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Director, North America Marketing Operations
Estee Lauder
New York, NY, United States
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Description
Director, North America Marketing Operations, Clinique
PRINCIPAL OBJECTIVE:
Oversees the forecast, allocation, distribution and delivery of all marketing and non-saleable collateral (includes lightboxes, tester units & testers, samples, posters, stands, other marketing materials, pre-packs and hygienic supplies; excludes gift units which are handled by Account & Sales Planning), working closely with NA COPs team and NA Merchandising Team. Manages door profiles and works closely with Account Planners and field to ensure that these stay up to date and that the right kind of marketing collateral is assigned to the right doors.
KEY ROLES AND RESPONSIBILITIES:
• Seasonal Allocation Reviews for Collateral
• Oversees door profiles which governs the assignment of collateral (excluding samples and gifts) to doors; updates as needed with feedback from Trade Marketing, Account Planners and Field
• Owner of allocation methodologies for collateral not governed by door profile (e.g., samples, hygienic supplies, transaction based marketing such as certain handout cards)
• Sets guidelines and supports Account Planners/Account Leads in developing the managing the review of door profiles and other allocation methodologies with retailers seasonally (or annually depending upon account priority)
• Forecast and Manage Collateral
• Evaluates all collateral forecasts (excluding GWP units) at the total US brand level working with Marketing Ops Team, Trade Marketing and Account Leads
• Works with Account Management to develop final Account Level collateral allocations; work with Head of Account & Sales Planning to ensure collateral is timed with saleable
• Oversees Marketing Ops Team that is processing door level allocations of collateral in passport; admin alerts planners of allocations so that planner can request and apply a no charge PO from retailer
• Develops priority ship schedule based on brand side-by-side calendar for all accounts; prioritizes ship deadlines based on needs and vets with Launch and Account Planners
• Conducts weekly calls, in partnership with Director of New Launch, with Events Team to ensure execution of launch collateral
• Manages marketing and non-saleable collateral inventory including: lightboxes, tester units & testers, samples, posters, stands, other marketing materials, pre-packs and hygienic supplies (excludes GWP units)
• Provides input that helps Trade Marketing/Account Lead manage Account A&P budget for collateral (including samples testers, lightboxes, pre-paks for testers, tester units, etc.)
• Oversees all collateral for new account door openings (e.g., review floor plan with VM, tracking and communication to field)
• Drive efficiencies with Marketing/VM teams regarding Sparkle openings
• Develops tester bulletins to communicate merchandising guidelines to the field
• Manages tester unit updates, attending VM meetings etc.; manages tester budget given by Account Leads
• Conduct monthly reconciliation of samples to update rolling forecast
• Conduct bi-monthly calls with GBSC on sample deliveries; prepare agenda for calls based on allocations and inventory OH
• In the future, will work in GMW system to manage collateral process (today this is done in CPMS)
• Attend weekly merchandising meetings to gain understanding of launch elements.
• Review monthly excess reports to evaluate if any of the items on the list can be used/will be used. (ie: samples/promo items)
• Execute tiered SKU strategy
• Periodically organizes and supports process by which Marketing analyzes and refines national SKU assortment and may support Account Management/Account Leads in refining the account level assortments
• Executes tiered SKU strategy, supporting overall strategy with sales analysis and coordinating closely with Product Marketing and Head of Account Management/Head of Account & Sales Planning
• Maintains SKU list that includes discos, tiered SKU offerings, new launches etc. that are then used to populate order forms, must have lists for replenishment, etc.
• Coordinates L&E updates for Event team
• Owns order form updates and either validates or liaises with Event role to validates order form content via FQUD reporting in SAP; issues final form to relevant parties and Account Services to enter into OTS
• Host bi-monthly/monthly calls with BSM/GBSC and Account & Sales Planning to manage SKU assortment (e.g. discos and phase outs)
• Alerts Product/Trade Marketing of any needs to develop education and communication around disco SKUs and phase outs
• Prepare focus lists for the Planning team based on mailer features, tester units, at counter focuses
• Must Have List maintenance/Holiday reciprocal logic for the replenishment system
• Develops Retailer Seasonal Packet
• Works with Product Marketing and Launch Planner to develop list of discos and master updated order forms seasonally and communicate to Account Management and retailer 90 days before season starts
• SRP changes communicated in separate packet 60 days before season starts
• Other responsibilities:
• Manages gratis program, including field gratis, to ensure it’s focusing on right categories/SKUs and is forecasted appropriately
• Lead Bonus Gratis execution (assets for gratis website/forecast for bonus gratis materials)
• Manages i-pad program, including roll-out and iPad budget line from Account Lead’s capital maintenance budget
• Understanding of Retailer connectivity
• Assist Fashion Group and Canadian teams with i-pad program
• Develop and manage uniform budget; work with supplier on inventory levels and update inventory availability
• Review and update VC assignments by door on annual basis; evaluate changes, tester unit and assortment implications
Core Competencies:
• Strong project management and organizational skills; ability to juggle many competing priorities at once and deliver on time
• Able to coordinate across roles and functions effectively
QUALIFICATIONS:
• 8+ years experience in project management, preferably in marketing ops
• Familiar with components of marketing program, especially the requirements of selling through department stores and specialty multi
• Strong excel skills
• Analytical capability
• Extremely strong organizational skills
• Able to coordinate across roles and functions effectively
• Self starter and ability to work independently