Beauty Co-Lab (BCL) is a bespoke Omnicom Media Group unit for L’Oréal USA delivering an industry-leading agency solution that drives business growth and transformation.
With deep expertise in data and technology, we deliver audience first, full-funnel and omni-channel strategies to deliver against L'Oréal's mission: Create the Beauty that moves the world.
For over a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one vocation: Creating Beauty with a main goal of offering each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.
At Beauty Co-Lab, our mission is to co-create what's next and our team of beauty champions and media challengers possess modern media, commerce, and analytics skillsets to keep pace with the rapidly changing ecosystem and reflect the wonderful diversity of the consumers and communities we serve. We are passionate about beauty, media, data, and technology.
Job Title: Associate Director, IAT Planning
Reports To: Head of Strategy & Planning
Division/Brand: Consumer Product Division
Role Summary
The Associate Director, IAT Planning serves as an embedded integrated marketing lead within the brand ecosystem. This role operates upstream of paid media planning and partners directly with Brand Marketing, Creative, Media, Influencer, PR and other agency teams to architect and orchestrate priority launches from early concept development through post-launch learning. This is not a channel-specific media role. It is an end-to-end GTM integration role designed to ensure brands’ biggest moments are built as cohesive, culturally relevant, and performance-driven growth engines across paid, owned, and earned. This role reports into the Head of Strategy & Planning and partners closely with Brand Marketing leadership.
Core Responsibilities
- Upstream GTM Integration & Strategic Partnership
- Participate in brand concepting and early planning forums before paid briefs are written
- Contribute to audience and communications strategy for priority launches
- Surface cultural, platform, and consumer insights to inform positioning and creative direction
- Identify which initiatives warrant full IAT depth and integration focus
Integrated Launch Architecture
- Define priority audience segments and sequencing logic
- Clarify the role of paid, owned, and earned channels in the GTM narrative
- Align brand, creative, media, influencer, and PR partners around one cohesive launch strategy
- Ensure message, moment, and media are designed as a unified system
Cross-Agency Orchestration & Delivery
- Lead integrated planning forums across agency and brand teams
- Establish integration guardrails and alignment checkpoints
- Ensure tactical plans ladder to agreed audience and moment strategy
- Develop and steward integrated rollout roadmaps
Learning & Growth Optimization
- Lead integrated post-launch wrap sessions across partners
- Synthesize performance and cultural impact insights
- Translate learning into implications for future launches and always-on strategy
Measures of Success
- Integration is evident before paid planning begins
- Priority launches demonstrate stronger narrative coherence across channels
- Reduced cross-team friction and faster GTM alignment
- Increased effectiveness of key launches through clearer sequencing and audience focus
- Brand team confidence that this role operates as a marketing partner, not a downstream media function
Required Qualifications
- 7–9 years experience in integrated marketing, strategic planning, media strategy, or cross-channel GTM development
- Experience working across brand, creative, and media teams
- Strong understanding of full-funnel marketing and audience strategy
- Demonstrated ability to influence upstream strategic conversations
- Proven ability to drive cross-functional alignment and manage ambiguity
- Confident communicator comfortable engaging senior stakeholders
Ideal Candidate Profile
- Thinks like a marketer, not just a channel planner
- Understands culture, audience behavior, and platform dynamics
- Able to move fluidly between strategy and execution
- Strong facilitator and connector across diverse teams
- Comfortable operating in a matrixed environment
- Strong communicator and can drive decisions for & with senior leadership
#LI-ES1
This is the pay range the Company believes it will pay for this position at the time of this posting. Consistent with applicable law, compensation will be determined based on relevant experience, other job-related qualifications/skills, and geographic location (to account for comparative cost of living). The Company reserves the right to modify this pay range at any time. For this role, benefits include: health insurance, vision insurance, dental insurance, 401(k), Healthcare Flexible Spending Account, Dependent Care Flexible Spending Account, vacation days, sick days, personal days, paid parental leave, paid medical leave, and STD/LTD insurance benefits.
This role is hybrid, requiring three (3) days per week in the office. The remaining two (2) days may be worked remotely. Specific in-office days will be discussed during the interview process, with flexibility to align with team needs. Please note that the number or required in-office days may be adjusted over time, potentially increasing the number of required in-office days based on business needs.
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Omnicom Media Group (OMG), the media services division of Omnicom Group Inc., delivers transformational experiences for consumers, clients, and talent. Powered by the Omni marketing orchestration system, OMG connects best-in-class capabilities that enable our full-service media agencies OMD, PHD, and Hearts & Science to deliver more relevant and actionable consumer experiences, more productive and proactive client experiences, and more collaborative and rewarding talent experiences for the more than 24,000 people serving the world’s leading brands in OMG agencies around the globe.
