L’Oréal – Global Talent Mapping for Russian Nationals with ‘High Potential’ 2014 - Present


L’Oreal Russia engaged with Manners Maclean to Market Map for Mid-to-Senior Management Consumer / Brand Marketing talent in Russia across an 18 month period. L’Oréal chose to engage with Manners Maclean as our team have in excess of fifteen years direct experience of working alongside global FMCG groups across the RU & CIS markets. We have the expertise, contacts, necessary attentiveness of service coupled with a proven track record and understanding of L’Oréal Russia to ensure that this exercise was successful.


This Project commenced in February 2014 and 321 candidates were identified as part of the cross-border talent map. The objective of the mapping exercise was to focus upon a continual talent upgrade for the present and future, concentrating on Russian national and regional talent. Proactive introductions were to be made in order to increase the bench strength of the marketing teams across all four Business Units (Consumer, Luxe, Professional and Active Cosmetics) as well as address specific roles as and when they arise.

Parameters of mapping search:

Nationality: Russian national talent is preferred, unless specifically instructed otherwise.
Levels: Predominantly relevant to Marketing Director / Brand Director. Outside of this level will not to be ignored, however this is not the focus of the assignment.
Sectors: Marketing (Brand & Consumer & Marketing) talent to come from ‘like for like’ global FMCG groups.
Functions: Unless otherwise detailed the exercise is to focus totally on the Marketing function
Skillset: Strong negotiation and analytical skills with a passion for growth
In depth Knowledge of complex matrix structures, Marketing, Field Sales & Regional Manager/Key Accounts Management experience
Excellent people management skills, combining the ability to coach, motivate and guide each individual salesperson
Strong communicator with leadership ability to manage & deliver across a wide team
Fluent Russian & English


Proactive interviewing of selected profiles took place throughout the talent pooling initiative. This was driven by either immediate requirements, generic talent upgrading or instances where a very specific or unique talent had been identified.
Total candidates pooled:

  • This Project commenced in February 2014 and 276 candidates were identified as part of the cross-border talent map in 2014. As the project progressed and evolved, this number has now increased to 321 (through referrals and networking).
  • An initial shortlist of five candidates was presented to L’Oréal ahead of schedule on 11th March 2014.
  • Subsequent shortlists of were presented in July, September, November 2014 and recently again in April 2015, post RU market downturn when a further 15 candidates in total presented.
  • As a result of this initiative, 5 candidates have been placed in both live roles in Russia & a global talent pool initiative in Paris and a further 3 interviewing at final stages (when written).


2014 3 x Brand Directors
2015 2 x Brand Directors