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Executive Director, Digital Consumer Engagement Marketing
Estee Lauder
New York, NY, United States
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Executive Director, Digital Consumer Engagement Marketing, Travel Retail Worldwide
Description
The role includes worldwide channel oversite and managing a team to cover all Brands in Travel Retail Worldwide. The role requires an experienced, strategic thinker with superior collaboration, delivery and organizational skills. Keys to success for the role include being results-oriented with a strong sense of accountability coupled with a commercial and a consumer mindset.
The Executive Director helps set the overall Travel Retail digital strategy, identifies new trends, communicates key priorities to the Regional teams, creates, adapts and oversees digital marketing campaigns executions. The Executive Director uses insights to develop actionable Digital/online/mobile initiatives and works with cross-functional teams to enable and drive strategies for local execution, site development, promotions, digital content and online media. Bringing in-store technology to life that supports our teams with selling and consumer engagement is part of role.
RESPONSIBILITIES:
Direct Regions on strategic digital campaign opportunities based on the Brand, region, retail partner, country, airport and platform:
• accelerate delivery and scale best-in-class, on-brand, integrated, channel relevant campaigns
• standardize and implement a sustainable, on-going approach to including digital elements as overall marketing plans
• scale successful tactics and digital innovations across key travel corridors targeting key consumer groups (Chinese, Korean, British, Russian, Brazilian, Middle Easterner)
• oversee reconciliation of Regional digital spend and manage Global budget
• represent Travel Retail in brand led meetings
Lead and pitch integrated marketing opportunities that are both commercial and consumer focused:
• drive Travel Retail digital omni-channel strategy and adapt executions for the rapidly changing market
• gain sponsorship to integrate digital engagement touch-points into our current business model
• develop, create, implement and evaluate innovate pilots
• contribute to developing ELC Travel Retail as the overall thought-leader in the channel
• negotiate contracts, oversee statement of work and adherence to legal processes for digital
• lead and partner with various functional teams (education, store design, visual merchandising, special events, etc.) to bring digital events to life in-store and online
Initiate internal and external partnerships, collaboration and projects for digital campaign execution including:
• localize, adapt and maximize Global Brand digital strategies applied to our channel
• evaluate, select and direct digital agencies to produce new content
• define and measure campaign KPIs with Travel Retail Brand leads
• oversee site analytics and digital paid media performance from a global perspective
• ensure the unique brand equity is upheld in every digital initiative
Provide strategic direction, guidance, feedback and daily management of team (both direct and dotted line reports)
• optimize, define, teach and implement digital best practices to the sales and marketing teams
• create and evolve a Travel Retail Digital toolkit
• spearhead and scale out best practices across Regions
• implement digital best practices in Travel Retail across all Brands and establish benchmarks
Qualifications
• 10+ years of related experience with an expertise in digital/online
• Ability to build cross-functional partnerships and can manage through influence
• Keen planning skills incorporated with an entrepreneurial spirit
• Ability to expedite and define processes without losing sight of delivering the end goal
• Adapts quickly to change, is flexible and can work well in a matrix environment
• Has a global mindset, is detailed and execution oriented
• Experience with digital media
• Bachelor’s degree and fortune 500 company experience preferred
• MBA and fluent in a foreign language a plus