Consumer Engagement Manager - ESTEE LAUDER at The Estée Lauder Companies Inc

Job description

This role is responsible for the planning and implementation of the Brand’s integrated marketing & consumer engagement activity across social/digital media channels and CRM.

The role will allow the Brand team to engage their consumers in a more integrated and holistic way, leveraging the strengths of our traditional offline platforms and building our new competitive edge in the social/digital context.

As such, this position will ensure that

• There is an intimate understanding of the omni-channel preferences and activities of our consumers
• We flawlessly build consumer campaigns and offers that are consistent with these preferences
• We execute campaigns engagingly across offline and online consumer touch-points in terms of our Brand story, communication vehicles, loyalty programs and general retail encounters
• We think consumer first!

The role will be responsible for

• Leveraging customer loyalty data and initiating and driving the Customer Relationship Management strategies for the Brand
• Leveraging customer data in offline-to-online media efforts, and supporting the driving of integrated marketing and Omni channel efforts.
• Implementing all in-store execution programs and animation calendars for each retailer.
• Monitoring results and channel competiveness to ensure Brand executional excellence.
• The Regional Consumer Engagement Manager will work closely with the Affiliate Consumer Engagement Manager to develop the Brands' local consumer strategies. This collaboration will be particularly strong in the areas of social/digital marketing and CRM programs, where we need to build a distinct competitive edge, and where global/regional learnings can provide the necessary momentum for the Affiliates.

Key Roles & Responsibilities

• Insights and Commercial Development
• Develop a thorough understanding of local consumer behaviors and preferences in the Digital/Social space.
• Stay on top of local market in terms of consumer, channel, opportunities, competitive trends, competitor activity and threats in the Digital/Social space.
• Develop specific recommendations on how to grow the Brand’s “always on” awareness, with the aim to monetize these encounters with the Brand to ultimately drive sales
• Align fully with team to develop effective communication and advertising programs to support product launches, promo and basic business.
• Actively give input to the gap analysis for the opportunity assessment and provide valuable insights.
• Responsible for the influencer and advocates strategy and to drive execution.
• Responsible to brief the agencies, implementing the regional briefing template.
• Develos a thorough omni-channel understanding of local consumer behaviors and preferences.
• Develop the Brand’s overall digital/social media strategy
• Develop specific implementation programs and campaigns for the Brand, highlight key areas where the Brand needs strategic and/or operational support from affiliate or regional stakeholders
• Work with affiliate and regional stakeholders to flawlessly execute the Brand programs
• Social and Digital Marketing
• Manage the Brand’s paid digital/social campaigns, utilizing global assets plus locally generated content.
• Define overall paid media budget allocation by platform
• Define the Brand’s digital/social marketing calendars and work with Community Manager and Community Coordinators to identify and develop appropriate digital influencer relationships for the Brand.
• Collaborate with CRM & Online Executive to obtain Social Media Listening insights and adapt strategy/tactics with agility.
• Work with Digital/Advertising Agency to set targets, track metrics and KPIs and monitor campaign performance.
• Establish Brand’s strategy iro User Generated content and maximization of EMV, including at Point of Sale
• Define SOV targets (Yearly/per campaigns), and ensure alignment of activities/alignment
• Track metrics and KPIs to set targets and monitor campaign performance in partnership with Digital/Social team.
• Develop tactics to improve upon KPIs
• PR
• Point person for all Brand PR objectives, including ensuring appropriate alignment with Brand Global and Regional PR strategies
• Provide continuous content and product seeding opportunities to maximize influencer's reach to the appropriate fan/social circle base
• Ensure adequate budget allocation for Long Lead and Short Lead PR activations.
• Lead strategy and execution, with a primary focus on influencers and retail event opportunities to maximize Brand SOV and EMV.
• Agency Management
• Review and regularly assess performance and role the ATL and digital agencies play in the Brand go-to-market strategy
• Coordinate day-to-day digital/social asset production with Community Coordinator.
• Plan for, and secure adequate campaign budgets allocation to deliver on pre-defined kpi's.
• Own the social/digital part of the media brief.
• Manage digital agency and regional relationships for the brand, including day-to-day production, as well as campaign budgets and schedules - overall expected results
• Consumer Focus
• Point person for Consumer Care queries escalated via Customer Service team or Community Coordinator
• Ensure that Consumer is at the heart of product/channel innovation and initiatives
• Ensure information on consumer-affected issues are communicated to the appropriate departments
• CRM
• Define local Brand priorities in terms of CRM campaign - Gain buy in from all regional and local stakeholders iro local technology, data management and campaign management requirements
• Asist in building annual and quarterly campaign calendar.
• Highlight technical and analytical requirements of flawless campaign execution.
• Ensure that local consumer segmentation and databases remain up to date and relevant for each campaign.
• Develop relevant and engaging Brand offers behind the right channel/product mix
• Oversee and coordinate the implementation of all CRM efforts
• Oversee and manage vendors and services providers, where applicable.
• Collaborate to develop a multi-channel strategy, especially on digital platform, to drive implementation that incorporates both online and offline consumer data.
• Collaborates to run competitor study in CRM activities and provide market intelligence to draw insights and analysis for Brand reference.
• Drive consumer insights from CRM analytics to inform better marketing planning process, hence improving overall A & P effectiveness.
• Develop and deploy better target and segmentation in all campaigns to improve overall ROI - Share results and best practices across the Brand.

General

• Produce detailed & regular launch post analysis reports; identify and share learnings for future campaigns and launches.
• Prepare and present at Brand Conferences and Retailer Strategy meetings.
• Work in partnership with other support personnel in Brand to assist in smooth flow of operations and Brand activities.

The ideal candidate will combine operational expertise in social/digital marketing, consumer insights and CRM/loyalty program execution.

Additional Experience In The Following Areas Advantageous

• Beauty industry
• E-commerce
• Strong analytical skills
• Luxury industry
• Operational CRM experience
• Strong communications and interpersonal skills
• Understanding of web technologies involved in digital and social platforms
• Knowledge of search engine optimization, including basic keyword search

This is an operational and entrepreneurial role, which requires someone with a hands-on approach to business and strong perseverance

Requirements

• 5 years’ experience that includes CRM, online or digital media consultancy/project management
• Degree or equivalent in Marketing, Media or Communications – ideally with specialization in Digital Marketing and CRM
• Experience in project planning, retail marketing execution, and budget management
• Ability to prepare & deliver presentations, including to senior management
• SAP