Digital Marketing Manager

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 (http://mf-brands.com/).

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.
  
  

Experience

Required Qualifications

• 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
  
  

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• 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.
  
  

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