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The Estee Lauder Companies LOCAL & CULTURAL RELEVANCY MANAGER, NORTH AMERICA in New York, New York
LOCAL & CULTURAL RELEVANCY MANAGER, NORTH AMERICA
Brand: Estée Lauder Companies
Provide pro-active expertise, partnership, and support to the Brands / Functions to accelerate sales, share and sustained relevancy with Multi-ethnic consumers in North America.
North America Multi-Ethnic Consumer and Market Intelligence Expert:
Continually stays current on Consumer Insights from ELC (including ERG’s, Field, etc), strategic partners (i.e. retailers, media partners, etc), influencers, social trends and business intelligence to surface actionable opportunities.
Contributes to the development of Multi-Ethnic insights from internal and external sources for brands to leverage in strategies and action plans.
Acts as a subject matter expert on category behaviors, beauty culture / aspirations, regional differences, unmet / unarticulated needs, drivers / barriers to purchase / consumption to contribute and drive ELC brands go-to-market strategic initiatives to grow sales, share and relevancy.
Corporate Program Lead; Brand Program Partner
Defines strategic partnerships at the field level and initiatives with North American Education Partners, Retailer COEs and Field Sales teams to cascade multi-ethnic insights and best practices.
Manages on-going monthly touch-bases with field partners to collect intelligence from field partners to support retailer and education requests.
Partners with Insights COE to deploy multi-ethnic brand and corporate studies to better understand gain market share with Multi-Ethnic consumers.
Manages and deploys bi-monthly Multi-Ethnic newsletter across ELC portfolio.
Manges Multi-Ethnic Public Relations partners to continue to define and provide opportunities to engage with Multi-Ethnic influencers.
Executes strategic, Multi-Ethnic mailings to key influencers for locally and culturally related engagement opportunities.
Manages Multi-Ethnic database of key Multi-Ethnic Influencers and talents as a go-to resource for brand partners.
Synthesizes data from various internal sources such as Catchment Data, Dunnhumby, NPD and Mintel source to identify opportunities in product / commercial innovation to close gaps and / or provide a forward advantage in priority subcategories.
Collaborates in the development of Multi-Ethnic tools (i.e., brand analysis Dunhumby – sales by ethnic group, key reports for upcoming brands. Social listening tools – information on what’s happening for Multi-ethnic opportunities) to assist Brands in the development of Multi-Ethnic engagement strategies.
Provides ad-hoc guidance and partnership to NA brands and COE partners in program development / adaptation as requested.
Essentials for position success:
- Aligns and Engages the Team
5-7 plus years of Consumer Marketing experience required with understanding and passion for digital media space
Beauty or related industry experience preferred
Must have a passion for the multiethnic market, and corresponding interest in media trends
Ability to work effectively cross-functionally and maintain strong professional relationships with internal and external partners
A strategic and critical thinker with strength in both analytical and creative capabilities
Exceptional social-digital IQ
This position requires strong mathematical and analytical abilities
Must be a well-organized self-starter, flexible and possess an entrepreneurial spirit
Job: Strategy / Business Development
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: 1817953