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Digital & Communications Manager - Singapore Affiliate
Estee Lauder
Singapore, , Singapore
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Description
PRIMARY FUNCTION
• This is an upgraded PR 2.0 position that takes the Brand’s presence in the digital PR space to the next level.
• It maximizes the cohesion between the Brand’s digital marketing and digital PR efforts.
• Leads the Brand’s interaction with digital influencers, as well as traditional editors in countries where this is still relevant.
ROLE RESPONSIBILITIES
1. Strategy, insights and solutions
• Works closely with the Affiliate Brand Manager and Corporate Communications to develop the Brand’s overall PR strategy locally.
• Within this, works with Affiliate Brand Manager and Affiliate Corporate Social Media Manager to define the right ratio of digital-traditional in the overall PR mix, including its budget implications.
• Maps out and documents the needs and interests of traditional media editors, as well as relevant digital influencers; tailors brand stories and engages influencers accordingly to specific context / preferences.
• Based on understanding of the changing digital influencer landscape, creates new and exciting PR opportunities to enhance brand Image.
1. Leading and managing PR function
• Ensures that the digital and traditional capabilities are in place to deliver the immediate and long term goals of the Brand’s strategy.
• Translates the long term Brand strategies into annual / quarterly PR roadmap in the digital and traditional context.
• In line with the annual PR roadmap, secures all traditional non-paid brand media placements with radio, TV, newspaper, and magazines; organizes relevant press mailings, conferences and one-on one presentations.
• Works with Affiliate Corporate Social Media Manager to identify the Brand’s digital influencers with the right relevance and “fit” from the Affiliate’s catalogue of digital influencers (development led by the Affiliate Corporate Social Media Manager, while actual buildup / maintenance done by Agency)
• Recommends new influencers (on a weekly / monthly ba.sis) to the Brand teams based on analysis of collected data.
• With those influencers that the Brand teams select, manages the relationship and interaction.
• Advises Brand teams on influencers content strategy and development, which is led by Consumer Engagement Managers, or Marketing Managers.
• Works with Consumer Engagement Managers or Marketing Managers to define targets for each influencer program; tracks the effectiveness of each investment and develops ROI proxies as guide for future investments.
• Implements all agreed non-paid activities with digital influencers.
• Supports Brand marketing teams in executing paid media activities with the same traditional and digital influencer group, by managing the relationship between the brand teams and editors/influencers (while content is jointly developed by the Marketing team and editors/influencers, particularly with regards to how to optimize the content for mobile / search).
• Keeps up to date with all brand information – products, services, marketing, business objectives, consumer initiatives, issues etc.
• Keeps NY, CCM, and Brand Lead informed of activities within PR area and local media by providing clippings, tabulation and ongoing status reports; maintain up-to-date press lists tailored to brand’s specific requirements.
• Provides feedback to NY, CCM, and Brand Manager from press contacts and other audiences regarding perception of brand’s image and products of trends and competitors PR activities.
• Maintains schedule to ensure press releases / events are initiated and accomplished on time.
1. Corporate social responsibility as per brand
• Provides programs to consumer groups as required such as corporate services, community organizations and professional trade associations.
1. Media relations
• Builds and enhance ongoing relationship with press, based on reliable and accurate product information to prompt correct, thorough press coverage.
• Keeps digital influencers and traditional press informed of new product developments by way of press releases, product seeing, sampling, meetings.
1. Financial
• Works with Affiliate Brand Manager and Corporate Social Media Manager to develop the right mix of traditional/digital, paid and non-paid budgets.
• Monitors and keeps agreed budget on track on an ongoing basis.
• Understands how to maximize efficiencies within constraints of the budget.
• Works with agency to assess the ROI performance of our digital influencers.
• Manages external providers through SLAs and KPIs.
1. Customer service
• Maintains close contact with marketing, sales, and training on current and upcoming programs to assure proper focus and accurate information.
• Searches for ways for the brand to gather consumer feedback.
• Ensures that customer issues are followed up on quickly and effectively.
• Ensures that the affiliate is aware of its consumer feedback status – keeps everyone up to date with consumer and market information.
• Ensures that complaints are reported globally and locally.
• Ensures that public concerns and social responsibility issues related to the brand are addressed proactively (animal testing, etc.).
• Ensures that product returns due to quality issues are managed.
1. Other
• Works to ensure that the team is seen as brand champions and acts as a central authority for brand identity.
• Is kept abreast of technological advances in the areas of PR and communications.
• Coordinates visits to headquarters of any press people from other markets.
Qualifications
REQUIREMENT
1. Profile Of Potential Candidate:
• Ideal candidate will have operational expertise in digital PR in the consumer, luxury, travel or beauty space.
• Exposure to digital influencer practices, including paid and non-paid relationships is a major plus.
1. Qualifications
• Degree or equivalent in Marketing, Media or Communications – ideally with specialization in Digital Marketing and digital PR.
• Minimum of 5 years of progressive experience in PR in the following areas: retail, cosmetics, luxury goods, hospitality, travel or FMCG.
• Excellent written and spoken communication and interpersonal skills.
• Possess high business acumen of taking a broader view of the business, industry, and consumer environment.
• Excellent communication and interpersonal skills.