PARIS — L’Oréal’s chief digital officer Lubomira Rochet has been named WFA Global Marketer of the Year 2019, the beauty giant announced on Wednesday.
The accolade was given by the World Federation of Advertisers in acknowledgement of Rochet’s work in leading L’Oréal’s “digital transformation,” the company said.
Since starting as chief digital officer in 2014, L’Oréal’s e-commerce sales have accelerated and last year generated almost 16 percent of the group’s revenues. Half of the company’s media spend goes toward digital. There’s also been a conversion to data-driven marketing and the introduction of L’Oréal’s services strategy with the purchase of ModiFace.
“This massive shift towards building a digital-first company has triggered a profound adaptation of L’Oréal marketing models, a major upskilling program for its employees and the integration of technology — AR, VR, AI, voice — into the beauty experience,” the company said in a statement.
“This is a wonderful recognition of the work achieved by our teams over the past six years, who have worked to transform L’Oréal into a digital-first company,” said Rochet. “As L’Oréal’s digital journey continues at high speed, today’s endorsement further encourages us to enable our organization and partners through upskilling, data and technologies, aiming at creating the best online and offline consumer experience, growing the business and building L’Oréal as a beauty tech company.”
“Lubomira has demonstrated the critical role that marketing leaders can play in the transition to digital, enabling L’Oréal to take a leadership position in e-commerce and equipping the whole marketing organization with the digital skills they need to thrive in today’s complex media landscape,” said Raja Rajamannar, WFA president and chief marketing and communications officer of Mastercard, who led the jury of experts for the award.
Rochet was selected by that jury, the industry and WFA members. WFA Global Marketer of the Year 2019 competition was run with The Drum.