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Assistant Consumer Marketing Manager
Estee Lauder
Hong Kong, , Hong Kong
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Description
This role will report to and support the Senior Consumer Marketing Manager to lead 360 consumer marketing including digital, media, CRM, regional creative development, event, PR and VM, and the Moisturizer category for APAC region.
ACCOUNTABILITIES:
• Digital, Social & Media
• Partner with Global Marketing and local market teams to manage the implementation of digital, social and media strategies and deliver consistency in the brand approach and messaging to consumers.
• Lead global digital programs execution in APAC region.
• Oversees global and local contents and stories that encourage action and advocacy. Support Regional content development by directly working with regional agencies to drive local relevancy.
• Assist local market teams in the development and execution of integrated media plan. Target medias includes traditional print, online, social and mobile.
Global Communications and Events
• Coordinate market’s influencer marketing, consumer events and provide meaningful feedback and ideas to Global event team.
• Assist to provide regional context to global communications ideation for future planning.
Measurement and Analytics
• Lead competitive analysis and ensure learnings are being utilized by the Brand (Global and Local) consistently.
• Manage with PR on Earned Media Value analytics.
• Leverage consumer analytic insights to make marketing spend more effective and efficient.
CRM
• Partner with Corporate CRM team in the implementation of Region’s CRM programs: NCC, Retention, Loyalty Programs and Surprise and Delights.
• Lead regional-relevant creative development by directly working with regional agencies.
• Strong understanding of La Mer’s customer profile and purchase behavior. Support analytics and ensure learnings are being executed by the Brand (Global and Local).
Product Strategy, Program Development and Launch Support
• Lead pre-launch planning & pre-/post-analysis (quantitative and qualitative e.g. competitors activities consolidation and insightful sales analysis) (Moisturizer category only)
• Support the development of new product launch books.
• Partner with Product Marketing team to manage Markets’ local launch plans and executions, and annual marketing calendars related to consumer marketing.
• Work closely and independently with agencies to develop regional creative assets (mainly below-the-line such as product brochures, visuals & videos).
• Partner with Regional Corporate CRM to manage product-related CRM programs and ensures execution excellence in the Region.
COMMUNICATION
• Supports regular communication of consumer marketing-related topics with all relevant cross-functional teams: PR, VM, Store Design, CRM, Online, Education
• Fosters regular and transparent communication with Regional team members, Markets and Global Marketing.
Qualifications
Requirements:
• University Degree, preferably in Marketing related area
• Minimum of 6 years working experience in a similar capacity, preferably in the cosmetics industry, luxury retail experience and with regional exposure
• Relevant business experience in a digital marketing or advertising agency environment.
• English, Asian language skills would be an advantage e.g. Mandarin/Korean/Japanese
Other requirements:
• Understands key social platforms in Asia - design, functionality, user behavior.
• Actively participates in a wide variety of social media activities such as blogging, community development and management, social bookmarking, commenting, etc.
• Innovative, in-tune with latest and greatest approaches to digital marketing.
Travel:
1-2 time per year:
Prepares and attends Global/Regional business meetings
Participates in regular meetings and conference calls with Global Marketing and Communications teams and Markets to ensure a constant communication flow.