The Estee Lauder Companies Assistant Consumer Engagement Manager, Bobbi Brown, Asia Pacific in Hong Kong, China
Assistant Consumer Engagement Manager, Bobbi Brown, Asia Pacific
Brand: Bobbi Brown
Working with Marketing Manager and Marketing Director, Formulate strategies and facilitate development plans for APAC regions with global resources and clear understanding on brand direction, to create a consumer focused and consistent brand experience across all touch-points, aiming to drive higher customer engagement level thus conversion and loyalty, ultimately to grow business for the brand.
This person oversees the Social Digital, Consumer Insight, CRM, Loyalty, Online/ E Commerce and Omni channel Part of the Regional Marketing Team to create a link on the consumer touchpoints and interprets the Marketing Plan into Actionable Plan related To Launches in close corporation with Product Marketing .
Detailed Role Responsibilities/Activities:
- Digital / Social (40%)
Provides direct oversight of Global digital/ social plans, includes providing valid feedback, proposal, adapting them to the Regions and following the deliveries of global assets and defining additional need of Social / Digital Regional assets and if needed creating them.
Develop an APAC relevant Social Digital Content strategy for the brand within Global Assets and complete them with Regional Asset
Overseeing Usage of Global/ Regional Assets and creation of Local assets in the affiliates and supports their local execution to maintain balance between these assets and provides implementation guidelines.
Advises Affiliates on local Brand’s social marketing channel strategy formulation, through Influencer program, social activation campaign, Brand’s official social platforms (of those strategically relevant Social platforms including Facebook, Instagram, twitter, YouTube and local platforms including Kakao, Weibo, WeChat, Youku, Line etc.
Develops measurement and analysis guidelines on digital/ social campaign linked to launches, set and agree KPIs with affiliates / global, monitor and evaluate to be able to recommend future action plans that contribute to continuous improving results
Sharing these learning actively with the affiliates and global consumer engagement teams to implement in future plans and increase synergy
- CRM / Consumer Insights (20%)
Work Closely with Corporate Regional CRM team to develop Brand regional CRM strategy and align on priorities. Based on this strategic alignment, guide affiliates on CRM local planning and execution with clear understanding of the market situation to improve key KPIs on recruitment / conversion/ retention / activation
Works closely with Corporate CRM team to analyze customers/ campaign data and able to derive action plans per affiliates with constant follow-ups
Works closely with Corporate Consumer Insight team to generate new insights and recommends programs to support sales and customer acquisition across the Region
- Online / E-commerce (20%)
Act as brand advocate in validating Online and Ecommerce merchandising and creative plans, able to advise on assortment, promotional level and ideal creative resources within the brand to leverage and utilize to drive synergy between offline and online.
Serve as major contact point between global brand online and ecommerce team as well as corporate online team
Works closely with Online team to provide customers insights from offline and give best recommendation for an integrated business approach
Works closely with global and regional corporate counterparts on China specific platform plans with Marketing director : Tmall and potential new 3rd party brand driven e- commerce platforms during incubating period with global
- Omni-Channel New Project development (20%)
- Provide insights, monitor and facilitate new development within the regions driven by Corporate Omni-channel team and Global Brand Omni-channel team.
Profile of Potential Candidate
Knowledgeable on the Asia market Place esp. Digital/ Social / Online/ CRM aspects with having actual planning and execution experience including creative management
Familiarize with Digital/ Social and CRM analytics with strong ability and solid experience to interpret data and results into action plan
Relevant business experience under Brand Marketing role, on affiliate level, Asia Regional Exposure is a plus
Understanding of Local Platforms : China, Korea and Japan
Excellent Project Management Skills: Ability to deal with multiple stakeholders with a good balance : global, affiliates, corporate counter-parts, regional team
Understanding of Beauty industry market and marketing tools is a plus
Multi-tasking and fast paced
Able to work under high pressure
Set high standards for himself/herself and display integrity in his/her work.
He/She is an achiever who will always challenge for the good of self-improvement and drive results.
Education: University Degree, preferably in Digital/Marketing related area
Work Experience: Around 6 years working experience/ Minimum 3 years working experience in a similar capacity
Primary Location: Asia Pacific-CN-Hong Kong
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 10 % of the Time
Job Number: 173531