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Executive Director, Retail Marketing
Estee Lauder
New York, NY, United States
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Description
Overall Summary:
Lead from global the creation and development of 360 integrated retail marketing strategies, campaigns, and calendars to enhance sales and brand –equity while properly support successful go to market executions for all key initiatives. These 360 strategies and campaigns main objective is to drive traffic and conversion at stores as well as create recruitment opportunities and consumer engagement. Ensure Regions & Markets will be supported on their efforts to customize the Retail Calendar planning by channel & retailer. Being the retail leader within the Global Marketing Team as well as the operational voice in terms of ensuring strategies will translate into executable actions and tools. Through strong partnership with Global Marketing, Digital, GC, SD & VM and Education create seamless integration and consistency between retail and digital activation in each campaign. Oversee the event strategy providing robust executional guidelines, create and enhance new store opening programs. Partner with Consumer Engagement team to drive global CRM and Clienteling strategy. Oversee all in-store technology. Partner with global SD/VM in driving the in store development of VM principles, product display, seasonal distortions and all on counter engagement tools. Service the regions by providing operational toolkits by campaigns. Define KPI’s to monitor success and progress, collect and apply learning within the follow up process.
Reporting: Role will report to the SVP Global Marketing with a dotted line to GM International Retail Operations.
Role & Responsibilities
Retail Marketing:
• Create & develop 360 integrated retail marketing campaigns for key initiatives to drive sales, traffic and conversion at stores.
• Develop 360 integrated retail marketing plans by Channel.
• Lead the content calendar for the new FSS concepts, coordinate with Regions and follow up on proper execution.
• Lead and support Regions/Markets on the implementation of Retail Marketing Calendar across their distribution
• Ensure all necessary assets, copy, events and CTA’s to support the launch of new stores are created and deliver to the regions regularly.
• Develop in street and in mall activations that would drive traffic, conversion and engagement.
• Establish KPI’s to measure success and monitor them
Eventing
• Create & develop the eventing strategy based on a 3 tier size/importance as needed by Regions /Markets (e.g. Social-Retail Campaign Activations, Flash Events, You-Time Services)
• Partner with Global Marketing, Creative and Store Design to develop concepts and assets as needed to support the event strategy
• Create robust eventing guidelines for markets to execute.
• Support regions and markets with guidelines to build planning tools
• Collect and Share best internal and external retailtainment practices
• Partner with Digital & GC to connect the influencer and digital touch points into the in-store activations.
• Provide variety of recruitment tactics and tools within each event
• Partner with Education to create easy education workshops that will help CC’s to run successful events.
• Develop new College programs.
• Establish KPI’s to measure success and monitor progress.
In-Store Visual Marketing
• Partner with Global Marketing and Global VM teams to develop all necessary in-store display to distort newness, gifting, special focus categories or franchises.
• Drive development of all on- counter engagement tools. Ensure Events & services in- store communication
Omni- experience
• Drive & follow up implementation of Easy Omni-channel
• Oversee follow up on all in-store technology developments
• Facilitate cross –channel ideas, campaigns and CTA including its creative assets.
• Responsible to create and develop all clienteling initiatives
• Partner with education and Retail Ops to develop the next level of the 2.2.2
• Partner with Consumer Engagement to lead and follow up all CRM initiatives including Retailers programs and Retailers Dotcom participation.
• Social & Digital applied to stores
Promotional Marketing
• Responsible to create, develop and follow up execution of the In-store promotional plans
• Partner with Global Promotional Marketing to drive gifting and Sampling strategy for in- store activations
• Partner with Global Promotional Marketing and Creative on the development of Campaigns for Christmas and Special occasions (Mother’s day, St Valentin, Chinese new Year , etc )
• Provide complete price/value articulation for in- store execution
Qualifications
Competencies, Skills and Experience Required
• 10+ of marketing experience mostly in Operational Marketing, trade marketing or applied marketing
• Retail experienced highly desired
• Brand Management experience and understanding.
• Consumer centric, strong passion for service and drive to results.
• Entrepreneur, work ethic, but strong interpersonal skills, relationship oriented.
• Solid experience in go to market strategies and execution.
• Able to lead by influencing cross-functional teams.
• Creative & resourceful, can operate with limited resources and find solutions to deliver business needs
• Intellectual flexibility, manage several projects at a time, is able to complete projects aligning several stakeholders.
• International/Regional experience is preferred.
• Excellent communication, service, and analytical skills.
• Proficient in Windows, Word, Excel
• 5-6 years in retail/service industry management is nice to have.
• MBA from a top tiered university highly desireable.