The Estée Lauder Companies Global Jobs

Director, Global Digital Content, Consumer Engagement

Brand: Estée Lauder Companies

Description

POSITION OVERIVEW:

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 Kate Jalkut - 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.

JOB DESCRIPTION:

Global Strategic Responsibilities

• 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 Responsibilities

• 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 Responsibilities

• 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 Responsibilities

• 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

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

Qualifications

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

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