The Estee Lauder Companies Director, CRM & Consumer Analytics, Clinique in United States

Director, CRM & Consumer Analytics, Clinique

Brand: Clinique

Description

This role will further develop a best-in-class CRM & Consumer Analytics function for Clinique globally. Oversee the ideation, development and implementation of global CRM strategies and programs, including the Clinique Loyalty Programs, to maximize consumer engagement and satisfaction, tenure and revenue and deliver a seamless omnichannel experience. Use consumer insights to build a deeper relationship with the Clinique consumer.

KEY RESPONSIBILITIES:

STRATEGY

oFormulate the global CRM strategy (based on consumer lifecycle, brand pillars, launch activity) geared towards lowering 1X repeat rate, increasing retention and spend and optimizing ROI on campaigns

oPartner with Retailers, Online and Digital teams to align on strategic recommendations and to drive a multi-channel approach through segmentation and testing & learn

oCollaborate with Global and Digital Marketing to support the “Always On” basic business strategy. Advise on product focus, sampling strategy and content development.

oCascade the global CRM strategy across all levels of business, via regular communication, brand conferences, CRM seminars, store visits and inter-department meetings

oAssist Regional VPs and Marketing/CRM Managers in developing CRM programs, assets and budgets for their respective markets; partner with Regional Corporate CRM leads in successfully executing against the global CRM strategy

oAct as brand representative and key member of the Global Corporate CRM Leadership Team and actively participate in taskforces assignments

LOYALTY / PROGRAMS

oDrive the brand’s Loyalty strategy in the broader context of the consumer journey and key Loyalty drivers emphasizing the 4Ps approach: Purpose, Products, Programs and People

oIdentify key drivers of engagement (recruitment & repeat) and socialize use cases of marketing initiatives that successfully capitalize on these drivers

oLead the strategy, execution and on-going measurement and optimization of the Clinique Loyalty Programs globally. This includes design development, financial modeling, program execution and the roll-out of the NA pilot program to key markets around the world.

CONSUMER INSIGHTS / REPORTING / CUSTOM ANALYTICS

oMonitor and regularly issue consolidated CRM KPI reports across regions. Work with Sales and Education to set and proactively manage capture rate, email sign ups, birthday, sampling and other capture targets

oPartner with Regional Corporate CRM Leads to consolidate campaign results using corporate reporting tools (ECAT). Succinctly and clearly summarize and communicate results and learnings to optimize future campaigns

oPartner with Corporate CRM/Marketing Analytics to apply advanced analytics to track consumer behavior and lifecycle with the brand; use learnings to develop communication strategies to maximize engagement and loyalty

oUse in-house analytics tools to draw insights into Clinique’s data: consumer journey, cross channel buying, SKU rankings, geographical analysis, new store location profiling, etc.

oDrive the integration of consumer analytics into measuring and informing more effective and efficient marketing spend (A&P Optimization, ROI Modeling)

CONSUMER CALENDAR / CAMPAIGN ASSET MANAGEMENT

oPlan and implement a comprehensive global consumer calendar to orchestrate all planned CRM programs and activities using direct mail, email, mobile, in-store clienteling, events, partnerships, etc.

oInnovate by launching new CRM initiatives that leverage consumer insights and new technologies in regards to on-boarding, lifecycle management, referrals and winback initiatives. Examples given:

GWP follow up program to drive repeat of non-promotional purchases

Multi-touch cultivation programs to increase 2 repeat rate

Multi-touch high value programs as surprise & delight

Coaching emails SMS series to ensure consumers reach the "magic moment" with key treatment franchises

oLead development and drive the execution of iterative test and learn CRM campaigns to lift acquisition, engagement and retention metrics.

oWork with in-house Creative team to manage CRM program creative, including copy, production and campaign implementation, within agreed budgets and timing

oConsult with NA Marketing in developing consumer engagement and retention programs based on consumer insights; advise on CRM/mailer and sample budgets

TRAINING / EDUCATION

oWork with and through Field Sales and Education departments to achieve minimum capture rate of 85%

oConsolidate and champion best practices regarding the measurement of A&P Optimization, especially as it relates to marketing effectiveness, Loyalty and multichannel campaign optimization

oRegularly publish Education Fact Sheets in support of new product launches

oHold regularly CRM Meetings with Global Marketing, Education and Digital to identify training needs and address concerns / issues; present at Global Brand & Functional Roundtable meetings

oMaintain focus on CRM at the corporate level by driving awareness of CRM big wins and trends

Qualifications

To perform this job successfully, an individual should meet the following requirements and qualifications:

Qualifications

oPosition requires 10 years of related experience with proven success driving CRM/eCRM strategies and implementing effective direct communication across channels

oOrganizational leadership (collaborative management style)

oResourcefulness (successfully operate with limited budgets and people resources)

oAnalytical and strategic planning (makes quick, fact-based decisions)

oStrong relationship management and interpersonal skills (high EQ)

oInfluencing skills (proven ability to persuade others towards an idea or goal)

oComplex problem-solving (create options, then converge)

oInnovative and creative thinking (need fresh thinking)

oComfortable presenting to all levels of management and working within a matrix organization

oExperience in multi-channel retail, hospitality or consumer products is preferred, but not mandatory

oAn MBA degree is desired, but not essential

Technical / Analytics Skills

oAdvanced skills in Microsoft PowerPoint, Excel (Pivot Tables, VLookup, etc.) and/or Access

oExperienced in performing advanced analytics, segmentation, data mining and using SQL, SAS, SPSS or similar packages

oShould be well-grounded in direct marketing metrics, segmentation, data analysis and response measurements

Job: Marketing

Primary Location: Americas-United States

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: 183713