The Estee Lauder Companies Marketing Manager (Origins)/ PR Manager (Estée Lauder/ Tom Ford Beauty) in Central Singapore, Singapore
Marketing Manager (Origins)/ PR Manager (Estée Lauder/ Tom Ford Beauty)
Develop and implement marketing plans for Origins (OR) to meet established targets and to achieve her market share and ranking in the industry. Contribute to business planning at the managerial level to develop a marketing strategy consistent with the OR's overall mission, vision, and objectives. Liaise with other managers to ensure marketing activities are integrated with other parts of the business and align with the overall corporate objectives.
Responsible for building brand equity through effective PR strategies, developing, planning and implementing PR campaigns, programs and activities to increase brand image and strengthen brand profile for Estee Lauder (EL), Tom Ford Beauty (TF) and OR.
Lead and develop a team of marketing professionals.
Develops and recommends marketing objectives, including basic and promotion sales volume and promotion profit forecasts to meet store sales targets and ranking requirements.
Understands and be familiar with the total media landscape; integrating latest digital online and offline media platforms to support marketing strategy and evaluate campaigns’ effectiveness.
Analyses marketing data to evaluate brand performance and gives recommendation.
Develops marketing calendar while incorporating relevant NY marketing programs, plans diverse media strategies, promotional activities and communication plan to meet the demands of marketing and promotion programs.
Manage advertising & promotional materials and liaison with Global & Regional Marketing Teams, the advertising agency and retailer, to obtain the necessary approval of all marketing initiatives. Ensure maximum exposure and effectiveness of advertising and promotion campaigns.
Work with Global & Regional Marketing Teams to garner understanding, support and approval. Work with Regional team to conduct research to gain better insights to consumers’ usage and attitudes.
Present exclusive store programs to retailers and negotiate for space and location. Plan, execute retail events, promotional sites, conceptualization, set-up and conduct post mortem analysis. Develop good relations with retailers, fashion houses and partners for effective business negotiations.
Devise Customer Relationship Management (CRM) strategy and work closely with the local and regional cross functional teams in conducting the competitors and consumer analysis. Manage operational effectiveness and improve on business processes to ensure smooth daily operations.
Responsible for retailers’ presentation which include Brand’s overall marketing strategy and programs.
Plan and manage marketing budget and monthly reconciliation of expenses.
Conduct annual pricing corridor exercise and work on local pricing strategy of new products, which includes but not limited to harmonization of regional pricing and latest competitive pricing comparisons.
Be a key partner to both demand and business planning teams in the monthly Sales Inventory & Operations Planning Meeting (SIOP) to share market insights, review forecasts and new product launches, align supply updates and raise any risks/opportunities that may impact the business.
Responsible for new launch forecasts, working closely with Sales team to determine sell-in and roll-out quantities required for marketing programs.
Develop and execute public relations strategy, events and conferences for brands across both traditional and digital platforms.
Conceptualization and implementation of key opinion leader and influencer strategy for all three brands.
Maintain and manage relationships with press, trade, promotional partners, contractors and influencers; to network and collaborate closely with them to maximize press coverage through exciting and innovative public relations and paid publicity.
Work closely with Global Communication Teams in adapting press materials, PR releases on Brand related products and services.
Handle all sponsorship programs and establish partnership with possible collaborative partners.
Keeps abreast of market changes in business landscape in order to adopt or apply best practices for the Brands.
Compilation of PR coverage and media value for New York & Regional offices.
Social/ Digital Media
Strategize and develop media plans in accordance to global media briefs and budget.
Lead brand building through digital and online techniques and analysis.
Creation and execution of content marketing via digital media platforms.
Develop recommendations for both strategic and tactical digital initiatives.
Crafting and implementation of digital advertising campaigns with digital agency.
Adaptation and localization of digital assets and liaison with regional and New York headquarters on approvals.
Lead and Develop People
- Coach and develop a team of marketing professionals to achieve desired performance standards.
Analysis of Beaute Research for regional and internal reports.
Presentations for global and regional market visits.
Presentations for annual opening and closing cascades.
Working closely with education team to conduct training for the Beauty Advisors and to improve service standards.
Counter Manager meetings.
Degree holder, preferably with marketing discipline.
At least 5 years of relevant experience and/or in a managerial capacity.
Working experience in social/digital media or related field would be an advantage.
Excellent written and spoken communication and interpersonal skills.
Possess high business acumen of taking a broader view of the business, industry, and consumer environment.
Excellent communication and interpersonal skills.
Job: Communications / Public Relations
Primary Location: Asia Pacific-SG-Central Singapore
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 5 % of the Time
Job Number: 162890