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The Estee Lauder Companies Executive Director, Brand Marketing, Aveda North America in New York, New York

Executive Director, Brand Marketing, Aveda North America

Brand: Aveda

Description

About the Brand

Aveda is a cruelty-free brand. We do not test on animals and never ask others to do so on our behalf. Our products are “people-tested.” Being a cruelty-free brand is an important part of our mission to care for the world we live in and for those we live with and has been since our founding in 1978. We strive to set an example for leadership and responsibility of caring, not just in the world of beauty, but around the world. Our commitment to caring for animals and wildlife reaches far and wide. In fact, we live and breathe it.

About the Job

Lead, cultivate, and inspire, a best-in-class performance marketing team which develops and implements strategic omni-channel 360 marketing plans, with a strong focus on driving new customer acquisition and DTC growth. Reporting to the VP Aveda Marketing, North America, you will be responsible to lead the 360 marketing team, working closely with Global & Regional teams, Trade Marketing, DTC Marketing, Account Teams, and Corporate COE’s to deliver powerful performance-driven GTM programs on time and cost efficiently, with clear KPIs, to deliver customer and revenue growth objectives. Be a steward of brand equity and Aveda mission, ensuring all planning is in alignment with core values.

LEADERSHIP

  • Lead, manage, cultivate, and inspire the NOAM 360 Marketing Team. Continually coach individuals for maximum potential.

  • Drive process evolution, creating greater clarity of ownership, efficiencies of efforts, and collaborative planning of all initiatives

REGIONAL STRATEGY

  • Drive the yearly and long-term strategic program planning for the brand portfolio by translating the global brand objectives into North America Market relevant strategy and planning, facilitating market share growth and brand health

  • Build strategic marketing plans and calendars supporting Hero products and New Launches Continuously evolve the regional strategy to make sure we stay current with macro trends, maintain relevance and drive brand desirability

  • Facilitate dialogue with Global Brand teams to support specific regional needs across innovation and go-to-market offerings, to attract new consumers to brand and fuel brand growth

OMNI-CHANNEL PLANNING, WITH DTC EMPHASIS

  • Build holistic marketing plans and calendars which support Heroes and New Launches with investments and right-sized promotionality to deliver on sales objective and consumer targets

  • Oversee and lead management of category planning, forecasting and 360 budgets. Drive financial discipline by developing internal capabilities in the team for ROI optimization.

  • Collaborate with cross functional leaders (Account Strategy, Sales, Education, Creative, Finance, Online) to deliver against the total brand experience across all consumer touchpoints and 360 offline to online integration, as well as contribute to the development of Joint Business Plans for key partners and retailers with Trade Marketing.

  • Own 360-degree planning to deliver regionally relevant activations, across consumer insights, POS/visual merchandising, social, media planning and execution, influencer, CRM/Loyalty, and marketing analytics.

  • Identify regional opportunities for new innovation and core business by season inclusive of product, media, creative, sampling, and consumer strategies; able to conceptualize and execute marketing program for products and partner with Global and Trade Marketers to develop tailored campaigns; able to provide clear instruction to creative team to execute.

  • Drive the pricing process for including comprehensive competitive analysis, oversee analysis of category portfolio and SKU productivity resulting in recommendations for SKU discontinuation. Partner with DTC Marketing, Trade Marketing, and Accounts teams to implement relevant assortment strategy by channel, based on strategic brand priorities, productivity, efficiency, and specific consumer targets

  • Collaboration with Media, PR, & Comms specialists, to deliver strong holistic plans, across paid and earned media tactics. Leverage media to fuel DTC and Salon channels, and deliver new customer acquisition growth

  • Oversee supplemental Creative needs facilitated by CCH. Brief Content and Copy, and Visual Merchandising to ensure in-store visual statements are produced within brand guidelines and provide maximum cut through at point of sale.

  • Collaborate closely with DTC Marketing and Account partners to develop performance driven marketing programs for Brand.com, Retailer.com, A-comm sites; deliver all assets on schedule.

  • Spearhead the development of the learning agenda and training requirements for the portfolio. Collaborate with Global Education to create tailored education programs for our salons and retailers. Liaise with Field Education Training Managers to ensure successful implementation.

ANALYTIC AND FINANCIAL ACUMEN

  • Analytic rigor and thinking applied and leveraged across all efforts. Well-versed in looking at internal sales trends, market and consumers trends to learn, drive projections to predict category growth, input toward future plans, and establish proper performance measurement tactics. In partnership with Demand Planning, develop highly predictive program forecasts and cannibalization estimates.

  • Drive financial discipline, developing internal capabilities on the team, with focus on profitability and ROI optimization

  • Drive the pricing process for including comprehensive competitive analysis, oversee analysis of category portfolio and SKU productivity

  • Leverage internal sales trends, market and consumers trends and develop accurate estimates for future sales by category and key subcategory

  • Lead promotional and sampling strategies

Qualifications

  • Bachelor’s degree required; MBA a plus

  • At least 12 years related consumer product marketing experience; experience in haircare category preferred

  • Inspiring engaging interpersonal skills with the ability to work with people in various disciplines and cross-functions as well as present to senior leadership

  • Consumer centric mindset to drive trial, penetration, and enhance customer loyalty, improving business growth

  • Experience with professional salon business in haircare; understand professional networks and B2B

  • Strong understanding of DTC business, data acumen, and digital experience inclusive of SEM, SEO, affiliate marketing, display and organic and paid search, e-commerce

  • Leveraging your transformational business successes specifically with omni-channel, consumer first strategy.

  • Demonstrated experience with managing and leading a team (hiring, performance management, coaching, etc.).

  • Noteworthy 360° marketing campaign development experience including touchpoints such as digital, point of sale, eventing and pop-ups

  • Strong analytical skills and judgment for in-depth business review with a high level of creativity

  • Clear and concise written and oral communication skills

  • Ability to personally set priorities and motivate others

  • Solid negotiation and relationship building skills with internal and external partners

Job: Marketing

Primary Location: Americas-US-NY-New York

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Travel: No

Job Number: 2112678

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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