NEOMA Alumni Mag - N°15 - Juin 2018 - 15

CAREER PATH

SAMANTHA DAUDE (PGE 97)

1997 Master's in Marketing, NEOMA Business
School.
1997-99 Consultant, Gundersen Partners.
1999-2001 Account Manager, ORB Digital.
2001-08 Internet Marketing Manager, The
Estée Lauder Companies.
2008-10 Online Marketing Director, Sephora.
2010-12 New Media and CRM Officer, L'Oréal
Mass Market, Worldwide.
2013-16 E-commerce Director, L'Oréal Mass
Market, Worldwide.
Since 2016 Chief Digital Officer, L'Oréal Luxe,
Europe.

A year ago you joined the L'Oréal Luxe
Division; what is special about the division?
The L'Oréal Luxe Division includes strong, iconic
brands, such as Giorgio Armani, Lancôme, Yves
Saint Laurent, Kiehl's and Urban Decayc. They
have to offer different, special experiences to consumers - unique and personalized services. An
omnichannel approach is key for these global
brands. Online is only one of those channels and
one where social media plays a big role in engaging with the brands. Marketing and digital are
powerful together. My job is to work hand in hand
with the different brands. The digital age is not
about reinventing the brands, but about making
them more relevant to our consumers, both new
ones and loyal customers. In the luxury market in
particular, you have to stay true to the brand's
DNA. Lancôme has always been committed to
supporting women. "Write Her Future" is a worldwide program to fight illiteracy among young
women and it leverages social media to boost visibility and awareness about the cause. The digital
era offers powerful tools to build strong commitment and raise awareness for such causes. Thanks
to social networks, the brand can fully express its
core values and identity, which is sometimes limited in stores. Online gives more breadth to the
brand, with communication anywhere at any time,
on different platforms and formats - mobile, video
or social media. My job is to bring consistency to
the brand across all these channels, as well as to
adapt the brand to the specificities of these media.
We also support the creation of new brands, such
as House 99 by David Beckham for men, which
just launched. Have a look at its Instagram account
- it's great!

How do you handle the touchy subject of customer data protection?
It is super important. As individuals, our consumers have the right to know what data we have
about them, how we use it and for what purpose.
We are fully committed to complying with the new
GDPR regulation. Nicolas Hieronimus, Deputy
Chief Executive Officer of L'Oréal and President of
Selective Divisions, sent an email about data privacy last week. We see this regulation as an
opportunity to strengthen our relationship with
our consumers and ground it in trust and transparency.
What do you like most about your job?
There are two key values at L'Oréal that drive our
teams: the entrepreneurial spirit and the willingness to seize emerging opportunities. We feel as if
we are in the driver's seat of our careers and can
bring our ideas to life. It is important to be part of
a company that lets you do things. I also praise the
quality of people at L'Oréal. Some of them have
spent their entire career at the group, but lived
many different lives in the process, changing positions and countries for a wonderful variety of
experiences. I love the sharing that exists here -
the way the values of the company are transferred
to the new generation.

+
33.6%
growth of e-commerce
revenue

share of e-commerce in
consolidated total sales

What are your hobbies?
Well, I have two young kids who are 2 and 4. So
there is no time for hobbies at the moment!
(laughs) ❚
Interview by Marianne Gérard

NEOMA ALUMNI mag JUIN 2018

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Table des matières de la publication NEOMA Alumni Mag - N°15 - Juin 2018