MERYL DOWNEY
New York,,US
Summary
Marketing & Product Innovation Executive with 10+ years leading global brand growth within the professional haircare industry. Proven record of launching high-performing product innovations and integrated campaigns that drive category expansion, retail velocity, and cultural relevance. Known for bridging product development, consumer insight, and digital storytelling to build brands that resonate with both stylists and modern consumers.
Overview
12
12
years of professional experience
Work History
Global Director, Campaigns & Content
L'Oréal Group - Biolage Professional
New York, US
01.2025 - Current
- Directed global 360° campaigns for product innovation launches, brand tentpoles and animations driving growth across key channels such as Amazon and Ulta.
- Strengthened Biolage’s positioning as wellness-driven, scalp-care-first brand through cross-functional brand strategy and marketing initiatives, contributing to +10% growth in U.S. scalp category.
- Leveraged trend monitoring, creator insights, and social listening to inform product innovation and enhance brand storytelling around emerging consumer needs.
Global Digital Director
L'Oréal Group - Biolage Professional
New York, US
03.2021 - 01.2025
- Developed global social ecosystem strategy for content, storytelling and community engagement.
- Directed paid media creative development for priority brand pillars, enhancing brand awareness and conversion.
- Led influencer and advocacy partnerships driving share-of-influence growth and positioning Biolage among the Top 10 Rising Haircare Brands among U.S. creators.
- Implemented AI tools to streamline global content production, improving operational workflows.
Senior Brand Marketing Manager
L'Oréal Group - Biolage Professional
New York, US
06.2018 - 03.2021
- Directed 3-year global innovation pipeline and portfolio strategy across core haircare categories
Managed $150M brand P&L and innovation investment strategy
Led development and launch of hero SKUs including Ulta-exclusive Coconut Infusion and Deep Treatment Masks
International Project Manager
L'Oréal Group - L'Oréal Professionel
Paris, France
09.2015 - 06.2018
- Directed packaging design, formula development, and global launch strategy across digital, education, and merchandising channels to ensure cohesive brand messaging.
- Conducted in-depth consumer trend and market analysis to guide brand innovation pipelines and align product offerings with market demands.
- Developed and launched Source Essentielle, a sustainable natural haircare line that received the prestigious Elle Beauty Award in 2019.
International Project Manager
L'Oréal Group - Kérastase
Paris, France
01.2015 - 09.2015
- Managed global innovation projects for the high-performance Densifique and Chronologiste product lines.
- Oversaw the development and management of specific product portfolios tailored for the Asia and China markets.
Assistant Project Manager
L'Oréal Group - Redken
Paris, France
07.2014 - 12.2014
- Managed the creation and deployment of essential launch materials and assets for new product launches.
- Tracked and analyzed activation and launch performance metrics to inform future strategies.
Education
MBA - Marketing Fashion, Luxe And Beauty
Institut Français De La Mode
Paris, FranceMBA - Business
La Sorbonne
Paris, FranceSkills
- Product innovation
- Campaign development
- Digital marketing
- Brand strategy
- Market research
- Cross-functional team leadership
- Budget management
- Haircare & Scalp Care Category Expertise
Languages
French & English Bilingual
Timeline
Global Director, Campaigns & Content
L'Oréal Group - Biolage Professional
01.2025 - Current
Global Digital Director
L'Oréal Group - Biolage Professional
03.2021 - 01.2025
Senior Brand Marketing Manager
L'Oréal Group - Biolage Professional
06.2018 - 03.2021
International Project Manager
L'Oréal Group - L'Oréal Professionel
09.2015 - 06.2018
International Project Manager
L'Oréal Group - Kérastase
01.2015 - 09.2015
Assistant Project Manager
L'Oréal Group - Redken
07.2014 - 12.2014
MBA - Marketing Fashion, Luxe And Beauty
Institut Français De La Mode
MBA - Business
La Sorbonne