Consumer Marketing Manager MAC/Bobbi Brown at The Estée Lauder Companies Inc.

Job Description

• Estee Lauder Companies, is the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products (including: Estée Lauder, Aramis, Clinique, Origins, M·A·C, La Mer, Bobbi Brown, Jo Malone London, TOM FORD BEAUTY, The Ordinary, Le Labo, KILIAN PARIS, Dr.Jart+)

Overall Purpose of the Role

• The Consumer Marketing Manager (MAC & Bobbi Brown) will be responsible for defining the Marketing Strategy for the brand for the affiliate.  Building and driving the 360° consumer marketing plan across all media channels, while ensuring A&P mix optimization.  In this role, you will be responsible for defining the Consumer Journey(s) combining all communication and distribution channels.

Key Interfaces
Internal:

•  Brand Team: Brand Manager, Product Marketing, Trade Marketing Planning
•  Paid, Owned and Earned media teams
•  Online
•  Global and Regional marketing
•  Key Accounts Managements

 Education

•  Data, CRM and Consumer Insights Manager

External:

•  Consumers
•  Media Agency, 3rd party partners (e.g. Google, Facebook, …)

Key Activities

• Defines the Marketing Strategy for the brand for the affiliate
•  Derives and adapts the Global / Regional marketing strategy to maximize local relevancy:
• Define the target consumer profile(s), adapting Global / Regional guidelines to local opportunities
• Translate local consumer insights into marketing and selling opportunities
•  Collects and understands best practices from region, commercial and digital team
•  Defines marketing strategy based on analysis of competitive landscape and trends in markets, customers, products, prices, and channels to identify opportunities for growth and profit enhancement. 

 Defines the CRM strategy in partnership with the CRM team

• Builds, owns and drives the delivery of the 360° consumer marketing plan across all media channels
•  Defines and owns the Consumer Calendar (launches, online key shopping moments, retailers activities,…) for all channels, working closely with Product Marketing, Trade, Online, Commercial teams
•  Consolidates inputs from Paid, Owned and Earned Media, validates the A&P mix for the upcoming year, works with the DCM team on the full year media budget allocator
•  Leads and orchestrates Paid, Owned and Earned activities, giving clear guidelines and objectives and ensuring smooth flow of information
•  Defines and drives the virtual selling activities, in collaboration with other stakeholders (online, owned media, Commercial team, live chatters,…)
•  Compiles campaign performance results from agency and online and using available tools, shares learnings with all
•  Accountable to develop, share proactively all information about BM/PM about calendar changes impacting DP and forecast (e.g. Marketing calendar, campaigns, HTSM, consumer relevant activities)

Drives A&P spend allocation, in collaboration with paid, owned and earned media and the agency

•  Is in charge of A&P budget and optimization
•  Gathers A&P ROI analyses and improves marketing effectiveness through test and learn approach
•  Contributes to LRP building, in particular A&P lines, with intent to maximize effective and efficient  consumer-facing spend, monitoring and ensuring the best ROAS (Return on Advertising Spend) 
• Defines and owns the Consumer Journey(s) combining all communication and distribution channels

Qualifications Degree in Marketing or Equivalent

•  8-10 years Marketing experience in a retail / cosmetics / luxury goods or FMCG arena
•  Excellent computer skills, including in Microsoft Outlook, Word, Excel, and Power Point.
•  Strong digital understanding.
•  Ability to lead a cross-functional team and interface with international markets.
•  Previous strategic accountability in marketing.
•  Good communication skills – including understanding how to clearly communicate messages to consumer and key stakeholders.
•  Excellent analytical skills.
•  Willingness to lead, test and learn.
•  Interest in trends and new technology.
•  Not afraid to challenge the status quo.
•  Generous in spirit (knowledge sharing) and relationship builder.
•  Strong in multi-tasking.
•  Accountable for decision making.