The Estee Lauder Companies Marketing Director, Bobbi Brown, Asia Pacific in Hong Kong, Hong Kong
Marketing Director, Bobbi Brown, Asia Pacific
Brand: Bobbi Brown
The incumbent has to work closely with Regional VP to serve as Brand Connection between the teams in the markets and New York teams (Global Marketing , Merchandising and CRM). She / he has to drive Brand growth and image in the Asia-Pacific Business through strong strategies and programs. The incumbent has to lead new innovative product launches and re-promote activities as well as creating Brand Experience at every point of consumer interaction. The person has to coordinate the teams in the region, including Education and Design, with clear vision regarding Brand strategies and tactics.
(1) Lead development of Brand strategies and programs (launches, re-promote and events), with integration of strong consumer understanding, learning and insight – (30%)
Coordinate strong and field-oriented marketing calendar between NY marketing and regional marketing (and BMs).
Lead in brand communication in media (advertorial and ads)
Lead in product strategy – pricing, mix, sizes, packaging, new developments
Understand key drivers behind consumers, especially mainland Chinese, Korean and Japanese
Lead development of new product launch plans in the region Provides feedback to NY regarding programs effectiveness, as well as regional needs in terms of new products, shades, communication formats, promotional tools and in general all aspects of marketing mix
Lead in all category analysis
Lead in competitor activities tracking (new products/new counters/new packaging)
(2) Manages operational effectiveness & Improve business processes to achieve on-time and strong execution (45%)
Coordinate stock and ordering between NY marketing team, Regional Corporate Forecasting and affiliates.
Lead in improving forecast system, with learning of Best Practices. Lead in assortment strategy for brand, top doors (A/B/C) with country insights.
Manage A&P spending of each affiliate with affiliate marketing (and BM)
Coordinate all new and existing pricing plans to ensure regional pricing harmony and local competitiveness, working with Finance International
(3) Creative – (20%)
Leading the regional content creation process (briefing local vendors, execution & layout with global approval stages integrated) from to fill market needs/requests.
Leading coordination with Influencers & agencies to create and support Regional/Local influencer campaign to amplify the Global Go To Market activation.
Create digital campaigns with creative assets to support regional strategy.
Create repromote programs with creative assets to support regional strategy.
(4) Others (5%)
Trains and handles orientation for new brand people in the region
Interact actively with the Regional Functions (Consumer insight, Digital, CRM, PD) to get additional support to maximize the Regional relevancy.
Participate in all Asian Product Team Meetings as one of the responses to requests from MKT Managers to initiate and develop special programs for individual markets.
University Degree, preferably in Sales & Marketing
Minimum 12 years solid working experience in marketing
Minimum 5 years working experience in a similar capacity, preferably in the FMCG or cosmetic industry or with regional exposure
Have to be proficient in English. Possess of one other kind of Asian language will be an advantage
Primary Location: Asia Pacific-CN-Hong Kong
Job Type: Standard
Shift: 1st (Day) Shift
Travel: Yes, 25 % of the Time
Job Number: 184180