The Estee Lauder Companies Marketing and Consumer Engagement Executive, Aveda, Asia Pacific in Hong Kong, China
Marketing and Consumer Engagement Executive, Aveda, Asia Pacific
To work with Marketing Director in marketing related projects for Aveda brand in order to build, strengthen and grow the brand in the APAC Region.
1) Digital/ Social Regional Lead
a. Lead and drive the regional social/ digital engagement strategy in collaboration with global. Utilize the knowledge and work with countries and coach them to deliver optimum results
b. Drive brand awareness, engagement and transaction across ecosystem channel.
c. Drive the regional influencer (consumer and artist) strategy. Ensure countries put maximum spending priority and have a mix of paid, earned and owned influencers to get the impression and engagement
d. Amplify the amplifier – coach countries on ways how they can amplify the content generated by tie up or influencers to maximize use of asset.
e. Video – help countries to deliver user generated videos which then can be boosted via own channel
f. Coach countries how to maximize the use of global Digital Tool Kit and social tactics. Share best practice and elevate the overall level digital/social capability in APAC, while increasing local relevancy of our brand.
g. Work with Global to get the maximum understanding of the Digital Tool Kit. Develop new asset and campaign as needed to meet local needs utilizing the global asset.
h. Coach Marketing Coordinator to refresh and updates of Aveda HK Coresite and QA check of translations. Implement traffic driving tactics to promote ecosystem between HK locations and TR.
2) Product Marketing for regional marketing function
i. Act as a central coordinating point for all markets in the region, including sending out Weekly Bulletin on key information and deadlines
j. Assist in follow up for market and Aveda Brand HQ enquiries, including cascading of communication to markets and gathering inputs from markets
k. Work with Marketing Director on various regional product marketing projects including forecasting, pricing and SKU management
l. Compile recap all new launches and analyze vs. comparable launches or brand direction;
m. Help marketing director prepare regional reports, i.e. Regional calendars; Mix of Business, MOB, Comparison, Top 10 Units Report, etc.
n. Help marketing director prepare PowerPoint presentations including Regional marketing overview/update; new product launches sharing and etc.
o. Work with the markets to coordinate Market Visits, either inter region or US visitors;
p. Handle special projects as directed by the Marketing Director;
3) Chinese Traveling Consumer Project
q. Lead the APAC Chinese Traveling Consumer Activation Project. Work with agency to calendarize the social/ digital exposure on multi-tired platform. Manage contents to ensure legal compliancy and brand alignment. Develop mechanism to increase brand awareness and to drive potential travelers to APAC locations.
r. Capture CTC opportunity in APAC countries. Work and enhance the CTC tool kit. Ensure EC’s, department stores and Salons are using the tool and make adjustment as needed. Ensure the Activation Project is leading to traffic to our locations which then lead to social sharing to close the loop. Ensure we are able to serve and delight the CTC guests.
- University Degree
- Minimum two to three years related working experience
- Interest in Natural Cosmetics is a plus
Primary Location: Asia Pacific-CN-Hong Kong
Job Type: Standard
Shift: 1st (Day) Shift
Job Number: 163703