The Estee Lauder Companies Promotions Manager, Estée Lauder in London, United Kingdom

Promotions Manager, Estée Lauder

Brand: Estée Lauder

Description

POSITION: Promotions Manager

DIVISION: Estée Lauder

REPORTS TO: Trade Marketing Manager

RESPONSIBILITY FOR:

  • Delivering the Estée Lauder Promotional strategy and calendar. To plan and implement all aspects of promotional activity from approving strategic gift mixes through to the execution on counter and analysis of results, ensuring a smooth running and successful promotional programme.

  • Management of Estee Lauder Christmas category, including the timely development and implementation of category strategy, in accordance with Brand guidelines. This includes budget management and recommending any necessary UK market proposals, to deliver market share and retail sales growth.

  • Delivering best in class strategy for select retailers and leading the implementation with National Account Managers

OBJECTIVES:

  • Develop and implement the Estée lauder Promotional & Christmas strategy in line with brand target/projected promotional growth whilst maintaining brand equity. Deliver a message supportive of brands strategic priorities with a focus on our important core pillar categories and new product launches. Align the Promotional calendar with the overall UK business and marketing objectives

  • Analyse and understand who the Promotions & Christmas customer is and the role of Promotions & Christmas regarding the commercial sales, conversation, retention and recruitment. Conduct a regular deep dive analysis on the role of each promotional tool and provide strategic insights to the brand. Translate insights into actionable plans that help shape the future promotional strategy.

  • Work closely with the Global team to ensure we achieving regional relevancy and best profitability possible whilst still developing strong, strategic mixes.

  • Forecast and allocate to each store group with input from Sales, bearing in mind each account’s past gift contents. Maintain an up-to-date four-season gift component history. Proactively provide feedback to New York if proposed gift direction (vehicles or components) is not suitable for UK market.

  • Work closely with the Sales & education team to develop and cascade comprehensive briefs to the field team. Act as a strong support system to the Field team both in preparation and at launch period of each gift, showcasing a proactive and problem solving attitude.

  • Analyse sales results using the latest sales information and sales promotion results to determine impact of programmes. Set up effective reporting procedures to ensure results are published on a timely basis. Report daily and weekly results to senior management, providing rationale for good or poor performances and AUS.

  • Collate qualitative and quantitative feedback post each execution and translate them into future action plans.

  • Communicate and liaise effectively with internal and external departments, on all areas of responsibility from demand planning through to suppliers and retailers.

  • Keep abreast of all developments within competitive activity and ensure full competitive report following each season.

  • Strategically plan co-operative advertising schedule to budget for all Promotions.

  • Manage GWP advertising schedule. Ensure all collateral and digital is optioned and planned according to strategy and budget. Work closely with retailers and Field Force to ensure advertising guidelines are met.

  • Work closely with Creative to develop design of all GWP collateral and direct mail materials through to production in accordance with global guidelines. Source and forecast all support materials via close liaison with Group Purchasing and/or outside vendors ensuring deadlines and budgets are met.

  • Prepare fiscal GWP & Christmas budget, gaining agreement from Trade Marketing Manager. Monitor monthly expenditures, reporting any variances. Ensure retailer Agreement Forms are completed with agreed co-operative cost prior to each promotion so retailers are accurately cross-charged.

  • Monitor promotions on daily basis, highlighting any problems to Marketing Director and National Sales Manager. At end of event, provide analysis and interpretation of results to management.

  • Oversee Christmas launch, inclusive of saleable forecasts, copy, legal/claims approval, artwork proofing, samples, testers, media and merchandising in partnership with Creative.

  • Develop trade marketing objectives and opportunities across selected retailers and become the key marketing contact. Champion the Estée Lauder brand at retail for key growth opportunities

  • Collaborate with Corporate Pricing Group to review and recommend changes in Christmas product pricing relative to competitive price structures, within Global Brand guidelines and budgets. Submit all new and existing pricing adjustments to the Group Marketing Manager for approval.

  • Conduct store visits on a regular basis to ensure launches are executed to plan and to maintain constant awareness of the competition.

  • Oversee Promotions Co-ordinator in approving all direct mail and CRM targeting, and gift allocations. Ensure all elements have been proofed for accuracy. Provide final artwork/copy of co-op ads to retailers.

ACCOUNTABILITIES:

  • Work to A&P budget and retail targets, presenting and gaining buy in from the Sales, Education teams and retailers, as well as the implementation, tracking and analysis of all promotions.

  • Set-up and manage Promotional A&S budget. Work with the Business Management Department to ensure that purchase orders and spend is accounted and categorized and spend is on plan each month.

  • Liaise with retailers to ensure appropriate plan is booked and investment maintained. To aid control of an accurate co-operative schedule

  • Liaise with the Global team to ensure locally relevant strategic set mix per seasonal offering and ensure necessary materils are ordered and delivered within deadlines

  • Work with demand planning to allocate gifts according to target. Conduct additional to order during gifts as needed. Devise usage plans for the strategic deployment of excess gifts.

  • Present promotional and marketing programmes to retailers and field force. Collaborate closely with the field team to ensure smooth execution and prioritise and manage ad hoc requests.

  • Liaise with Creative team and Procurement to manage set up, production and execution of consumer communication materials and media. Accurately approve copy, colour and artwork layout, with legal and retailers approval.

  • Liaise with Visual Merchandising Manager to produce visual direction and discipline for the staging of each promotion including windows and promotional sites.

  • Ensure all activity is monitored, and that all results are analysed and interpreted for future strategy. Create post launch analysis report with key learning.

  • Ensure that competitive activity is monitored and documented. Share finding with US counter parts.

Qualifications

  • Proven marketing experience in a similar or related industry, ideally within Beauty.

  • Must be an experienced, consumer-inspired trade marketer with experience working with retail partners.

  • Knowledge across areas of promotional marketing, including the ability to develop and implement innovative promotional programs, a knowledge of market trends and consumer insight analytics.

  • Must possess strong strategic, analytical and communication skills to lead the priority category.

  • Must be proactive, with a positive can-do attitude and a strong team player.

  • Enjoys working in a fast-paced environment and able to meet demanding deadlines, with a keen attention to detail.

  • Must also exhibit a keen ability to identify issues, develop creative options, and push for a resolution of unresolved issues.

  • Must have a passion for the cosmetic industry and an understanding of the UK beauty consumer.

Job: Marketing

Primary Location: Europe, Middle East, Africa-GB-ENG-London

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Job Number: 183236