The Estee Lauder Companies Marketing Director, Too Faced, Asia Pacific in Hong Kong, Hong Kong

Marketing Director, Too Faced, Asia Pacific

Brand: Glamglow


Position Summary

Bridge between Global & Markets to provide holistic & strategic marketing direction and execution support to APAC markets via continuous partnership with Global/Region/Market key stakeholders. Tailors and initiates regional marketing programs/toolkit to meet unique regional/local needs, while protecting Too Faced brand equity and ensuring execution excellence of the brand. Position directly reports to Regional Director.


Manage Too Faced product/ retail marketing functions:

  • Responsible for APAC markets with holistic toolkits for all key launches and brand always-on programs

  • Participate in developing key categories innovation strategy and support cadence

  • Support the development of APAC-specific retail marketing program, supporting key launches with animations, promotions, and other retail activations. Guide and monitor affiliate execution, conduct recap report/ learning and sharing

Collaborate cross-functionally with Global Marketing, Product Development, Visual Merchandising/ Store Design, and supply chain to provide support to the overall operations of our APAC team

Foster a strong marketing community with Regional, Global and Affiliate

  • Work with all marketing functions, including product marketing, trade marketing, and consumer engagement, to drive a holistic retail/ consumer experience

  • Point of contact of key corporate marketing initiatives

  • Provide regular sharing & connect session among marketing communities

  • Manage efficient communication & information sharing from Global to Affiliates


  • Product Strategy and Innovation

  • Responsible for the rolling 18-month product support calendar for the Region

  • Champion regional unique category & consumer insight to facilitate upstream product & concept development

  • Lead the development of the APAC innovation strategy. Develop process to feed regional category and consumer insights into global marketing/product development. Ensure APAC-specific needs and opportunities are addressed within the global innovation roadmap.

  • Provide regular reporting to Management and Global/Regional teams.

  • Holistic 360 marketing approach

  • Own the APAC regional marketing strategy, including all aspects of the marketing functions from product, retail, and consumer marketing

  • Retail Program Development and Launch Support

  • Develop holistic brief for key regional programs (key launches, resupport and always-on) to guide program support development

  • Follow regional strategy to develop Retail thematic campaign idea and consumer experience flow

  • Partner with cross function team (Consumer Engagement, Education, Sales, VM) to create and/or to ensure program relevancy & sufficiency for the markets.

  • Manage PO, shopping cart, code creation, IMW bulletin and collaterals process

  • Expense management

  • Sales and Operations

  • Support the ongoing day-to-day operations and key initiatives including assisting with sales reports coordination and communication with Sales and Field Teams. Maintain documents on a regular basis to keep files up to date

  • Project manage new market launches

  • Communicate with regional and affiliate Supply Chains on OOS, back to stock, level of stock

  • Work with Commercial Managers on tracking retailers’ invoices, credit notes and provide a monthly report to accounting

  • Ship comps and samples when needed to the Field team

  • Assist with weekly and monthly reporting

  • Other duties and responsibilities as requested by management

  • Pricing

  • Manage all product categories strategic pricing to ensure driving long term profitability for the brand

  • Ensure adequate new product pricing guideline is set for new launches by partnering & influencing Global / Affiliate

  • Ensures the pricing guideline is properly executed in markets.

  • SKU Management

  • Collaborates with global/Regional team on SKU management initiatives

  • Facilitates Line edits for the APAC region

  • Forecast

  • Ensures the forecast guideline is implemented correctly in affiliate markets with the support of Regional Demand Planning Team. Works directly with sub-regional managers and retailers on newness forecasting.

  • Marketing Analysis and Reporting

  • Analyzes sell-in/through information, market feedback and competitor information on an ongoing basis with Regional Team to identify regional needs and opportunities

  • Prepares regular updates to Management and Global teams on the business trends based on syndicated panels

  • Gathers market and consumer intelligence on the APAC market place and its key markets


  • Fosters regular communication of marketing-related topics with all relevant cross-functional teams: Consumer Engagement, Forecasting, VM, Store Design, Online, Education

  • Fosters regular and transparent communication with Markets and Global Marketing.


Skills & Requirements

University Degree, preferably in Marketing related area

  • Minimum of 10 years working experience in a similar capacity, preferably in the cosmetics industry, luxury retail experience and/or with regional exposure

  • Proven experience in handling/creating digital-lead marketing initiatives in beauty/luxury industry

  • Sound knowledge in e-commerce in the luxury/premium retail environment would be an advantage

  • Proficient in English, Mandarin/Japanese/Korean would be advantageous

Required Background Characteristics

  • Must have a persuasive communication style and be able to demonstrate strong communication skills with all levels of management of Marketing, Sales, and Education, Packaging, Creative and Copy teams.

  • Ability to understand, maintain and communicate timelines, differentiate brand by retailer, work collaboratively and cross-functionally, and support brand essence and key initiatives is essential. Key skills include providing administrative support in business operations and analysis, planning and execution, budget understanding, ability to thrive in a fast-paced environment.

  • Must demonstrate strong problem-solving capabilities.

  • Must possess clear and concise business writing skills. Be able to convey ideas in a concise and clear way.

  • Exceptional MS Office skills are required.

  • Occasional travel.

  • Strong interpersonal skills to interact with all levels of management.

  • Strong organization and planning skills.

Job: Marketing

Primary Location: Asia Pacific-CN-Hong Kong

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Job Number: 1820868