PRINCIPLE OBJECTIVES:

Lead the strategic development and execution of exciting holistic marketing campaigns that touch online and offline environments to builds awareness, commerce, and brand advocacy. Together with the regional APAC marketing team and the Global Consumer Engagement Director, the Consumer Engagement Manager- APAC Specialist will lead the execution of digital-first campaigns across multiple touchpoints in the APAC region, and ensure there's an integrative plan for each major campaign. 

The Consumer Engagement Manager will oversee all aspects of the consumer journey making sure that each micro-moment is addressed through smart mobile-first content. He/She/They will be responsible for fostering a strong partnership with his/her regional counterpart in order to build Awareness, propel engagement and boost sales in the region. 

The consumer engagement manager will shape a yearly digital animation plan to keep growing our hero franchises by identifying hyperlocal marketing opportunities (up and coming KOL identification, pop up events, gamification etc.).He/She/They will be responsible for getting insights on local consumer behaviors and competitions activations to constantly optimize strategy, clickability of our assets and encourage test and learn approach. 

The role will also involve finding new ways to engage decision makers, educating larger teams on local consumers behaviors and content/assets need as well as sharing best practices seen in the region.

ACCOUNTABILITIES:

OVERVIEW STRATEGY

• Oversees and orchestrates with regional marketing lead Origins’ digital marketing, social media and paid media activities (paid, owned, earned) to create a consumer focused and consistent brand experience across all affiliates markets in the APAC region 

• Leads digital-first/mobile-first strategy development for the Region, partnering with the Regional Marketing Director and Global cross functional teams to deliver consistency in the Brand approach and messaging to consumers 

• Provides strategic support to the region to help accelerate social commerce on relevant social platform such as WeChat, Weibo, Little Red Book by developing a tailor-made strategy for content, mini-programs advertising and KOL as well as for other Global platforms (Facebook, Instagram)

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

• Serves as upskilling coach and center of excellence for region and local affiliates' consumer marketing staff

• Work with the region on strong yearly animation plans to keep growing core Hero franchises and secure dominant storytelling through disruptive 360 activations and immersive experiences.

CONSUMER & DIGITAL MARKETING

• Lead consumer strategy development for APAC region with the regional team, focusing on immersive storytelling, concept development and consumer engagement to ensure Origins is visible to our target consumer. 

• Lead Global Consumer Engagement calls dedicated to APAC, providing insight into project management and delivering solutions for difficult production and marketing problems, reviewing social media markets calendar and strategy. Leads development of local social platforms (where relevant) to ensure Origins continues to defend its share of voice. Works collaboratively with region to put structure and processes in place to continuously support content needs that encourage interactions and advocacy 

• Drive the development of relevant digital snackable content by working with Origins Creative, with a special focus on China 

• Works with regional teams to bolster and supplement through other content sources (e.g. influencers content/UGC) 

• Partners with regional team 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 media processes to improve our agility and speed-to-market 

• Manage and track timelines and key project milestones for APAC projects, ensuring all deadlines are met.

• 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 all medias: OOH, traditional print, online, social and mobile that supports the overall marketing vision

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

MEASUREMENT & ANALYTICS

• Develop and maintain monthly APAC Consumer Marketing Report Cards with all local 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

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

• Partner with Regional leads to implement and upskill Origins affiliates on new tactics and tools such as sequential advertising, social listening, non-brand search, etc

QUALIFICATIONS

• Minimum 5-6 years working experience in a digital marketing or advertising agency environment

• Some travel required

• English and preferably proficiency in Chinese (Mandarin) is a plus

• Excellent understanding of digital technologies and marketing with strong adaptability into a dynamic environment

• Experience developing disruptive marketing campaigns from scratch including positioning framework, audience identification, and launch roadmaps

• Strong background in Advertising with experience and expertise in Digital/Paid Social

• Experience in social listening and social media & digital marketing analytical tools

• Strong level of digital fluency with ability to plan and adapt digital plans based on a strong understanding of digital metrics

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

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

• Ability to work on multiple project requirements and deliverables under tight deadlines

• Ability to build productive relationships internally and externally through influence and collaborative communication

• Excellent written and verbal communications skills

• Team player that displays integrity and builds trust

We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. It is Company's policy not to discriminate against any employee or applicant for employment on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and related medical conditions), gender identity or gender expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, protected medical condition as defined by applicable state or local law, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances. The Company will endeavor to provide a reasonable accommodation consistent with the law to otherwise qualified employees and prospective employees with a disability and to employees and prospective employees with needs related to their religious observance or practices. Should you wish to apply for this position or any other position with the Company and you believe you require assistance to complete an application or participate in an interview, please contact USApplicantAccommodations@Estee.com.

The Estée Lauder Companies (ELC) is the global leader in prestige beauty. ELC is 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 the 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 the company’s founder Estée Lauder.