Case Write-Up Sephora Direct: Investing in Social Media, Video, and Mobile Julie Bornstein, Senior Vice President of Sephora Direct is charged with developing a digital marketing strategy for Sephora, a prestige beauty care retail chain. In your write-up, you should review the company's strategic position and provide specific recommendations about how she should allocate her budget across the various digital categories. What should be the strategic goal of Sephora's digital and social marketing programs? How can she "win" in the digital space? Which segment is most profitable and what implications does that have for marketing communications? You may have to make some assumptions and estimates in developing your marketing plan. These assumptions and estimates should be clearly articulated and defended. You should defend your full set of recommendations using appropriate qualitative and quantitative analyses and you should make clear what this choice would mean for the rest of the marketing plan. Throughout you should address the risks and uncertainties of your plan, as well as be clear about why your recommended plan is better than alternatives, as though you were defending your decisions to senior management