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Executive Director
Estee Lauder
New York, NY, United States
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Executive Director, Omnichannel Marketing, Tom Ford
Description
Lead the strategy and development of e-comm channels, CRM, retail & omni-channel projects. . The maturation of this role will evolve as the Global Brand’s priorities shift over time. Immediate responsibility would include the project management of programs associated with the Alibaba Group (Tmall), specifically leading the development of assets associated with TFB and the various channels. Position will be responsible for leveraging data to concept key strategies, management of all assets developed by the Creative and Editorial teams, and providing communication to all departments involved regarding opportunities, needs timelines and budgets
PRINCIPAL ACCOUNTABILITIES:
360 Marketing and Omnichannel
•Turn category, cultural, consumer and digital insights into compelling e-comm/omni platform concepts
•Oversee online merchandising strategies across all e-comm platforms, work closely with in-store merchandising teams to align strategies where possible.
•Develop strategies for situations where processes do not exist; identify out-of-date processes and coordinate with internal departments to develop new ones.
•Oversee Omnichannel manager in rolling out new e-comm/omni-channel platforms, strategies and monitor execution. Provide overall support and guidance
•Work collaboratively with cross-functional teams to deliver new concepts to drive replenishment and increase conversion across channels.
•Inform all parties on timeline or budget issues and provide plans to address.
•Direct each phase of the internal and external approval process, including: copy, translations, layouts, proofing, formats and final art.
•Analyze global e-commerce business results to influence new strategies, tactics and support regional program execution and needs. Develop key dashboards to monitor progress.
Tmall Management & Initial Launch
•This position is the point person for both the Global TFB team as well as for the China team, in regards to the launch management and coordination of Tmall
•Collaborate with Global, Regional and Affiliate Marketing, Online, Ecommerce, Global Communications, Education and Creative teams to define Tmall program strategies and track development of Alibaba Group assets, including: photography, image crops, copy, banners, emails, social media, event, ecommerce site, video, live stream, editorial/PR, and special assets (product, bags, etc) from inception through production and delivery.
•Lead planning for launch of new platforms, from process through to execution and ongoing management.
•Collaborate with Global, Regional, Affiliate to build China product/consumer calendar linking digital eco-system, and e-comm needs. Represent Tmall needs in all key Global meetings. Monitor progress of projects across these various touchpoints.
•Work with regional/affiliate teams identify gaps for Tmall and project manage all marketing needs from product specials, to influencer strategies, to content needs with Global counterparts.
•Lead communication with the dedicated TFB design and project management team in the China Office to develop assets and anticipate the launch and maintenance requirements of the Tmall program as outlined in approved content calendars.
•Oversee the production (dedicated team members) of Tmall photography assets: working with the China team to gather correct product needs, working with Creative Design to provide photography briefs
•Develop and lead Assistant Manager, responsible for delivery of crops/formats for images
Retail Marketing (As brand evolves)
•Lead Retail Marketing strategy that engages customers in store; connects online and offline experiences and drives sales
•Oversee development of Retail Marketing calendar with a focus on in-store experiences including launch events, re-promote support and inspiration and sampling programs
•Guide regions in development of locally tailored Retail Marketing calendars
•Champion channel-specific needs and ensure marketing programs serve to connect, engage and inspire employees and consumers
•Use marketing program effectiveness analysis and learnings to inform strategy and make ongoing adjustments as necessary
•Oversee regular reporting and analysis in line with business and strategy needs
Qualifications
•12+ years of relevant experience.
•Experience leading projects in complex business environment
•Strong knowledge of e-comm, omnichannel integration and APAC digital channels
•Creative thinker who, using insights and data, can frame and solve problems in new ways
•Ability to cut through clutter and complexity to create clarity and simplicity
•Self-starter and highly motivated and organized; capable of working independently, yet collaboratively, within an entrepreneurial and team-oriented environment
•Demonstrated leadership and can handle situations with confidence, tact, and resourcefulness.
•Must have strong attention to detail, with a “roll-up-your-sleeves” and “get it done” mentality
•Excellent communication, project management, and problem solving skills.
•Luxury experience preferred