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Director, North America Marketing,MAC
Estee Lauder
New York, NY, United States
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Description
M·A·C
POSITION TITLE: Director, North America Marketing
ORGANIZATION:M·A·C
Updated: November 2016
REPORTS TO: VP, North America Marketing
MANAGER NAME: Margot Humbert
DEPARTMENT: North America Marketing
CATEGORY: Marketing
POSITION SUMMARY:
Drive NOAM marketing calendar strategy and spearhead 360 program launches towards achievement of category growth targets and market share gains.
PRINCIPAL ACCOUNTABILITIES:
• Own marketing calendar, shipping dollars and support to deliver financial objectives for the North America Affiliate.
• Lead 360 program support strategy in collaboration with NOAM and Global teams.
• Provide guidance, in conjunction with Sales Planning, for forecasts for existing and new products.
• Analyze US&CA NPD competitive data to determine areas of opportunity and needs.
• Integrate Consumer Insight into actionable strategic and tactical recommendations
• Serve as NOAM Product Marketing expert and facilitate constant communication with Sales, finance, VM, Events, AT&D and Global Marketing.
PRODUCT/PROGRAM MARKETING
Calendar/Program
• Provide monthly dollarized side by side calendar and voice business risks and opportunities to global
• Tailor global calendar to NOAM affiliate needs and enable achievement of category growth targets and market share gains
• Define optional program distribution strategy with help of field marketing
• Work with field marketing teams to identify regional product and program needs based on market specificities
• Responsible for assuring that Program Grids, Side by Sides and Programming Calendars are updated and maintained on a weekly basis for the North America affiliate.
360 Strategy Development and Cross-functional Coordination
• Oversee individual program development in all its elements for NA, from identifying market-tailoring opportunities with the Global team to specific execution elements at market-level.
• Oversee program development process, including timelines, leading all cross-functional teams to ensure programs are completed on time with the all the necessary level of detail and local tailoring (including retailer needs) and effectively communicated to the field.
Forecasting/SKU Management
• Work closely with NOAM Demand Planning to manage forecasting of product and collateral and maximize sell-through/minimize excess and lost sales
• Provide ongoing guidance and determine overall demand needs for basic business planning
• Oversees analysis of category portfolio and sku productivity resulting in recommendations for sku discontinuation.
• Tailor lineup/business mix to differentiate across channels (e.g., FSS, partner stores)
Pricing/COG
• Develop annual competitive pricing review and propose 3 year pricing initiatives; achieve consensus with Global Marketing, NOAM Sales and Finance
• Oversees pricing process across categories, providing input to Global marketing in defining the guidelines for the US as a market of reference, and ensuring US execution is aligned with global guidance.
• Provide Sales Planning, Finance, Creative, Merchandising and all other applicable teams with up to date accurate pricing information.
• Provide Canada with US pricing guidelines, and set parameters for local tailoring.
• Coordinate tracking of price impact on sales performance.
• Approve new pricing for SAP
• Ensure NA COG management by defining appropriate pricing and category/business growths
Visual Merchandising
• Support VM and Events with management of visualization calendar & regional collateral/displayer requests
BUDGET
• Manage Marketing collateral budget (i.e., Displays, Testers, Lightboxes, other collateral)
• Approve launch and permanent displayer costs with creative services
• Provide guidance for tracking of supplies and gratis budget
• Assist in preparation of annual budget
MARKET INTELLIGENCE/ PERFORMANCE/ COMPETITIVE TRACKING ABD REPORTING
• Review NOAM sell-through on an ongoing basis to identify regional needs and opportunities
• Issue monthly US NPD analysis
• Oversees development ongoing reviews that track performance for top launches, priority product sub-categories and top line product category to be issued monthly to the affiliate and global teams; including sales performance, advertising, merchandising
• Develops category reviews/North America market reviews which involves thorough research on North America trends, competition, consumer dynamics and requires analyses, identification of opportunities and strategic recommendations.
Qualifications
POSITION REQUIREMENTS:
• Undergraduate degree required. MBA/Masters a plus.
• 8+ years relevant marketing work experience
• Strong understanding of the brand and motivation for its unique positioning, culture and consumer dynamics
• Knowledge of competitive landscape as it relates to brands and products, with particular focus on makeup category
• Thorough knowledge of market/consumer trends
• Ability to succeed in a highly creative environment and collaborate effectively with creative, product development, global communication, sales, marketing
• Highly detailed oriented, strong analytical skills and proactive
• Flexibility required to manage a constantly developing initiative
• Strong communication and relationship management skills
• Strong problem solving capabilities, good judgement, and ability to work independently
• Strong MS Excel skills and solid knowledge of Powerpoint