The Estee Lauder Companies Director, Performance Marketing – Bobbi Brown Cosmetics North America Ecommerce in New York, New York
Director, Performance Marketing – Bobbi Brown Cosmetics North America Ecommerce
Brand: Bobbi Brown
About the Role
This Director, Performance Marketing is responsible for managing online marketing channels for both retention & acquisition initiatives to support the Bobbi Brown North America ecommerce business. The role primarily responsible for creating and executing strategies through email marketing, SEM, Display Media, Paid Social, and Affiliate marketing. Also responsible for Web Analytics and Reporting of KPIs to improve and channel performance. This role requires a strong understanding of the ecommerce industry and working knowledge of driving online marketing efforts these key performance marketing channels. Candidate must be a strong leader and collaborator to ensure seamless partnership with numerous cross-functional teams and key stakeholders, in addition to multiple agency partners. This role reports into the North America Executive Director of Online Marketing.
Key lead for all ecommerce performance marketing channels including email marketing, paid social, branded search, display retargeting, affiliate marketing, CRM and Loyalty programs, and 3 rd party partner marketing programs for both US and Canada.
Collaborate closely with NA ecommerce team (brand site and retailer.com) in planning day-to-day marketing calendar and promotional programming to drive sales targets, ensuring a holistic/cohesive execution on site and across all channels.
Partner with cross functional teams in the creation/ideation of content and assets for all product launches as well as evergreen seasonal content to drive day-to-day business. Aligning strategic focuses from the lens of the North America market, brand strategy, as well as the online priorities.
Supporting budget planning and pacing across the performance marketing channels.
Routinely monitor competitor emails and programming to stay on top of industry and channel trends.
Performance Marketing Channels:
Oversee planning and execution of email marketing initiatives for day-to-day marketing plan inclusive of evergreen content, product and program launches, CRM series, and Loyalty programming.
Strategize ways to improve email communications & relevancy by and identifying key areas of opportunity to optimize KPI’s to drive engagement and conversion. Find opportunities to test and optimize email performance –ie creative, copy, time of day, segmentation A/B testing.
Manage growth and maintenance of consumer email database. Meet monthly new opt-in subscriber goals, track database churn and growth.
Oversee strategizing and planning of our always-on programming for our acquisition marketing channels including branded search, retargeting/display and paid social. Working closely with the agencies to optimize day-to-day performance as well as identifying opportunities to test new functionality/features on these platforms.
Partner with our NA Marketing counterparts to align on 360/holistic planning of media campaigns to ensure a full funnel consumer journey from awareness down to conversion on brand site channels.
Oversee relationship with affiliate marketing agency and key partners to create programming to support day-today business as well as larger promotional events. Build strong working relationships with our top affiliate partners.
Lead weekly performance meetings with our agency partners and strategize on opportunities to test and improve performance across owned marketing channels. This includes working with our agencies to test new functionality/features on these platforms, weekly reporting and optimizations, cascade of launches and weekly promotions, as well budget management.
Reporting and Analytics:
Monitor KPI’s daily/weekly/monthly and set benchmarks to monitor and optimize ongoing programs across performance marketing channels. Compile reports with key learnings and recommendations to share with key stakeholders.
Collaborate with cross functional teams to create program launch programming and recaps for key programs
Reporting for media campaigns inclusive of key ecommerce KPIs across brand site and marketing channels, to provide a full funnel view of campaign performance.
Bachelor’s Degree with at least 8 years related online marketing and overall digital media experience with an emphasis in developing prestige brands in an ecommerce selling environment
Experience with online performance marketing channels, promotional and email marketing campaigns.
Highly detailed-orientated with the ability to handle multiple priorities. Excellent follow-through ability is a must.
Prior experience with budgeting, A&P, ROI analysis.
Excellent organization & communication skills a must.
Needs to be a creative thinker and problem solver, thrive in fast paced environment, prioritize and oversee multiple projects at once, have attention to detail and work well with cross functional teams.
Strong project management, organization and attention to details with the ability to work well with corporate and cross functional teams
Strong analytical skills. Thorough understanding of website metrics, data analysis, and reporting tools.
Excellent communication and diplomatic vendor management skills. Experience with performance marketing platforms a plus (Bronto, Rakuten platforms, Google platforms)
Possess strong leadership quality with positive, committed attitude. Must be a team player.
Highly proficient in MS Office (Outlook, Excel, PowerPoint).
Aptitude for working with online tools (i.e., web-based reports, databases, and various multimedia technologies)
Job: Online / E-Commerce
Primary Location: Americas-US-NY-New York
Job Type: Standard
Shift: 1st (Day) Shift
Job Number: 2115883
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. It is Company's policy not to discriminate against any employee or applicant for employment on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and related medical conditions), gender identity or gender expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, protected medical condition as defined by applicable state or local law, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances. The Company will endeavor to provide a reasonable accommodation consistent with the law to otherwise qualified employees and prospective employees with a disability and to employees and prospective employees with needs related to their religious observance or practices. Should you wish to apply for this position or any other position with the Company and you believe you require assistance to complete an application or participate in an interview, please contact USApplicantAccommodations@Estee.com
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