The Estee Lauder Companies Director, Consumer Engagement, AERIN Beauty in New York

Director, Consumer Engagement, AERIN Beauty

Brand: Aerin Beauty

Description

About the Job

Lead, develop and execute holistic and multi-channel consumer-centric programs to drive brand awareness, consumer acquisition, engagement and traffic for AERIN Beauty.

About Your Responsibilities

Strategy and Management (50%)

High-touch Consumer Engagement strategy:

  • Shape consumer-centric, digital first, global consumer marketing & engagement strategy that presents a lasting vision for the future sustainable growth and success of the AERIN Beauty brand

  • Lead partnership with Product Marketing, Creative, Online, Product Development, Regional Teams, Corporate Marketing, GIS, AERIN LLC to ensure smooth 360 campaign execution and engaging omnichannel experience for consumers, brand/product awareness and sales goals

  • Develop global digital and social strategy for "always on" programs and launch campaigns

  • Design and lead Digital Marketing strategy across acquisition, retention and performance marketing channels using compelling and cost-effective performance marketing techniques to support brand/product awareness and sales goals

  • Own and build Consumer Engagement calendar including both 360 and targeted launches

  • Launch targeted campaigns to drive brand awareness, create brand/product demand, enable sales and glean market intelligence

Customer acquisition and activation plans to drive and amplify brand reach across digital connection points:

  • Lead execution of customer acquisition and activation plans

  • Lead collaboration with cross-functional teams to prepare 360 briefs including advertising and awareness initiatives across digital touchpoints

  • Own and manage agency partnerships to support and enhance campaigns

Leadership:

  • Demonstrate leadership when working in close alignment with cross functional teams and regions

  • Lead digital ideation among cross functional teams and enhance digital knowledge within AERIN Beauty cross marketing team

  • Lead not only delivery of global digital programs but also create detailed implementation guides for all regions in close partnership with Social Media and e-commerce

  • Lead day-to-day execution of all digital campaigns; managing external vendors and internal teams to proactively keep ahead on timelines, deliverables and communications to ensure on-time and high quality delivery as well as flawless implementation at the local level

Project Management:

  • Create timelines, briefs and manage asset delivery of digital content, paid digital media campaign assets (banners, custom units, video etc) and digital-based projects.

  • Manage/oversee scope of work, list of assets, creative production, budget, technical build, development and QA phase of all digital projects, including mobile apps, microsites, site pages, contests and other ad hoc digital or social experiences.

  • Partner with internal and external agencies (when applicable) to drive asset approval and delivery on a timely basis.

Creative and Content (25%)

Planning, Ideation / Innovation:

  • Lead creation of seasonal planning calendars for digital initiatives that support the business objectives in order to grow awareness, engagement and acquisition and retention of new consumers

  • Guide the development of engagement content/videos across all platforms, with an eye toward the highest quality brand storytelling

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

  • Nurture an environment that rewards the exploration and implementation 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

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

Measurement and Effectiveness (25%)

Campaign performance analysis to track and improve effectiveness:

  • Lead partnership with Corporate Digital Analytics & Insights to establish campaign KPIs to measure effectiveness and ROI

  • Formulate actionable and measurable recommendations to optimize acquisition and retention spend based on real-time and historic initiative performance

  • Lead the build, tweak, and analyze campaigns and their performance within the context of social listening, digital brand studies, and market research

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

  • Manage analytics usage throughout to accomplish strategic goals

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

  • Lead team to track platform engagement and effectiveness through appropriate analytical tools

Finance and Budget Management:

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

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

  • Manage costs across agencies and technology platform spend

  • Manage marketing ROI by optimizing content and channel marketing investments

  • Optimize A&P spend by developing faster and lower cost options for acquiring, engaging and retaining consumers

Qualifications

About You

  • Digital Champion

  • Content immersed

  • Self-starter

  • Leader

Experiences You Have

  • 8 Years of relevant experience

  • College Degree required

  • End-to-end digital campaign development & execution

  • Marketing & advertising tools mastery

  • Audience segmentation

  • Media agency management

  • On-the-go analytics

  • Real-time optimization

  • Project management

  • Global brand experience preferred

  • Prestige/luxury brand knowledge

How You Will be Successful

  • Strategic agility

  • Exceptional project management

  • Detail-oriented

  • Consumer-first

  • Excellence in execution

  • Financial fluency

  • Disruptive mindset

  • Insights driven

  • Change champion

  • Strong Communication skills

  • “Get it done” mentality

  • Thrive in a fast-paced, dynamic environment

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: 185513