The Estee Lauder Companies Creative Director in Shanghai, China
Brand: Tom Ford Beauty
- Gain market share in China cosmetic market
Develops marketing plan for Brand
Works with Brand GM to develop marketing strategy and sales objectives in 1-3 years period (including sales volume, category mix, marketing calendar, profit forecasts, budgets, etc).
Considers global Brand objectives and offerings, marketing guidelines, cost of goods/pricing objectives, manufacturing feasibility, and local market/competitive trends to :
Formulate marketing objectives and business goals.
Make product selection, assortment, pricing strategy and decisions
Makes decisions on promotional items (including collateral) and creative concepts
Plan and develop programs
Develop marketing calendars and media plans and calendars
Understand market and competition to identify market-specific needs in terms of product, promotions, creative concepts, visual merchandizing and eventing, etc, especially when they deviate from global guidelines and offerings
Design holistic marketing program to ensure new product/re-promote success to continuously grow share in different cosmetic categories.
Spearheads marketing research and analysis
Analyzes the business, evaluates competitive challenges, and identifies opportunities for growth
Conduct consumer insight to build brand long-term success.
Monitors field information and trends in markets, customers, products, prices, channels and competition
Maintains competitive library and is the main source of competitive documentation. Prepares market trend updates
Brand category performance analysis and responsible for Brand segment category share growth.
Prepare all analyses for pricing, cost of goods, price increase or line editing projects. Prepares cost/retail objectives capturing comparable Brand and competitive pricing. Responsible for COG feasibility analysis and work requests for new projects.
Conducts post launch evaluation analysis of major programs and increase the return on investment on the main campaign.
Identifies cost-saving and value-enhancing opportunities for the Brand
Promotes and protects Brand identity
Cascading brand strategy and philosophy from NY HQ.
Ensures that Brand image and position are properly maintained in people and materials, in accordance with corporate standards
Represents Brand in a professional and positive manner when interacting with staff, customers and business partners
Monitors for appropriate implementation of Brand identity tools.
Build the brand with right media trade and message alignment.
Discovers needs/interests of media and tailors brand stories accordingly.
Provides programs to consumer groups as required, such as corporate services, community organizations, and professional trade association.
Establishing Estee Lauder’s lifestyle and beauty philosophies with media through regular advertorials and editorials.
Build and maintain a unique and strong celebrity program.
- Manages Operational Effectiveness
Ensures strong execution of Brand marketing plans/calendars and major launches
Oversees the processes critical to the execution of marketing plans, i.e.: Project Turnovers, Creative Requests, Marketing Bulletins and Concept Proposals
Manages marketing activities associated with new door and market launches
Ex: choosing space and location, registering and forecasting products, ordering testers and developing the marketing calendar and launch plan
Orders product, promotional items (including collateral/visual merchandizing) and advertising materials
Oversees forecasts to ensure planning accuracy and appropriate inventory levels. Recommends plans to reduce excess inventory levels
Represents marketing at weekly meetings. Responsible for preparation, re-cap, and follow-up of internal meetings in regards to programs in process.
Prepares timely and accurate marketing bulletins.
Regularly interfaces with Marketing Operations/Services and Creative Services to ensure proper coordination and implementation of programs, and to raise potential issues or conflicts for resolution. Tracks and meets timetable dates. Completes necessary paperwork according to established timetables.
Interfaces, on an ongoing basis, with all support functions (Product Development, Packaging, Design/Creative and Visual Merchandizing, Training/Education, Global Communications, and Forecasting) to:
Facilitate the progress of programs
Discuss and develop new and modified ideas for products, promotional items, creative concepts, packaging, and communications to meet market specific needs
Ensure appropriate product, material, and concept development
Discuss market trends
Communicate marketing initiatives
Anticipate, identify, and seek resolutions to issues that may arise
Maintains close contact with Training, Public Relations, and Consumer Relations on current and upcoming programs to assure proper focus and accurate
Helps develop sales cycle material to meet specific distribution requirements; follows up with Brand in New York and suppliers for locally produced items
Maintains contact with distribution centers and key customers, follows up on promotion efforts, keeps informed on sales force needs and assists sales management as necessary
Monitors expenses to ensure that they stay within budget
Manages advertising and promotional budget
Supports Brand manager to ensure that no grey market is created
Ensures timely delivery to customers
Provides input to merchandizing, creative development, market development, sales promotion, distribution and suggested wholesale price
Maintains schedule to ensure press releases/events are initiated and accomplished on time.
Provides feedback to New York from press contacts and other audience regarding perception of brand’s image and products, of trends and competitors’ public relations activities.
Keep New York informed of activities within public relations area and local media by providing clipping reports, tabulation and ongoing status reports; maintains up-to-date press lists tailored to brand’s specific requirements.
Responsible for developing and monitoring public relation budget and reviews on timely basis to determine status.
Coordinates visits to headquarters of any press people from affiliate markets.
Be capable of writing PR stories and articles for new product launches or promoting existing hero product lines.
- Improves Business Processes
Identifies ideas for new product development and shares with Brand manager
Makes proposals and recommendations regarding media and advertising choices to Brand manager. Reviews choice of media with Brand manager and makes specific recommendations as necessary.
Interfaces with sales force and visits stores on a periodic basis. Solicits and compiles feedback from field personnel as it relates to proposed programs. Reviews complaints and suggestions relative to assigned products. Submits a report of findings and conclusions
Identifies opportunities utilizing new creative approaches and develops initiatives. Maps out strategies for regular business and new product launches/introductions
Makes recommendations to the existing line based on reformulation, repackaging or value analysis needs
Evaluates promotion and advertising program. Recommends improvements or changes.
Identifies ideas for new PR activities and shares with Brand Manager.
Make proposals and recommendations regarding PR activities to Brand Manager.
Evaluate marketing campaign and new launch PR activities and programs. Recommends improvements or changes.
Be commercial and strategic with great business partnership and outreach programs in mind.
Monthly maintenance and refresh for internet website, on-line trade and e-commerce site.
- Leads and Develops People
Provides leadership, guidance and management to staff
Acts with integrity – honors commitments and behaves consistently
Establishes high workplace operating standards and values
Provides input in setting performance objectives for team
Clearly communicates priorities and required results with team
Provides input in assessing performance of team-members
With Brand manager, provides coaching, feedback, development opportunities and recognition to staff
Provides input in the hiring decisions of staff
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 and acknowledges the views and contributions of others
Maintains appropriate communication with different functional areas of the brand, and with the region and New York when required
University level education
10 years of relevant marketing or marketing-related experience, preferably in the cosmetics/fragrance business (in a similar or related industry)
Key Personal Characteristics
Leadership and strategic thinking;
Strong analytical skills; the ability to identify critical concerns and prioritize; problem-solving abilities
Creative/innovative thinking including excellent presentation and organization skills
Possess sense of style, image, and diplomacy with permits manager to perform successfully
The ability to handle a multitude of projects and issues at one time
Possess initiative and be capable of prioritize multiple projects.
Excellent team player and interpersonal skills; the ability to interact with all levels within an organization
Self-motivation; High energy level; the ability to work independently
An interest in learning and the ability to integrate information to identify the implications of macro trends for the business.
An open-mindedness. Actively elicits different points of view and understands different perspectives
Primary Location: Asia Pacific-CN-Shanghai
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 5 % of the Time
Job Number: 185089