About the Job Engage and delight the consumer at all digital touchpoints by cultivating an exciting and accessible brand voice through authentic and compelling storytelling that encourages brand exploration, love and loyalty.
About Your Responsibilities
Develop the brand consumer engagement strategy
Define the consumer journey and lead strategic oversight of omnichannel global strategy in partnership with cross-functional departments and corporate teams. Determine critical success factors, operating plans and activities to support our omnichannel transformation
Own and oversee the strategy and development of all social and digital editorial calendars, partnerships and paid advertising investments
Strategic visionary of content creation, execution and dissemination strategies aligned with brand equity, platform relevancy and consumer targeting
Contribute to the development of brand’s 3-year strategy; anticipate future opportunities via industry analysis, culture and trend forecasting and customer segment behaviors
Present and evangelize Consumer Engagement strategy to senior leadership and C-suite executives in any and all forums requested
Partner with Product Marketing, Creative, Online, Consumer Engagement, GBSC, Product Development, Finance, Regional Teams, Corporate Marketing, and GIS to define the consumer journey and create category-specific winning strategies
Lead Partnership with Regions and Affiliates to develop relevant and compelling marketing messages, with locally relevant extensions, and to quickly and effectively deliver them to consumers
Identify, scope and define Consumer Engagement workflow processes with clear ownership, deliverables and accountability across stakeholders and cross-functional teams
Build and present the enterprise-wide digital transformation story to further the internal digital transformation agenda that strives to capture and maintain a best-in-class digital title
Brand storytelling to amplify brand reach and engage consumers across channels
Kickoff and own the development of the 360 concept brief development including platform and story activation
Present activation strategies to cross-functional brand and channel team leadership
Work with Creative to generate fresh and engaging campaign ideas to deliver on program goals and deepen loyalty and affinity
Ensure E-commerce site, in-store retail immersion and social and digital experiences are cohesive and compelling
Understand the pain points of the regions. Build and align goals across all levels of the matrix to ensure reduction of redundancies, spend and increase efficiencies globally
Work with partners to develop and implement fast and efficient marketing processes and systems (marketing strategy and planning, new product launch, marketing operations)
Enhance sharing of best practices globally and encourage optimization of existing initiatives
Analytics and consumer insights to drive performance, inform programming, content, spend and optimization strategies across consumer touchpoints
Lead the strategic planning and optimization of performance marketing channels
Institutionalize a strategic data-driven approach to inform investment decisions across platforms
Champion the integration of single customer multi-channel shopper acquisition and retention strategies through personalization and digital targeting informed by consumer relationship management (CRM) and campaign performance analysis
Lead the establishment of and adherence to relevant KPIs for social listening, customer segmentation, audience development and platform selection that evolve according to trends and market feedback
Manage and optimize costs across agencies, asset management and visual merchandising for campaigns
Develop faster and lower cost options for acquiring, engaging and retaining consumers
Champion, drive, and build emerging marketing trends and technology capabilities to meet customers where they are
Nurture an environment that rewards the exploration and implementation of new marketing technologies across digital, mobile, and omnichannel platforms to enhance the customer experience and drive brand engagement in new and innovative ways
Remain relentlessly up-to-date on emerging and future trends across all relevant industries to identify and grow business opportunities
Identify and build creative technology solutions for the brand that increase efficiency, reduce spend and increase marketing reach
Nurture a future oriented Talent strategy that drives internal engagement and external attraction
Partner closely with Human Resources to evaluate Talent Management and Talent Attraction strategy
Identify key skills and experiences to up skill and educate Consumer Marketing teams to continue to outpace competition and establish Brands as best-in-class leaders
Hire for the future philosophy; identify the skills that will move the Brand to be a leader in consumer engagement across all platforms
Finance and Budget Management
Run group or department P&L
Allocate and assign budget investment priorities based upon key departmental objectives
Enable fluid on-the-go budget spend framework informed by real time campaign performance analysis that minimalizes ineffective spend and maximizes ROI
Translate data into key goals and revenue targets
Manage costs across agencies and technology platform spend
Drive marketing ROI by optimizing content and channel marketing
Optimize A&P spend by developing faster and lower cost options for acquiring, engaging and retaining consumers
Leverage key insights gleaned from a refined analytics practice to inform decisions
Champion analytics usage throughout the function to accomplish strategic goals
Drive data analysis to inform decision-making for strategy development and adjustments as necessary
Enable team to track platform engagement and effectiveness through investment in appropriate analytical tools
Experiences You Have
360 programming development & activation
Social/digital campaign expert
Content creation & consumer storytelling
Monetization of engagement activities
How You Will be Successful
Telecommuting is allowed.
Additional Salary Information: Salaries are negotiable, but based on education and experience
Internal Number: 99901
About The Estée Lauder Companies Inc.
The Estée Lauder Companies are the global leader in prestige beauty — delighting consumers with transformative products and experiences, inspiring them to express their individual beauty.
Estee Lauder is the flagship brand of The Estée Lauder Companies Inc. Founded by Estée Lauder, the world’s first female entrepreneur, the brand today continues her legacy of creating the most innovative, sophisticated, high-performance skin care and makeup products and iconic fragrances – all infused with a deep understanding of women’s needs and desires. Today Estée engages with women in over 140 countries around the world and at a variety of touch points, in stores and online. And each of these relationship consistently reflects Estée’s powerful and authentic woman-to-woman point view.
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