Key Responsibilities:

• Strategic approach to media channel mix to ensure alignment against business goals
• Including but not limited to: OOH, Print, Video On Demand, TVC, PPC, Out Of Home, Spotify, Radio etc. (varies based on objective), Ad Hoc experiential consumer sampling events
• media efficiency (CPM vs. CPC, Forecasted Impressions / Reach vs. Delivery), target reach / strategy etc.
• Budget planning
• In-flight campaign management to ensure timely set up via agency

Cross-Functional collaboration responsibilities

• Day to day agency lead
• Support Collaborate with Google partners on latest updates/ innovations and leverage insights (brand lab day when needed) to fuel audience strategy and content creation
• Collaborate with Online Team (campaign site page performance), Product Managers (Media briefs, content publisher partnerships, local campaign messaging strategy),
• Creative (local creative amends bespoke) and wider Consumer Engagement Team
• Collaborate with Finance/ Operations team on Digital Marketing Advertising budget
• Collaborate with Global Consumer Engagement Team via call on a bi-weekly basis
• Main point of contact for PPC agency for generic Search (close alignment with online on brand search / holistic strategy)
• Line Manager to Digital Marketing Executive and Digital Marketing Assistant

Innovation (Digital Marketing)

• Drive digital marketing innovation including piloting new vendors, testing new digital channels, Agencies If and when this meets brand business goals and objectives
• Lead digital engagement strategy with travelling tourist audiences within campaign planning and across various native Chinese channels during key moments to win

GWP (x8 campaigns per year across paid social, radio OOH)

• Manage GWP campaign planning including briefing in asset creation to third party agency, media brief, media laydowns and in-flight optimisations and reporting
• GWP campaign planning works closely with trade marketing team

Generic Search

• Main point of contact for paid generic search
• Oversee performance check-ins and optimisations on a weekly basis

Paid Social (campaign / always on)

• Oversee social strategy as it relates to wider campaign planning
• Oversee performance as it relates to wider campaign planning

Always On Programmatic Display

• Set-up and manage always on programmatic to drive online traffic and commerce
• Oversee performance check-ins on a bi-weekly basis and develop strategy

Cross Team Communication

• Create and deliver campaign playbook per campaign activation which outlines overall media objectives and strategy encompassing all activity actioned by the consumer engagement team allowing for transparency across depts.
• Oversee Editorial campaign playbook to cascade campaign strategy to internal teams

Marketing Measurement (includingAttribution Modelling and Marketing Mix Modelling)

• Drive conversation and action regarding online attribution model to understand digital channel ROI in order to improve media planning and customer path to conversion (Google Analytics)
• Support creation of KPI / benchmarks document (updated quarterly)

Qualifications

Estee Lauder Companies is an equal opportunities employer. We positively encourage applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, gender reassignment, religion or belief, marital status, or pregnancy and maternity.

Additional Requirements

• Google Analytics