The Estee Lauder Companies Executive Director, Global Retail Marketing in Blaine, Minnesota
Executive Director, Global Retail Marketing
Executive Director, Global Retail Marketing is responsible for the development of the global retail marketing strategy to drive traffic and transactions in all bricks and mortar retail channels with a focus on Brand Experience Centers (FSS), specialty-multi, department stores, travel retail and salons. Leads the strategic development of retail channel capabilities, brand expression through merchandising, communication and sampling. Responsible for cultivating relationships with Aveda guests, creating advocates and building loyalty and brand love through lifecycle communications. Leads the development and ongoing optimization of omnichannel programs including global loyalty programs, Guest Relationship Management (GRM), customer acquisition and surprise and delight initiatives. Fosters a culture of continuous experimentation and improvement leveraging consumer and analytic insights with an ongoing test and learn approach.
Each Aveda employee will practice an individual commitment to sustainability and environmental responsibility in the workplace. We aim to steer society in a more sustainable direction for our benefit and the benefit of generations to come.
Lead the development of the global retail marketing strategy to drive traffic and transactions in all bricks and mortar retail channels with marketing initiatives and programs including loyalty, merchandising, sampling, brand communication, product and category navigation, point-of-sale, promotions and events.
Lead the strategic development and optimization of the omnichannel Pure Privilege SM Loyalty Program and Guest Relationship Management (GRM) to cultivate relationships with Aveda guests, create advocates and build loyalty and brand love through lifecycle communications focused on editorial brand content, new launches, hero franchises and hero products. Increase frequency and multi-category purchases among retained guests, increase retention of new guests and increase overall spend and efficiencies through targeted initiatives.
Deploy global Retail Marketing strategies, assets, guidelines, key performance indicators (KPIs) and performance dashboards to the Regional and Affiliate Marketing Teams around the world for execution, implementation, tracking and reporting. Collaborate with the regions to develop locally relevant strategies as needed.
Develop and evaluate KPIs for all Retail Marketing programs. Track performance with monthly dashboards by market and make recommendations to drive continuous improvement and positive ROI. Foster a culture of continuous experimentation and improvement with an ongoing test and learn approach.
Partner with regional teams to develop customer metric goals for individual markets including customer acquisition, retention, spend, frequency, loyalty and lifetime value.
Partner with e-commerce team to develop synergistic omnichannel offers that drive the business across the Aveda ecosystem of stores, salons and online.
Strategize and plan with local markets when opening new retail formats from conception to implementation of retail approach, product assortment, brand messaging, visual expression, merchandising, and go-to-market strategies.
Lead the marketing and event strategies for retail channels. Collaborate with the education team on the guest experience for the event strategy.
Stay informed on current competitor and industry trends in visual merchandising, consumer marketing and retail marketing.
Omnichannel Loyalty Program and Guest Relationship Management (GRM)
Manage the strategic development of the Pure Privilege SM Loyalty program, database and lifecycle communications with members. Continuously optimize Pure Privilege SM marketing investments and ROIs based on ongoing analytic insights.
Provide direction and consulting services on loyalty marketing to Regional Marketing Teams. Manage strategy and execution for international market expansion of the Pure Privilege SM program.
Lead the development of annual, ongoing GRM strategies (i.e. Welcome Series and Birthday Program) including sampling strategy based on data analytics and insights of product and promotion performance by guest segment, creative asset development and tool kits with implementation guidelines for local execution. Collaborate with Omnichannel Campaign Team on GRM strategies that supports seasonal campaign themes and new product launches.
Develop and optimize database marketing communication and promotions across email and direct mail channels including post campaign database updates.
Continuously optimize GRM marketing investments and ROIs based on ongoing analytic insights.
Retail Marketing Program and Project Management
Plan and implement a comprehensive global retail marketing calendar for all channels to choreograph planned programs, promotions and traffic driving initiatives in partnership with Regional Marketing and e-commerce teams.
Lead go-to-market planning with key stakeholders to create integrated, omnichannel promotions across all retail channels to drive traffic and transactions in close partnership with the e-commerce team.
Drive the implementation of seasonal omnichannel campaign brand strategies across all retail formats (Experience Centers/FSS, Specialty-Multi, Department Stores, Travel Retail and Salons).
Collaborate with the Omnichannel Campaign Team in the development of seasonal marketing campaigns and go-to-market strategies.
Develop and cascade seasonal product and brand presentations to Regions and Affiliates to present the retail calendar and programs to retail partners.
Product Assortment and Merchandising
Develop and define product assortment strategy, make recommendations on product assortment by retailer and gain strategic alignment with Sr. Management and Regions.
Review category and product sales regularly and create action plans for improved performance of hero franchises and hero products.
Develop all global visual merchandising and display strategies to create compelling and engaging product launches and experiences. Provide direction to Associate Design Director, Retail Design and Visual Merchandising on all retail specific merchandising, collateral and displays.
Lead strategy for seasonal and core samples and sets. Partner with the Global Product Marketing Team on the sample assortment/development, set development and market forecasts.
Lead annual budget development for Retail Marketing in alignment with approved brand strategy. Track and adjust budget priorities as needed throughout the year to optimize ROI and meet brand NOP targets.
Collaborate with Regional Marketing Directors to provide annual budget guidelines to execute the Retail Marketing strategy.
Team Leadership and Development
- Provide leadership, motivation and ongoing coaching for the marketing professionals on the Retail Marketing team to cultivate a successful, agile and effective team.
10 years of integrated marketing experience
Must have proven retail marketing experience in free-standing store or specialty-multi
Proven success leading direct communication and traffic driving programs across channels
Knowledge of customer metric reporting, segmentation, data analysis and response measurement
Merchandising and sku portfolio management skills
Knowledge of retail industry technology and trends
Exceptional presentation, written and verbal communication skills
Solid experience leading high performing teams and developing talent
Ability to work well with many diverse types of personalities
Excellent cross-functional collaboration skills
Ability to work consistently and urgently in a fast-paced environment
Authentic alignment with the Aveda Mission
Proficient in Microsoft Office Suite
Primary Location: Americas-US-MN-Blaine
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 10 % of the Time
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply.
Job Number: 190618