Job Description
Digital Marketing Manager
About the role
Summary:
At the crossroads of fashion and sport, Lacoste creates and
liberates movement. Both universal and timeless, the brand transcends cultures
and generations, elevating the crocodile as a rally sign.
An iconic French brand present in nearly 100 countries,
Lacoste stand out for its unique know-how in each of its areas of expertise,
from garment factory to omnichannel distribution.
At Lacoste, elegance goes beyond style. This elegance guides
all of its actions and its social and environmental commitments.
Working at Lacoste is belonging to a community of 8,500
employees on the move to build the future. Committed to making equal
opportunities a reality and to revealing potential, the company brings together
talents from all walks of life, embracing their differences.
Lacoste is one of the inspiring brands driven by passionate
people within the MF Brands Group, alongside Aigle, Gant, Tecnifibre and the
Kooples (
Job Description
We are seeking a strategic, results-driven Digital Marketing
Manager with 5–8 years of experience to drive integrated digital marketing
initiatives that elevate brand awareness, accelerate customer acquisition,
strengthen retention, improve mobile-app adoption and support commercial
growth.
This role is ideal for a highly analytical marketer who
understands the full customer journey and can seamlessly balance brand
storytelling with performance marketing. The Digital Marketing Manager will be
responsible for developing and executing full-funnel digital campaigns that
bring the Lacoste brand to life, showcasing the intersection of style,
movement, culture, and sport while delivering measurable business results.
The ideal candidate combines strong performance marketing
expertise with a passion for fashion, sports, consumer behavior, and emerging
digital trends. They will partner closely with cross-functional teams and
agency partners to create impactful campaigns that resonate with consumers and
reinforce Lacoste's unique positioning in the marketplace.
Key Responsibilities
Digital Strategy & Brand Growth
• Develop and execute comprehensive digital marketing
strategies that support Lacoste's brand and business objectives.
• Create and manage integrated, full-funnel campaigns across
awareness, consideration, conversion, and retention stages:
• Top of Funnel (TOF): Brand awareness, audience growth, and
storytelling
• Middle of Funnel (MOF): Engagement, product discovery, and
consideration
• Bottom of Funnel (BOF): Conversion, loyalty, and customer
retention
• Ensure campaigns authentically reflect Lacoste's unique
positioning at the intersection of fashion, sport, and culture.
• Partner with E-commerce, CRM, Creative, Merchandising and
Brand teams to develop marketing programs that connect product storytelling
with commercial objectives.
• Define target audiences, customer segments, and positioning
strategies to maximize campaign relevance and effectiveness.
• Develop customer acquisition and retention strategies that
increase customer lifetime value and deepen brand engagement.
Performance Marketing & Campaign Management
• Lead the planning, execution, and optimization of digital
campaigns across:
- Google
- Meta (Facebook & Instagram)
- TikTok
- Snapchat
- Pinterest
- Balance performance-driven objectives with brand-building
initiatives to drive both short-term results and long-term brand equity.
• Optimize audience targeting, creative messaging, bidding
strategies, and budget allocation to maximize return on investment.
• Collaborate with creative teams to develop compelling
content that blends fashion-forward storytelling with sport-inspired energy and
authenticity.
• Test new channels, formats, creative approaches, and
audience strategies to drive innovation and performance.
• Develop, execute, and optimize mobile app marketing
campaigns focused on driving app installs, customer engagement, repeat
purchases, and long-term customer value.
Analytics & Business Performance
• Establish, monitor, and optimize marketing KPIs that align
with broader business goals, including traffic, conversion, revenue, customer
acquisition, retention, ROAS, mobile-app installs and adoption.
• Utilize Google Analytics 4 (GA4) and other analytics tools
to measure campaign effectiveness and customer behavior across the digital
ecosystem.
• Analyze performance data and market trends to identify
opportunities for growth and optimization.
• Transform complex data into actionable insights and
compelling narratives for senior leadership and cross-functional partners.
• Build and maintain reporting frameworks, dashboards, and
performance reviews that support data-driven decision-making.
Budget & Agency Management
• Own digital media budgets, forecasting, pacing, and
investment strategies across channels.
• Manage external media, creative, and performance agencies,
ensuring alignment with Lacoste's brand standards, campaign objectives, and
performance expectations.
• Evaluate agency performance and identify opportunities to
improve efficiency, effectiveness, and innovation.
Cross-Functional Leadership
• Manage campaign and content calendars, ensuring alignment
across key brand moments, product launches, seasonal campaigns, and business
priorities.
• Collaborate closely with Brand Marketing, E-commerce, CRM,
Creative, Merchandising, Retail, and Analytics teams to deliver cohesive
consumer experiences.
• Act as a strategic partner across the organization,
advocating for customer insights and performance-driven decision-making.
• Support key initiatives that strengthen Lacoste's presence
within both the fashion and sport landscapes while driving measurable business
impact.
Profile
Required Qualifications
Experience
• Bachelor's degree in Marketing, Business, Communications, or
a related field preferred.
• 5–8 years of experience in digital marketing, growth
marketing, performance marketing, or related disciplines.
• Experience working within premium, fashion, lifestyle,
sport, retail, or consumer brands preferred.
• Proven track record of developing and managing multi-channel
campaigns that deliver measurable business results.
• Experience managing agency relationships and external
partners.
Technical & Hard Skills
• Deep understanding of full-funnel customer lifecycle
marketing (TOF, MOF, BOF).
• Strong expertise in customer acquisition, engagement,
retention, and loyalty strategies.
• Proven experience managing and optimizing budgets across
multiple digital channels.
• Hands-on experience with:
- Google Ads
- Meta Ads
- TikTok Ads
- Snapchat Ads
- Pinterest Ads
- Strong understanding of audience segmentation, targeting,
positioning, and consumer behavior.
• Advanced analytical capabilities with significant experience
utilizing Google Analytics 4 (GA4).
• Experience aligning marketing KPIs with business objectives
and translating data into strategic recommendations.
• Strong project management experience, including campaign
planning, content calendars, and stakeholder coordination.
Soft Skills
• Passion for fashion, sport, and consumer culture, with an
understanding of how these worlds intersect within modern marketing.
• Customer-centric mindset with a strong focus on delivering
relevant and engaging consumer experiences.
• Exceptional communication, presentation, and stakeholder
management skills.
• Strong storytelling abilities, with the capability to
transform insights and performance data into compelling business narratives.
• Highly analytical and comfortable making decisions based on
data and performance metrics.
• Creative thinker with strong campaign ideation and
problem-solving skills.
- Positive, proactive, and solutions-oriented approach.
- Excited by testing, experimentation, and continuous
learning.
• Strong organizational and project management skills with
exceptional attention to detail.
• Ability to thrive in a fast-paced, evolving environment and
adapt quickly to changing priorities.
• Proven ability to collaborate effectively across multiple
functions and levels of the organization.
Core Values and Traits:
Play as One Team:
- Showing respect towards everyone
- Commitment for the team’s work and decisions
Play with Elegance:
- Striving for excellence
- Treating others with fair play and humility
Play by Daring:
- Having the courage to speak up, experiment and take initiative
- To explore new opportunities
Play with Tenacity:
- Constantly seek continuous improvement
- Learning from our failures
________________________________________
* This job description is not intended to be exhaustive. They can be changed orally or in writing at any time by the discretion of management. We as Lacoste associates must always ensure that all functions of our position are represented with our core values being: Accountable, Collaborative, Caring and Audacious.
________________________________________
Job Tags
Temporary work, Seasonal work