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Marketing Executive - Singapore Affiliate
Estee Lauder
Singapore, , Singapore
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Marketing Executive (La Mer) - Singapore Affiliate
Description
PRIMARY FUNCTION:
• Delivers effective and timely implementation of all Above-the-Line, Digital communications, PR activities.
• Present, execute, track and analyze all launch and promotion campaigns to ensure future learning and improvement.
• Drive retailer partnerships and provide strong marketing programs/support to drive counter sales.
• Drives retail-tainment for all counters to increase footfall to stores and create conversion opportunities.
• Drive CRM.
• Forecasting of new product launches.
• Timely and accurate creation of shopping carts for all Advertising & Promotional (A&P) expenses for accurate monthly estimates.
• Ensure that Visual Merchandising (VM) and Store Design (SD) is within Brand’s guidelines in order Maximize Brand’s visibility and connection with the desired target audience.
RESPONSIBILITIES:
Digital/Social
• Work with Sales & Marketing Manager to strategize and develop media plans that is aligned to global media briefs and budget.
• Drive brand building through digital and online presence, La Mer SG Facebook.
• Creation and execution of content marketing via digital media platforms.
• Work with Sales & Marketing Manager to strategize influencer campaigns & partnerships.
• Native Content Marketing.
• Track and monitor online KPIs.
• Manage Digital Agency in the following areas: Briefing of brand marketing campaigns, brand DNAs, planning & execution of digital campaigns, sharing of assets.
Marketing, Promotions & Events
• Plan, present, garner approval and execute creative initiatives & activities to launch new products, create awareness and sales opportunities, including retailer events, partnerships and media collaborations.
• Shares with and cascades launch plans to Internal and Field team to ensure understanding and collaboration.
• Maintain and keep track of all expenses for marketing activities to ensure cost effectiveness.
• Liaise with retailers to provide promotion ideas, conceptualize visual communications, merchandising and display for promotions and special events setup.
• Charge out all items required for promotions & workshops.
• Track all new launches and prepare post-launch presentation for Regional team.
• Track and review results of promotions or workshops for presentation at monthly brand reviews.
• Liaise with counters on in-store competitor activities and present to the Brand on a monthly basis.
• Partner with Sales & Marketing Manager to work on new product forecasts.
Customer Relationship Marketing (CRM)
• Work closely with Corporate CRM Manager to achieve annual CRM KPIs.
• Effectively run La Mer Miracle Insiders Program.
• Track CRM results post-launch and present to the team.
• Identify new ways to target and segment customer base to enhance effectiveness of CRM.
• Drive New to File by identifying new opportunities to recruit new customers and drive sales.
• Support Field Sales & Education team to continually drive capture rate and other CRM KPIs.
Public Relations (PR)
• Attend to media and/or editor’s requests on products, services and press releases in a timely manner.
• Disseminate press releases for new products, conceptualizing creative press kits to
• Pitch stories on a monthly basis supporting basic business to drive editorial content.
• Establish rapport with editors through regular meetings.
• Compile monthly editorial coverage and report to New York (NY) by requested dates.
• Ensure PR cupboard is well-maintained.
• Deliver post-event presentation after all PR events, including photos and editorial received.
• Develop & manage Bloggers’ program including regular communication and providing them stories for online features..
• Assist in the planning and execution of press events or conferences.
Below The Line & Visual Merchandising (VM)
• Create and manage both printed and EDM campaigns.
• Ensure counters are stocked at all times with up to date in-store printed materials.
• Monthly in-store VM check to ensure brand guidelines are adhered to and correct merchandising is in place.
• Manage digital media related materials, ensuring agreed media are dispensed in a timely manner.
• Monitor use of materials for VM to ensure proper quality and validity for counter usage.
Website Management
• Responsible for the maintenance and development of local contents for website: www.LaMer.com.sg
• Work with advertising agency and NY online team to execute other digital platforms such as Facebook and microsites.
Pricing
• Collate information on competitors’ pricing and recommend new product pricing based on NY guidelines and Regional pricing harmony, for Marketing Manager and Brand General Manager to make pricing decisions.
• Take charge of maintaining price list.
• Determine price of new products to maintain cost of goods within brand guideline, taking into account global recommended pricing and local market competitive pricing.
Budget
• Assist in budget & variance from budget planning processes.
• Accurately update all expenses incurred for monthly profits & loss (P&L) meeting and estimate submission on time.
• Maintain strict control over cost through monthly review of expenses reports with Finance Department.
• Supervise and ensure that all Advertising & Promotion shopping carts are raised in a timely manner and reconciled to budget or latest estimates.
OTHERS:
• Drives cost efficiency and execution excellence in projects with good planning, implementation, follow through and post evaluation of campaign KPIs.
• Ensures agency partners continuously deliver high quality of work and excel in execution. Always seek out new market trends and opportunities for breakthrough ideas and executions so as to win in the Digital market.
• Assist Sales & Marketing Manager in collating data for regional visits, annual store presentation kit, budgeting process and other ad-hoc reports.
QUALIFICATION:
• Degree in Business Administration, Marketing or equivalent.
• At least 2 years of relevant experience in a fast-paced sales and marketing, Beauty/FMCG background a plus
• Prior experience with market data analysis and managing of marketing programs/promotions.
• Analytical and comfortable with numbers as well as a keen eye for details.
• Excellent written and spoken communication and interpersonal skills.