The Estee Lauder Companies Vice President, Marketing Estée Lauder Travel Retail Worldwide in New York, New York
Vice President, Marketing Estée Lauder Travel Retail Worldwide
Brand: Estée Lauder Companies
The role will be largely responsible for implementing the TR WW EL strategy actions to contribute to the expected fast business growth.
The VP will lead the marketing team on a daily basis to deliver TR worldwide marketing action plans to strengthen EL TR’s #1 postion in the TR channel.
The ability to manage complexity is a demand of the role: the strategy actions will need to be innovative and specific by category, by travel corridors and by region (multiplicity of linguistic and cultural variations), coordinated with local markets, in order to continue to recruit and convert consumers in TR channel.
Innovative marketing concepts will need to be created to continue to improve brand awareness, build brand equity and make EL brand the most relevant and desirable beauty brand for the traveling consumer worldwide, while ensuring that brand objectives and financial targets are achieved.
The VP will lead the transformation of the marketing model to deliver true 360 equity enhancing activations within and across categories; build travel retail specific omnichannel campaigns with an extended portfolio of retailers; coordinate with the corporate TR teams (integrated Marketing, Demand Planning, Supply Chain, Visual Merchandising); ensure an effective and differenciated activation of campaigns in the relevant traveling consumer corridors; maximize travel corridor resonance, and diversify consumer mix.
This position requires sound and comprehensive competitive knowledge of both mass and prestige and an ability to leverage consumer insights to action.
Creates and implements innovative TR marketing strategies in alignement with Global brand, globally and by region, market, nationality travel corridor, by segment (luxury skincare/skincare/makeup /fragrances.)
Leads TR NY marketing team and collaborate with regional teams and corporate functions to create and implement 360o integrated TR specific campaigns to leverage innovation in all TR channels: Airports/Downtown stores/Aquatic /Inflight.
Conceptualizes and optimizes digital/omnichannel campaigns to strengthen consumer engagement along the travel journey, from social platforms and influencers to digital engagement tools and e-commerce, supported by consumer data with clear KPIs.
Conceives and executes comprehensive retailer exclusive omnichannel campaigns with an extended portfolio of retailers, leveraging existing DFS blueprint.
Identifies emerging market trends and analyzes market or category gaps to create strategy to leverage or address. Maintains awareness of competitive activity in TR arena with a focus on established global and indie brands from other areas of the world. Focuses specifically on TREX (travel retail exclusives) and retailer exclusive innovation, both on products and campaigns. Creates a semiannual strategic competitive mapping of TR exclusive programs; identifies gaps and develops new TR exclusive programs and calendar, from concept to cost, including the go to market strategy.
Manages categories to ensure sustainable growth; strives for operational improvements in the areas of SKU productivity/rationalization, cost optimization, forecast accuracy and inventory control. Creates tiered and corridor-relevant assortments and ensures that visual merchandising guidelines be adapted and updated; anticipates changes to ensure consistency and efficiency in store.
Contributes to the selection of global launches most relevant for TR and correctly size their potential leveraging market intelligence and available data. Assist SVP-GM in the management of the demand plan including new and basic saleable product forecast, in collaboration with the demand planning team. Manages excess inventory, DTS and follows up on OOS. Participates actively in SIOP, Pre-SIOP, Top SKU, and Excess inventory management processes.
Supports SVP-GM to ensure brand alignment and consistency while understanding and applying locally relevant solutions. Work closely with regional teams to cascade global brand, regional and channel strategies, the identification and communication of best practices. Ensure all action points are successfully implement and the objectives are met.
Supports SVP-GM to manage and review the OOH advertising strategy and budget together with the regions, ensuring the coordination of campaigns within corridors, the optimal presence in the most strategic airports while ensuring the efficiency of the investment.
Conceptualizes and suggests Travel Retail Exclusive programs and work with TR Innovation hub to ensure timely and qualitative development
Works with Brand Creative directors, Visual merchandising and Global Marketing Development to ensure material development applicable to Travel Retail; oversees and reviews ordering of visual merchandising materials, collateral, and advertising materials and ensure timely availability for regional marketing activities.
Ensures timely development of regionally adapted sales cycle material.
Assists regional teams to present future programs to key retail partners
Supports SVP-GM for the oversight of departmental budget and approve invoices.
Oversees NY team development and assigns responsibilities.
Is fully cognizant of the EL TR market share, globally, by region and by category/ subcategory and TR channel. Is also fully conversant on EL domestic brand market share by category and in total in key domestic markets.
Lead by example to foster a respectful, cooperative and positive team environment. Supports SVP-GM to ensure a “One Team” approach, to ensure that regions, Lachen, NY TR and global brands are all working towards achieving the same goal.
Additional job-related projects and requests as required.
15 years’ experience
Bachelor’s degree, MBA a plus
Regional experience a plus, preferably in Asia (85% of EL TR business is in APAC region)
The candidate should be a strong marketer, with both development and applied marketing backgrounds
An affinity with retail and prestige beauty is required. The candidate should have a proven background and significant skills in the following areas:
Analytical skills with a deep understanding of consumer insights and how to transform them into actions
Campaign ideation skills, with a focus on digital and consumer experiences
Project management skills
Organizational, multi-tasking and prioritization skills
Communication skills, both written and oral
Strong team development and management skills – “teach” lead develop
Understanding the commercial aspect of the business
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: 186972