Address
Form of workAbout The Estee Lauder Companies:
We are the global leader in prestige beauty - delighting consumers with transformative products and experiences, inspiring them to express their individual beauty. We are the only company focused solely on prestige makeup, skin care, fragrance and hair care with a diverse portfolio of 25 brands sold in 150 countries. Infused throughout our organization is a passion for creativity and innovation - a desire to push the boundaries and invent the unexpected - as we continue the bold work of our founder Estee Lauder.
About Travel Retail:
Travel Retail, one of The Estee Lauder Companies' highest growth channels, covers the world of duty-free environments including airports, airlines, cruises, downtown locations and border shops. According to industry projections, more than 3 billion international travelers pass through airports each year, and that number is expected to grow 5% annually. #ELCTravelRetail
This role will lead new partnership opportunities to grow eCommerce with a focus on Acquisition & Retention through Membership & Loyalty marketing programs.
The scope includes initiating, co-creating and managing CRM & Database Marketing activations with Duty Free Retailers, airlines and 3PPs.
The successful candidate will expand CRM capture capabilities to include activations through TR owned platforms, deliver a holistic CRM / membership loyalty strategy with TR owned data and 3rd party retailer data.
The role will also provide long-term TR support to ELC enterprise partnerships that drive retention and ensure CRM relevant data driven initiatives capture TR business requirements.
RESPONSIBILITIES:
Lead, in partnership with Executive Director, the roadmap and strategic plan for Travel Retail partners' emerging CRM and loyalty capabilities. Core deliverables include:
Marketing & Partnerships Overview
Apply & adapt Brand Consumer Lifecycle Journeys to drive acquisition, retention and sustained profitability within TR and cross-channel.
Identify opportunities for ELC brands with TR Partners and Affiliates.
Develop Retailer and Partner Joint Membership (loyalty and CRM) strategic programs for local market execution
Serve as subject matter lead for cross-functional teams for the execution of CRM projects
Cultivate and validate opportunities based on consumer needs, retailer capabilities and investment requirements
Plan and oversee Travel Retail omni-CRM campaigns capturing consumer data, in partnership with Brand and digital teams
Develop and accelerate retailer CRM as a key marketing and acquisition tool for ELC Brands
Elevate 3rd Party partnership marketing opportunities - exclusively for TR
Optimize consumer data collection and touchpoints on retailer platforms
Architect a plan to integrate disparate data sources to build omnichannel consumer profiles to inform audience targeting, segmentation and market positioning
Serve as CRM business intelligence leader and maintain knowledge of eComm CRM best practices/trends to inform new initiatives
Represent Travel Retail in cross brand CRM meetings and add to best practices sharing. Continuously enhance ELC's positioning as a thought-leader and partner-of-choice to the retailer and be first to market for high-ROI opportunities.
Audience Segmentation
Plan and co-create pilot/test & learn retailer CRM programs to leverage retailer's first-party data opportunities to build TR data capabilities in partnership with local teams
Work with partners to leverage CRM data with a focus on maximizing lifetime value for ELC brands
Work with key Retailers to identify cohorts for retention, cross-category opportunities and evaluate / size opportunities
Foster cross-functional collaboration to evaluate cohorts, gain insights, test hypotheses
Provide consumer and audience segmentation analysis to inform digital media campaigns to drive sales through Consumer Acquisition, retention and loyalty
Campaign Execution
Hands-on-keyboard campaign management across key retention tactics, including retargeting
Day-to-day ownership of paid campaigns for loyalty and membership
Optimize media to deliver KPIs and effectively manage media budget
ROAS performance monitoring and optimization
Partner with cross-functional teams to define the consumer journey and establish key KPIs to measure success and drive best-in-class capabilities
Work with partners to deliver weekly/monthly/ad-hoc reports as necessary
Proactively provide recommendations for improving performance; understand the 'why' behind reporting with relentless drive for continuous improvement on excellent program execution
Work with partners to deliver incrementality to gauge impact of retention efforts
Develop, maintain, and execute A/B testing roadmap across key partners and channels
Establish hypotheses and partner cross-functionally to launch and scale A/B tests
Use data analytics tools to inform activation and optimization strategies to drive retail sales and database growth
5-7 years experience in an eCommerce CRM role
Proven experience partner marketing within fashion, luxury and/or consumer marketing sectors - preferably in multi-national
Ability to work in matrix environment, and manage stakeholders at all levels
Familiarity with CRM technology used for digital marketing activations
Experience with data management and marketing executions leveraging 1st party CRM, & 3rd party retailer data
Comfortable to with remote management and global team collaboration
Entrepreneurial spirit and ability to work and decide independently
Experience in a pureplay direct-to-consumer environment a plus
The anticipated base salary range for this position is $82,500 to $135,500. Exact salary depends on several factors such as experience, skills, education, and budget. Salary range may vary based on geographic location. In addition to base salary, this position is eligible for participation in a highly competitive bonus program with possibility for overachievement based on performance and company result.
In addition, The Estee Lauder Companies offers a variety of benefits to eligible employees, including health insurance coverage, wellness and family support programs, life and disability insurance, retirement savings plans, paid leave programs, education-related programs, paid holidays and vacation time, and many others. Many of these benefits are subsidized or fully paid for by the company.
