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Senior Product Marketing Manager, Asia Pacific
Estee Lauder
Hong Kong, , Hong Kong
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Senior Product Marketing Manager, M•A•C, Asia Pacific
Description
Lead MAC’s product marketing strategy and execution in the Asia Pacific Region across product categories to grow MAC’s business. Serve as a key brand connection between Global & Markets to provide holistic & strategic marketing direction and execution support to APAC markets via continuous partnership with Global/Region/Market key stakeholders.
Tailors and initiates regional marketing programs to meet unique regional/local needs, while protecting MAC’s brand equity and ensuring execution excellence.
This position directly reports to the Regional Marketing Director, with support from one dedicated Marketing Executive and is based at the APAC regional office in Hong Kong.
MAIN JOB RESPONSIBILITIES:
-Manage MAC’s product strategy by:
• Owning & leading in developing key categories building blocks through innovation strategy and support cadence
• Leading the global brand briefing process for all regionally important initiatives
• Supporting APAC markets with holistic brand launch books for all key launches and brand always-on programs
-Foster a strong marketing community with Regional, Global and Affiliate
• Lead regular sharing & connect session among product marketing communities
• Manage efficient communication & information sharing from Global to Affiliates
ACCOUNTABILITIES:
• Product Strategy
• Leads the development of 3-year APAC innovation strategy & key franchise architecture for the Region, working to identify need gaps for new products and collections
• Owns development of rolling 18-month product and side-by-side calendar for the Region
• Facilitates the integration of consumer insight and foresight into actionable strategic and tactical recommendations
• Ensure success of MAC product and collection performance in APAC through active performance and category management
• Program Development and Launch Support
• Champion development of global brief for key regional programs (key launches, re-support and always-on) to guide program support development
• Partner with cross function team (CRM, digital, Education, VMD) to create and/or to ensure program support toolkit relevancy & sufficiency for the markets.
• New Launch and Ongoing Forecast Management
• Participate in the Global New Product Launch meetings, contributing market, trend and artistry insight to evaluate regional relevance of innovation / new launches and work closely with Marketing and Demand Planning teams to design the appropriate Forecast Guidelines for the Region.
• Partner with Regional Demand Planning Team to ensures the forecast guideline is implemented correctly in market
• Support the Demand Planner on basic line planning as required, contributing market, trend and artistry insight, ensuring alignment with the sales plan.
• Participate in monthly SIOP meetings, providing category, market, trend and artistry insight, as well as evaluating new launch performance
• Lead development of regional and retailer specific line-ups and actively influencer annual global line-up edit process
• Analysis and Reporting
• With support of product marketing executive, oversee market, category and product reports to educate brand and inform strategic planning, including, but not limited to:
Beaute research reports (detailed annual reports and top-line quarterly recaps)
Monthly post launch (sell in/sell through and qualitative market feedback) reports
Quarterly MOB report
• Prepares regular updates to Management and Global teams on the business trends based on syndicated panels
• Gathers market and consumer intelligence on the APAC market place and its key markets
• Ad hoc reporting requests
• Pricing
• Manage in-depth annual strategic pricing review for all APAC markets, reviewing in-market competition and cross-market/region price corridors, to maximize opportunities to drive long term profitability for the brand
• Ensure adequate new product pricing guideline is set for new launches and kits by partnering & influencing Global / Affiliate
• Ensures the pricing guideline is properly executed in markets.
• Sampling & Promotion
• Working closely with the regional online teams, support in the planning and deployment of samples, ensuring alignment with marketing strategy.
• Own product promotion effectiveness analysis to guide future promotion strategies to help build business from both traffic driving and consumption building aspects
• Work with affiliates to plan out annual promotional calendar
• Other
• Lead development of MAC Marketing Executive to support the product marketing function through effective delegation and coaching
• Support Marketing Director in preparation of product marketing related strategy presentations and materials including twice yearly regional roundtables, global marketing workshops, annual regional strategy, etc.
The ideal candidate will:
• Be well experienced in and passionate about product marketing with industry knowledge a strong plus
• Must have strong numerical skills and an analytical and logical mindset to analyze figures and draw conclusions / make strong business recommendations
• Be comfortable reviewing forecasts and making educated decisions based upon numerical data
• Have experience working on pricing and comfortable with the in-depth analysis required to review SRPs and make recommendations for the annual price increase
• Be a self-starter and able to work autonomously, driving momentum on projects & proactively planning future strategic activities
• Be a strong collaborator and team player
• Thrive in a fast paced environment, able to juggle multiple projects and work to tight deadlines while maintaining a superb eye for detail
• Have a service mindset when it comes to supporting affiliate market needs
• Be an experienced people manager and demonstrate an interest in coaching and developing direct reports
• Have excellent communication skills, both verbal and written as well as being an engaging presenter
• Be able to demonstrate excellent computer skills (Microsoft Word, Excel and PowerPoint essential)
• Be comfortable working with people at all levels of the organization & able to develop strong working relationships across the corporation
Qualifications
• University degree, preferably in Marketing related area.
• Minimum of 8 years working experience in a similar capacity, preferably in the cosmetics industry, CPG, luxury retail industries and/or with regional exposure.
• Proficient in English.
• Proficient in Mandarin (verbal and written) or Japanese or Korea would be advantageous.