Meet Bernice, Driving Digital First Brand In A Social World
It’s no secret that technology has had a fundamental impact on the relationship between brands and consumers. Social media, for one, has empowered us like never before. It enables us to communicate with the brands we love and perhaps more importantly, help shape the perception of brands we do not. Forward-thinking marketers have opted to fully engage with their customers, and even leverage their loyalty to drive business.
NYX Professional Makeup is the first L’Oréal Group brand that has grown as a digital first brand in a social world putting digital front and center. Their goal is to give shoppers the power to create makeup looks, get inspiration and share their own photos online and in-store using technology innovation.
We caught up with Bernice, Marketing Director: eCommerce & Digital Marketing, NYX Professional Makeup, to learn more about her career journey at L’Oréal and some of the most exciting projects that she has been working on giving online shoppers an authentic brand experience at L’Oréal.
Give me one fun fact about yourself.
I am a total shoe addict. I am almost always in heels- it actually took me longer to find my wedding shoes than my wedding dress!
What’s your passion project outside of work?
Cooking is a great stress-reliever for me and when I’m not on the road for work, I make an effort to make a home-cooked dinner every night. I love trying out new recipes and am always on the hunt for the next interesting cookbook. As a newlywed, I’m also enjoying having such a willing live-in taste-tester! ;)
What’s your story? How did you end up in L’Oréal?
I have a bachelor’s degree in International Journalism and have a background in editorial work. My first job out of college was as an associate style editor, writing and curating fashion and style stories for an online magazine.
I started my L’Oréal path at Urban Decay, where I spent two years working on the brand’s eCommerce and Digital initiatives. I entered as an Assistant Marketing Manager of Digital, and grew in the role to eCommerce Marketing Manager. I then moved to NYX Cosmetics, where I’ve spent the 2+ years leading all eCommerce initiatives as Marketing Director: eCommerce + Digital Marketing.
What inspired you to apply to L’Oréal?
I may not have been a beauty junkie prior to entering the L’Oréal universe, but I have always been passionate about the fashion and beauty vertical. Furthermore, I wanted to work for a major brand that was pushing innovation in the digital space. Urban Decay offered me great opportunities in learning about product marketing, brand messaging, and all while being part of one of the most dynamic beauty brands in the market!
Have your perceptions about L’Oréal changed from what you knew about L’Oréal before?
I never could have imagined that the L’Oréal family was as collaborative and supportive as what it has turned out to be!
I have met some of my closest friends within the L’Oréal network — ridiculously smart and driven individuals that have also been my greatest champions and supporters both in my personal and professional life.
L’Oréal is a large corporation, and the sheer amount of talent that surrounds me continues to push me every day to learn, improve and be the best version I can be.
What’s the best advice you have got from your peers or manager since you joined L’Oréal to succeed?
I’ve learned that it’s important to be your own advocate.
It’s important in every role and company to take initiative, but it is especially imperative that in a large network like L’Oréal that I take ownership of my own career and career path.
What’s something you’ve accomplished during your time at L’Oréal that you’re most proud of?
I’ve had the opportunity to work on many amazing projects while at both Urban Decay and NYX — all of which I’m very proud of! The most rewarding experience would be launching the NYX site redesign. It was a largescale initiative to put together a site that best reflected the NYX brand aesthetic and voice, but that also provided a best-in-class eCommerce experience for our digitally-savvy customers.
NYX fans are extremely passionate. How closely do you listen to your audience?
We are extremely committed to the feedback our audience and customers, as we recognize that our fan base feel very invested in the brand. We are constantly making adjustments based on consumer feedback, from content marketing strategies to product development.
As a marketer, it’s very inspiring to work with a brand that strives to put the consumer voice and needs first and foremost.
How does that play into your content strategy?
User-generated content (UGC) is the cornerstone of our content strategy. We believe that utilizing UGC across all of our marketing channels provides the most authentic experience for our consumers. We are constantly amazed at the creativity and artistry work of our consumers, and strive to find innovative ways to showcase the remarkable content that they produce.
Any words of advice to aspiring L’Oréal future talent?
Always have an eagerness and hunger to learn! L’Oréal has some of the most talented people I’ve ever met and there is so much that can be learned from within the L’Oréal family. Don’t be afraid to meet with members of other departments — some of my most interesting conversations and learnings have been from departments completely out of my every day comfort zone!
If Bernice’s story has inspired you to envision yourself as a visionary marketer, then check out our careers site. Here you’ll find everything careers oriented from jobs available to a Coaching Centre where we give you some tips on getting your foot in the door!
