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Associate, Digital Consumer Marketing
Estee Lauder
Miami, FL, United States
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Associate, Digital Consumer Marketing, Travel Retail
Description
POSITION SUMMARY: Work in collaboration of Marketing Manager and Digital Consumer Marketing department to drive regional consumer marketing strategy and execution.
KEY ROLES & RESPONSIBILITIES:
DIGITAL
E-Commerce
• Work with retailer, commercial team, and Regional Marketing Manager to manage artwork and assets for 3rd party e-commerce platforms.
• Gather asset details from vendor, create artwork requests to the brand, oversee production and on time delivery, ensure accurate execution and regular maintenance.
• Create and manage a shared calendar of asset deadlines and implementation.
• Work with vendors and commercial team to identify advertising and promotional opportunities.
In-store Digital Capabilities
• Align with Digital Consumer Marketing team and Project Manager in the implementation of digital innovation in-store.
• Identify ways to optimize or incorporate digital innovation into the consumer experience in-store.
Social / Digital / CRM Capabilities
• Work with Digital Consumer Marketing team, retailer and airport marketing teams to monitor and track retailer and airport social, digital, and CRM marketing capabilities.
• Semi-annual review with DCM, marketing and commercial teams to identify and action new opportunities.
• Work with Regional Marketing to align priorities. Liaise with retailer or 3rd party to provide branded assets and calendars of priorities
• Semi-annual analysis of MAC-owned CRM data. Highlight traveling consumer trends and request email marketing communication as needed.
• Work with global brand to develop coding for tiered discount structure in the MAC-owned POS.
SOCIAL MEDIA
Owned & Organic social media
• Create sub-regional calendars of social media content priorities based on Global vs. TR product launch dates, and local market calendar priorities.
• Partner with global and regional teams to develop consumer-facing hashtags.
• Capture key highlights/content, track and report EMV and other KPIs post-campaign.
• Work with affiliates and global brand to understand and cascade best practices and social media guidelines. Oversee execution of owned and organic posts and provide feedback to MROs as needed.
• Develop social media workshop and training materials to optimize content and page management.
• Identify channel or region-specific artwork needs for post content or takeover/repost opportunities on the global or affiliate brand pages. Work with the global brand to create the artwork or schedule owned channel coverage.
Paid social media:
• Align with marketing and commercial teams to drive paid social media strategy within specified budget.
• Work with corporate DCM team to find new, innovative ways to reach the traveling consumer during relevant moments throughout their journey.
• Liaise with Global brand marketing and corporate DCM teams to develop assets, activate agencies, implement campaigns, and track results.
Competitive research/ social listening:
• Monitor and escalate competitor / industry social media campaign innovations and consumer trends.
• Work with internal teams to educate our artists and to quickly callout relevant trends to consumers in store.
PRINT & DIGITAL ADVERTISING
• Work with Regional Marketing Manager and commercial team to align on print and digital advertising strategy and budget
• Create and manage shared calendar of opportunities, asset deadlines, implementation, and key results.
• Gather asset details from vendor, create artwork requests to the brand, oversee production and on time delivery, ensure accurate execution and maintenance.
• Develop tracking metrics in tandem with commercial team. Gather qualitative and quantitative results, create and present recap of findings and recommendations.
Store Directories
• Build and manage database of door locations for MAC.com and 3rd party printed and digital directories. Ensure accurate implementation and track listings.
• Provide brand, product, and service descriptions for directories.
• Work with Visual Merchandising and Regional Marketing to ensure maintenance of updated store pictures.
PUBLIC RELATIONS
Press
• Work with cross-functional internal teams and retailers to understand and track the media landscape in the channel.
• Manage sample and press release distribution to key media. Track coverage and EMV.
• Request media-certified brand representative support as needed, and plan all aspects of their visit.
• Liaise with internal Global Communications teams and media to provide releases or branded content.
Influencers
• Identify TR-relevant influencers and campaign opportunities based on regional strategy and objectives.
• Liaise with affiliate marketing teams to monitor their influencer initiatives and align on TR-relevant content when feasible.
• Manage influencer mailer distribution. Source products and work with vendors to produce printed assets for influencer mailers.
• Track coverage, EMV, and sales impact post-campaign.
VISUALIZATION
• Work with regional marketing teams to follow visualization calendar.
• Maintain light box and LED dimension log. Request artwork from global brand, and ensure on-time delivery of correct artwork from NY to vendors. Approve vendor proofs for accuracy and ensure on time delivery from vendors to doors.
• Communicate transparency tracking to Retail Managers and commercial team, and ensure correct implementation in the stores. Update Retail Managers and commercial team re visual calendar by market.
• Align with Marketing Associates to track visualized collection order status. Escalate any delays or discrepancies to Marketing Manager, Visual Merchandising team, and NY team along with suggested plan of action. Provide clear alternate direction to stores prior to launch date.
• Escalate LED screen content upload issues and work with digital team and vendor for timely resolution.
BUDGET / ROI
• Align with Regional Marketing Manager and Business Manager on budget allocation. Manage and negotiate costs with vendors to remain within budget. Track and report expenses vs. budget.
• Create PO requests for all incurred expenses to the store level.
• Analyze P&Ls pre and post campaign to determine ROI.
AD HOC
• Prepare and present strategies and results as needed.
• Work with vendors for copy translation and with native speaker for final approval.
• Manage and act as primary point of contact for all Consumer Marketing initiatives for Philadelphia Free Standing Store
• Take on special projects or responsibilities related to other areas of marketing as determined by Regional Marketing Manager and Regional Brand Director.
Qualifications
• Bachelor's degree in marketing or related field.
• Minimum 3+ years of social/digital experience
• Strong communication skills
• Strong project management skills
• Fully Bilingual-read, write and speak English and Spanish. Portuguese a plus.
• Strong computer knowledge of Windows; Word, Excel, and PowerPoint.
• Familiarity with and passionate about high-tech, social and digital trends
• Available to travel up to 10% of the time.