The Estée Lauder Companies attracts the most outstanding people from diverse industries and nurtures their talents. Whether they work in one of our stores, on a production line, at our corporate headquarters in New York City or in one of our affiliates worldwide, our employees take pride in their contributions to our success.
Job Information
The Estee Lauder Companies Director, Global Digital Content, Consumer Engagement in New York, New York
Director, Global Digital Content, Consumer Engagement
Brand: Estée Lauder Companies
Description
About Us
We are the global leader in prestige beauty — delighting consumers with transformative products and experiences, inspiring them to express their individual beauty. We are the only company focused solely on prestige makeup, skin care, fragrance and hair care with a diverse portfolio of 25 brands sold in 150 countries. Infused throughout our organization is a passion for creativity and innovation — a desire to push the boundaries and invent the unexpected — as we continue the bold work of our founder Estée Lauder.
About the Job
The Director, Global Digital Content, Consumer Engagement, Corporate Marketing is responsible for providing critical thinking and thought leadership as a member of the Global Consumer Engagement Center of Excellence for the Estee Lauder Companies. They will report to the Executive Director, Global Consumer Engagement, Corporate Marketing. The individual will partner closely with the Director, Global Media and Director, Global Influencer.
The role is responsible for determining how to best invest brands’ digital content expenditures to create and deliver best in class content across paid, earned, owned, and shared consumer engagement touchpoints. They will do this by understanding and interpreting consumer insights, communication strategy, creative storytelling, industry and marketplace knowledge. This person is able to link business strategy to communications strategy and translate the communication strategy into an optimal content plan.
They will lead the negotiations of SOWs for the global portfolio with key enterprise partners in partnership with regional corporate marketing teams and affiliate brand teams.
About Your Responsibilities
Global Strategic
Interpret business and consumer data to develop insightful content solutions to business problems
Provide guidance on the global brand consumer engagement briefs
Translate business objectives and priorities into strategic briefs that guide the agencies’ direction
Influence global strategy and comms architecture development
Actively participate in key brand and retailer cross functional planning processes
Leverage a deep understanding of channel dynamics and consumer behavior to develop strong, standout content frameworks and planning guidelines
Provide budget guidance for investment across paid, owned and earned content creation
Assist brands in crafting compelling brand narratives to increase product awareness, brand relevance and ROI
Lead the development and implementation of benchmarking and measurement standards to improve tracking of the effectiveness of digital assets - the impact on brand health and ROI
Partner with Global Analytics team to define sources, structure, content and cadence of reports inclusive of insights and clear recommended actions
Maintain a strong familiarity of social technologies, emerging trends and platforms
Advise on the implementation of a digital asset management system to encourage content sharing and production efficiencies across markets
Investigate emerging social technologies and platforms to uncover opportunities for ongoing innovation
North America Executional
Build a roster of external digital content creators including agencies, publishers, producers - always on the lookout for new talent
Demonstrate a customer centric understanding that goes beyond traditional demographics and drills into data and behavioral attitudinal insights to uncover strong insights that lead to purposeful ideas
Guides the development and delivery of content and production briefs to internal and external creators ranging from media-centric branded content programs to experiential based consumer engagement initiatives
Steward custom, integrated and addressable content campaigns based on brand business objectives working in conjunction with brands, media partners, agency teams, technology providers and analytics teams
Develop creative guidelines for influencer partnership activation and content outputs
Oversee the production execution, inclusive of shoots and edits, as necessary
Educational Programming
Thought Leadership
Identify, recommend and facilitate relevant digital content topics for a Consumer Engagement Knowledge Sharing Forum to accelerate ELC’s mobile first transformation with scale
Track the foundational knowledge upskilling of this forum through success metrics, brand feedback
Tactical Execution: Digital Content Workshops
Identify, recommend and facilitate relevant educational programming to accelerate ELC’s mobile first transformation
Track the internal capability growth and follow-through performance for all workshop outputs
Continuous Learning: Newsletters & Playbooks
Source content for monthly CE newsletters
Provide timely updates on any platform / policy changes
Craft and evolve platform playbooks to distribute content best practices globally
Measurement & Analytics
Serve as a liaison between the Content COE and the Corporate Marketing Business Sciences and Analytics teams
Interpret performance results and provide future forward recommendations to the brands
Track brand lift/sales
Identify and explore new measurement opportunities for assessing the ROI of content expenditures
#LI-JB1
Qualifications
About You
Key Qualifications
Bachelor’s Degree
10 Years of related work experience
Brand development, marketing experience, digital consultancy and/or agency experience
Experience in digitally forward business transformation solutions
Strong understanding of the roles that technology and data analytics play in content creation and optimization
Comfortable in delivering on short-term goals, while creating sustainable long-term value for the future
Deep knowledge and experience in the space including content development across digital mediums (newsfeed, stories, display, online video), brand building attribution, audience targeting, and social media
Ability to compile and analyze performance data and metrics and make recommendations to internal ELC teams
Capable of simplifying and communicating complex trends in the marketplace landscape and consumer behavior into clear consumer journey insights and recommendations
Experience in working on a cross functional team
Experience with Unmetric and/or Shareablee is a plus
Core Competencies
Drives Innovative Business Improvements: Develops new insights into solutions that result in organizational improvements; promotes a work environment that fosters creative thinking, innovation and rational risk taking
Balances Immediate and Long-Term Priorities: Seeks to meet critical objectives while considering the impact of those decisions and activities on the ability to achieve long-term goals
Delivers Results: Focuses on the critical few objectives that add the most value and channels own and others' energy to consistently deliver results that meet or exceed expectations
Imports and Exports Good Ideas: Relentlessly seeks, shares and adopts ideas and best practices in and outside the Company and embraces change introduced by others
Makes the complex simple – through brainstorms, workshop and educational summits, you empower others to learn and action your lessons
Effectively fields immediate questions, while also addressing the bigger picture by connecting and influencing key stakeholders inside and outside of ELC
Architects competitive and breakthrough solutions to drive business forward
Navigates changing priorities, urgent leadership needs, brand challenges and negotiations with ease
Self-starter with the confidence and ability to tackle new initiatives with little guidance
Excellent verbal and written communication, presentation, project and relationship management skills
Financial Acumen
Job: Marketing
Primary Location: Americas-US-NY-New York
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply.
Job Number: 191663