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Executive Director, Global Consumer Marketing
Estee Lauder
New York, NY, United States
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Description
Executive Director, Global Consumer Marketing, Tom Ford Beauty
JOB FUNCTION:
Responsible for developing and leading a consumer marketing strategy and driving conceptual innovation to engage Tom Ford Beauty’s key consumers employing disciplines ranging from advertising, social media, e-commerce/omnichannel, CRM, and content development.
REPORTS TO: Vice President, Global Consumer Marketing, Communications and Education
CONSUMER MARKETING STRATEGY
• Work with the VP of Global Consumer Marketing, Communications and Education to develop and lead the vision for the TFB consumer experience
• Uphold brand message of true luxury in beauty while fueling breakthrough creative and concepts to infuse into every element of consumer experience
• Define the paid and owned global TFB strategy, touch points and roadmap; partner with PR, education, creative, product marketing, regions and TFI to develop, refine and ensure integration.
• Partner with Global and Regional partners to strengthen and leverage local relevance. Develop and deploy creative assets globally that drive the business
• Leveraging Global Brand Strategies, develop 3 year consumer marketing strategies, roadmaps and recaps. Manage tools and prioritization for CM and regional teams to execute successfully against strategy such as brand book and budget guidelines.
• Develop and upskill team members and provide strategic direction, KPIs and support for executions
• Drive transformation with digital and create processes and enablers to execute with agility across rapidly evolving social/digital environment globally
• Partner with Global Communication, identifying and executing opportunities to amplify events and influencers strategies. Work with Education in identifying opportunities for Specialists.
• Lead strategic oversight of department, determine critical success factors, operating plans and activities
• Align strategy with Tom Ford International to ensure successful implementation of key strategies
• Monitor progress to ensure achievement of strategic goals and ROI. Develop and own consumer marketing dashboard/highlights with inputs from cross-functional team members.
• Partner with TFI, Regional and Product Marketing, Creative and Creative Services to manage photoshoot needs, briefing and effective management photo/usage budget
• Identify and integrate relevant technology/platforms/partners to deliver outstanding consumer experience. Provide strategic guidance on where to invest based on analytics and opportunities
• Lead collaboration with Global Corporate Online team and TFI to drive online business and develop Omnichannel strategies and executions that link retail and digital while driving the business.
• Extract and leverage multiple sources of insight (consumer insights, data analytics, social listening, trends, CRM, etc) to create a holistic view of the customer and capitalize on the biggest opportunities, new concepts and innovation.
Qualifications
• 12+ years of consumer marketing experience, agency or in-house. Recent experience developing digital strategies for a consumer brand and driving big ideas/platform ideas (not just tactical executions)
• Storyteller who can inspire with a compelling and well-reasoned narrative
• Creative thinker who –using insights and trends - can frame and solve problems in new ways. Ability to cut through clutter and complexity to create clarity and simplicity
• Digital native with strong understanding of digital landscape, trends & consumer behavior
• Excellent communication skills and dynamic presenter to senior level decision makers
• Demonstrate an existing expert knowledge of social media platforms and analytics.
• Bachelor degree or more (MBA preferred but not required); preference for top school graduates
• 7+ years of hands-on experience with digitally-centric marketing and Global planning
• Demonstrated experience with global advertising landscape
• Experience leading digital strategy and social media strategy projects in complex business environment
• Strong leadership and team management skills
• Experience in designing, managing and analyzing primary research and ideally with social media listening and analytics tools
• Strong understanding of fashion. luxury and beau