Dir. Education Experience & Shows

Division: L’Oréal PPD
Reports to: VP, Education
Location: Hudson Yards – New York, NY

About the role

The Director of Education Experience and Events for Kerastase/Shu Uemura will own the vision and execution of educational experiences across professional and retail communities, lead Academy programming and logistics on both coasts, collaborate on brand events from intimate activations to large-scale experiences, and build relationships with key stylists and educators to deepen brand advocacy.

Responsibilities

• Translate brand strategy into business-driving events and initiatives; develop best-in-class event programming across a multi-brand business unit.
• Develop event guidelines to optimize visibility while adhering to brand codes and enhancing the end-user experience.
• Lead the conceptualization and execution of educational events, ensuring each phase from planning to execution is handled with attention to detail and creativity.
• Partner with Artistry & Image/Agency to support from a professional and brand perspective.
• Monitor and analyze performance metrics to assess event effectiveness and identify areas for improvement.
• Partner closely with Sales, Marketing, Field, and Retailer teams to align all event initiatives with product launch calendars and overarching strategies.
• Manage production agency partners and event vendors.
• Define and execute the overarching events strategy aligned with brand identity, business objectives, and marketing goals across physical, digital, and hybrid formats.
• Stay ahead of industry trends, experiential marketing innovations, and emerging technologies to elevate brand presence.
• Lead the creative and operational lifecycle of all events, from initial conceptualization and storyboard development to on-site execution and post-event tear-down.
• Direct run-of-show logistics, stage management, audio-visual (AV) production, lighting, styling, and immersive guest experiences.
• Ensure artists are booked and briefed on their involvement in events; manage model room and teams (wardrobe, makeup artists, models).
• Ensure flawless execution that strictly adheres to brand guidelines, safety protocols, and sustainability commitments.
• Develop, manage, and optimize event budgets, ensuring strong ROI and cost-efficiency.
• Source, vet, and manage external agency partners, production houses, venue managers, caterers, and technical suppliers.
• Oversee contract negotiations, service level agreements (SLAs), and vendor performance to mitigate risk and control costs.
• Partner closely with Education, Marketing, and Digital teams to integrate events into broader 360-degree campaigns.
• Manage high-level stakeholder expectations, VIP guest experiences, celebrity/influencer relations, and internal leadership briefings.
• Define and measure key performance indicators (KPIs)—including earned media value (EMV), social reach, attendee engagement, lead generation, and overall ROI.
• Conduct comprehensive post-event debriefs and data analysis to capture learnings and recommendations for future events.

Requirements

• 10+ years of progressive experience in luxury beauty education, artistry, or brand management; recognized as a discipline expert within the industry.
• Experience in show and event planning—both pre-planning and onsite execution.
• Ability to remain calm under pressure and problem-solve or anticipate issues onsite with little to no supervision.
• Proven ability to solve unique, complex problems that have a broad impact on the business.
• Capable of setting operational standards within the educational and artistry field.
• Demonstrated success leading major programs, complex projects, and diverse, multi-functional teams.
• Outstanding communication skills, with the ability to present to large audiences, corporate retailers, and senior executives.
• Strong organizational skills, time management, and a track record of managing budgets and resources effectively.
• Mastery of MS Office (Excel, PowerPoint, Word).

Benefits

• Comprehensive benefits package (Medical, Dental, Vision, 401K, Pension Plan).
• Flexible time off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays, and more).
• Access to company perks (VIP access to L’Oréal’s Internal Shop for discounted products, monthly mobile allowance, discounted gym memberships, ERGs).
• Learning & Development opportunities (Unlimited access to e-learnings, Lunch & Learn sessions, Mentorship Programs, and more).
• Access to mental health and wellness programs.
• Employee stipend for L'Oréal products.

Pay

Salary Range: $140,000–$200,000 (actual compensation will depend on geographic location, work experience, education, and skill level).