POSITION OVERIVEW:

The Vice President, Media & Influencer Marketing, Corporate Marketing – North America is responsible for providing strategic guidance and driving executional excellence across CONSUMER ENGAGEMENT BRAND BUILDING, ECOMMERCE AND RETAIL INITIATIVES.  As a member of the North America Marketing Center of Excellence, they will report to Jenny Belknap, SVP Enterprise Marketing and Portfolio Strategy, NA. 

The role is responsible for accelerating the region’s successful adoption of full funnel media and influencer marketing, across the portfolio of prestige brands. The individual will do this by understanding and interpreting consumer insights, communication strategy, industry and marketplace knowledge. The selected candidate will have demonstrated a strong ability to link business strategy to communications strategy and translate the communication strategy into optimal media and influencer partnerships.

JOB PROFILE

STRATEGIC MARKETING RESPONSIBILITIES: encompassing the how, where, when, what and why of every and all connections with current and potential consumers

• In partnership with Portfolio Strategy, Consumer Insights, CRM+Data and NA Finance, interpret business and consumer data to develop insightful solutions to business problems. 

• Guide the integrated marketing brief development process across all functions including inputs from business owners and partner COEs

• Dissect business and consumer data to design communications architectures that support paid, owned, earned and shared touchpoints along the path to purchase

• Develop and implement High Touch Marketing at Scale principles across the region.  Adapt Global EM+D “Art of Full Funnel Media, Art of Earned Media” learning series to be relevant for NA Brands and drive implementation throughout the organization.

• Provide budget guidance for investment in visible and non-visible advertising expenditures to maximize efficiency and effectiveness

• Investigate emerging technologies and platforms, and share opportunities for ongoing innovation

• Lead the development and implementation of benchmarking and measurement standards to improve tracking of marketing effectiveness (brand health, ROI, MMMs, Incrementality)

• Serve as the primary POC for all agencies -  partnership management, SOWs, deliverables, processes and performance evaluation

• Steer negotiations for all tech contracts on behalf of the region, including but not limited to IAS, Lumina, Tagger, IG Checkout and Google Tech Stack solutions

• Work in partnership with brands and other COE leads to build best-in-class marketing programs and GTM strategies

MEDIA COE: Maximize the effectiveness of visible working investments to drive brand building consumer engagement media, brand.com sales driving media and retailer media

• Lead the North America Region’s strategic imperative to drive integrated, full-funnel, de-siloed advertising strategy, planning and execution

• Liaise with internal business partners to intake total business needs and consult on the development of strategies, investment and analytics solutions to deliver on those needs

• Scale operational media governance across the portfolio – including budget assessment, goal-based planning and optimization

• Provide fiduciary oversight across all media investments, negotiations and savings analyses related to agencies, media vendors, talent, platforms and tech partners

• Own the agency relationships - set business goals, determine scope of work, performance metrics and appropriate remuneration levels – on behalf of the region’s total media activation (consumer engagement, online and retail)

• Formalize and execute a process by which consumer facing media activations are fueled by insights from other regional COEs (CRM, Local & Cultural Relevancy, Consumer Insights, Field)

• Partner with the Catalyst team to drive best-in-class performance marketing (brand search, SEO, Email and Affiliate Marketing) and ensure cohesive strategy planning and execution with Brands and Agency partners

• Demonstrate and steward Project Unity principles to action a one team + one budget total business approach to media planning, buying and optimization

  • Ensure transparency of goals across each brand’s business, so that media resources are allocated to drive maximum return

  • Ensure budget fluidity across planning and optimization to respond to traffic and sales goals in real-time

  • Develop data KPI frameworks that correlate upper/mid funnel activity to bottom funnel results in DTC and retail channels

  • Maintain a positive return on media investments

• Partner with Catalyst and KAMs to craft a media strategy and measurement plan tailored to each retailer

• Grow the full media capabilities of the organization – facilitate cross-functional (consumer engagement, ecommerce and retail) educational programming across the portfolio and within brand organizations

• Collaborate with the appropriate global functions (global media, global GTM, global analytics) to develop and action a regional learning agenda

• Lead the Marketing Analytics Roadmap to track and optimize brand building, ecommerce and retailer KPIs

  • Launch a regional solution to correlate and visualize media in market with sales across the business

  • Track media efficacy for new customer acquisition and customer retention

  • Establish valuation criteria and optimization plan for “brand sites as media” workstream

  • Advance 1PD powered media strategies and measurement across the funnel, in partnership with the CRM COE

• Identify, pilot and evaluate emerging platforms

• Implement standardized financial processes, including the A+P Framework, in partnership with NOAM Finance and Global EM+D

• Represent the company at conferences and media/industry events

INFLUENCER MARKETING COE: Build and foster partnerships with influencer talent and creators that result in the insightful creation and optimization of assets, while leveraging shared brand equities between ELC brands and the external parties

• Operationalize a three-prong influencer approach – influencers as media, influencers as creators, influencers as marketers

• Partner with NA Integrated Communication and Cultural Relevancy COE to drive integrated Earned/Owned/Paid media strategy with focus on accelerating EMV

