L'Oreal's Chief Digital Officer on Programmatic Plans, Startups and Org Charts
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Top leadership at L’Oreal is heavy on seniority in the company and the beauty industry. So it came as a surprise last year when it not only became the first big beauty player to name a chief digital officer, but also added an outsider with no beauty experience to its executive committee — Bulgarian-born and French-educated Lubomira Rochet, now 37.
Ms. Rochet’s charge, as Chairman-CEO Jean-Paul Agon put it at the time, is to “accelerate L’Oreal’s digital transformation regarding consumer experience, service-based innovation, customer service and technology platforms.”
It’s a tall order that has big implications for marketing. The beauty giant, with global sales of $25 billion, ranks as the third largest global marketing spender with $5.9 billion, according to the Ad Age Datacenter. In an interview, Ms. Rochet said that among her many projects, one is working to determine how L’Oreal will handle programmatic media buying.
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