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Form of workAbout Us
The Estee Lauder Companies are the global leader in prestige beauty - delighting consumers with transformative products and experiences, inspiring them to express their individual beauty.
Aveda is an undisputed authority in natural hair. Our products are 95% naturally derived, vegan, high performance products that are cruelty free and free from toxins and allergens. We are loved for our distinctive, sensorial aromas. Aveda is an industry steward on environmental issues. We are a B Corp certified company.
About the Job
Engage and delight the consumer across all brand touchpoints by cultivating an exciting and accessible brand voice through authentic and compelling storytelling that encourages brand exploration, love and loyalty.
Responsibilities
Develop the brand consumer engagement strategy
Define all steps of the consumer journey and lead strategic oversight of omni-channel global strategy in partnership with cross-functional departments and corporate teams. Determine critical success factors, operating plans and activities to support our Omni-Channel transformation in alignment with the biggest commercial opportunities.
Own and oversee the strategy and development of all social and digital editorial calendars, partnerships and paid advertising investments
Strategic visionary of content creation, execution and dissemination strategies aligned with brand equity, platform relevancy and consumer targeting
Contribute to the development of brand's 3-year strategy; anticipate future opportunities via industry analysis, culture and trend forecasting and customer segment behaviors
Partner with Product Marketing, Creative, Online, Consumer Engagement, GBSC, Product Development, Finance, Regional Teams, Corporate Marketing, and GIS to define the consumer journey and create category specific winning strategies
Lead Partnership with Regions and Affiliates to develop relevant and compelling marketing messages, with locally relevant extensions, and to quickly and effectively deliver them to consumers
Identify, scope and define Consumer Engagement workflow processes with clear ownership, deliverables and accountability across stakeholders and cross-functional teams
Brand storytelling to amplify brand reach and engage consumers across channels
On the development of the 360 concept brief development including platform and story activation
Present activation strategies to cross functional brand and channel team leadership
Work with Creative to generate fresh and engaging campaign ideas to deliver on program goals and deepen loyalty and affinity
Ensure E-commerce site, in-store retail immersion and social and digital experiences are cohesive and compelling
Understand the pain points of the regions. Build and align goals across all levels of the matrix to ensure reduction of redundancies, spend and increase efficiencies globally
Work with partners to develop and implement fast and efficient marketing processes and systems (marketing strategy and planning, new product launch, marketing operations)
Analytics and consumer insights to drive performance, inform programming, content, spend and optimization strategies across consumer touchpoints
Leverage strong consumer insights to connect dots and place the consumer at the center
Lead the strategic planning and optimization of performance marketing channels
Institutionalize a strategic data-driven approach to inform investment decisions across platforms
Champion the integration of single customer multi-channel shopper acquisition and retention strategies through personalization and digital targeting informed by consumer relationship management (CRM) and campaign performance analysis
Lead the establishment of and adherence to relevant KPIs for social listening, customer segmentation, audience development and platform selection that evolve according to trends and market feedback
Develop faster and lower cost options for acquiring, engaging and retaining consumers
Champion analytics usage throughout the function to accomplish strategic goals
Drive data analysis to inform decision-making for strategy development and adjustments as necessary
Champion, drive, and build emerging marketing trends and technology capabilities to meet customers where they are
Nurture an environment that rewards the exploration and implementation of new marketing technologies across digital, mobile, and omnichannel platforms to enhance the customer experience and drive brand engagement in new and innovative ways
Remain relentlessly up-to-date on emerging and future trends across all relevant industries to identify and grow business opportunities
Identify and build creative technology solutions for the brand that increase efficiency, reduce spend and increase marketing reach
Nurture a future oriented Talent strategy that drives internal engagement and external attraction
Partner closely with Human Resources to evaluate Talent Management and Talent Attraction strategy
Identify key skills and experiences to upskill and educate Consumer Marketing teams to continue to outpace competition and establish Brands as best-in-class leaders
Hire for the future philosophy; identify the skills that will move the Brand to be a leader in consumer engagement across all platforms
Finance and Budget Management
Run group or department P&L
Allocate and assign budget investment priorities based upon key departmental objectives
Enable fluid on-the-go budget spend framework informed by real time campaign performance analysis that minimalizes ineffective spend and maximized ROI
Translate data into key goals and revenue targets
Manage costs across agencies and technology platform spend
Drive marketing ROI by optimizing content and channel marketing investments
Optimize A&P spend by developing faster and lower cost options for acquiring, engaging and retaining consumers
Bachelor's degree required, MBA a plus
15 years of experience of related marketing or global communications experience
2 years of global experience
5-10% Travel
About You
Digital Champion
Inspirational storyteller
Content immersed
Mission aligned
Experiences You Have
360 programming development & activation
Social/digital campaign expert
Content creation & consumer storytelling
Monetization of engagement activities
P&L management
Retail
Analytics/CRM
How You Will be Successful
Strategic agility
Financial fluency
Disruptive mindset
Insights driven
Consumer-first
Change champion
The anticipated base salary range for this position is $204,000 to $348,500. 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 results.
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.
