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The Estee Lauder Companies Regional Marketing Manager, Origins, GlamGlow, Becca, Travel Retail APAC in Central Singapore, Singapore
Regional Marketing Manager, Origins, GlamGlow, Becca, Travel Retail APAC
Brand: Estée Lauder Companies
Part of the TR APAC Brand Leadership Team - RBD, RMM, REM (Education), RBM (Business), ASMs (Area Sales Managers) in achieving brand objectives across Travel Retail APAC.
Lead the regional marketing strategy for TR APAC across all markets and brands by pro-actively providing marketing direction and support to the sales team in the holistic, 360 executions of product launches, digital/KOL initiatives, on counter consumer engagement activities.
Create and drive the Digital and Social Media strategy.
Oversee the implementation of marketing calendar across the APAC region and the tracking of marketing activities.
Work closely with NY Marketing (TRWW) to provide APAC specific feedback and coordinate information flow.
P&L: Manage the A&P budget for TR APAC to ensure key programs are supported with maximization of ROI in mind.
Trade Marketing: partner with retailers to build key account programs.
Engage in business analysis (more specifically category, franchise, COG analysis) in order to manage inventory situation and to drive business growth.
Lead, coach and develop the marketing team (all direct reports)
Attend global and regional brand meetings and lead presentations for key retailers with ASM/AC (Account coordinator)
Ensure Customer & Market Growth
Work with sales team to provide marketing support in the following areas:
Marketing directive in product launches – including forecast/allocation, visual merchandising, and 360 execution.
Identification for on counter event opportunities with each region and thereafter to provide clear strategy and implementation and sales/activity tracking mechanism.
Oversee the provision of timely updates for saleable/non-saleable and “out of stock” list to sales team to enable close follow-ups in the field.
Promotional support for HPPs, off-site promotions in targeted locations. This will entail working with NY Marketing and SDVM, thereafter, to work with contractor on the execution of the promotion.
Maintain close liaison (bi-weekly/monthly conference calls) with New York (TRWW) marketing to provide:
Feedback on launch programs and TR specific programs
Discuss marketing support, needs
Provide active feedback on regional requirements
Feedback on competitors’ activities
Work with TR WW Demand Planning and Marketing on:
Forecasting for newness – reviewing benchmarks and estimating growth potential
Ensuring forecast is in place for top hero skus to minimize out of stock situations
Updating of on-going forecast by clearly communicating the trend
Manages Operational Effectiveness
Responsible to oversee that marketing activities (whether launch/ /digital/on counter activities) are properly executed and tracked with the ASMs/ACs so that program effectiveness can be assessed.
Maintain close liaison with regional and local affiliate Marketing Managers to coordinate launch dates, media schedule, etc. and update sales. Collaborate with affiliate marketing managers, where opportunities are available, in order to achieve economies of scales for both parties.
Responsible for all aspects of implementing the marketing calendar:
Planning the calendar with ASMs for all key accounts including launch plans.
Presenting the marketing program during sales cycle to all functions and giving clear direction on programs
Set clear objectives and strategies for field implementation
Maintain effective budget controls on marketing lines by program
Give ASMs clear direction and support in achieving marketing objectives
Oversee the planning and implementation of sales cycle meeting. This entails the preparation of marketing folders (including marketing updates, allocation for stock/collateral, assortment, etc.) working with NY to ensure that visuals and product comps are available before meetings, planning room setup, on site execution.
Support sales with key information and preparing necessary materials for all presentations.
Maintain frequent communication with sales on stock, sales, operational and/or regional related issues, etc.
Frequent communication with Lachen DC especially with inventory controllers, in order to have sound understanding and control of stock situation.
Fully leverage Consumer Insights & Social Listening reports from the Corporate Integrated Marketing team to maximum advantage for strategies to target key consumers.
Important to have a good working knowledge on SAP especially BI system, in order to be able to extract and validate sales data for analysis of sell in and sell through.
Improves Business Processes
Oversee the implementation of process which enables sales team to have visibility on the available marketing collateral to be able to reorder in a timely manner
The incumbent is expected to oversee the implementation of the following process flows:
Provide a list of marketing collateral (by brand) that needs to be available at each counter
New counter opening guideline
Responsible to evaluate workflow processes on a continuous basis so as to achieve improvements where needed.
Leads and Develops People
- Manage and lead the development of marketing managers, executive.
- Diploma holder /Degree holder
Minimum 8 years’ working experience in either a sales/marketing function, preferably in the cosmetic/ Travel Retail industry.
Diploma holders with 8-10 years’ working experience in a similar capacity preferably within the cosmetics and travel retail industry
Pro-active self-starter and highly driven individual
Positive attitude and growth mindset
Strong communication skills
Ability to identify and go after opportunities
Strong digital and social Media
Strong analytical skills
Ability to collaborate and work well in a team
Proven track record of good leadership and management skills
Confident with strong presentation skills
Fast learner and ability to multi-task
Versatile and adaptable to changes
Self motivated and passionate about cosmetics and beauty business
Proficiency in MS Office namely Word, Excel and PowerPoint
Strong understanding of the Chinese Travelling Consumer is an advantage
Willing to travel 30-50% of the time
Primary Location: Asia Pacific-SG-Central Singapore
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 50 % of the Time
Job Number: 1910201