JAFRA Cosmetics (2015-2019)
Industry: CPG, Direct Sales, Beauty Industry
Worldwide Director of Digital Strategy & Communications
JAFRA Cosmetics, International
JAFRA Cosmetics is a $500 million dollar global cosmetics company with a presence in 18 international markets.
At JAFRA, I was charged with building a digital program and environment that could drive an increase in brand awareness, sales and enrollments while being immersed in an environment where traditional models faced steep challenges.
YEAR 1:
I built a 3-year digital strategy/omni-channel roadmap with my team for JAFRA's B2C, B2B and B2B2C channels.
Assessed a transitionary IT-System during a multi-year migration to build a strategy to drive near-term and future growth in a severely limited landscape. Created a content strategy that drove mainstream awareness of the brand.
Content Examples:
What Makes Mom Special?
This was a campaign done to drive awareness of the newly launched Royal Jelly Skincare formulas. We took the approach of building ties to the brand, rather than the product specifically - and doing it in a heartwarming way, asking kids what makes their mom special.
Beauty Comes From Within
Skin care routines are a ritual. This ad was a take on how we learn rituals from our parents and how it becomes a part of who we are and how we feel as a result of participating in our own personal rituals.
JAFRA's Beauty Scene
Jafra.com, when I started was only about the company. No-one in the US really knew who/what JAFRA was. So part of the branding update included adding e-commerce and content that could be shared both through dark channels (email, SMS) as well as social channels. The result was a resounding success (see stats below).
YEAR 2
New Site Launched March 2016, and within 9 months broke all prior digital KPI records over an 8 year period. The results:
Digital Program KPI YOY Increases:
- Unique Visitors +71%
- Visits +97%
- Digital Revenue +148%
- Digital Sales +122%
- New Consultant Registrations 123%
- Social Media > 30%+ surpassing 1MM followers
The digital program ROI improved from .7 to 12.4 and digital became a key initiative at JAFRA. This was a huge transition and accomplishment at JAFRA.
YEAR 3
I became part of the ACE Project's Leadership team overseeing the Marketing & Sales business transformation to a full SAP stack using Hybris (EMS), Vistex (Program/Promotion) and ECC(Database). In February 2018, the US Consultant (B2B) site launched.
In its first 60 days of operation:
- Average Monthly Unique Consultants increased 400%
- Mobile Channel sessions increased by 10%
- More unique consultant traffic achieved in first 30 days than in all of 2017
By end of the year:
- + 51% New Client Registrations YOY
- + 22% Daily Orders
Additionally, I was the Product owner for the JAFRA Mobile App which launched in Jan 2019 and became the most active digital channel/platform at JAFRA
Two of four 2019 annual goals reached in first three months of 2019:
- 25% of active consultant base installed in 90 Days
- Consultant activity reaches 3x per day,
- Machine learning algorithms increasing daily sales/sponsoring activity by 500%.
US market sees 19% increase in growth in the first year of its operation – the largest % increase in all of JAFRA's markets.
