The Estee Lauder Companies Brand General Manager in Shanghai, China
Brand General Manager
- Ensures Customer Growth
Promotes and Protects Brand Identity
Ensures that brand image and position are properly maintained in people and materials, in accordance with corporate standards.
Ensures consistent interpretation of brand global objectives and strategies.
Represents brand in a professional and positive manner when interacting with staff, customers, business partners, and representatives of advertising agencies, the press, and government.
Monitors for appropriate implementation of brand identity tools. Ex: merchandising guidelines, media positioning, catalog advertising, product assortment, sales staffing, and store/site selection.
Works closely with affiliate PR and Advertising to ensure that brand objectives are clearly understood. Develops and periodically re-evaluates campaign.
Ensures that regions are provided with ongoing brand training.
Building business partnerships
Creates and maintains a network of cooperative relationships with business partners and key customers.
Negotiates yearly sales targets for brand with distribution.
Seeks guidance, review, and input from General Managers and Regional VPs to negotiate counter/store site selection with business partners. Final decision lies with the General Manager.
- Manages Operational Effectiveness
Achieves budgeted sales and profitability goals for assigned markets
Developing goals, budgets, and plans
Works with regional Brand VPs and affiliate GMs to:
Consider global brand objectives to set challenging yet attainable brand sales and profit goals for the affiliate
Consider global brand guidelines and offerings to develop marketing and sales strategies to maximize sell-through
Formulate brand marketing objectives and programs for the affiliate
Make product selection, assortment, and pricing decisions
Makes decisions on promotions items (including collateral) and creative concepts
Develop marketing and media plans, calendars, and tools
Develop Sales objectives, plans, and programs
- Develop plans for Training, Merchandizing, Store Design, and PR
Communicates proposed deviations from global marketing guidelines and offerings to Regional Brand VP.
Collaborates with Regional Brand VP to work with
Brand Marketing, Product Council, and Labs to develop products exclusive to market
Brand Marketing, Creative, Visual Merchandizing, and Packaging to develop promotional items, creative concepts, and packaging specific for market
Global Communication to develop communications specific for market
Collaborates with Finance Manager, General Manager, and Regional Brand VP to set fiscal plans and efficient budgets.
Proposes media and advertising choices and collaborates with the Regional VP and GMs to negotiate rates with business partners. Final decision lies with the GM.
Works with Regional Trainers, Brand Education in New York, and the Regional Brand VP to coordinate development of TR training tools.
Goal, budget, and plan execution
Ensures strong execution of brand marketing and media plans/calendars and major launches.
Prioritizes key issues and allocates resources based on need.
Leads activities associated with new door and market launches.
- Ex: choosing space and location, registering and forecasting products, ordering testers, designing counters, hiring and training personnel, and developing the marketing calendar and launch plan
Works with Regional Brand VP to ensure that affiliate receives products, promotional material (including collateral) art work, and other support within timelines.
Responsible for forecasting new products and promotional materials in coordination with brand Forecasting Manager (NY), Marketing Services (NY), and the Regional Brand VP.
Interfaces with Regional Forecasting Managers to ensure that correct weighted product mix and current sales objectives are reflected in saleable product forecast.
Oversees forecasts to ensure planning accuracy and appropriate inventory levels. Develops plans to reduce excess inventory levels.
Develops sales cycle material (or appropriate materials for support at point-of-sale) for sales force to meet specific distribution channel requirements.
Assists sales management in key customer contact to follow up promotional efforts and keep informed of sales-force needs.
Reviews monthly brand data and budget results with Finance and Regional Brand VP to proactively remedy potential problems. Agrees upon adjustments.
Manages brand advertising and promotional budget.
Coordinates field execution and provides feedback to Regional Brand VP.
Leads team to develop trade presentations and strong sell-through systems.
Ensures that no grey market is created. Solves grey-market issues.
Conducts post launch evaluation analysis of major programs.
- Improves Business Processes
Collaborates with Regional Brand VP to identify opportunities for
streamlining operations, reducing costs, and implementing financial and management technologies to enhance efficiency of brand operations
cooperative initiatives across region for brand (Ex: marketing, promotions, business partner contacts, process improvements)
cooperative initiatives across brands in affiliate
Evaluates competitive challenges for brand and identifies opportunities for growth and profit enhancement.
Monitors competitive activity and trends in markets, customers, products, prices, and channels
Conducts P&L analysis by door
Identifies opportunities and risks, provides feedback to Regional Brand VP, and develops recommendations and initiatives
- Leads and Develops People
Provides leadership, guidance, and management to brand staff.
Articulates a compelling mission – a compelling mission beyond the day-to-day tasks – in a way that inspires others to follow.
Acts with integrity – honors commitments, takes responsibility for decisions, and behaves consistently.
Establishes high workplace operating standards and values.
Sets performance objectives for direct reports.
Provides direction. Clearly communicates priorities and required results.
Provides coaching, constructive feedback, development opportunities, and recognition to direct reports and key distributor personnel as appropriate.
Works with General and Human Resource Managers to ensure appropriate staffing and establish performance management and development initiatives.
Sets and communicates high expectations with brand staff.
Identifies opportunities to develop high potential staff through involvement in new projects, expanded accountabilities, promotions, and/or transfers.
Ensures proper training of all point-of-sale, area management, and office personnel.
Ensures that strengths and skills of personnel are developed; monitors training with further coaching and counseling as needed
Influences others to achieve difficult goals.
Resolves conflicts and negotiates win-win solutions.
Shapes environment to foster open communication and teamwork.
Elicits diverse points of view.
Acknowledges views and contributions of others.
Maintains appropriate communication within and between the different functional areas of the brand, within the region, and with New York headquarters.
Makes final decisions in the hiring process of all brand personnel and provides input in recruiting key distributor personnel.
University level education
Over five years of marketing and sales experience, preferably in the luxury/cosmetics-goods industry
Experience with all aspects of brand management, e.g.: marketing, sales, training, merchandizing, and public relations
Provided direction, coaching, and developmental opportunities for subordinates
Some financial background
Required Background Characteristics
Basic understanding of the country’s economic, political, social, cultural, and business landscape and issues
Knowledgeable about the company and its culture
Broad and deep knowledge of the brand
Good industry knowledge and network of relationships in the industry – with customers, distributors, retailers, suppliers, advertising agencies, and other business partners
Respected and enthusiastic leader
Draws others into enthusiastic commitment to the collective effort. Has a direction, energy, and passion. Inspires others to exceed expectations. Shapes the environment to foster a drive toward achievement, learning, and teamwork. Models behavior.
Displays integrity and builds trust
Honors commitments. Takes responsibility for difficult decisions. Honest and behaves consistently with espoused values. Confronts unethical behavior.
Can manage emotions. Maintains calm and perspective in difficult situations.
Knows own strengths. Welcomes challe
Primary Location: Asia Pacific-CN-Shanghai
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 25 % of the Time
Job Number: 1821037