The Estee Lauder Companies Manager, Data Analytics and CRM, La Mer in New York, New York

Manager, Data Analytics and CRM, La Mer

Brand: La Mer

Description

About Us

The Estée Lauder Companies are the global leader in prestige beauty — delighting consumers with transformative products and experiences, inspiring them to express their individual beauty.

The mere mention of Crème de La Mer inspires intrigue, adoration and cultlike devotion. It all began when Dr. Max Huber, a physicist, embarked on a healing quest after a lab accident. Twelve years and 6,000 experiments later, Miracle Broth — the legendary elixir — was born. Since joining The Estée Lauder Companies in 1995, La Mer has become the most coveted skin care brand in the world.

About the Job

The purpose of this role is to optimize the consumer experience across channels globally, ultimately driving acquisition, retention and brand loyalty. The role will utilize data, insights and a customer-obsessed mindset to inform all business questions and analyze consumer trends in order to provide actionable recommendations that deliver against brand CRM and sales targets.

This candidate will be the brand’s CRM champion and lead all related initiatives for the brand, designing an innovative data-driven, omni-inspired strategy with compelling personalized communications and experiences that use technology to drive engagement and loyalty on multiple platforms. The position requires close partnership with the brand’s consumer analytics contact while also independently driving performance analyses to gauge success and optimize future programs, inform design of lifecycle programs, create presentations for leadership, support presentations for cross-functional partners and regions.

About Your Responsibilities

Key Areas of Focus

  • Drive development, goal-setting and measurement of global cross-channel lifecycle marketing programs that create an ongoing conversation with the consumer and ultimately drive engagement, retention and LTV. Programs include welcome series, birthday, loyalty, replenishment, cross-sell, win back, Surprise & Delight (HV). Set activation strategies and cadence and define parameters for program measurement. Liaise with Regions to ensure local relevance and optimize global roll out.

  • Augment customer behavior knowledge by leading the management and sharing of all CRM database marketing analytics, including but not limited to: client profiling and segmentation, LTV modeling, survey universe identification. Partner with internal stakeholders e.g. Education, Analytics, Go-to-Market and Regions to develop relevant strategic customer reporting and KPIs

  • Innovate by launching new CRM initiatives that leverage customer insight and new technologies

  • Supplement lifecycle programs with revenue-generating CRM programs that leverage occasions and locally-relevant holidays

Digital analytics and CRM roadmap to support brand equity and growth

  • Partner with cross-functional teams (Product Marketing, Creative, Online, Consumer Engagement, GBSC, Product Development, Finance, Regional Teams, Corporate Marketing, and GIS) to define the consumer journey and establish key KPIs to measure success and drive best-in-class analysis

  • Analyze omnichannel performance to drive business strategy, profitability and future campaign investment

  • Support the development and the refinement of the brand consumer database

  • Gather and analyze complex datasets across various platforms to provide key insights on consumer preference, campaign performance and market competition

  • Support preparation of presentation of Digital Analytics and CRM roadmap to brand leadership

  • Execute refinement of Loyalty Program strategy with specific focus on strategic segmentation, serving personalized content, and increasing IPT (items per transaction)

  • Work with Regions and Affiliates to enable a meaningful connection with the customer that is fueled by locally relevant extensions

Metrics to assess success of campaign initiatives across consumer touchpoints

  • Partner with Digital Marketing, Social Media, Ecommerce and Creative to execute data-driven strategies to engage consumers in social media and digital experiences

  • Execute action plan for measuring campaign performance against predetermined success metrics for social and digital marketing and brick and mortar performance

  • Execute new analytics practices that augment consumer behavior knowledge and improve CRM/media targeting ROI

  • Provide ongoing digital data analysis on consumer behavior and engagement through quantitative and qualitative analytical tools

  • Support presentation of key findings, insights and recommendations to Consumer Marketing partners and brand leadership

Best-in-class analytics to drive nimble and profitable campaigns

  • Execute opportunities to tweak KPIs based on real-time and historic analysis

  • Execute on-the-go campaign shifts to maximize campaign ROI based upon real time performance metrics

  • Gather data to evaluate results against campaign performance goals; refine and enhance targeting based on learnings

Data-informed storytelling and decision making

  • Gather data and perform market research to assist in crafting compelling and insightful stories that help brand leadership further understand and engage consumers

  • Act as an agent of change to demonstrate and encourage data-driven decision making

  • Contribute to best practices documentation and quick reference guides to enable cross-functional teams to become more analytics minded

Champion, drive, and build emerging marketing trends and technology capabilities to meet customers where they are

  • Explore the possibility of new marketing technologies across digital, mobile, and omnichannel platforms to enhance the customer experience and drive brand engagement in new and innovative ways

  • Remain relentlessly up-to-date on emerging and future trends across all relevant industries to identify and grow business opportunities

  • Support the implementation of creative technology solutions for the brand that increase efficiency, reduce spend and increase marketing reach

Finance and Budget Management

  • Track and assign budget investment priorities based upon key departmental objectives

  • Track fluid on-the-go budget spend framework informed by real time campaign performance analysis that minimizes ineffective spend and maximizes ROI

  • Track costs across agencies and technology platform spend

  • Track marketing ROI by optimizing content and channel marketing investments

  • Test faster and lower cost options for acquiring, engaging and retaining consumers

Leverage key insights gleaned from a refined analytics practice to inform decisions

  • Utilize analytics throughout function to accomplish strategic goals

  • Use data to inform decision-making for strategy development and adjustments as necessary

  • Track platform engagement and effectiveness through appropriate analytical tools

Qualifications

About You

  • Insights obsessed

  • Test & learn champion

  • Mobile-first mindset

Experiences You Have

  • 5 years of related experience with proven success driving CRM/eCRM strategy and implementing effective direct communication across channels

  • Experience with direct marketing metrics, segmentation, data analysis and response measurement

  • Demonstrate fundamental understanding of multi-touch, multi-channel marketing (direct mail, email, mobile, etc.)

  • Strong experience in CRM and Consumer Analytics with a proven track record of driving CRM strategy and implementing effective Omni-channel communications

  • Experienced in CRM technology management, with an understanding of marketing and operational databases, segmentation, campaign management and statistical modelling

  • Analytical and strategic planning to make quick, fact-based decisions

  • Strong cross-functional communication and teamwork skills

  • Complex problem-solving skills

  • Innovative and creative thinking and proven ability to persuade others towards an idea or goal

  • Experience in multi-channel retail or consumer products is preferred, but not mandatory

  • Digital campaign insights & recommendations

  • Campaign & platform analytics tool mastery

  • Deep customer, platform & behavior analysis

  • Data informed storytelling

  • Consumer segmentation & targeting

How You Will be Successful

  • Strategic agility

  • Financial fluency

  • Disruptive mindset

  • Insights driven

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: 185831