Estée Lauder | Consumer Engagement & Communications Manager (Maternity Cover)

at  The Este Lauder Companies

POSITION SUMMARY

Reporting into the Marketing and Consumer Engagement Director, the Estée Lauder Consumer Engagement Manager is responsible for driving the strategy and implementation of consumer engagement experience (paid, earned, owned media, creative & storytelling) to drive awareness, brand equity, sales, and market share across Skincare, Fragrance and Makeup categories.
This role sits within the Marketing Team and collaborates closely with the Product Marketing, Trade Marketing, Online, Creative Studio, Finance, and Education Teams to drive Consumer Engagement strategy of the brand and deliver high touch consumer experience and impactful brand marketing plans through creative and media strategy.

SKILLS REQUIRED:

• Foster inclusive and collaborative ways of working across functions.
• Experience and knowledge of planning & executing marketing plans.
• Experience leading and managing agencies to achieve results.
• Seeks & utilises data and insight to inform decision making.
• Luxury, beauty & high-profile retail brand experience ideal but not essential.
• Experience managing a team.
• 10 years of experience in marketing.
• Track record of delivering results.
• Commercial and strategic understanding and experience.
• Excellent budget and project management experience.

THE ROLE & RESPONSIBILITIES

Campaign Paid Media: Develops the UK 360 Consumer Engagement Strategy for all new product launches and brand campaigns. Lead and implement the media & creative strategies for all 5* and 3* media campaigns, ensuring close partnership with Product Marketing to align on objectives and focus. Oversee the strategy for all channels including traditional media (TV, OOH, Radio), media partnerships, digital & social media.
Creative, Storytelling & Brand Guardian: Lead the development and implementation of strategic brand creative ideas and campaigns, working in line with Global Brand Guidelines and TOV, to develop best in class content for UK that compliments global storytelling.
Paid Media (performance): Oversee the Paid Search, Affiliate, SEO strategies, ensuring brand site traffic and sales targets are met. Work with media agency to set detailed KPI’s, track performance and pivot when necessary.
Owned channels: Organic social media strategy, growth, community engagement and crisis management. Work in partnership with online and CRM to leverage and synergise assets and creative and copy.
PR & Influencer Marketing: Oversee PR/Influencer teams to drive YOY growth when it comes to EMV, whilst ensuring brand equity coverage is secured when it comes to traditional editorial coverage. Support the team in ideation, strategy, and execution of campaigns across hero franchises, big bets and always-on activations, inclusive of influencer engagement, partnerships and eventing. Ensure synergies and efficiencies between earned and paid media activations to further amplify the brand and our key messaging.
Analysis and reporting: Identify and utilise consumer data insights, social media trends, online behaviour to make informed marketing planning choices and formulate innovative strategies and plans that utilise the best targeting, channel, creative.
Global & Local: Ensure seamless integration between Global and local plans. Drive adaptation of Global offering (campaigns, content, messaging) into local plans and execution. Maximize utilization & optimisations of global content as well as drive execution of local creative whenever relevant. Identify opportunities to create relevant content and experiences/campaigns to engage further with the targeted audience.
Budget management: Manage full channel budgets to drive efficiencies and effectiveness in the delivery of plans across campaign and performance marketing. Efficient and accurate budget management essential. Ensure effective and accurate budget management including overseeing all invoices, monthly accruals, and budget trackers. Close communication with media agency, briefing on an annual, campaign and quarterly basis.
People management: Managing a team of 6 (5 direct reports). This role will train, develop, and motivate reporting team members in order to maximise performance.
Qualifications