Executive Director, Product Marketing, Estee Lauder & AERIN Beauty NA
Estee Lauder
 New York, NY

Executive Director (ED) is responsible for all Product / Category / Portfolio Marketing activities in North America (NA), with the objective of growing sales and gaining market share in the region. Responsibilities include planning and executing marketing programs in line with the global marketing objectives, while ensuring the plans are regionalized to capitalize on top consumer opportunities within NA. The ED Marketing must work collaboratively with NA cross functional teams to ensure the marketing strategy for new launches and hero franchises is holistic across all channels and platforms where the consumer may find the brand.

This position leads a team of 5 who oversee specific product categories including Estee Lauder Skincare, Makeup, and Fragrance as well as AERIN beauty.

ACCOUNTABILITIES:

North America Marketing Strategy, Sales Growth and Market Share Gain

  • Point person for defining, coordinating and implementing marketing objectives for NA, and ensuring that the NA and Global strategies are synergistically in place to achieve them.
  • Acts as primary Liaison between NA affiliate and Global Marketing teams to ensure that the local market needs are being met and that each program is appropriate to succeed in the market. Access feasibility and size of prize of Globally developed programs to determine if fit for use within NA.
  • Oversees category strategies and leads integrated tri-cat strategy to ensure that the top consumer opportunities are being addressed, both demographically and by catchment.
  • Oversees MFP process for region. Partners closely with Planning Team to cascade MFP guidelines to Planners for retail specific planning purposes.
  • Works closely with GBSC and Event Management to ensure that all launches are on time. If launches are delayed due to unforeseen issues within our supply chain, must work closely with GBSC and Event Management to mitigate risk.

360 Strategy Development and Cross-functional Coordination

  • Liaise with NA and / or Global cross-functional teams to develop regionally specific programs and support materials for areas of responsibility.
  • Oversee individual program development in all its elements for NA, from identifying market-tailoring opportunities with cross functional teams to specific execution elements at market-level.
  • Oversee program development process, including timelines, leading all cross-functional teams to ensure programs are completed on time with the all the necessary level of detail and local tailoring (including retailer needs) and effectively communicated to the field on time.
  • Coordinate with NA Consumer Engagement, Visual Merchandising, Education and Events teams on defining marketing priorities, oversee tailoring of program briefs, and provide input to category execution plans.
  • Ideate retailer specific strategies along with Account Management and Trade Marketing, defining marketing priorities, identifying key programs to support, and adjust priorities going forward based on program findings.

Performance / Market / Competitive Tracking and Reporting

  • Oversees development of ongoing reviews that track performance for top launches, priority product sub-categories and top line product category to be issued monthly to the region and Global teams.
  • Develops category reviews/North America market reviews which involves thorough research on North America trends, competition, consumer dynamics and requires analyses, identification of opportunities and strategic recommendations.

Presentation and Communication to the Field

  • Oversees preparation and delivers presentations for Sales and Retailer meetings, as well as regional and strategy meetings on an as-needed basis.
  • Ensures program / category /market strategies are clearly and effectively communicated to the field in a timely manner, including but not limited to Account Lead Calls, Retailer / Regional Pulse Check Calls, Optimize communications, YouCam trainings in collaboration with Education, etc.
  • Coordinates with NA Visual Merchandising and Creative Team to ensure clear, timing and effective communication of merchandising strategy to the field, including development and review of POS guidelines.

Financial and Budgetary Management

  • Oversees North America market budget inclusive of historical budget spending analysis and proposals for future plans. Responsible for maintaining accurate and updated line by line tracking of budget to ensure that we hit our quarterly, half yearly and yearly budget estimates. If any shifts to the budget occur, must ensure efforts have been put in place to mitigate shifts. If shifts are imminent, must communicate to Senior Management and Finance in a timely manner.
  • Oversees analysis of category portfolio and sku productivity resulting in recommendations for sku discontinuation.
  • Responsible for assuring that Program Grids, Side by Sides and Programming Calendars are updated and maintained on a weekly basis for the North America affiliate.
  • Ensure all forecasts and work requests are completed and updated in a timely fashion for the North America affiliate.

Pricing Strategy

  • Oversees pricing process across categories, providing input to Global marketing in defining the guidelines for the US as a market of reference, and ensuring US execution is aligned with global guidance.
  • Provide Sales Planning, Finance, Creative, Merchandising and all other applicable teams with up to date accurate pricing information.
  • Coordinate tracking of price impact on sales performance.
  • Undergraduate degree required. MBA/Masters a plus.
  • 8 years relevant work experience in the cosmetic industry. Skincare experience preferable.
  • Thorough knowledge of PC as well as GMW, NPD, Data warehouse and Forecasting systems.
  • Must be an excellent team player with the ability to build, foster and nurture relationships with members of the Global Marketing teams and cross-functional NA teams.
  • Must be highly organized and detail-oriented, with a strong ability to manage multiple projects simultaneously with un-prompted follow-through.
  • Excellent written and oral communication skills.

Position requires creativity and knowledge in all areas of marketing including the ability to develop and implement innovative marketing programs, knowledge of marketing trends and consumer tastes, knowledge of Estee Lauder's product goals and objectives. Knowledge of functions of Product Development, Packaging, Design, Consumer Research, Consumer Engagement and Sales and their effect on product marketability, as well as a proven ability to review budgets, sales and marketing related activity to coordinate a successful marketing program.