The Estee Lauder Companies Consumer Engagement Manager, Travel Retail China in Shanghai, China

Consumer Engagement Manager, Travel Retail China

Brand: Estée Lauder Companies Corporate Departments

Description

Position Summary:

  1. Develop and execute Consumer Engagement practice on digital, social and omni-channel platforms for ELC TR AP (Travel Retail APAC) brands for the PRC Traveling Consumer. This is a pioneering role and requires the person to act as a thought-leader in defining the vision, scope, opportunities and business impact of this audience, acting as a key conduit to drive Travel Retail social/digital/omni strategy. Works closely with key brand functions in NY, Regional and International markets to guide consumer engagement strategy and amplification that is relevant to Travel Retail.

  2. It’s important to understand this is an audience-based role, (the traveling PRC) and as such, while its based in Shanghai, its executional scope will touch all geographies that its relevant to this Audience in APAC and even beyond.

Responsibilities:

A。 Consumer Engagement opportunities for Traveling PRC, through large scale digital & social media partnerships: (40%)

  • Explore and identify partners who can help create high level reach and engagement for ELC TR AP marketing campaigns by uniquely segmenting and targeting the traveling PRC in new digital and social channels.

  • Taking lead in Planning and executing these high value campaigns to establish business impact and return on investment.

  • Strategizing next level of engagement vehicles for the TR channel, beyond the standard media practices, with focus on the cutting edge social and mobile platforms – including opportunities in other markets.

  • Support brand teams to adapt and implement their social media playbook tactics, in local context, and guide further evolution of the social strategy.

  • Adapt and refine global KOL/Influencer strategy for TR AP.

  • Be a thought-leader within the team - to stay in touch with the latest and best in digital and social advancements in the market and continuously update and educate the team on new opportunities

B。 Lead the Omnichannel function for TR AP targeting traveling PRC: (40%)

  • Strategize & activate digital engagement models in-store to disrupt traffic and drive penetration to counter.

  • Use social and digital programs to drive online-to-offline conversion in Airport, Downtown and possibly In-flight point of sales

  • Test and learn digitally powered engagement tools that can drive education-facing applications that ultimately creates better in-counter engagement opportunities.

  • Work with Shopper Insights team to identify key elements of consumer experiences in-counter that can be improved using technology-based solutions.

  • Partner with Retailer or Relevant media partners on database marketing programs that drives sustainable retention and increased KPIs such as AUS and IPT from existing consumer base

C。 Measurement and benchmarking (20%)

  • Devise rational and accurate measurement frameworks for Consumer Engagement and Omnichannel programs especially where traditional digital tracking tools are inadequate.

  • Establish KPIs and benchmarks for investments in Digital and Omnichannel programs. Work out efficacy of OPEX-utilization and present incremental investment opportunities for greater marginal returns.

  • In partnership with Insights team, implement learnings from Social Buzz study reports into brand social activation programs and educate brand teams on how to use and measure success of these efforts.

Qualifications

  • 7-8 years of experience in Digital, Social marketing, not limited to China but regional and global as well. In-depth knowledge and experience for Chinese and other key regional social platforms.

  • Passion for the latest and best in online events and technologies – social, digital and omni.

  • Work experience in Retail/Beauty/Fashion/Luxury industries preferred. Work experience with global MNC brands is a plus.

  • Strong experience in partnership marketing – especially with big technology, travel or consumer services organization

  • Experience in bringing Technology application at Retail level, especially in consumer facing.

  • CRM and Database marketing experience

  • Strong understanding in the areas of research & insights for marketing strategy.

  • Understanding of modern marketing measurement and analytical frameworks

  • Strong ability to interpret and translate global brand strategies and equity – as well as beauty and lifestyle trends - into localized programs

  • Good grasp in ecomm/m-comm environments – strategy and tactics driving online penetration and conversion.

  • Well-versed in English & Mandarin. Good communication and presentation skills.

Job: Marketing

Primary Location: Asia Pacific-CN-Shanghai

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Job Number: 173626