The Estee Lauder Companies Consumer Engagement Manager, Tom Ford Beauty in Taiwan

Consumer Engagement Manager, Tom Ford Beauty

Brand: Tom Ford Beauty

Description

Principal Objectives

  1. Oversees and orchestrates Brands’ digital marketing, social media, CRM, CI and paid media activities to createa consumer focused and consistent brand experience

  2. Leads and integrates all earned, owned, and paid media and communications across classic PR, ePR, Digital, and Social Media channels for the Brand

  3. Uses CRM- and CI-based insights to build programs to drive sales and customer acquisition

  4. Helps to develop the Brand’s CRM calendar and campaigns

  5. Builds and manages the Brand’s influencer network, presence through blogs, Facebook, and other strategically relevant Social platforms in partnership with Corporate Digital/Social Media Manager

  6. Leads digital/traditional media strategy development in line with Regional direction

  7. Ensures all consumer facing programs/offers are consistentwith the omnichannel expectations of our consumers

Accountabilitie

  1. Communications
  • Partners with Regional CED and Brand Comms to develop local content when required - tailors Brand stories for local influencers (digital & traditional) within Brand guidelines (co-developed and executed with Brand Communications role where it exists)

  • Has oversight of the market’s influencer marketing, inclusive of identifying meaningful partnerships to support Brand and product goals.

  1. Insights and commercial development
  • Working with the Regional CI Director and the Affiliate Corporate Marketing Manager, develops a thorough omni-channel understanding of local consumer behaviors and preferences

  • Ensures available consumer, retail, shopper data are appropriately analyzed and used for marketing decisions

  • In line with this, develops the Brand’s overall consumer prioritie

  • Develops specific recommendations on how to grow the Brand’s “always on my mind” awareness, as well as commercial activities that can monetize these encounters with the Brand and ultimately drive sales, share and profits

  • Develops specific implementation programs and campaigns for the Brand, highlights key areas where the Brand needs strategic and/or operational support from Affiliate or Regional stakeholders

  • As a consequence, stays on top of the local market in terms of consumer, channel and competitive trends, threats and opportunities

  • Identifies when Global/Regional programs don’t meet local needs' works with Regions to modify

  1. Social and digital marketing
  • In line with these insights, develops the Brand’s social/digital strategy in collaboration with the Regional CED

  • Accountable for the Brand’s social/digital presence, posting on behalf of the Brand, curating user-generated content (with Social Media Coordinator)

  • Collaborates with Regional CED to define digital influencer strategy. Systematically works with Corporate Digital/Social Media Manager to identify upcoming digital influencers that the Brand could develop into “stars”. In case of influencers with cross border followers / appeal, works with Regional Social Media Directors and the CEMs of the relevant Affiliates to coordinate influencer program

  • Works with Brand Comms to generate continuous content to maximize influencers reach to the appropriate fan/social circle base

  • Highlights local digital creative requirement to the Brand’s Regional Creative Director (where exists)

  • Highlights technical and analytical requirements of flawless campaign execution; ensures they are in place for roll out by working with Corporate Digital/Social Media Director on strategic issues

  • Collaborates with E-com to provide input for and validate the brand’s E-com strategy, calendar

  • In collaboration with Brand Marketing Manager, validates overall paid media budget allocation by business line (Brand – Online) and platform (search, programmatic, influencers, etc.)

  • Tracks metrics and KPIs to set targets and monitors campaign performance

  • Responsible for developing tactics to improve upon relevant KPIs

  1. Agency management
  • Defines the role agencies should play in our go-to-market strategy

  • Owns the social/digital part of the media brief

  • Manages digital agency relationships, including day-to-day production, as well as campaign budgets and schedules and overall expected results

  1. Consumer focus
  • Point person for Consumer Care

  • Ensures that Consumer is at the heart of product/channel innovation and initiatives

  • Ensure information on consumer-affected issues is communicated to the appropriate departments such as quality issues, risk management and recurrent complaints

  1. CRM
  • Defines the Brand’s local CRM campaign priorities, communicates them to Regional Brand Consumer Engagement Director

  • Builds annual and quarterly CRM campaign calendar

  • Highlights technical and analytical requirements of flawless campaign execution; ensures they are in place for roll-out by working with Corporate CRM concerning analytics and/or Regional Consumer Engagement Manager concerning strategic issues

  • Ensures that local consumer segmentation and databases remain up to date and relevant for each campaign

  • Based on these, develops relevant and engaging Brand offers behind the right channel/product mix

  • Evaluates campaigns agains target KPIs and shares learnings with Brand team, Affiliate Corporate Marketing Manager/Director and Regional Consumer Engagement Manager for future references

Qualifications

Work Experience

6 years’ experience that includes CRM, online or digital media consultancy/project management

Professional Skills

  • Ideal candidate will combine operational expertise in social/digital marketing, consumer insights and CRM/loyalty program execution

  • Additional experience in the following areas counts as a big plus

  • beauty industry

  • e-commerce

  • strong analytical skills

  • operational CRM experience

  • strong communications and interpersonal skills

  • understanding of web technologies involved in digital and social platforms

  • knowledge of search engine optimization, including basic keyword search

  • This is an operational and entrepreneurial role, which requires someone with a hands-on approach to business and strong perseverance

Job: Customer Service

Primary Location: Asia Pacific-Taiwan

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Job Number: 174156