The Estee Lauder Companies Director, CRM & Consumer Analytics, Clinique in New York, New York
Director, CRM & Consumer Analytics, Clinique
This role will further develop a best-in-class CRM & Consumer Analytics function for Clinique globally. Oversee the ideation, development and implementation of global CRM strategies and programs, including the Clinique Loyalty Programs, to maximize consumer engagement and satisfaction, tenure and revenue and deliver a seamless omnichannel experience. Use consumer insights to build a deeper relationship with the Clinique consumer.
oFormulate the global CRM strategy (based on consumer lifecycle, brand pillars, launch activity) geared towards lowering 1X repeat rate, increasing retention and spend and optimizing ROI on campaigns
oPartner with Retailers, Online and Digital teams to align on strategic recommendations and to drive a multi-channel approach through segmentation and testing & learn
oCollaborate with Global and Digital Marketing to support the “Always On” basic business strategy. Advise on product focus, sampling strategy and content development.
oCascade the global CRM strategy across all levels of business, via regular communication, brand conferences, CRM seminars, store visits and inter-department meetings
oAssist Regional VPs and Marketing/CRM Managers in developing CRM programs, assets and budgets for their respective markets; partner with Regional Corporate CRM leads in successfully executing against the global CRM strategy
oAct as brand representative and key member of the Global Corporate CRM Leadership Team and actively participate in taskforces assignments
LOYALTY / PROGRAMS
oDrive the brand’s Loyalty strategy in the broader context of the consumer journey and key Loyalty drivers emphasizing the 4Ps approach: Purpose, Products, Programs and People
oIdentify key drivers of engagement (recruitment & repeat) and socialize use cases of marketing initiatives that successfully capitalize on these drivers
oLead the strategy, execution and on-going measurement and optimization of the Clinique Loyalty Programs globally. This includes design development, financial modeling, program execution and the roll-out of the NA pilot program to key markets around the world.
CONSUMER INSIGHTS / REPORTING / CUSTOM ANALYTICS
oMonitor and regularly issue consolidated CRM KPI reports across regions. Work with Sales and Education to set and proactively manage capture rate, email sign ups, birthday, sampling and other capture targets
oPartner with Regional Corporate CRM Leads to consolidate campaign results using corporate reporting tools (ECAT). Succinctly and clearly summarize and communicate results and learnings to optimize future campaigns
oPartner with Corporate CRM/Marketing Analytics to apply advanced analytics to track consumer behavior and lifecycle with the brand; use learnings to develop communication strategies to maximize engagement and loyalty
oUse in-house analytics tools to draw insights into Clinique’s data: consumer journey, cross channel buying, SKU rankings, geographical analysis, new store location profiling, etc.
oDrive the integration of consumer analytics into measuring and informing more effective and efficient marketing spend (A&P Optimization, ROI Modeling)
CONSUMER CALENDAR / CAMPAIGN ASSET MANAGEMENT
oPlan and implement a comprehensive global consumer calendar to orchestrate all planned CRM programs and activities using direct mail, email, mobile, in-store clienteling, events, partnerships, etc.
oInnovate by launching new CRM initiatives that leverage consumer insights and new technologies in regards to on-boarding, lifecycle management, referrals and winback initiatives. Examples given:
GWP follow up program to drive repeat of non-promotional purchases
Multi-touch cultivation programs to increase 2 repeat rate
Multi-touch high value programs as surprise & delight
Coaching emails SMS series to ensure consumers reach the "magic moment" with key treatment franchises
oLead development and drive the execution of iterative test and learn CRM campaigns to lift acquisition, engagement and retention metrics.
oWork with in-house Creative team to manage CRM program creative, including copy, production and campaign implementation, within agreed budgets and timing
oConsult with NA Marketing in developing consumer engagement and retention programs based on consumer insights; advise on CRM/mailer and sample budgets
TRAINING / EDUCATION
oWork with and through Field Sales and Education departments to achieve minimum capture rate of 85%
oConsolidate and champion best practices regarding the measurement of A&P Optimization, especially as it relates to marketing effectiveness, Loyalty and multichannel campaign optimization
oRegularly publish Education Fact Sheets in support of new product launches
oHold regularly CRM Meetings with Global Marketing, Education and Digital to identify training needs and address concerns / issues; present at Global Brand & Functional Roundtable meetings
oMaintain focus on CRM at the corporate level by driving awareness of CRM big wins and trends
To perform this job successfully, an individual should meet the following requirements and qualifications:
oPosition requires 10 years of related experience with proven success driving CRM/eCRM strategies and implementing effective direct communication across channels
oOrganizational leadership (collaborative management style)
oResourcefulness (successfully operate with limited budgets and people resources)
oAnalytical and strategic planning (makes quick, fact-based decisions)
oStrong relationship management and interpersonal skills (high EQ)
oInfluencing skills (proven ability to persuade others towards an idea or goal)
oComplex problem-solving (create options, then converge)
oInnovative and creative thinking (need fresh thinking)
oComfortable presenting to all levels of management and working within a matrix organization
oExperience in multi-channel retail, hospitality or consumer products is preferred, but not mandatory
oAn MBA degree is desired, but not essential
Technical / Analytics Skills
oAdvanced skills in Microsoft PowerPoint, Excel (Pivot Tables, VLookup, etc.) and/or Access
oExperienced in performing advanced analytics, segmentation, data mining and using SQL, SAS, SPSS or similar packages
oShould be well-grounded in direct marketing metrics, segmentation, data analysis and response measurements
Primary Location: Americas-US-NY-New York
Job Type: Standard
Shift: 1st (Day) Shift
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply.
Job Number: 183713