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    • Home
    • About Will Ackerman
    • My Work 
      • Current Role
      • Prior Role
      • Previous Roles
    • Contact Me
  •  
    • Home
    • About Will Ackerman
    • My Work 
      • Current Role
      • Prior Role
      • Previous Roles
    • Contact Me
    • …  
      • Home
      • About Will Ackerman
      • My Work 
        • Current Role
        • Prior Role
        • Previous Roles
      • Contact Me
    •  
      • Prior Role (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 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.

         

      © 2021 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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