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The Estee Lauder Companies Marketing Manager, La Mer, Travel Retail APAC in Singapore
Marketing Manager, La Mer, Travel Retail APAC
Brand: La Mer
Partner with the Regional Marketing Director (RMD) to develop, plan and execute marketing strategies in line with brand guidelines to ensure overall brand’s objectives are achieved.
Provide marketing direction and support to the sales team in execution of product launches, managing consumer events and enhancing luxury experiences.
Oversee the implementation of marketing calendar across the regions in TR APAC and the tracking of marketing activities, realizing the return on investments
Lead & drive the strong Digital Marketing Plans and execution
Engage in business analysis (sub-category analysis) and inventory management to support and drive business growth.
Work closely with NY Marketing to provide APAC specific feedback and coordinate information flow.
Manage the A&P budget for TR APAC to ensure key programs are supported with maximization of ROI in mind.
Product Category Management
Inventory management to minimize excess through accurate maintenance of assortment matrix, launch order tracking, close management of saleable/non-saleable in Lachen (including excess list) to ensure that they are ordered through promptly.
Work with Lachen, NY and regions on all inventory matters (new launches, ongoing assortment, delays, out of stock situations, etc.) to ensure operational effectiveness.
Assess marketing programs including tracking of sell-in vs. forecast for new product launches.
Use of business analysis tools to identify potential inventory issues.
Cascade timely update of launch status & out of stock situations to regions.
Management of Hainan HP related issues and bridge stock forecasting and ordering.
Manage communication of inventory related issues
Forecasting for saleables & non-saleables, ensuring proper balance of regional needs and marketing budgets.
Ensuring stock forecast is in place for top skus to minimize out of stock situations
Consumer Engagement: Launches, Promotions, VM and Consumer Events
Create & Execute 360 Launch & Repromote plans according to Brand Strategy– including forecast/allocation, visual merchandising, launch mechanics, digital plans. Ensure social plans are in line.
Collaborate closely with sales and VM team on the planning and execution of launches for on-counter/in-store events & VIP consumer events to drive consumer engagement, create luxury experiences and strengthen brand exposure.
Identification for retail/ on-counter event opportunities with each region and thereafter to provide clear strategy and implementation and sales/activity tracking mechanism.
Translation of copy for marketing materials to be locally relevant and aligned with local market and consumer trends
Manage and adhere to marketing budgets
Preparation of launch presentations & recap reports
Maintain close liaison with regional and affiliate teams to coordinate and align launch dates, promotions and update regions. Collaborate with affiliate marketing managers, where opportunities are available, in order to achieve economies of scales for both parties.
Lead in planning and execution of digital marketing plans, partnering with sales and digital teams to drive innovation and business growth for pre-order channels and from online to offline.
Work with vendors and internal teams to ensure campaign deliverables are implemented on time and within budget & within brand guidelines
Explore new digital initiatives, mobile marketing, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) to drive consumer engagement and digital outreach
Digital analytics - Analyze and measure campaign effectiveness, monitor competitor activities
Manage and adhere to digital marketing budgets
Improve Business Processes
Oversee the implementation of process which enables sales team to have visibility on the available marketing collateral to be able to reorder in a timely manner
Responsible to evaluate workflow processes on a continuous basis so as to achieve improvements where needed.
- Manage and lead the development of a marketing executive
Inflight Management – Manage in-flight requirements and forecasts
Maintain close liaison with NY Marketing (bi-weekly conference calls) to provide feedback on launch programs and TR specific programs, inventory issues, discuss marketing material/support needs, and provide active feedback on regional requirements.
Responsible to go through all IMW/GMW information to ensure that marketing updates and timelines are adhered to.
Oversee the planning and implementation of bi-annual Sales Cycle Meeting. This entails the preparation of marketing folders (including marketing updates, allocation for stocks/collaterals, assortment etc), working with NY to ensure that visuals and product comps are available before meetings, planning room setup, on site execution, and providing support for retailer presentations.
Good working knowledge on internal SAP systems for shopping cart creation, stock enquiry, Business Intelligence for reporting & validation of sales data for sell in and sell through analysis.
Excellent written and verbal communications skills in Mandarin and English
Strong understanding of China market/Chinese consumers is a plus
Strong ability to drive projects with great business acumen
Proven track record creating marketing campaigns across traditional & digital media that drive strong business results in the APAC region
Creative strategic thinker and problem solver
Confident with strong presentation skills
Demonstrates strong project management abilities
Experience working across multi-language regions with a passion for the travel space
Must be a team player with strong interpersonal skills and ability to collaborate and navigate successfully in a highly matrixed global organization
Extremely organized and detail-oriented
Self motivated and passionate about cosmetics and skincare business
Inherent ability to understand and embrace the brand DNA of La Mer
Minimum Education Level: Bachelor's Degree
At least Years of Experience: 6 years, working experience in either a sales/marketing function, preferably in the cosmetic industry.
Primary Location: Asia Pacific-Singapore
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 50 % of the Time
Job Number: 1915920