The Estee Lauder Companies Manager, Brand Marketing, Aveda, NA in New York, New York
Manager, Brand Marketing, Aveda, NA
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.
As Manger, Brand Marketing, Aveda, you will play an instrumental role to deliver best-in-class marketing plans for all regional programs. Responsible for end-to-end planning and annual growth of assigned innovation franchises and products, this role will have deep understanding for the market landscape, category opportunities, and fuel activations through a consumer-first lens, strong analytics, and an entrepreneurial, “yes we can” winning spirit.
Reporting to the Director, Marketing, Aveda North America, you will develop and implement strategic omni-channel marketing plans, with a strong focus on driving new customer acquisition and DTC growth. You will be an instrumental part of innovation planning, assessing incrementality and opportunity/size of prize through consumer insight, industry/category analysis, and current trends. Lead, plan and deliver high-performance launch and GTM programs on time and cost efficiently, with clear KPIs, to deliver customer and revenue growth objectives, aligned with Director and Marketing leadership.
You will work closely and collaboratively with the full regional marketing team, as well as all cross-functional, Global, and corporate partners, and have an active role partnering with our Trade Marketing team in ensuring our field and salon network are setup for success.
LAUNCH / CATEGORY MANAGMENT
Calendar Strategy & Execution:
Owns seasonal marketing calendar updates and deployment, including product, activation plans, and promotional activity
Able to conceptualize and execute full marketing program for products, and annual plan for growth, working closely with Global and Trade Marketers to develop tailored campaigns and marketing events
Product & Portfolio Management:
Analyze market data and consumer insight, keep fluent in new trends to help influence future product development and regional assortment decisions, to bring incrementality and differentiation
Ensure all decisions on launch consensus are communicated to internal stokeholds and to the field
Conducts quarterly competitive review and provides defense strategy – measures key elements of execution and success factors. Own salon category analyses across sources.
Facilitate discussions with Trade Marketing, Account & Sales Planning to manage launches and SKU assortment (e.g. discos and phase outs)
INTEGRATED PROGRAM / CAMPAIGN MANAGEMENT
Works with Director, Brand Marketing to develop launch forecasting, offers, and go-to-market strategy and execution, covering all key consumer touchpoints:
Partner with multi-functional team to concept and develop holistic ideas for NPL and Commercial Innovation programs across all relevant platforms (brand-owned, retailer/partner, and paid)
Develop and execute omni-channel marketing plans, providing clear vision and execution plans aligned with strategic plan
Coordinate activities with Global
Understand brand price positioning and competitive pricing dynamics in US and Canada; manage pricing increases, system-wide updates, and communication of increases internally and externally, annually.
Manage product forecasting process for launches in partnership with Demand Planning, determining size of opportunity, incrementality, and cannibalization. Work with trade and commercial partners on estimates by channel
Develop effective new launch offers for trade (salon channel), leveraging data and insight for rationale
Drive sampling and ratings and reviews to support program growth
Communicate clear regional needs (by market, as appropriate) to Global partners with fact-based rationale, across regional innovation/program needs, pricing input, creative asset needs for execution, and other Global support needed to execute with excellence in market
Partner with Integrated Media team to drive compelling earned and owned plans for your franchises/product programs.
Input to brief for agencies and media partners to deliver programs that achieve relevance and resonance with the target consumer while reducing media wastage
Partner with DTC / omni, trade, and education to plan customer growth and retention goals for programs, virtual and IRL eventing, field and partner communications, commercial activations, and all aspects of GTM execution to deliver program growth
Execute on-brand, to budget and with excellence
ANALYTICS AND REPORTING
Closely monitor key performance metrics, sentiment analysis. Track and manage budgets efficiently
Support analysis of post-campaign performance, and derive actionable insights that support results and recommendations for future investments
Research and stay up to date with competitor programs, provide on-going updates and new ideas; maintain knowledge of emerging technologies and creative techniques
Analyze and report market data and sales performance of Aveda programs, understanding key competitors across category/benefit territories, keeping close to consumer trends, category dynamics, and potential threats. Provide regular reporting to leadership.
Be driven by consumer understanding, leveraging insight, customer data, behavioral data, attitudinal data, shopping data, to inform plans and engage in brand
Track details of GTM plans, prepare seasonal presentation decks, performance reporting, and other ad hoc analysis to support the business and inform future plans
Bachelor’s degree required; MBA a plus
5 years related brand marketing, end to end planning, product/consumer marketing experience
Inspiring and engaging interpersonal skills with the ability to work with people in various disciplines and cross-functions as well as ability present to leadership
Consumer centric mindset to improve business growth
Strong analytical skills and judgment for in-depth business review
Exceptional project management, multi-tasking, and analytical skills
Advanced written and oral communication skills - clear, concise, and compelling
Ability to build and maintain excellent rapport with internal and external partners and handle situations with confidence, tact, and resourcefulness
Capable of working independently, yet collaboratively, within an entrepreneurial and team-oriented environment
Ability to "dive in,” manage details and a "get it done" mentality
Primary Location: Americas-US-NY-New York
Job Type: Standard
Shift: 1st (Day) Shift
Job Number: 2120909
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
The Estee Lauder Companies
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