Digital Growth & Performance Lead

The Digital Growth & Performance Lead is responsible for driving digital performance, agency effectiveness, budget discipline and cross-brand digital prioritization. The role ensures that digital investments generate measurable brand growth, qualified traffic, e-commerce support and business impact.
Strategy & Business Alignment
Translate brand objectives and business priorities into clear digital performance directions.
Co-build and challenge agency recommendations to ensure alignment with brand strategy, commercial priorities and ROI expectations.
Define the role of key digital channels such as TikTok, Meta, Google, Search, Retail Media and Social Commerce amplification.
Identify digital growth opportunities, performance risks and relevant platform trends.
Ensure digital activity supports both brand-building and conversion objectives.
Planning & Prioritization
Build annual, quarterly and campaign digital plans across brands in alignment with Brand, E-commerce and campaign calendars.
Prioritize digital support based on business weight, growth potential, budget availability and quality of brief.
Prepare clear digital briefs for agencies and ensure timely inputs from Brand and E-commerce.
Review and sign off agency media plans before execution starts.
Maintain a consolidated digital calendar across brands and campaigns.
Performance Management & Execution Excellence
Oversee campaign setup, tracking, execution, optimization and reporting with agencies.
Set KPI targets and optimization thresholds by campaign objective.
Monitor ROAS, CPA, CTR, CPR, conversion, traffic quality and media efficiency.
Diagnose underperformance and identify whether the issue is creative, audience, offer, platform, timing or strategy.
Drive timely optimization and corrective actions with agencies.
Agency Management
Manage day-to-day and campaign-level performance of digital agencies.
Challenge agency recommendations, reporting and optimization proposals.
Ensure agencies deliver on scope, timing, quality, accountability and performance commitments.
Coordinate agency work with Brand, E-commerce, PR and Content teams.
Recommend improvement, renegotiation or change of agency support when needed.
Budget & Financial Discipline
Build digital budget recommendations by brand, channel and campaign with Brand and Finance.
Track actual spend, committed spend and remaining budget.
Ensure digital spend follows approved budget and company approval processes.
Recommend budget reallocation based on performance, seasonality and business priorities.
Alert management on overspending, underuse, poor ROI or unclear budget usage.
Performance Reporting & Business Insights
Establish simple and reliable dashboards for campaign and monthly digital performance.
Transform platform data into clear business insights and recommended actions.
Present digital performance in management and campaign reviews.
Evaluate campaign results with Brand and E-commerce teams and define next optimization actions.
Build a performance-learning culture across digital activities.
Team Development
Coach and guide the Digital Executive on campaign coordination, reporting and agency follow-up.
Set clear objectives, KPIs and ways of working for the digital team.
Build internal digital knowledge and capabilities without replacing agency execution.
Other Duties
Standardize digital briefs, reporting templates, media plan review processes and performance dashboards.
Maintain strong working relationships with platforms, agencies and internal stakeholders.
Support other tasks based on business needs and reporting-line requirements.
Perform other tasks as assigned.
Requirements & Skills
Proven experience in digital performance marketing, preferably in beauty, cosmetics, FMCG, retail or e-commerce.
Strong understanding of TikTok, Meta, Google, paid social, search and marketplace/retail media.
Ability to challenge agencies on strategy, performance, optimization and budget usage.
Strong analytical skills with the ability to translate data into clear business recommendations.
Good understanding of e-commerce and social-commerce mechanics, including TikTok Shop, affiliates and livestream amplification.
Strong project management and cross-functional coordination skills.
Hands-on, business-oriented and comfortable working in a lean team.
KPIs & Criteria of Success
Digital Investment Efficiency: ROAS, CPA, CPR, conversion and media ROI.
Agency Performance: Quality and timeliness of agency execution.
Budget Discipline: Actual spend vs. committed vs. approved budget.
E-commerce Contribution: Traffic quality and contribution to e-commerce/social-commerce performance.
Reporting & Insights: Clarity and usefulness of reporting and business recommendations.
Cross-brand Prioritization: Ability to effectively prioritize and protect key business priorities, particularly Bioderma and other strategic brands.
Team Development: Development, capability and autonomy of the Digital Executive.