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Vice President, Product Marketing Treatment
Estee Lauder
New York, NY, United States
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Description
Vice President, Product Marketing Treatment, Clinique
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. Launched in 2012, AERIN Beauty is a luxury lifestyle beauty brand inspired by the signature style of its founder, Aerin Lauder. Based on the premise that living beautifully should be effortless, AERIN Beauty develops fragrance and sensory products that are curated, feminine and luxurious.
About the Job
Lead the management, development and implementation of product portfolio, innovation pipeline and product marketing strategy by category and 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
• Determine fast growing categories and subcategories to grow market share by leveraging data and analytics, predicting the market changes and designing strategies and actions
• Clearly identify hero products and strategies in key large and fast growing brand-building channels to halo the core and win with new business models
• Lead innovative product development and pipeline by leveraging insights and analytics in support of brand's strategic direction, priorities and market share objectives
• Create big conceptual ideas that generate excitement and bring in new consumers
• Ensure innovation sufficiency determining white space opportunities by category and better innovation solutions based on findings from consumer insights, social listening, CRM data and external best practices; design roadmap to enable future state new product launches
• Leverage target consumer understanding for ideas that are regional or consumer segment (i.e. Multi Ethnic Millennials) relevant and deliver clear communication of claims & benefits
• Identify and validate trends and develop a deliberate model/mix for the Brand to win; inspire new product innovation by category and subcategory with analytical rigor
• Enhance insights and creativity through analytics; reverse engineer initiative opportunities to ensure sufficiency vs. market and use KPIs to measure progress
• Determine internal and external sourcing solutions for new products and existing businesses
• Lead partnership with Product Development and Consumer Marketing on ideation and briefs
• Present Concept Development briefs to key stakeholders including Product Development, Consumer Engagement, Creative and the Regions
• Leverage target consumer understanding to tailor strategy to each consumer segment
• Enhance insights and creativity through analytics
Product strategy that drives business and reinforces brand equity
• Define a global portfolio and category strategy; identify key fast growing categories and subcategories to determine where we will win; coordinate globally and partner with the Regions on locally relevant content
• Leverage the New Product Launch program in partnership with Supply Chain
• Provide strategic input for product forecasting and planning across all Regions
• Partner with analytics team to generate insights and recommendations by subcategory, form and portfolio, drive COG analysis, provide strategic pricing input and ensure SKU management across the brand's product portfolio
• Prepare and present quarterly and annual global analyses of sales trends, category shifts, COGs, market intelligence and competition“
Launch plans that incorporate 360 elements
• Lead 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
• Leverage deeper consumer insights; translate insights into winning concepts and initiatives that are executed and communicated in-store, on-pack and on-line
• Curate product launch calendar strategy and campaign concepts across categories to constantly and actively balance resourcing needs across entire product portfolio
• Identify solutions to enable rapid development, testing and iteration of new business-building models, ideas and new digital experiences
• Build capabilities to allow repeatable frequency of program releases
• Own and collaborate on developing concepts and briefs for new product launches and new programs – work with partner groups including Consumer Marketing, Creative, Communications, Education, Online, etc. to create holistic product launch strategies
• Drive for greater clarity in forecasting, 360 activation and ongoing support with top innovation
• Present launch strategies and product briefs to brand leadership and cross-functional teams
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
• Identify and build creative technology solutions for the brand that increase efficiency, reduce spend and increase marketing reach
Nurture a future oriented Talent strategy that drives internal engagement and external attraction
• Partner closely with Human Resources to evaluate Talent Management and Talent Attraction strategy
• Identify key skills and experiences to upskill and educate Consumer Marketing teams to continue to outpace competition and establish Brands as best-in-class leaders
• Hire for the future philosophy; identify the skills that will move the Brand to be a leader in consumer engagement across all platforms
Finance and Budget Management
• Run group or department P&L
• Allocate and assign budget investment priorities based upon key departmental objectives
• Enable fluid on-the-go budget spend framework informed by real time campaign performance analysis that minimalizes ineffective spend and maximized ROI
• Translate data into key goals and revenue targets
• Manage costs across agencies and technology platform spend
• Drive marketing ROI by optimizing content and channel marketing investments
• Optimize A&P spend by developing faster and lower cost options for acquiring, engaging and retaining consumers
Leverage key insights gleaned from a refined analytics practice to inform decisions
• Champion analytics usage throughout the function to accomplish strategic goals
• Drive data analysis to inform decision-making for strategy development and adjustments as necessary
• Enable team to track platform engagement and effectiveness through investment in appropriate analytical tools
Qualifications
About You
• Curative lens on what is innovative
• Capable of synthesizing data to drive business decisions
• Forward-looking thinker
• Trend-hunting mindset
• Problem solver with a “can do” attitude
• Ability to work successfully in a matrix environment
Experiences You Have
• End-to-end beauty product launches
• Innovation ideation and product development
• Global strategic marketing plans for products and categories
• Product brief development
• End-to-end beauty product launches
• Innovation ideation and product development
• Global strategic marketing plans for products and categories
• Product brief development
• Experience using analytics to connect ideas and create amazing consumer relevant products
How You Will be Successful
• Strategic agility
• Financial fluency
• Disruptive mindset
• Insights driven