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Director, Consumer Marketing
Estee Lauder
New York, NY, United States
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Director, Consumer Marketing, ADF
Description
JOB PURPOSE:
The Director of Integrated Consumer Marketing for ADF is the day to day consumer marketing touchpoint for global ADF digital, social and paid media activities. Priority projects and touchpoints include: eCommerce, email marketing, digital media, analytics, digital content, end-to-end social media management, and development of integrated project toolkits.
Their primary objectives are to help craft the global ADF digital and social strategy and collaborate with regional partners to localize and execute these efforts with excellence. This individual will also liaise with the licensor to share assets and ensure consistency of brand positioning and messaging in all executions
This individual will spend approximately 75% of their time working on digital and social activities and the remaining 25% on media. To be successful in this role this individual must have experience working with CMS systems, analytics tools (Google Analytics preferred), as well as social media data sources (Spredfast preferred).
Lastly, the individual should have a strong interest in fashion, pop culture and emerging technology. They should have excellent project management skills and an entrepreneurial spirit. They must have a strong sense of accountability, be a team player, and embrace flexibility when executing daily tasks.
KEY RESPONSIBILITIES:
Strategy & Insights:
•Develop each brand’s omni-channel digital strategy for acquiring new consumers, engaging existing consumers and driving new product and base sales
•Input to the development of the 3-year marketing plan with regards to both digital and media disciplines
•Partner with the Communications team to develop big ideas for each product initiative (new product launch or commercial innovation) with a focus on storytelling and romancing the brand
•Develop the annual Media Briefs, outlining recommended media spend based upon business priorities and global brand strategies
•Engage in deep consumer analysis to uncover target insights, habits & practices and white space opportunities
Integrated Campaign Development:
•Responsible for the planning and creation of cross-channel digital assets
oUnderstand the need and application for digital content on all relevant platforms (brand-owned, retailer/partner, and paid)
oPartner with creative team to concept and develop digital assets, providing clear guidance on the quantity and type of assets needed
•Oversee development of omni-channel marketing plans, providing detailed direction for each channel and its associated assets including: Investment, Timing, Messaging
•Execute on-brand, to budget and with excellence:
oWork closely with the Product Marketing Team and Licensors to uphold standards of digital content including tone, voice, style and interactivity
•Oversee paid influencer partnerships as part of the division’s macro content strategy
•Partner with Creative and Licensors to identify added-value content opportunities (red carpet, fashion week, BTS at brand shoots)
Project Management:
•Oversees the development of the digital components of go-to-marketing strategies, covering all key consumer touchpoints:
oEnsure execution of digital marketing plan and calendars across categories. Optimize investments
oCoordinate digital activities with cross-discipline partners including execution, implementation, trafficking and QA
oMonitor the use of brand imagery and messaging to ensure consistency with fashion house approach
•Manage agency and vendor relationships as required including: media partners, social media channels, content creators and curators, influencers
oBrief media agencies and media partners to deliver programs that achieve relevance and resonance with the target consumer while reducing media wastage
oExplore and test new agencies and content partners
•Co-create and manage internal workflows and processes from several key content providers to maximize impact and improve cost efficiency of our digital offerings
•Anticipate, manage and resolve issues in a timely manner; ensure appropriate risk assessment is undertaken to meet legal requirements and quality assurance
Analytics and Data Reporting
•Serve as the lead for audience targeting, leveraging CRM and website data to maximize performance and develop best practices for various message and campaign types
•Establish key performance metrics and provide regular reports, sentiment analysis and track budgets
•Provide in depth analysis of post-campaign performance, and derive actionable insights that support results and recommendations for future investments
•Research and stay up to date with competitor programs, provide on-going updates and new ideas; maintain knowledge of emerging technologies and creative techniques
Qualifications
REQUIREMENTS:
•8-10 years of relevant marketing experience, at least 5 with a focus on digital, social media and content integration
•Previous experience in media planning and buying
•Strong background in editorial planning, content development, channel optimization and branding consistency
•Proven leadership working in a matrix environment
•Deep experience working with multiple teams and agencies
•Relevant undergraduate college degree. MBA preferred
Competencies
•Keen insight into consumer behaviors
•Ability to influence without authority
•Creative sensibility
•A passionate expert in Social, Mobile and Digital Marketing
•Adept well at problem solving and execution of ideas
•Editorial or commercial success with measurable results
•Strategic thinker with understanding of digital marketing and media disciplines
•Strong project management skills and an innate ability to multi task