The Estee Lauder Companies Marketing Director, Lab Series, Asia Pacific in Hong Kong, Hong Kong

Marketing Director, Lab Series, Asia Pacific

Brand: Lab Series Skincare for Men


Position Summary:

  • Work closely with the Regional Director and Global/International Marketing teams to serve as the LAB SERIES Skincare for Men connection with the APAC markets, and to develop the APAC regional strategy to achieve sales and profitability goals.

  • Provide strategic direction and support to the markets to ensure the regional marketing, media & digital strategies are correctly executed.

  • Work across the region to help define priorities in each market in terms of brand focus as well as define investment priorities for the brand.

  • Supports the maximization of opportunities to increase sales, profits and market share.

  • Drives the Marketing and Media Plans in the region. Coordinates its creation and deployment, provides guidance to the affiliates, ensures excellence in execution by ensuring they are on brand and that the markets have the assets they need from the Global brand teams

  • Develop and implement “high touch” elements and programs to engage consumers in a meaningful way at every point of contact, including the POS experience.

  • Drives the online and digital regional strategy and implementation in the region, in close partnership with the Online regional team, affiliates and global teams

  • Work with the markets on CRM programs and communication.

  • Liaise with internal PR Communications teams both at the Global & Affiliate level to ensure digital integration & execution of media campaigns.

  • Adapts the Global Marketing Plan to be APAC centric, incorporating exclusive APAC programs and ensuring local relevancy of global programs for APAC

  • Works closely with Global partners to ensure alignment with the strategy, gathering support to implement the programs throughout the year

Roles & Responsibilties

  • Develop strategies with the markets to drive growth and market share objectives.

  • Lead all launches in conjunction with the Regional Director and International Marketing.

  • Develop launch, marketing and media, online/digital plans with markets (digital marketing, social media, e/m commerce).

  • Ensure excellence of the execution of marketing strategies in APAC markets: online/offline activation, omnichannel initiatives, commercial innovation, traffic drivers, paid sampling, launches, special projects etc...

  • Integrate consumer insights into actionable strategic and tactical recommendations

  • Identify market initiatives and regionally relevant products/programs (offline & online) that can be executed pan- regionally. Follow up their execution and gather learnings, share best practices between markets to drive growth.

  • Act as the voice for the region and communicate feedback based on opportunity for product innovation, programs and needs of the of markets.


  • Liaise with Regional Online division to assess the online / digital needs of the region and assist with the execution of core sites and e-commerce sites and mobile site.

  • Work closely with the Global brand to cascade the Online and Digital strategy, localizing it for APAC and ensuring it’s application

  • Work closely with markets to develop innovative, replicable and sustainable online strategies and initiatives.

  • Assess the right investment in digital channels, understanding market particularities and making relevant recommendations by market

  • Ensure assets created/provided are relevant for the individual markets and that the local execution follows the strategy.

  • Work with markets to develop social media strategy.


  • Lead CRM initiatives for the APAC region (e.g. direct communication, mobile).

  • Liaise with markets on database implementation (e.g. collection and communication).

  • Liaise with NY Creative/Marketing to ensure the region has the appropriate CRM tools.


  • Provide direction and support to the markets to ensure the regional marketing and media strategies are correctly executed.

  • Work with markets to identify additional needs and liaise with international/global marketing to ensure these are met wherever possible.

  • Ensure bulletins are received and forecasts are submitted on time.

  • Develop Regional Media Strategy, in conjunction with VP/GM.


  • Facilitate APAC pricing harmonization with APAC markets, international marketing and global pricing teams.

  • Provide price increase support to markets prior to submission to NY.

  • Recommend pricing positioning for all new products in conjunction with international marketing.

  • Ensure proper pricing analysis is done to support pricing decisions, looking at competition, pricing corridor and base market

Demand and inventory management

  • Collaborate with global team on SKU management initiatives.

  • Propose and facilitate line edits for the APAC region.

  • Drive the correct forecast of new launches

  • Review forecast analysis and ensure demand planning is accurate.

Analysis and Reporting

  • In charge of APAC sell-through reports and market feedback on a monthly basis to identify regional, gaps, needs and opportunities.

  • Prepare regular updates to Management.

  • In charge of new launch report delivery to the Global brand

Communication and Strategic Thinking

  • Foster constant communication with all relevant APAC teams.

  • Visit markets and attend affiliate meetings as required.

  • Plan, organize and conduct regional meetings as required.

  • Participate in regular meetings and conference calls with NY Global Marketing, International Marketing and markets to ensure a constant communication flow.

  • Digest and properly filter information with a strategic mindset, understanding priorities, strategic objectives and asset/budget management, both from NY to the region and vice-versa


  • Work within set budget and monitor on monthly basis resolving any discrepancies.

  • Provide marketing budget guidelines to APAC markets.

  • Develop strategic acumen of local marketing executives. Establish close relationships with affiliate marketing teams

  • Other duties and special projects as directed by the VP/GM.


Skills & Requirements

  • Strong strategic and marketing skills required.

  • Experience in digital and digital media is required.

  • Extensive knowledge of APAC markets and diversity of consumers across the region.

  • Position requires creativity and thorough knowledge in all areas of marketing including the ability to implement innovative marketing programs including digital and CRM programs.

  • Understanding of retail and Men’s skincare and motivation for its unique positioning, culture and consumer dynamics.

  • Excellent written and oral communications, excellent presentation skills.

  • The ability to communicate with multiple cultures and at senior levels with retailers, senior and international management.

  • Proven track record of strong leadership and management skills.

  • Fully fluent written and spoken English essential

  • Mandarin desirable

Background Characteristics

  • A person who fosters company vision

  • Displays integrity and builds trust

  • Reliable and dependable

  • Positive outlook

  • Strong analytical mind and conceptual thinker

  • Sets high standards

  • Strong communicator

  • Persuasive and engaging

Job: Marketing

Primary Location: Asia Pacific-CN-Hong Kong

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Travel: Yes, 50 % of the Time

Job Number: 1818218