoing) journey has been trying to get a grip on the algorithms implemented by these platforms.
“We spent a lot of time understanding that [in 2019] so we can be good at executing on e-commerce platforms."
You have until the 31 January to vote for Rochet and the other nominees on the WFA website.