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.