Senior Consumer Marketing Manager, M•A•C, Asia Pacific
THE ESTÉE LAUDER COMPANIES
Hong Kong, Hong Kong
27天前

The Estée Lauder Companies Global Jobs - Senior Consumer Marketing Manager, M

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  • The Estée Lauder Companies Global Jobs

    GLOBAL JOBS

    The Estée Lauder Companies attracts the most outstanding people from diverse industries and nurtures their talents. Whether they work in one of our stores, on a production line, at our corporate headquarters in New York City or in one of our affiliates worldwide, our employees take pride in their contributions to our success.

    Where location What job title, keywords

    The Estee Lauder Companies Senior Consumer Marketing Manager, M

  • C, Asia Pacific in Hong Kong, Hong Kong
  • Senior Consumer Marketing Manager, M* A* C, Asia Pacific

    Position Summary

    Drive the strategic development of and execution of high-touch customer experiences in social and digital media that drive community, commerce, and brand advocacy.

    Coordinate APAC execution of campaigns across multi-platform customer engagement programs, and ensure alignment with 360 marketing plans to strengthen M.

    A.C’s consistency and ensure there's an integrative plan so each major campaign is looked at unilaterally throughout the region.

    ACCOUNTABILITIES : OVERVIEW / STRATEGY

    OVERVIEW / STRATEGY

    Oversees and orchestrates M.A.C’s digital marketing, social media, CRM, CI and paid media activities to create a consumer focused and consistent brand experience across all 13 affiliates markets in the region

    Leads all owned, and paid media and collaborates with regional communication manger on earned media across classic PR, ePR, Digital, and Social Media channels for the Region

    Provides strategic support to affiliates to help build M.A.C’s presence through Instagram, Facebook, and other strategically relevant social platforms

    Leads digital and traditional media strategy development for the Region, partnering with the Regional Marketing Director and Global to deliver consistency in the Brand approach and messaging to consumers

    Develops measurement and analysis guidelines and leverages consumer analytic insights to make marketing spend more effective and efficient

    Works closely with CRM and CI to generate new insights and recommends programs to support sales and customer acquisition across the Region

    Serves as upskilling coach and center of excellence for local affiliates’ consumer marketing staff

    SOCIAL MEDIA & COMMUNICATION

    Leads development of local social media platforms (where relevant) to ensure M.A.C continues to defend its share of voice.

    Works collaboratively with local markets to ensure structure and processes in place to continuously support content needs that encourage action and advocacy

    Drive the development of locally-relevant digital first snackable content by working with M.A.C Creative, with a special focus on Japan, China, and Korea, where our digital eco-

    system is most developed and on the highest priority products and launches

    Where global content is not sufficient, works with cross functional teams to bolster and supplement through other content sources (e.g. artist content)

    Partners with regional communications senior manager to integrate influencer marketing and amplify influencer content across paid social channels including influencer content and retail events

    Continuously works to streamline and improve efficiency of our current social media processes to improve our agility and speed-to-market

    Manage and track timelines and key project milestones for APAC social media projects, ensuring all deadlines are met and markets, regional marketing, global consumer marketing and regional corporate online are on track.

    Lead all Global new media calls, providing insight into project management and delivering solutions for difficult production and marketing problems

    Actively contribute to monthly affiliate marketing calls, reviewing social media markets calendar and strategy. Manage and lead weekly status with Regional Marketing Director, providing information on project’s status.

    DIGITAL & TRADITIONAL MEDIA

    Lead digital strategy development for APAC region, focusing on editorial storytelling, concept development and consumer engagement to ensure M.

    A.C is visible to our target consumer.

    Effectively manage, coach and develop local market teams, and lead the development and execution of an integrated strategy and budget to deliver an inclusive media strategy across OOH, traditional print, online, social and mobile that supports the overall marketing vision

    In collaboration with Regional Marketing Director, validates overall paid media budget allocation by platform (OOH, digital, social, search, influencers, etc.) and by campaign

    MEASUREMENT & ANALYTICS

    Develop and distribute monthly APAC Marketing Report Card with all APAC social media performances

    Tracks metrics and KPIs to set targets to monitor campaign performance and develop tactics to continuously test / learn / improve

    Partner with Corporate Marketing to measure and track Earned Media Value and SOV

    CRM & CONSUMER INSIGHTS

    Partners with Corporate CRM Marketing to define M.A.C’s regional CRM campaign priorities and builds annual and quarterly CRM campaign calendar

    Collaborates with Product Marketing team to set appropriate consumer segmentation and targeting for priority launches and campaigns

    Supports the Regional Marketing Director and Corporate Omnichannel teams in the development of critical omnichannel initiatives such as loyalty programs

    EDUCATION

    Serve as subject matter expertise and provide ongoing education on advances in the social / digital space to ensure relevant skill sets at the Affiliate level.

    Also regularly share best practices and key-learning among markets to help elevate the level of execution and enable more autonomy and agility by local markets

    Collaborate with AT&D and Retail Operations teams to continuously upskill M.A.C artists to continue to fuel regionally relevant social content

    Partner with Regional Corporate Marketing to implement and upskill M.A.C affiliates on new tactics and tools such as sequential advertising, social listening, non-brand search, etc.

    Qualifications

    University Degree, preferably in marketing, advertising, media studies, business and / or related field

    Minimum 8-10 years working experience in a digital marketing or advertising agency environment

    English and any Asian language (Mandarin / Japanese / Korean) is a plus

    Passion for social networks design, function, user behavior, competitive landscape and is interested in innovative ways to communicate via these channels

    Understanding of digital technologies with strong adaptability into a dynamic environment

    Understanding of social listening and digital analytical tools like Social Bakers and Google Analytics

    Preference to those with significant experience in Asia (particularly, Japan, China, or Korea) and / or in the FMCG / luxury or cosmetic industry or with regional exposure.

    Passion for the cosmetic industry

    Ability to work in a fast paced environment with self-starter / entrepreneurial mindset but grounded with astute business judgment and within strong creative and brand parameters

    The ideal candidate loves has the ability to manage multiple project requirements and deliverables under tight deadlines and has an obsessive attention to detail.

    Excellent written and verbal communications skills

    Respected and enthusiastic leader

    Team player that displays integrity and builds trust

    Personal blog or any social media activities that can be shared a plus

    Travel : Yes, 25 % of the Time

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