• Build transparency across the portfolio to ensure operational governance and avoid pricing cannibalization between ELC brands

• Build a roster of external creators including influencers, agencies and publishers

• Scout new talent and make the appropriate brand introductions

• Demonstrate a customer centric understanding that goes beyond traditional demographics and drills into data and behavioral + attitudinal insights to uncover strong insights that lead to purposeful ideas

• Leverage a deep understanding of channel dynamics and consumer behavior to develop strong, standout communications frameworks and casting guidelines

• Support brands in the development of influencer/creator briefs to internal and external partners ranging from media-centric branded content programs to experiential initiatives

• Design a workflow to sync the influencer content development workstream with Creative Hub standards

  • Produce brand level creative guidelines to ensure that influencer activations deliver consistency in brand message, tone of voice and creative representation

  • Identify brand content gaps for influencer and publisher programs to bring brand strategy to life without over-producing assets

  • Lead the talent practice to support all casting needs for the Content Hub

• Standardize investment tiering and influencer content deliverable guidelines in support of long-term relationships, seasonal collaborations and ad-hoc tactical executions

• Produce a framework for distribution of influencer content across paid, owned and earned outlets to yield sufficient levels of exposure to desired audiences and quality engagements

• Analyze the effectiveness of paid partnerships and gifting strategies

• Assist brands in identifying appropriately relevant current events and pop-culture moments to shape influencer partnerships

• Identify emerging talent and opportunities– considering reach against a targeted audience based on core demographic, mindsets, interests and behaviors

• Oversee development and management of internal influencer discovery and database platform

CAPABILITY BUILDING: Educational Programming Responsibilities

• Thought Leadership

  • Identify, recommend and facilitate relevant topics for a monthly knowledge sharing forum to advance ELC’s Digital Transformation

  • Track the foundational knowledge upskilling of this forum through success metrics, brand feedback

  • Regularly update Sr. Management on trends, research, campaign learnings, vendor relationships and process

• Tactical Execution: Brand Workshops

  • Design and facilitate COE System Planning Sessions to provide immediate support to brands

  • Pair brands with relevant external partners for tailored educational programming

• Continuous Learning: Newsletters, Brand Forums & Playbooks

QUALIFICATIONS

• Bachelor’s Degree

• Related work experience in a media strategy, planning, execution (e.g. agency, media/platform partner or in-house COE role), communication / marketing/talent agency and/or a combination of in-house public relations / marketing communications experience. Preferred verticals experience: Beauty, Fashion, Lifestyle, Retail and / or CPG

• Deep knowledge of media platforms (Meta, Google, TikTok, Snap) and online performance marketing

• Experience in being part of a multi-practice team working toward a common goal/deliverable

• A culture watcher - passion for pop-culture and its infusion into the consumer brand ecosystem

• A natural relationship-builder

• Strong work examples demonstrating exemplary leadership, positive industry relationships, ability to deliver strategic council and successfully troubleshoot issues

• A keen understanding of financial and operational performance to ensure quality work, deadline and budget adherence

• Experienced in digital analytics and social listening tools, measuring campaign performance and analyzing metrics to support overall influencer strategy

• Comfortable in delivering on short-term goals, while creating sustainable long-term value for the future

CORE COMPETENCIES

• Drives Innovative Business Improvements: Develops new insights into solutions that result in organizational improvements; promotes a work environment that fosters creative thinking, innovation and rational risk taking

• Highly collaborative with strong influencing skills.  Must be comfortable and agile working in a highly matrixed, cross-functional environment across Global/Region Senior Leadership, Brands, COEs, Functions and Agencies.

• Balances Immediate and Long-Term Priorities: Seeks to meet critical objectives while considering the impact of those decisions and activities on the ability to achieve long-term goals

• Delivers Results: Focuses on the critical few objectives that add the most value and channels own and others' energy to consistently deliver results that meet or exceed expectations

• Imports and Exports Good Ideas: Relentlessly seeks, shares and adopts ideas and best practices in and outside the Company and embraces change introduced by others

• The ideal executive will have an intuitive feel for technology and be passionate about communicating a product that meets the needs of the consumer.

• Develops high-performing teams. Insightful about the talent the organization needs to be successful; recruits and develops people with this in mind. Uses multiple methods to grow capability in the organization. Skillfully coaches and mentors others.

• Gets the best performance from people. Taps into people’s needs, interests and goals to motivate them to achieve. Inspires commitment from people to the organization and its goals. Mobilizes people toward high performance and goal achievement.

• Successfully guides the organization through change, ensuring that it maintains its focus and intensity. Pursues appropriate change initiatives. Is viewed as an agent for positive change. Builds a shared vision for change.

• Makes the complex simple – through brainstorms, workshop and educational summits - empowers others to learn and action

• Effectively fields immediate questions, while also addressing the bigger picture by connecting and influencing key stakeholders inside and outside of ELC

• Architects competitive and breakthrough solutions to drive business forward

• Navigates changing priorities, urgent leadership needs, brand challenges and negotiations with ease

• Excellent verbal and written communication, presentation, project and relationship management skills

• Financial Acumen

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.