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Manager, North America Trade Marketing
Estee Lauder
New York, NY, United States
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Description
POSITION SUMMARY:
Responsible for driving sales growth of the MAC brand through a mix of strategic planning, tailoring of national programs, creation of retailer specific programs, management of merchandising and successful execution in-store, online and Omni channel.
KEY ROLES & RESPONSIBILITIES
Strategic Retailer Planning
• Partner with Account Management to establish clear goals and objectives for the account including sales and shipment plans to support seasonal objectives (Holiday, key launch initiatives, retailer exclusives).
• Create marketing calendar and planograms.
• Conceptualize and execute full 360 marketing campaign tailored to retailer needs and provide clear instructions to execute.
• Partner with Field, Key Account Management Team, and Consumer marketing to develop best in class knowledge of consumer base.
• Exhibit strong understanding of all drivers of business performance (including quantitative and qualitative data) to consistently optimize strategy and execution.
Drives Retailer-Specific and Field-Driven Programs
• Develop seasonal programs and strategies including promotional vehicles to achieve retail needs and maximize sell-through.
• Develop 360 communications for all key initiatives to be executed by the field (visual moments, key animation distortions).
• Collaborate with special events on unique retailer specific opportunities.
• Work with PR on retailer specific outreach programs where relevant.
• Track and ensure all assets required for marketing campaigns are on-time for marketing programs.
• Lead development of retailer presentations/interactions
• Plan and manage all sampling efforts and effectiveness with tailored execution.
• Collaborate with global merchandising on creating in-store experience through unique merchandising and collateral opportunities and key category distortion.
• Create, drive and manage collateral timelines and communications to retailer
Omni Channel Integration & Acceleration of .com
• Collaborate with Brand e-commerce team to develop strategies and execution tactics to deliver outsized growth.
• Develop a digital and social plan to support in-store and .com based on allocated co-op budget.
• Help drive the integration of bricks and .com, to fully capitalize on the strengths of each channel.
Co-op Planning
• Partner with NOAM consumer marketing director in the creation of an integrated media strategy to drive awareness and engagement while maximizing ROI.
• Support Co-op Print Advertising Ops Process
Leads Business Analysis and Monitors KPIs for Effective Allocation of Marketing Resources
• Measure marketing program effectiveness via regular monitoring of KPI's.
• Scale and adopt best go-to market strategies quickly.
QUALIFICATIONS:
• 5+ years relevant experience – to vary depending on seniority of job
• College Degree with focus on Marketing/ MBA preferred
• Must have ability to think strategically and to conceptualize and implement new ideas.
• Exhibit strong analytical skills and detail orientation with strong problem solving capabilities.
• Have facility to identify, prioritize and adjust to multiple needs.
• Requires strong oral and written communication skills, as well as interpersonal and team building capabilities with internal functional groups as well as with external partners.
• Knowledge of Adobe Creative Suites for execution of planograms
JOB PROFILE:
• High in initiating change, strategic thinking, persuasion, and response to negativity
• High degree of proficiency in working with numbers and quantitative analysis
• Ability to multi-task
• Marketing experience – trade marketing preferred, either Global or Region / Affiliate