Global Brand Digital Projects

The
Global Brand Digital Projects & Activations Senior Manager
, will lead Lacoste's brand expression across all direct-to-consumer digital touchpoints (Digital Flagships, Marketplaces, and Mobile App), ensuring a seamless and premium 360° brand experience aligned with Lacoste's image and business ambitions.

This is a hybrid role combining strategic leadership and hands-on execution (approx. 75% operational, 25% management).

The position is central to building a differentiating, engaging, and consistent experience across global digital platforms.

Depending on topics, the
Global Brand Digital Projects & Activations Senior Manager
will work closely with:

-
Marketing Teams
(Brand manager, Digital Studio, Content & Editorial Voice, Social media, CRM, Membership)

-
Brand teams (
Brand strategy, Content Factory, Product development…)

-
Business teams
(Project, Product , Catalog, Emerch…)

-
Digital Flagship teams in the markets
(Marketing Directors & Ecom Managers)

-
IT teams

-
Markets
: Europe, Norcam, Latam, Apac

Key Responsibilities

1. Lead of Digital Branding Project Perimeter

• Define and drive the global digital branding vision for Lacoste's D2C ecosystem, including web and app.

• Ensure consistency of brand experience across all digital channels and activations

• Translate brand strategy into high-impact digital storytelling and user journeys dedicated to each digital touchpoint.

• Elevate Lacoste's digital expression while balancing image and commercial performance.

• Serve as the key connector between Brand and Business priorities for digital executions.

• Actively monitor trends and consumer behaviors to propose future-proof, innovative brand experiences.

2. Lead of Activity Plan and Execution

• Supervise the activity marketing plan calendar and define digital XP across platform

• Drive creative consistency and experiential excellence on DF, App and marketplaces.

• Co-lead toolkit development and guidelines creation for markets to ensure localized, high-quality implementation.

• Challenge process and work closely with transversal teams to ensure respect of deadlines, proper alignment and feasibility

3. 360° Brand Activation Consistency

• Support customer journey consistency for all global brand activations

• Control quality of execution aligning digital orchestration, e-commerce best practices, look & feel, and storytelling across all digital D2C touchpoints.

• Act as a gatekeeper for brand image within the digital experience scope.

• Co-construct with the Mobile App Manager the most engaging and relevant app animations and exclusives that reflect brand values and campaign priorities.

• Be the Branding Digital Experience referent in cross-functional meetings and decision-making processes.

4. Project & Feature Prioritization

• Contribute to the definition and prioritization of features and enhancements impacting brand expression.

• Work with product teams to align technical roadmaps with branding priorities.

• Participate in UX evolution workshops (homepage, PDP, PLP, navigation…) with a brand-centric approach.

• Identify new functionalities and modules required to elevate digital storytelling, including the mobile App to make it attractive and unique.

• Push for brand-focused innovations and premium UX features to differentiate Lacoste's digital experience.

5. Performance Monitoring & Optimization

• Define and monitor KPIs to evaluate the impact of branding activations across D2C touchpoints

• Analyze post-campaign performance and extract insights to guide continuous improvement.

• Support internal reporting with synthesized KPIs and storytelling for top management and steering committees.

• Benchmark against competitors and industry leaders to maintain a high standard of brand digital performance.

6. Management

Manage and develop a team of 2 managers (+ 2 interns):

• 1 Digital Branding Project Manager, in charge of digital branding experience, activations and projects

• 1 Global Mobile App Manager, in charge of operational excellence, performance and animation of the app worldwide.

Education & Experience

• Master's degree in marketing, digital, business, or related fields.

• 6–8 years of experience in digital branding, D2C content execution, or e-commerce marketing.

• Solid background in 360° digital project management, with global scope and multi-stakeholder environments.

• Proven ability to lead teams and cross-functional collaboration.

• Experience in fashion, lifestyle, beauty or retail industries is a strong plus.

• Familiarity with Salesforce Commerce Cloud is appreciated.

Skills

• Strong understanding of e-commerce platforms, brand storytelling and UX best practices.

• Data-driven and results-oriented, with a strong sense of visual identity and brand standards.

• Excellent project management, organization, and problem-solving skills.

• Fluent in English (spoken and written)

• Advanced command of project monitoring tools and data dashboards.

Mindset & Soft Skills

• Brand-driven and business-aware.

• Curious, creative, forward-thinking.

• Collaborative, structured, and reliable.

• Comfortable in a fast-paced, matrixed, international environment.

• Leadership by influence, with a strong team spirit and sense of ownership.