The Estee Lauder Companies Consumer Engagement Manager – APAC Specialist, Origins in New York

Consumer Engagement Manager – APAC Specialist, Origins

Brand: Origins

Description

Lead the strategic development and execution of exciting holistic marketing campaigns that touch online and offline environments to builds awareness, commerce, and brand advocacy. Together with the regional APAC marketing team and the Global Consumer Engagement Director, the Consumer Engagement Manager- APAC Specialist will lead the execution of digital-first campaigns across multiple touchpoints in the APAC region, and ensure there's an integrative plan for each major campaign.

The Consumer Engagement Manager will oversee all aspects of the consumer journey making sure that each micro-moment is addressed through smart mobile-first content. He/She will be responsible for fostering a strong partnership with his/her regional counterpart in order to build Awareness, propel engagement and boost sales in the region.

The consumer engagement manager will shape a yearly digital animation plan to keep growing our hero franchises by identifying hyperlocal marketing opportunities (up and coming KOL identification, pop up events, gamification etc.).He/She will be responsible for getting insights on local consumer behaviors and competitions activations to constantly optimize strategy, clickability of our assets and encourage test and learn approach.

The role will also involve finding new ways to engage decision makers, educating larger teams on local consumers behaviors and content/assets need as well as sharing best practices seen in the region.

ACCOUNTABILITIES:

OVERVIEW STRATEGY

  • Oversees and orchestrates with regional marketing lead Origins’ digital marketing, social media and paid media activities (paid, owned, earned) to create a consumer focused and consistent brand experience across all affiliates markets in the APAC region

  • Leads digital-first/mobile-first strategy development for the Region, partnering with the Regional Marketing Director and Global cross functional teams to deliver consistency in the Brand approach and messaging to consumers

  • Provides strategic support to the region to help accelerate social commerce on relevant social platform such as WeChat, Weibo, Youku by developing a tailor-made strategy for content, mini-programs advertising and KOL as well as for other Global platforms (Facebook, Instagram)

  • Develops measurement and KPI analysis guidelines and leverages consumer analytic insights to make marketing spend more effective and efficient

  • Serves as upskilling coach and center of excellence for region and local affiliates' consumer marketing staff

  • Work with the region on strong yearly animation plans to keep growing core Hero franchises and secure dominant storytelling through disruptive 360 activations and immersive experiences.

CONSUMER & DIGITAL MARKETING

  • Lead consumer strategy development for APAC region with the regional team, focusing on immersive storytelling, concept development and consumer engagement to ensure Origins is visible to our target consumer.

  • Lead Global Consumer Engagement calls dedicated to APAC, providing insight into project management and delivering solutions for difficult production and marketing problems, reviewing social media markets calendar and strategy. Leads development of local social platforms (where relevant) to ensure Origins continues to defend its share of voice. Works collaboratively with region to put structure and processes in place to continuously support content needs that encourage interactions and advocacy

  • Drive the development of locally-relevant digital snackable content by working with Origins Creative, with a special focus on China

  • Works with regional teams to bolster and supplement through other content sources (e.g. influencers content/UGC)

ACCOUNTABILITIES:

OVERVIEW STRATEGY

  • Oversees and orchestrates with regional marketing lead Origins’ digital marketing, social media and paid media activities (paid, owned, earned) to create a consumer focused and consistent brand experience across all affiliates markets in the APAC region

  • Leads digital-first/mobile-first strategy development for the Region, partnering with the Regional Marketing Director and Global cross functional teams to deliver consistency in the Brand approach and messaging to consumers

  • Provides strategic support to the region to help accelerate social commerce on relevant social platform such as WeChat, Weibo, Youku by developing a tailor-made strategy for content, mini-programs advertising and KOL as well as for other Global platforms (Facebook, Instagram)

  • Develops measurement and KPI analysis guidelines and leverages consumer analytic insights to make marketing spend more effective and efficient

  • Serves as upskilling coach and center of excellence for region and local affiliates' consumer marketing staff

  • Work with the region on strong yearly animation plans to keep growing core Hero franchises and secure dominant storytelling through disruptive 360 activations and immersive experiences.

