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Director, Makeup Marketing
Estee Lauder
New York, NY, United States
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Description
Director, Makeup Marketing - Lip, Estee Lauder
About Us
The Estée Lauder Companies are the global leader in prestige beauty — delighting consumers with transformative products and experiences, inspiring them to express their individual beauty.
Estee Lauder Brand
Estée Lauder is the flagship brand of the Estée Lauder Companies Inc. founded by Estée Lauder, the world’s first female entrepreneur. The brand today continues her legacy of creating the most innovative, sophisticated, high-performance skin care and makeup products and iconic fragrances – all infused with deep understanding of women’s needs and desires. Today Estée Lauder engages with women in over 150 countries around the world and at a variety of touch points, in stores and online. And each of these relationships consistently reflects Estée powerful and authentic woman-to-woman point of view.
About the Job
Support with the management, development and implementation of product portfolio, innovation pipeline and product marketing strategy for Lip subcategory to enhance brand story and drive growth and market share gains in priority channels and regions
About Your Responsibilities
Innovate products and concepts that create new business opportunities
•Lead innovative product development and pipeline strategy to support of brand's strategic direction, including focus in fast-growing categories and subcategories, hero products, and brand-building channels
•Carry out white space opportunities based on findings from consumer insights, social listening, CRM data and transposition from other industries
•Develop 3 year innovation strategy and 18 month detailed calendar including innovative and trendsetting market strategies, promotional programs, and product concepts
•Prepare Product Development briefs in partnership with Product Development and Concept Ideation briefs in partnership with Consumer Marketing and socialize with senior leadership
•Manage creation of Creative Briefs and socialize with cross functional teams and senior leadership
•Manage relationship with Regions (NOAM, EMEA, UK, APAC, LATAM, TR) and maintain monthly meetings to cascade key category updates and address global support needed to realize regional strategies
Makeup Product strategy that drives business and reinforces brand equity
•Lead execution of product marketing strategy including product architecture, product launch process and go-to-market strategy
•Contribute to overall category support strategy with Executive Director and lead briefings to partner groups (including but not limited to: Creative, Copy, Merchandising, Public Relations, Education, Digital, CRM, Events) Ensure timely development of all support elements
•Prepare all paperwork and system entries to initiate creative requests and ensure the requests are accurate and up-to-date
•Prepare regular category reviews, strategies, and programs, including new product launches and repromote activities. Make recommendations to seize market opportunities based on analysis
•Drive mid-program shifts based on analysis as necessary
•Manage ad hoc business analysis requests as needed
Launch plans that incorporate 360 elements
•Manage end-to-end launch process, from product selection to go-to-market strategies focused on the consumer journey to include mobile first, social first, and video first mindset
•Lead execution of launch strategies within designated budget and COG targets
•Drive development of creative briefs for all programs and launches
•Manage strong partnerships with cross-functional teams to develop launch strategies and product briefs
•Initiate and lead cross-functional meetings, driving decisions and ownable next steps. Prepare and distribute meeting notes and recaps
Champion, drive, and build emerging marketing trends and technology capabilities to meet customers where they are
•Nurture an environment that rewards the exploration and implementation of new marketing technologies across digital, mobile, and omnichannel platforms to enhance the customer experience and drive brand engagement in new and innovative ways
•Remain relentlessly up-to-date on emerging and future trends across all relevant industries to identify and grow business opportunities
•Manage implementation of creative technology solutions for the brand that increase efficiency, reduce spend and increase marketing reach
Lead financial, forecasting and pricing analyses
•Partner with the Global Business Planning Group to generate sales forecasts based on historical and trend information
•Lead pricing analysis for all of the lip and cheek category franchises and new launches
•Develop COGs estimates in partnership with strategic finance and liaise with cross-functional teams to ensure target COGs is met. Manage COGs updates through completion of new product development
•Responsible for SKU management for lip and cheek subcategories
•Prepares forecast offerings and bulletins detailing new program introduction and execution to regions and markets
•Supports Executive Director in financial management of category, need gap analysis and driving business mix
Leverage key insights gleaned from a refined analytics practice to inform decisions
•Drive category competitive analysis and stays abreast of market and consumer trends, global and local, with particular attention to lip subcategory
•Work closely with Consumer Insights team to implement Social Listening findings into calendar plans and co-develop ad-hoc consumer testing as necessary
•Manage analytics usage throughout the function to accomplish strategic goals
•Leverage data to inform decision-making for strategy development and adjustments as necessary
Qualifications
About You
•Curative lens on what is innovative
•Capable of synthesizing data to drive business decisions
•Forward-looking thinker
•Trend-hunting mindset
Experiences You Have
•8+ years related work experience
•College Degree required, MBA preferred
•Previous global and/or applied marketing experience required
•End-to-end beauty product launches
•Innovation ideation and product development
•Global strategic marketing plans for products and categories
•Product brief development
How You Will be Successful
•Strategic agility
•Financial fluency
•Analytical approach
•Disruptive mindset
•Insights driven
•Consumer-first
•Change Champion
•Strong leadership and project management skills