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Vice President, Global Commercial
Estee Lauder
New York, NY, United States
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Description
Vice President, Global Commerical, MAC
POSITION OVERVIEW:
This position will lead the development of overarching commercial strategy and guidelines across channels. The person will infuse merchant mentality when translating global brand strategy into channel execution across the globe distorting relevant categories in each channel and partnering with Marketing on the assortment requirement per channel.
The role will also be responsible for developing the brand experience across channels especially focusing on SMC and DTC, and for the latter supported by Global Retail and Global E-Commerce. This person will also oversee the PMO team to drive new global channel initiatives in building the new consumer experience, brand advocacy and consumer loyalty.
KEY RESPONSIBILITIES:
Analyze and Develop Overarching Commercial Strategy
•Develop strategic perspective regarding new/emerging, channels, retailers, and new disruptive retail models in collaboration with regions and corporate strategy.
•Clarify role of the channels globally and by region (channel mix direction, growth targets/expectations), focusing on key regions/countries representative of channel dynamics.
•Ensure the commercial strategy is holistic in driving brand growth, aligning across online, in-store, digital and social experience.
•Design experience by channel for a seamless cross-channel consumer experience, and partner with global foundational capabilities needed to support omni-store formats.
•Develop strategy to support implementation of new business models.
•Identify appropriate channel KPIs and monitor results with regions. Identify opportunity areas and work with regions to adjust as needed to hit targets.
•Strengthen global and regional merchant capabilities; own global view in term of assortment by Channel and partner with Marketing for assortment requirement in growing channels.
Drive Retail Growth with a focus on DTC and SMC
•Lead FSS expansion strategy and work closely with regions to ensure successful local delivery.
•Develop DTC experience (e.g. DTC technology development, service model, omni-rollout, store design/VM design, merchandising distortion, calendar of assets, etc.)
•Develop SMC omni-experience (e.g. Gondola development, retailer specific distortion and experience, etc.)
•Engage regional and affiliate leaders to evolve experience “at counter” to drive brand tenants and strategy at point-of-sale.
•Track and monitor FSS performance, and adjust strategic plan to maximize brand benefits.
•Leverage insights gained from FSS pilot to inform new consumer experience and DTC approach across all functional teams.
•Partner with Global Retail to innovate the next vision of the consumer retail experience; partner with global and regional teams to execute vision of new consumer experience.
Build New Retail Experience
•Lead the development of MAC new channel and experience for @home model, pop-up, and subscription.
•Partner with Regional VP and Merchant in leading the development of regionally relevant new retail experiences
Oversee Management of Strategic Global Channel Initiatives, such as
•Playbook development as needed to support global brand initiatives
•Go-to-market channel implantation plans with Brand, Region and Affiliate teams
•high-priority global new channel launches as well as pilot of high-exposure concept testing
Input on Data Strategy, Systems & Integration
•Partner with Consumer Insights, CRM and Global Data organization on building/enhancing database; identify what data needs to be gathered and drive channel performance through experience, clienteling or by partnering with consumer performance marketing.
•Work with ELC partners on identifying the best way to share the data with the retailers.
•Provide input in designing advanced analytics capability to compliment the data strategy and effectiveness of digital campaigns.
Oversee Commercial Education Innovation
•Co-develop commercial education curriculum in partnership with Global Education and Sales Capability to drive brand strategy in conjunction with retail/omni strategy
•Provide guidance to evolve education approach so that it activates in store employees to deliver the new consumer experience, emphasize focus on consumer education
•Connect Education and International to enable consistent delivery of education initiatives globally
Talent Management
•Hire for the future philosophy; identify the skills that will move the Brand to be a leader in retail.
Qualifications
EXPERIENCE:
•15+ years of experience in relevant commercial and retail merchandizing positions.
•5+ years of experience in retail and social/digital marketing
•Global experience preferred; experience negotiating and managing global retailer relationship
•Outstanding strategic, problem solving and thought leadership skills and proven ability to lead, develop and motivate team.
•Demonstrated ability to lead strategy development requiring synthesis of large amounts of complex data into meaningful conclusions.
•Keen business acumen plus the ability to function as a senior strategist with key members of the executive management team.
•Proven track record in taking strategic plan to full execution with strong project management capability
EDUCATION:
•Undergraduate degree in Business Administration and MBA preferred
COMPETENCIES:
•Strong commercial and financial acumen
•Strong leadership skills
•Collaborative mindset
•Strong understanding of cross-channel businesses (e.g. SMC, FSS, eCommerce, etc)
•Naturally curious and passionate about numbers, data, insights and applications to retail marketing
•Effectively communicates with e-commerce and retail partners