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Director, Global Consumer Engagement
Estee Lauder
New York, NY, United States
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Description
PRINCIPAL OBJECTIVE
The newly created role of Director, Global Consumer Engagement, AERIN Beauty, is to design the strategy, scope, delivery, execution and measurement of holistic and multi-channel consumer-centric programs to drive brand awareness, consumer acquisition, engagement and traffic for AERIN Beauty. The objective is to start with consumer-centric strategies, regardless of channel to 1) tell her a consistent narrative 2) create integrated experiences and 3) be where she shops and is inspired. As a digital-first, AERIN Beauty seeks to increase brand awareness, relevance, engagement, maximize storytelling opportunities and drive conversion in the social and digital space. We are seeking a well-rounded and digitally-savvy professional with experience across paid digital media and 360 digital campaign management and a full understanding of digital, ecommerce and social media, ideally in a luxury environment. The candidate is required to bring new thinking to AERIN Beauty and must demonstrate agility, attention to detail, leadership, resourcefulness and be comfortable working on a lean team. This role has a dual reporting structure: to the VP of Global Consumer Engagement, Estee Lauder and to the Executive Director, AERIN Beauty (for branding and marketing) and will be expected to liaise with the licensing partner, AERIN LLC, to ensure all programs are on brand and approved to execute.
ACCOUNTABILITIES
Strategy and Management (50%)
1. Strategic Design –
• Shape consumer-centric, digital first, global consumer marketing & engagement strategy that presents a lasting vision for the future sustainable growth and success of the AERIN Beauty brand
• Develop global digital and social strategy for "always on" programs and launch campaigns, in partnership with ED and VP and key stakeholders from cross-functional teams including Global Communication, Education, Product Marketing, Creative, E-Commerce, global markets and AERIN LLC
• Collaborate with North America and International Marketing on channel- and market-specific social initiatives and local relevancy
• Stay on the cutting-edge of social innovation, including monitoring direct competitors, as well as innovative non-beauty competitors.
2. Leadership –
• Demonstrate leadership when working in close alignment with cross functional teams and regions
• Lead digital ideation among cross functional teams and enhance digital knowledge within AERIN Beauty cross marketing team
• Lead not only delivery of global digital programs but also create detailed implementation guides for all regions in close partnership with Social Media and e-commerce
• Lead day-to-day execution of all digital campaigns; managing external vendors and internal teams to proactively keep ahead on timelines, deliverables and communications to ensure on-time and high quality delivery as well as flawless implementation at the local level
3. Project Management –
• Create timelines, briefs and manage asset delivery of digital content, paid digital media campaign assets (banners, custom units, video etc) and digital-based projects.
• Manage/oversee scope of work, list of assets, creative production, budget, technical build, development and QA phase of all digital projects, including mobile apps, microsites, site pages, contests and other ad hoc digital or social experiences. Partner with internal and external agencies (when applicable) to drive asset approval and delivery on a timely basis.
Creative and Content (25%)
1. Planning, Ideation / Innovation –
• Lead creation of seasonal planning calendars for digital initiatives that support the business objectives in order to grow awareness, engagement and acquisition and retention of new consumers
• Deliver new concepts, ideas, technologies and themes to expand AERIN Beauty’s key digital metrics such as reach, engagement and conversion
• Guide the development of engaging content/videos across all platforms, with an eye toward the highest quality brand storytelling
• Conduct brainstorms with cross-functional team to surface and gather new, innovative ways to create social content and programs
Measurement and Effectiveness (25%)
1. Social reporting and analytics -
• Spearhead social reporting and standardize analysis to improve performance/effectiveness
• Identify key drivers across all social platforms to optimize future content and programs
• Thoroughly understand ever-evolving social metrics and liaise with corporate digital marketing on best practices, benchmarks and create global reporting templates for aligned reporting and best practice sharing among regions and markets
• Creation and distribution of reporting – work with internal analytics teams to obtain information while independently leverage tools to gather data, create and cascade reports aligned to the objectives of the campaign.
QUALIFICATIONS
• 8+ years of experience working in digital marketing, digital media and/or e-commerce environments with a focus on digital strategy
• Global brand experience preferred with prestige/luxury brand knowledge with a passion for digital innovation
• Demonstrated ability to lead and execute digital campaigns
• Exceptional project management, multi-tasking and analytical skills with experience in social and digital analytics
• Knowledge of digital media including display, search, social and mobile marketing advertising
• Understanding of how to leverage and amplify messaging with social media and leverage the e-commerce landscape
• Ability to analyze data, websites and digital engagement strategies and make recommendations for optimization
• Strong communication skills with the ability to build and maintain good rapport with internal and international teams as well as AERIN LLC, external vendors and handle situations with confidence, tact, and resourcefulness.
• Self-starter and highly motivated; capable of working independently, yet collaboratively, within an entrepreneurial and team-oriented environment
• Ability to "dive in", manage details and a "get it done" mentality
• Strong demonstration of leadership skills