CONSUMER & DIGITAL MARKETING

  • Lead consumer strategy development for APAC region with the regional team, focusing on immersive storytelling, concept development and consumer engagement to ensure Origins is visible to our target consumer.

  • Lead Global Consumer Engagement calls dedicated to APAC, providing insight into project management and delivering solutions for difficult production and marketing problems, reviewing social media markets calendar and strategy. Leads development of local social platforms (where relevant) to ensure Origins continues to defend its share of voice. Works collaboratively with region to put structure and processes in place to continuously support content needs that encourage interactions and advocacy

  • Drive the development of locally-relevant digital snackable content by working with Origins Creative, with a special focus on China

  • Works with regional teams to bolster and supplement through other content sources (e.g. influencers content/UGC)

  • Partners with regional team to integrate influencer marketing and amplify influencer content across paid social channels including influencer content and retail events

  • Continuously works to streamline and improve efficiency of our current media processes to improve our agility and speed-to-market

  • Manage and track timelines and key project milestones for APAC projects, ensuring all deadlines are met.

  • Effectively manage, coach and develop local market teams, and lead the development and execution of an integrated strategy and budget to deliver an inclusive media strategy across all medias: OOH, traditional print, online, social and mobile that supports the overall marketing vision

  • In collaboration with Regional Marketing Director, review overall paid media budget allocation by platform (OOH, digital, social, non-branded, search, influencers, etc.) and by campaign

MEASUREMENT & ANALYTICS

  • Develop monthly APAC Marketing Report Card with all APAC social media performances

  • Tracks metrics and KPIs to set targets to monitor campaign performance and develop tactics to continuously test/learn/improve

  • Partner with Corporate Marketing to measure and track Earned Media Value and SOV

EDUCATION

  • Serve as subject matter expertise and provide ongoing education on advances in the social/digital space to ensure relevant skill sets at the Affiliate level. Also regularly share best practices and key-learning among markets to help elevate the level of execution and enable more autonomy and agility by local markets

  • Partner with Regional leads to implement and upskill Origins affiliates on new tactics and tools such as sequential advertising, social listening, non-brand search, etc

Qualifications

  • University Degree, preferably in marketing, advertising, media studies, business and/or related field

  • Minimum 5-6 years working experience in a digital marketing or advertising agency environment

  • English and preferably proficiency in Chinese (Mandarin) is a plus

  • Excellent understanding of digital technologies and marketing with strong adaptability into a dynamic environment

  • Experience developing disruptive marketing campaigns from scratch including positioning framework, audience identification, and launch roadmaps

  • Experience in social listening and social media & digital marketing analytical tools

  • Strong level of digital fluency with ability to plan and adapt digital plans based on a strong understanding of digital metrics

  • Preference to those with significant experience in Asia (particularly China) and in the FMCG/luxury or cosmetic industry or with regional exposure

  • Passion for social networks – design, function, user behavior, competitive landscape – and is interested in innovative ways to communicate via these channels

  • Ability to work in a fast-paced environment with self-starter/entrepreneurial mindset but grounded with business judgment and within strong creative and brand parameters

  • Ability to work on multiple project requirements and deliverables under tight deadlines and has a good attention to detail.

  • Ability to build productive relationships internally and externally through influence and collaborative communication

  • Strives for excellence in execution

  • Excellent written and verbal communications skills

  • Team player that displays integrity and builds trust

  • Respected and enthusiastic leader

  • Thinks Strategically: Takes a broad view of the business, industry, and consumer environment to anticipate

and plan for the future. Identifies the focus and defines where to play, how to win and what capabilities and

management systems are required.

  • Builds Collaborative Relationships: Builds relationships based on trust and respect. Promotes the inclusion

of diverse knowledge, skills, and experiences to achieve results.

  • Drives Creativity and Innovation: Focuses on areas of highest potential. Creates newness or connects

knowledge in new ways to create the unexpected. Ensures that the creativity and innovation pipeline

are aligned to achieve strategy and goals.

  • Strives for Excellence in Execution: Proactively seeks ways to improve personal and organizational

effectiveness to meet current and future business needs. Learns equally from successes and failures

Job: Marketing

Primary Location: Americas-US-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: 1816626