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  • Home
  • About Will Ackerman
  • My Work 
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    • Directech Labs
    • JAFRA Cosmetics
    • Previous Roles
  • Contact Me
  • …  
    • Home
    • About Will Ackerman
    • My Work 
      • Appen
      • Directech Labs
      • JAFRA Cosmetics
      • Previous Roles
    • Contact Me
broken image
  • Home
  • About Will Ackerman
  • My Work 
    • Appen
    • Directech Labs
    • JAFRA Cosmetics
    • Previous Roles
  • Contact Me
  • …  
    • Home
    • About Will Ackerman
    • My Work 
      • Appen
      • Directech Labs
      • JAFRA Cosmetics
      • Previous Roles
    • Contact Me
  • JAFRA Cosmetics (2015-2019)

    Industry: CPG, Direct Sales, Beauty Industry

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    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 Beauty Scene

    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.

     

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© 2023 Will Ackerman

 

P.S. While I look like a younger version of the grammy-winning Windham Hill founder and musician, I am not him and while I play the piano, I do not play guitar.

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