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The Estee Lauder Companies Executive Director, Consumer Engagement, Estee Lauder & AERIN Beauty in New York, New York

Executive Director, Consumer Engagement, Estee Lauder & AERIN Beauty

Brand: Estée Lauder - Brand

Description

Reporting to the VP, Marketing, the Executive Director of Consumer Engagement will bring a successful track record of managing and leading full-funnel media and marketing programs at scale to deliver outstanding revenue growth and customer activation and retention. You will be responsible for driving strategic, digital-first Consumer Engagement practice to maintain Estee Lauder’s competitive edge and grow market share as a leading prestige beauty brand in North America, with the #1 Foundation and #1 Serum in the U.S. You will lead a consumer-centric, innovative team to deliver on paid media (traditional and digital) and partnerships; PR and influencer marketing; CRM and analytics; and retailer marketing.

KEY RESPONSIBILITIES:

Strategy

  • The Executive Director will develop the NA 360 Consumer Engagement Strategy for all new product launches and brand campaigns–including media, social, PR/Influencer, and brand events– and will execute the media buying, planning and placement

  • Responsible for evergreen marketing strategies focused on core heroes, including non-brand search strategy in North America (in collaboration with Online and Corporate Marketing teams)

  • Work closely with Creative and other Cross-functional teams to develop digital-centric 360 Briefs that reinforce brand’s prestige position

  • Collaborate with Product Marketing to align on priorities and ensure all launches and heroes are adequately supported and have the right consumer engagement strategy

  • Oversee the media plan, budget, added value programs and placement of ads

  • Oversee development of digital advertising strategy and budget, and communicate buying guidelines to North America retailer teams, including online priorities

  • Align NA plans with Global Consumer Engagement strategy and content, and align calendar with US marketing calendars

  • Ensure timely and accurate communication of media strategy and plans to the NYO team (marketing, sales planning, account management and finance) as well as the Field

Agency Management

  • Act as primary point of contact with all media agencies and conduit to partners (Google, Facebook) to deliver on Estee Lauder’s strategic objectives and maximize use of all agency and partner resources

  • Responsible for pursuing innovation and disruptive opportunities across all levers, including new partnerships, experiential activations, new platforms, coop strategies

  • Manage relationships with media groups

Best-in-Class Brand Storytelling & Content

  • With Creative partnership, drive storytelling and generate fresh and engaging campaign ideas to deliver on program goals and deepen affinity and loyalty

  • Develop campaign activation strategies that recruit new consumers, cultivate existing consumers, amplify brand reach and engage consumers across all digital channels

  • Partner with Global to develop relevant and compelling messaging, with locally relevant extensions, and to quickly and effectively deliver them to consumers

  • Ensure creative is developed that meets the needs of the NA media plans, and liaise with the internal creative team as well as external agencies to drive development on a timely basis

Analytics and Media Effectiveness

  • Ensure that plans are executed as designed, matching guidelines, media mix and delivery levels for both national and coop media, coordinating with agencies and retailers (on coop)

  • Works directly with media agencies for best in class execution reporting. Partners on segmentation strategy and mid-flight optimizations

  • Recap reporting post flight on partnerships to be rolled into comprehensive monthly/seasonal report

  • Partners with Global Digital marketing on post-campaign recaps reporting what worked and what didn’t

Communications

  • Work closely with the Director of NA PR/Influencer to drive ideation, strategy, and execution of NA influencer and publicity campaigns for new product launches and trends including influencer engagement, experiential events, and media pitches

  • Day-to-day liaison to the Marketing, Online, Social Media/Digital, Education and Creative team to foster a truly integrated approach toward the development and execution of brand activations

  • Leverage existing relationships with media (long-lead and short-lead) and influencers/tastemakers and their agencies, as well as continue to cultivate and manage strong relationships with key stakeholders

Retailer advertising and Execution

  • Oversee development of coop media strategy working in tandem with account leads

  • Establish the co-op budgets and provide guidelines to North America Regional team

  • Collaborate with Global and NA Creative teams to develop media to fit specific North America retailer initiatives and traffic advertising materials

  • Oversee coop approval process to ensure adherence to EL standards, execution within internal and external (retailer) timelines, and approval by senior management

Digital Innovation

  • Track and pilot innovation in media/digital platforms with clear views of adoption and expansion if proof of concept is granted

  • Attend digital industry events to capture new trends in the digital space

Consumer Engagement Budget

  • Oversees NA advertising and Influencer/PR budget for national and coop, ensuring budget accuracy, and disseminating information in timely fashion to all cross-functional teams and the field.

  • Determine CRM initiatives, including direct mail and email programs and analysis

Qualifications

  • Undergraduate degree required. MBA/Masters a plus.

  • Minimum 10 years relevant professional experience required. Agency experience is valued. Deep digital domain expertise and strong agency experience (in-house management or on agency side).

  • Experience leading and developing a high-performing team

  • Ability to think strategically and creatively

  • Ability to analyze data from various resources and translate it into trends, actionable plans and reporting templates

  • Must be an excellent team player with the ability to build, foster and nurture relationships with members of the Global Marketing teams and cross-functional teams.

  • Proficiency in all social platforms including Facebook/Instagram, Google/YouTube, Snapchat, and passion for emerging platforms

  • Must be highly organized and detail-oriented, with a strong ability to manage multiple projects simultaneously with un-prompted follow-through

  • Clear and concise written and verbal communication

Job: Marketing

Primary Location: Americas-US-NY-New York

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Job Number: 207472

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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