POSITION SUMMARY:

This role will drive the Consumer Engagement strategy and develop core capabilities in Canada. The Consumer Engagement Director will work across brands and key functions to fuel the business with subject matter expertise, share best practices, identify opportunities for education and build collaborative relationships at both the Regional and Affiliate level. This role will have leadership across key disciplines: Digital Marketing and Media, Influencer Marketing, Cultural Relevancy, CRM, and Consumer/Shopper Insights. The Corporate Consumer Engagement Director will report into the Executive Director, Online and Consumer Engagement and will lead a centralized team of brand partners driven to accelerate change. 

KEY RESPONSIBILITIES INCLUDE: 

STRATEGY AND LEADERSHIP 

• Work with the Executive Director, this position will drive the consumer-centric, digital-first, Consumer Engagement strategy and big bets that presents a vision for future sustainable growth. Responsible for evolving strategy to respond to priority business needs
• Align and engage the Marketing and Consumer Engagement community in the strategic vision 
• Perform expert level research and provide best-in-class consumer insights that fuel a brand’s go to market strategy 
• Work closely with key cross-functional partners (Online, Finance, HR) and Regions to ensure holistic alignment and leverage best practices  
• Share best practices and facilitate connection and collaboration between brands
• Manage a team of agile corporate brand partners who play a critical role as models for change, digital experts and consumer advocates
• Nurture an environment that rewards the exploration and implementation of innovative marketing and consumer engagement strategies and technologies that enhance the consumer experience and drive brand engagement
• Excellent ability to work with high-level stakeholders across the global business
• Be relentlessly up-to-date on emerging and future trends across all relevant industries to identify and grow business opportunities

DIGITAL MARKETING AND MEDIA

• Drive the digital transformation in Canada, with an evolved approach towards media investment at the core
• Own and manage the relationship with media agencies, Facebook, Google, Snapchat, Pinterest, TikTok and North America partners
• Localize the strategic priorities within the Joint Business Partnerships with Google, Facebook, Snapchat, and Pinterest for Canada
• Partner closely with brands/media agency to understand and track campaign performance and determine routes to improve effectiveness
• Lead teams to track social platform engagement and effectiveness through appropriate analytical tools
• Develop, implement and evolve the ecosystem of technology that supports increased media efficiency, consumer reach, understanding and engagement

INFLUENCER MARKETING

• Develop innovative models of working to systematically embed Influencers into our day-to-day business
• Bring Influencer best practices to life and drive insights to action around hero SKUs and traffic to priority channels
• Leverage Influencer content to amplify brand and retailer sites as media 
• Utilize advanced analytics that drive stronger Influencer / media ROI 
• Drive multi-branded activations and content creation opportunities  
• Act as an internal consultant for brand teams on talent and influencers for all campaign briefs
• Work closely with Legal to ensure locally relevant contract templates, guidelines are in place
• Be the voice of ELC brands in any cross-brand opportunity, supporting individual brand needs while also delivering portfolio message

CULTURAL RELEVANCY 

• Deliver consumer insights and educational opportunities that bring Insight to Action around Canada’s unique multi-ethnic landscape 
• Drive multi-branded opportunities to benefit the portfolio 
• Partner closely with brands to enable locally relevant storytelling during key shopping moments

FINANCE AND BUDGET MANAGEMENT

• Own allocation and management of the Corporate Consumer Engagement budget
• Ensure alignment of financial processing to NOAM A&P classifications 
• Partner with media agency to develop and cascade quarterly investment summaries to enable transparency, track against investment priorities and optimize impact of spend 
• Partner with media agency to optimize A&P spend by developing faster and lower cost options for acquiring, engaging and retaining consumers

KEY COMPETENCIES

• Digital champion and consumer insight expert for the Affiliate
• Thrives in a work environment that fosters creative thinking, innovation and rational risk taking
• Focuses on the critical few objectives that add the most value and consistently deliver results that exceed expectations
• Relentlessly seeks, shares and adopts ideas and best practices in and outside the Company and embraces change introduced by others
• Navigates changing priorities, urgent leadership needs, brand challenges and negotiations with ease
• Self-starter with the confidence and ability to tackle new initiatives 
• Excellent verbal and written communication, presentation, and project management skills
• Collaborative relationship building skills with ability to navigate across multiple stakeholders
• Skilled in simplifying complex concepts, trends and consumer behaviours into clear consumer insights and actionable recommendations
• Comfortable delivering on fast pace short-term goals, while creating sustainable long-term value

QUALIFICATIONS

• 8-10 Years of relevant experience
• Undergraduate degree in a related field. 
• Masters of Business Administration an asset
• End-to-end digital campaign development & execution
• Media agency management expertise 
• Project management skills an asset
• Strong passion for and experience in the Beauty industry 
• Experience working on a cross functional team

JOB: Online / E-Commerce PRIMARY LOCATION: Americas-CA-ON-Toronto JOB TYPE: Standard SCHEDULE: Full-time SHIFT: 1st (Day) Shift JOB NUMBER: 2210942 We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. Accommodations for job applicants with disabilities are available on request.

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.