Senior Paid Media Manager

About Lacoste

Lacoste, a distinguished French brand blending fashion with sport, operates globally across nearly 100 countries. Known for its expertise spanning garment manufacturing to omnichannel retail, Lacoste embodies elegance that transcends style to include social and environmental commitments. The company values diversity, bringing together a community of 8,500 employees united in building the future and fostering equal opportunities.

Lacoste is part of the MF Brands Group, alongside other inspiring brands like Aigle, Gant, and Tecnifibre.

Role Overview

We are seeking a strategic and analytically-minded Senior Paid Media Manager with 5 to 8 years of digital marketing experience to lead initiatives that enhance brand visibility, accelerate customer acquisition, boost retention, increase mobile app adoption, and drive commercial growth. This role requires an expert capable of managing end-to-end full-funnel digital campaigns reflecting Lacoste’s fusion of style, movement, and culture, while delivering measurable business outcomes.

Key Responsibilities

• Design and implement holistic digital marketing strategies aligned with business goals.
• Manage full-funnel campaigns spanning brand awareness, engagement, product discovery, conversions, loyalty, and retention phases.
• Ensure campaigns authentically echo Lacoste’s unique positioning at the crossroads of fashion, sport, and culture.
• Collaborate closely with e-commerce, CRM, creative, merchandising, and brand teams to fuse product storytelling with commercial aims.
• Define target segments and positioning to elevate campaign relevance and impact.
• Strategize on customer acquisition and retention to increase lifetime value and deepen brand connection.
• Lead mobile app marketing campaigns to drive adoption and engagement.
• Oversee affiliate marketing efforts, partnering with agencies.
• Plan, execute, and optimize campaigns on platforms including Google, Meta (Facebook & Instagram), TikTok, Snapchat, Pinterest, and CTV/streaming.
• Balance brand-building and performance marketing to achieve short- and long-term objectives.
• Optimize targeting, creative messaging, bidding, and budgets for maximum ROI.
• Work with creative teams to produce compelling content blending fashion-forward storytelling and sport-inspired authenticity.
• Experiment with new channels, formats, and strategies to innovate and enhance performance.
• Track and analyze KPIs such as traffic, conversion, revenue, acquisition, retention, ROAS, and mobile app metrics using tools like Google Analytics 4.
• Translate complex data into actionable insights and reports for leadership.
• Manage digital media budgets including forecasting, pacing, and investment strategies.
• Supervise agency partnerships ensuring alignment with brand standards and campaign goals, evaluating performance to improve efficiency and innovation.
• Coordinate campaign calendars aligning with key brand launches and priorities.
• Collaborate cross-functionally across Brand Marketing, E-commerce, CRM, Creative, Merchandising, Retail, and Analytics teams to deliver cohesive consumer experiences.
• Advocate for customer insight-driven, performance-focused decision-making throughout the organization.

Required Qualifications & Experience

• Bachelor's degree in Marketing, Business, Communications, or a related field preferred.
• 5 to 8 years of experience in digital, growth, or performance marketing.
• Background working with premium, fashion, lifestyle, sport, retail, or consumer brands is advantageous.
• Proven success executing multi-channel campaigns that yield measurable outcomes.
• Experience driving mobile app adoption KPIs and managing agency relationships.

Technical Expertise

• Comprehensive knowledge of full customer funnel marketing: awareness, consideration, conversion, retention.
• Strong skills in customer acquisition, engagement, loyalty, and retention strategies.
• Experience managing and optimizing budgets across diverse digital platforms.
• Proficiency with Google Ads, Meta Ads, TikTok Ads, Snapchat Ads, Pinterest Ads, affiliate marketing, mobile app marketing, CTV/streaming, and programmatic advertising.
• Advanced understanding of audience segmentation, consumer behavior, and positioning.
• Expertise in Google Analytics 4 for data-driven marketing insight.
• Ability to align marketing KPIs with wider business targets and make strategic recommendations based on data.
• Strong project management capabilities including campaign planning and content calendar management.

Soft Skills

• Enthusiasm for fashion, sports, and consumer culture with an understanding of their intersection in marketing.
• Customer-focused approach dedicated to delivering meaningful consumer experiences.
• Exceptional communication, storytelling, and stakeholder engagement skills.
• Data-driven decision-making with a highly analytical mindset.
• Creative and strategic problem-solving abilities.
• Proactive, positive attitude eager for experimentation and continuous learning.
• Highly organized with acute attention to detail.
• Adaptable in fast-paced environments and collaborative across teams and organizational levels.