Media Manager Max Factor Coty EDM

Stepping into the Role

Covering a maternity leave, I joined Coty EDM as Media Manager for a portfolio of consumer beauty brands - including Max Factor, Bourjois, Rimmel, and the Lifestyle fragrance brands.

From day one, the challenge was clear: translate marketing ambitions into impactful media strategies that drive results across highly diverse markets - all while navigating shifting budgets and cross-functional demands.

Driving Media Excellence

• Strategy & briefing: Turned marketing objectives into actionable media briefs, ensuring clear alignment between brand vision, content, and media touchpoints.

• Content orchestration: Collaborated with creative and external agencies to develop and localize campaign assets, ensuring consistency across regions and audiences.

• Cross-functional coordination: Worked closely with Finance, Sales, E-commerce teams to balance strategic priorities, budget reallocations, and last-minute changes.

• Budget & performance management: Managed multi-brand, multi-market budgets — adapting quickly to new objectives or cuts while maintaining impact and efficiency.

• Measurement & pptimization: Analyzed KPIs and campaign results to create one-pagers summarizing learnings, insights, and actionable next steps for continuous improvement.

• E-commerce & retail media: Supported the development of omnichannel media strategies bridging online, retail, and influencer activations.

Case study Max Factor 2000 Calorie Lip Glaze:

For the launch of 2000 Calorie Lip Glaze from Max Factor, I collaborated with Zenith Optimedia to design and lead a 360° paid media activation (print, digital, OOH, TV, social, retail media) across key EMEA markets. We developed three tailored campaigns featuring local ambassadors in the Nordics, ensuring cultural relevance and maximum impact.

The campaign delivered outstanding results - 2000 Calorie Lip Glaze became the #1 product in the FMCG lip category, achieving over 52 million impressions and a reach of 7.6 million across all platforms and markets.