MAC_Consumer Marketing Manager

Consumer Marketing Manager

The Consumer Marketing Manager is responsible for the planning and implementation of the Brand's retail marketing calendars and activities across relevant channels. This position develops differentiated strategies and programs (merchandising, events, promotions) relevant to executional requirements and consumer target audience for each channel/ retailer, monitors results and ensures competitiveness to grow the brand's share.

Job Responsibilities:

1. Consumer Marketing Strategy

1.1 Omni Consumer Marketing Calendar Planning

· Create omni marketing calendar by defining Brand's overall consumer priorities through a deep understanding of insights and consumer journey of all communication and distribution channels

· Customize (as needed) and deploy regional seasonal retail guidelines, and influence Market retail executional excellence

1.2 Consumer Segmentation Development

· Develop consumer segmentations by consumer attributes and adjust marketing approach to each consumer segment/ improve omni CRM strategy to be more specific on where and how to play

1.3 Omni CRM Strategy Planning

· Create Art of Repeat lifecycle campaign contents

· Create framework of omni CRM customer journey based on CRM data for each channel

· Create new acquisition strategy for each customer segment

1.4 Media Strategy Planning

· Lead to design framework and strategy for mass and online media with ownership to drive consumer awareness, desirability and ultimately sales

· Ensure available consumer, retail, shopper data is appropriately analyzed and used for marketing decisions

1.5 Channel Activation

· Develop specific implementation programs and campaigns for 3PP with Online team, and DS/ FSS with Commercial team to maximize traffic, conversions, retention

· Highlight key areas where the Brand needs strategic and/or operational support from APAC

2. Communications

2.1 Online/Offline brand PR

· Lead execution of PR strategy according to annual PR calendar for Online/ (Web tie-up article/ Web article, etc.) and Offline (magazine/ artist collaboration/ PR event, etc.)

· Develop annual PR calendar in partnership with Commercial, Online, Corporate Marketing through Unity planning to ensure a seamless consumer journey, strong ROI and commercial outcomes for all campaigns

2.2 Brand SNS campaign/ promotion

· Lead execution of brand SNS campaign/promotion strategy by actively engaging with agencies

· Develop Brand SNS campaign/ promotion strategy by setting targets, KPIs, budget, etc., in collaboration with Online and Corporate Marketing

· Stay up-to-date with digital marketing trends and potential new channels and strategies including updates to social media marketing, attribution, and programmatic media buying

2.3 Social Selling planning/execution

· Lead social selling strategy development and execution to promote social selling to consumers via live-streaming/ live-commerce

3. Content/Creatives

· Lead to develop contents/creatives, in partnership with Commercial, Online, Corporate Marketing, APAC for omni channel including other offline channels, and eDM, DMs, LINE etc

· Lead influencer management including contract negotiation/management, appearance etc, to create contents aligned with Consumer Marketing strategy

4. Budget Management

· Ensure sufficient budget is allocated to execute consumer marketing calendar

· Manage Consumer Marketing budget lines in P&L

· Develop budget plan for Consumer Marketing by allocating sufficient budget to allow execution of consumer marketing calendar

Key support expected in partnership with internal/external stakeholders

· Internal stakeholders: Brand team, Commercial team, Online team, Corporate Marketing team, APAC

· External stakeholders: 3rd party agency

Coaching and Development:

· Provide leadership, guidance, and constructive feedback to support team members/ staffs regarding assigned accountabilities

· Identify any areas of learning and development for individual team members, discuss and plan improvement strategy

· Attend corporate development programs as required

Qualifications

• Strong analytical skills and business acumen in bringing actionable insights through analytics
• Team player with strong interpersonal skills in interacting with all levels of management
• Agility, innovative and attention to detail
• Passion and experience in beauty industry

Why Join Us

We provide market-competitive packages and trainings to our staff to ensure they are well-rewarded with room to excel in their career:

Opportunities to learn and lead: we provide on-the-job trainings to ensure employees are equipped with the most up-to-date skillsets and knowledge

Career Development: we work with you to advance your career through short-term assignments, relocations and new experiences.

Work-life balance as a priority: we offer benefits and implement policies to help employees balance their personal and professional priorities, including flexible working hours, enhanced parental leave, product discounts and competitive salary.

Who We Are

We are the global leader in prestige beauty —delighting consumers with transformative products and experiences, inspiring them to express their individual beauty through our high-touch offerings. We are a brand-led business and the only company focused solely on prestige makeup, skin care, fragrance and hair care with a diverse portfolio of 25+ brands sold in approximately 150 countries and territories. Infused throughout our organization is a passion for creativity and innovation — a desire to push the boundaries and invent the unexpected — as we continue the bold work of our founder Estée Lauder.

We are a values-driven organization. Our actions are rooted in the Lauder Family values of respect for the individual, uncompromising ethics and integrity, generosity of spirit and fearless persistence. Building on these core values we also abide by the following principles:

• Unwavering commitment to quality and excellence.
• Infusing creativity and innovation throughout all aspects of the business.
• Nurturing and developing world-class talent.
• Cultivating an inclusive and diverse workplace.
• Acting responsibly and caring for the communities we serve.

Job: Marketing
Primary Location: Asia Pacific-JP-13-Chiyoda
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 238311

---