This job has expired, please see additional jobs below
Consumer Engagement Executive Director, North America
Estee Lauder
New York, NY, United States
Job Details - this job has expired, please see similar jobs below
Description
This role will work closely with the NA regional team (with disproportionate focus on US) and global corporate functions to build critical marketing capabilities for NA brands and support digital-first, consumer centric marketing strategy and execution across all stages of the consumer journey to drive revenue growth, maintain top-of-mind brand awareness and build consumer loyalty.
Partner closely with US brand teams and relevant functions (e.g., Global Corporate Marketing, Online, Global Communications) to accelerate the development of critical marketing capabilities in the US affiliate brands, including:
1. Creation and localization of content for brands, influencers and consumers;
2. Amplification of content to maximize social/digital voice and drive business results; and
3. Measurement to assess effectiveness (e.g, of content creation, amplification efforts, etc.).
4. Co-lead specific brand pilots to derive best practices and guidelines for the region.
Lead the development of upcoming 3 years NA Engagement Strategy and work with regional and global partners to drive its implementation. Specifically:
1. Determine “where to play/how to win” spaces for the region, ensuring the right programs are in place, including support from other teams (Analytics, CRM, Consumer Insights).
2. Define and track key performance metrics, and help the brand and agency teams to translate these into specific actions and plans.
3. Track and pilot innovation in media/digital platforms with clear views of adoption and expansion if proof of concept is granted.
Manage the relationship between the US brands and external agencies to effectively leverage agencies to provide best-in-class consumer engagement solutions, including winning digital-first media plans and content and real time metrics to assess performance. Specifically:
1. Serve as the conduit between specific media partners (Google, Facebook, etc.) and US teams to maximize global agreements;
2. Co-develop media agency regional plan and work with internal and external stakeholders to achieve annual goals;
3. Build internal capability in partnership with agency partners to strengthen ELC engagement skills.
4. Help the US brands leverage all available tools to achieve these results, including brand books, media guidelines/playbooks, social listening tools, etc.
Work closely with regional Corporate Marketing leader to accelerate US brand operationalization of marketing planning and A&P (and Retail) effectiveness through proper use and adoption of relevant processes and tools to drive better marketing choices and executions. In particular:
1. Work in partnership with brand teams to provide regional overview of media buying spending and identify opportunities for scale, savings and optimization.
2. Define what are the right standards for social/digital, as we have for print, including coop (media mix across retailers) and drive standardization of reporting as needed.
3. Work with NA Marketing and Consumer Engagement to define and implement media allocation guidelines
Establish and nurture a regional Consumer Engagement network to discuss solutions to key priority opportunities for the region, share best in class practices and drive alignment towards regional priorities.
Qualifications
1. College graduated
2. 10+ years of experience
3. 5% of travel time
4. Candidate should have extensive experience on managing Consumer Engagement, especially digital and social, activities and strong proven track of agency management. Focus on these at least the last 6 year