The Estee Lauder Companies Senior Director, Corporate Digital Marketing, Asia Pacific in Hong Kong, China

Senior Director, Corporate Digital Marketing, Asia Pacific

Brand: Estée Lauder Companies Corporate Departments


JOB TITLE : Senior Director, Corporate Digital Marketing, APAC

DIVISION/BRAND : Corporate Digital Marketing

REPORTS TO : Vice President, Corporate Marketing APAC, Matrix reporting to Vice President, Asia Pacific Online, Matrix reporting to SVP, Consumer Engagement Global, NYC


The Senior Director, Corporate Digital Marketing, APAC is a new position that is expected to build our digital marketing capability across the APAC affiliates, enabling our brands to drive global brand equity while executing with appropriate local relevance.

This position will be charged with acting as a conduit between the Corporate Marketing organization and our brand teams in the region, to accelerate our digital and social marketing activities and capabilities there.

PRIMARY Accountabilities:


Drive thought-leadership across the Region's affiliates and up to the global organization to guide global, regional and local Brand and Online teams in making optimal choices on where to play and how to win in digital and social marketing:

Educate the brands on digital (both consumers and platforms/devices) landscape and its constant evolution: digital marketing awareness, performance marketing, programmatic buying

Education and training: organize and lead Regional Digital Marketers meetings to leverage learnings and drive best practices across the teams

Digital channels choices based on brands objectives

Content and assets needed to achieve Brands objectives including local relevant assets definition

Identify and support key pilot opportunities that drive digital marketing engagement and brand awareness excellence

Develop digital marketing knowledge expertise, capabilities and processes among Brands

Build knowledge and alignment across Brands on successful key digital metrics across all spectrum of digital marketing activities

Lead regional management and training on key digital and social marketing asset management & publishing tools

Create and execute regional version of our “Digital Marketing Lab” to drive local level pilots that enable rapid experimentation against our big strategic imperatives

Work closely with Brands and Online teams to propose strategy, analysis and resourcing plan to enable key brands in key markets to extend social footprint

Leverage and input to global landscape synthesis work, to identify opportunities to build deeper organizational knowledge and best practices

Provide regional guidance on selection and management of the region's key digital/social marketing/creative agency partners and the key social platforms, enabling the needs for real/near-time continuous content that is equity-driving but also locally relevant, particularly in major social channels, in partnership with Global

Key Deliverables

Successful development of learning across Brands through trainings, workshops, set up Digital Marketing Lab concept for APAC (adaptation and deployment of Digital Marketing Acceleration program in APAC, adaptation and deployment of

Social Media / Communications Managers Training in APAC, create and host regional digital marketers meeting)

Develop set of KPI’s across Brands and Online to measure digital marketing effectiveness

Implementation and execution of a digital marketing roadmap for APAC with both agencies and Brands / functions, that

would include, among others :

Implementation of coherent cross-brand digital marketing KPI’s

Improved Assets communications and assets optimization tools for digital marketing with Brands and functions (Online, local relevance, corporate marketing)

Develop and implement set of KPI’s across Brands to measure digital marketing effectiveness

Create a system of best practice sharing between Region, Local affiliates and Global

Ensure operationalization of asset management tools for digital


Provide regional oversight and guidance with the region's key digital media agency partners as well as the region's key media partner relationships, in collaboration with Brands and Online

Work with agency partners and global organization to standardize an approach and delivery of measurement and reporting on digital media efficiency

Partner closely with Regional Online function to enable a more holistic view and integrated planning process to all digital marketing/media, inclusive of eCommerce

Key Deliverables

Support Brands and Online teams on the negotiations with agencies (contract, commercial conditions, ...)

Brief agencies, with the support of the Brand and functions (corporate marketing, online) on major brand initiatives and

campaigns, as well as a yearly “always on” digital marketing strategy


  • College graduate

  • 12 years of experience

  • Fluent in English, Asian language (s) optional

  • Self-starter - a proactive and entrepreneurial mindset

  • C omfortable working in a matrixed environment

  • Relationship builder across teams

  • Extremely strong communication skills and ability to distill complex information and translate into clear indicated actions to local teams

  • 30-40% international travel

Job: Online / E-Commerce

Primary Location: Asia Pacific-CN-Hong Kong

Job Type: Standard

Schedule: Full-time

Travel: Yes, 50 % of the Time

Job Number: 163197