The Estee Lauder Companies Executive Director, Local and Cultural Relevancy, North America in New York, New York

Executive Director, Local and Cultural Relevancy, North America

Brand: Estée Lauder Companies Corporate Departments

Description

The primary objective of this new Regional role is to be a force in the Region for measurable business impact and a hands-on partner/leader to significantly grow share and penetration with Multi-ethnic consumers as a key source of granular growth.

The role should work across Brands in development and execution of consumer-centric plans to accelerate the recruitment, conversion and sustainable retention of multi ethnic consumers. The role should build the foundation for activities, capabilities and systems to increase our share among these large and growing consumer populations.

The role should identify and elevate the needs/opportunities to develop specific assets and plans across traditional and non-traditional media, sources of influence, online/offline POS-specific efforts to both close gaps and give a forward advantage. The role should leverage and stay current on all available sources of insights and market intelligence, including internal experts and stakeholders, local field teams, ERG’s etc.

The role should provide pro-active expertise, partnership, and support to the Brands/Function for new or re-framed concepts, breakthrough approaches and relevancy in: story-telling, claims/benefit articulation, and executional considerations.

  1. Partner closely with NA brand teams and relevant functions (regional and global marketing, R&D, consumer engagement, finance and sales and education) to accelerate the development of critical marketing/engagement capabilities at the affiliate level, including:
  • Align the goals of acceleration of share with multi-ethnic consumers within brands’ business objectives

  • Influence the creation and localization of content and plans to achieve brand goals

  • Partner and support brand-specific initiatives that drive business with multi-ethnic consumers. To advice and partner in determining: scope, desired outcomes, KPI’s, participants, advisors and outside resources to bring projects to fruition and maximize impact.

  • Be the lead on corporate initiatives and pilots that accelerate share across multiple brands or Determine scope, desired outcomes, KPI’s, etc.

  • Share and receive learnings/best practices across global markets with similar consumer segments to optimize and garner scale.

  • Provide ad hoc guidance and partnership to NA brands in program development/adaptation as requested

  1. Provide knowledge, training and education to the North America and global brands around the specific needs of the multi-ethnic consumer in the USA and Canada, specifically:
  • Drive awareness of regional needs an alignment plans and deliverables with the brand teams

  • Share learnings and best practices across brands focusing on their application/plans creation and optimization

  • Build own capability and act as subject matter expert on category behaviors, beauty culture/aspirations, unmet/unarticulated needs, drivers, barriers to purchase/consumption.

  • Partner with consumer insights and innovation to hold sharing forums that would translate insights into actions

  • Develop and deploy toolkits and templates that would allow for speedy plans reapplication

  1. Pilot the creation of a new capabilities with partners that would allow us to reach multicultural / locally relevant consumers in a more effective way
  • Co-lead the creation of multi-ethnic acceleration toolkits (in partnership with Corporate Innovation, NA Consumer Insights and NA Engagement) by consumer group of interest and/or channel and region.

  • Identify partners and capabilities that will help fuel our brands plans, and create the right pool of internal and external talent to deliver on them

  • Cross brand coordination for multi brand efforts with external partners with the right expertise

  • Provide strategic recommendations on what activities we should pursue or stop based on pilot’s results.

  • Lead the creation of consistent measurement of success and tracking capability, specifically work with marketing, finance and analytics to determine the right set of metrics to assess efficacy of the plans.

  1. Co-lead the creation of Competitive Analysis alongside Corporate Strategy and Innovation, including:
  • Monitor competitive lines/products and draw conclusions re their success/failure in meeting the needs of the priority multi-ethnic consumers. Highlight learnings, unique or niche opportunities where seen.

  • Surface players that may not be on the radar for evaluation in Strategy, Regional Reviews, and/or acquisition

Qualifications

  • The candidate should have prolific experience in marketing or consumer engagement (at least 8 years), specifically creation and execution of marketing plans (including digital and social) and working with external partners on how to execute them.

  • Beauty or related industry experience

  • A strategic and critical thinker with strength in both analytical and creative capabilities

  • Strong social-digital IQ

  • Excellent communication (particularly in-person oral communication and public speaking), interpersonal, negotiation, and persuasion skills to interact with the senior level management

  • Must be a well-organized self-starter, flexible and possess an entrepreneurial spirit

  • Must have a passion for the multiethnic market, and corresponding interest in social and cultural trends

  • College graduate

  • Minimum of 10 years experience

Job: Marketing

Primary Location: Americas-US-NY-New York

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. Job Number: 179141