Sephora Digital Marketing Plan

This individual assignment for the Digital Marketing Strategy & Execution course at Hult International Business School develops a comprehensive digital marketing plan that identifies how digital communication channels and marketing technology can be used to drive measurable growth. Using Sephora as the case context, the plan begins with a situational analysis that highlights a key strategic gap: despite strong performance in traditional digital visibility, the brand risks losing early-stage discovery and consideration as consumer search behavior shifts toward AI-powered tools and conversational search environments.

To address this opportunity, the strategy positions Sephora as a trusted digital beauty educator by building deeper, structured, AI-readable content and deploying an integrated channel approach across owned, earned, social, and CRM touchpoints. The plan outlines clear objectives, a defined target audience, and a set of tactics that combine content marketing, creator partnerships, and interactive marketing technology (e.g., quizzes, routine builders, and personalization) to reduce customer uncertainty, increase engagement, and improve conversion. Finally, the assignment provides a customer journey map and an optimization framework with KPIs to track performance and continuously refine content, channel execution, and technology-enabled experiences.