The Estee Lauder Companies Executive Director, Global Retail Marketing in Blaine, Minnesota

Executive Director, Global Retail Marketing

Brand: Aveda


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.

Responsibilities Include:


  • Leadthe development of the global retail marketing strategy to drive traffic and transactionsin all bricks and mortar retail channels with marketing initiatives andprograms including loyalty, merchandising, sampling, brand communication,product and category navigation, point-of-sale, promotions and events.

  • Leadthe strategic development and optimization of the omnichannel Pure Privilege SM Loyalty Program and Guest Relationship Management (GRM) to cultivaterelationships with Aveda guests, create advocates and build loyalty and brandlove through lifecycle communications focused on editorial brand content, newlaunches, hero franchises and hero products.Increase frequency and multi-category purchases among retained guests,increase retention of new guests and increase overall spend and efficienciesthrough targeted initiatives.

  • Deployglobal Retail Marketing strategies, assets, guidelines, key performanceindicators (KPIs) and performance dashboards to the Regional and AffiliateMarketing Teams around the world for execution, implementation, tracking andreporting. Collaborate with the regionsto develop locally relevant strategies as needed.

  • Developand evaluate KPIs for all Retail Marketing programs. Track performance with monthly dashboards bymarket and make recommendations to drive continuous improvement and positiveROI. Foster a culture of continuousexperimentation and improvement with an ongoing test and learn approach.

  • Partnerwith regional teams to develop customer metric goals for individual marketsincluding customer acquisition, retention, spend, frequency, loyalty andlifetime value.

  • Partnerwith e-commerce team to develop synergistic omnichannel offers that drive thebusiness across the Aveda ecosystem of stores, salons and online.

  • Strategizeand plan with local markets when opening new retail formats from conception toimplementation of retail approach, product assortment, brand messaging, visualexpression, merchandising, and go-to-market strategies.

  • Leadthe marketing and event strategies for retail channels. Collaborate with the education team on the guestexperience for the event strategy.

  • Stayinformed on current competitor and industry trends in visual merchandising,consumer marketing and retail marketing.

Omnichannel Loyalty Program and GuestRelationship Management (GRM)

  • Managethe strategic development of the Pure Privilege SM Loyalty program,database and lifecycle communications with members. Continuously optimize PurePrivilege SM marketing investments and ROIs based on ongoing analyticinsights.

  • Providedirection and consulting services on loyalty marketing to Regional MarketingTeams. Manage strategy and execution forinternational market expansion of the Pure Privilege SM program.

  • Leadthe development of annual, ongoing GRM strategies (i.e. Welcome Series andBirthday Program) including sampling strategy based on data analytics andinsights of product and promotion performance by guest segment, creative assetdevelopment and tool kits with implementation guidelines for local execution. Collaborate with Omnichannel Campaign Team onGRM strategies that supports seasonal campaign themes and new product launches.

  • Developand optimize database marketing communication and promotions across email anddirect mail channels including post campaign database updates.

  • Continuouslyoptimize GRM marketing investments and ROIs based on ongoing analytic insights.

Retail Marketing Program and ProjectManagement

  • Planand implement a comprehensive global retail marketing calendar for all channelsto choreograph planned programs, promotions and traffic driving initiatives inpartnership with Regional Marketing and e-commerce teams.

  • Leadgo-to-market planning with key stakeholders to create integrated, omnichannelpromotions across all retail channels to drive traffic and transactions inclose partnership with the e-commerce team.

  • Drivethe implementation of seasonal omnichannel campaign brand strategies across allretail formats (Experience Centers/FSS, Specialty-Multi, Department Stores,Travel Retail and Salons).

  • Collaboratewith the Omnichannel Campaign Team in the development of seasonal marketingcampaigns and go-to-market strategies.

  • Developand cascade seasonal product and brand presentations to Regions and Affiliatesto present the retail calendar and programs to retail partners.

Product Assortment andMerchandising

  • Developand define product assortment strategy, make recommendations on productassortment by retailer and gain strategic alignment with Sr. Management andRegions.

  • Reviewcategory and product sales regularly and create action plans for improved performanceof hero franchises and hero products.

  • Developall global visual merchandising and display strategies to create compelling andengaging product launches and experiences.Provide direction to Associate Design Director, Retail Design and VisualMerchandising on all retail specific merchandising, collateral and displays.

  • Leadstrategy for seasonal and core samples and sets. Partner with the Global Product MarketingTeam on the sample assortment/development, set development and marketforecasts.


  • Leadannual budget development for Retail Marketing in alignment with approved brandstrategy. Track and adjust budgetpriorities as needed throughout the year to optimize ROI and meet brand NOPtargets.

  • Collaboratewith Regional Marketing Directors to provide annual budget guidelines toexecute the Retail Marketing strategy.

Team Leadership andDevelopment

  • Provideleadership, motivation and ongoing coaching for the marketing professionals onthe Retail Marketing team to cultivate a successful, agile and effective team.


Experience Required:

  • 10 years ofintegrated marketing experience

  • Must haveproven retail marketing experience in free-standing store or specialty-multi


  • Proven success leading directcommunication and traffic driving programs across channels

  • Knowledge of customer metric reporting,segmentation, data analysis and response measurement

  • Merchandising and sku portfoliomanagement skills

  • Knowledge of retail industry technologyand trends

  • Exceptional presentation, written andverbal communication skills

  • Solid experience leading high performingteams and developing talent

  • Ability to work well with many diversetypes of personalities

  • Excellent cross-functional collaborationskills

  • Ability to work consistently and urgentlyin a fast-paced environment

  • Authentic alignment with the AvedaMission

  • Proficient in Microsoft Office Suite

Job: Marketing

Primary Location: Americas-US-MN-Blaine

Job Type: Standard

Schedule: Full-time

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: 177936