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Vice President of Consumer Marketing
Estee Lauder
London, , United Kingdom
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Jo Malone London - Vice President of Consumer Marketing
Description
As one of beauty’s fastest growing brands, Jo Malone London is steeped in British Heritage and defined by an unconventional sense of sophistication; timeless and elegant…but always infused with a charming dash of wit and whimsy.
It is exactly these distinctly British qualities that are at the heart, of Jo Malone London. Since inception in 1994 Jo Malone London has become a name internationally synonymous with all that is most coveted in British style.
At Jo Malone London, we are committed to building a world class brand by developing talented people. We are a creative force dedicated to encouraging our employees to create, innovate and strive for the best. In working with world-renowned master perfumers and London's leading creative talent Jo Malone London is enduringly at the forefront of perfumery.
We are currently recruiting for the new role of VP Global Consumer Marketing.
Position Description
• The VP Global Consumer Engagement will engage our consumer at all touchpoints and become the master storyteller of the Brand.
• Develop and deliver Brand consumer engagement strategy, lead development and governance of Consumer Engagement, Online and Social Media Marketing Strategies;
• Planning and coordination of digital content development;
• Paid media planning/spending;
• Development of CRM/digital analytics.
• Accountable for ensuring the 360 consumer experience (online, in-store, digital and social experience).
• Lead strategic and executional excellence in content marketing for new product launch,
• Brand, Public Relations, and Social Media marketing, including implementation of innovative and best-in-class programs, in order to support business objectives and strengthen brand equity.
• Understand the consumer and their journey with the Brand.
• Be fluent in customer segmentation and how to build campaigns to attract consumers and build revenue.
• Act as the voice of the consumer by optimizing current programs and launching new creative ways to engage both current and potential consumers.
Role Responsibilities include:
• Oversee by channel Global Online, Global Digital Consumer Marketing, Global Retail Marketing, Global Education, Global Communications and social media.
• Develop and govern the Brand consumer engagement strategy.
• Develop and govern online and social media marketing strategies and channel operations.
• Formulate actionable and measurable recommendations to increase retention and spend based on customer engagement lifecycle and brand pillars; optimize ROI.
• Define mechanisms for deepening relationship with customers via creation of CRM and engagement programs, retail opportunities, and multi-disciplinary initiatives.
• Manage digital strategy, including but not limited to paid advertising, web presence, email, and social.
• Manage Global Consumer Engagement budget and create annual budget guidelines.
• Develop a global comprehensive consumer calendar to align teams around all planned programs.
• Contribute to the development of brand’s 3-year plan. Anticipate future opportunities via industry analysis, culture & trend forecasting and customer segment behaviors.
• Collaboration & Implementation
• Oversee implementation of the 360 communication plan across marketing, Digital, Social, Visual Merchandising, CRM, PR, Events, E-commerce and any other key discipline team.
• Strong collaboration with the Creative team on the development of creative in support of the Brand engagement strategy, including visual merchandising, content and editorial for digital, social and other consumer marketing channels.
• Partner with Creative Team to generate fresh and engaging campaign ideas to deliver on program goals and deepen loyalty and affinity.
• Strong collaboration with Product Marketing and Product Development teams
• Partner with the VP, International as it relates to regional adaptation and execution
• Identify and define capabilities, processes and systems that are required to help deliver on goals efficiently and effectively.
• Ensure e-commerce site, in-store retail immersion, and social and digital experiences are cohesive and compelling.
• Act as Brand point of contact for ELC platform development groups.
• Oversee Global Education to reinforce a longer-term customer focused mindset.
• Manage expert/client communication platforms.
• Measurement, Analytics and Development
• Develop global social/digital marketing programs and content requirements.
• Leverage digital analytics and consumer insights to drive marketing relevance.
• Drive the integration and personalization of consumer relationship management.
• Optimize the use of paid media to drive full funnel marketing.
• Work closely with Insights team to enhance and share consumer knowledge in order to drive deeper Omni-Channel engagement with the brand; build core customer segments for brand and develop strategies for growth and engagement.
• Leverage available database tools to distill insights and determine opportunities for innovation and improvement both in stores and online (E-Commerce and Social and Digital).
• Oversee Online and partnership with e-commerce to analyze and optimize key CRM programs.
• Extrapolate trends and help craft recommendations as deciphered from consumer insights, key performance indicators, and industry knowledge.
• Oversee deployment and adoption of global client and campaign management tools to unify results reporting.
• Enhance sharing of best practices globally and encourage optimization of existing initiatives.
• Media Planning and Measurement
• Responsible for integrating display, paid social, mobile and video platforms to plan and execute effective digital campaigns with a focus on ROI, brand awareness and/or additional KPIs.
• Responsible for the preparation of digital media recommendation; including RFP process, negotiations and socializing with broader CE team.
• Mobile and Emerging Technology Platform Development
• Evaluate with E-Commerce and GTS the best emerging technology platforms to invest and develop (mobile, games, etc.).
• Build emerging technology capabilities (mobile)
Qualifications
Education & Experience
• Relevant undergraduate degree
• Substantial and relevant marketing experience
• P&L management experience
• Editorial storytelling experience
• Proven leadership in a global/matrixed business environment
• Experience with managing product development, creative and communications functions
• Experience with managing complex relationships across a matrixed organization
• Competencies
• Strong relationship management and interpersonal skills (high EQ)
• Demonstrates Learning Agility: ability to anticipate change, face reality, draw conclusions and swiftly mobilize to adapt to changing needs and demand
• Drives creativity and innovation: Focuses on areas of highest potential
• Creates newness and connects knowledge in new ways to create the unexpected
• Ability to analyze data and summarize stories and insights
• Ability to influence without authority
• Stay current with competitor programs, provide on-going updates and new ideas