The Estee Lauder Companies Senior Consumer Marketing Manager, M•A•C, Asia Pacific in Hong Kong, Hong Kong

Senior Consumer Marketing Manager, M* A* C, Asia Pacific

Brand: MAC

Description

Position Summary

Drive the strategic development of and execution of high-touch customer experiences in social and digital media that drive community, commerce, and brand advocacy. Coordinate APAC execution of campaigns across multi-platform customer engagement programs, and ensure alignment with 360 marketing plans to strengthen M.A.C’s consistency and ensure there's an integrative plan so each major campaign is looked at unilaterally throughout the region.

Job Description

ACCOUNTABILITIES:

OVERVIEW / STRATEGY

  • Oversees and orchestrates M.A.C’s digital marketing, social media, CRM, CI and paid media activities to create a consumer focused and consistent brand experience across all 13 affiliates markets in the region

  • Leads all owned, and paid media and collaborates with regional communication manger on earned media across classic PR, ePR, Digital, and Social Media channels for the Region

  • Provides strategic support to affiliates to help build M.A.C’s presence through Instagram, Facebook, and other strategically relevant social platforms

  • Leads digital and traditional media strategy development for the Region, partnering with the Regional Marketing Director and Global to deliver consistency in the Brand approach and messaging to consumers

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

  • Works closely with CRM and CI to generate new insights and recommends programs to support sales and customer acquisition across the Region

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

SOCIAL MEDIA & COMMUNICATION

  • Leads development of local social media platforms (where relevant) to ensure M.A.C continues to defend its share of voice. Works collaboratively with local markets to ensure structure and processes in place to continuously support content needs that encourage action and advocacy

  • Drive the development of locally-relevant digital first snackable content by working with M.A.C Creative, with a special focus on Japan, China, and Korea, where our digital eco-system is most developed and on the highest priority products and launches

  • Where global content is not sufficient, works with cross functional teams to bolster and supplement through other content sources (e.g. artist content)

  • Partners with regional communications senior manager 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 social media processes to improve our agility and speed-to-market

  • Manage and track timelines and key project milestones for APAC social media projects, ensuring all deadlines are met and markets, regional marketing, global consumer marketing and regional corporate online are on track.

  • Lead all Global new media calls, providing insight into project management and delivering solutions for difficult production and marketing problems

  • Actively contribute to monthly affiliate marketing calls, reviewing social media markets calendar and strategy. Manage and lead weekly status with Regional Marketing Director, providing information on project’s status.

DIGITAL & TRADITIONAL MEDIA

  • Lead digital strategy development for APAC region, focusing on editorial storytelling, concept development and consumer engagement to ensure M.A.C is visible to our target consumer.

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

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

MEASUREMENT & ANALYTICS

  • Develop and distribute monthly APAC Marketing Report Card with all APAC 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

CRM & CONSUMER INSIGHTS

  • Partners with Corporate CRM Marketing to define M.A.C’s regional CRM campaign priorities and builds annual and quarterly CRM campaign calendar

  • Collaborates with Product Marketing team to set appropriate consumer segmentation and targeting for priority launches and campaigns

  • Supports the Regional Marketing Director and Corporate Omnichannel teams in the development of critical omnichannel initiatives such as loyalty programs

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

  • Collaborate with AT&D and Retail Operations teams to continuously upskill M.A.C artists to continue to fuel regionally relevant social content

  • Partner with Regional Corporate Marketing to implement and upskill M.A.C affiliates on new tactics and tools such as sequential advertising, social listening, non-brand search, etc.

Qualifications

  • University Degree, preferably in marketing, advertising, media studies, business and/or related field

  • Minimum 8-10 years working experience in a digital marketing or advertising agency environment

  • English and any Asian language (Mandarin/Japanese/Korean) is a plus

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

  • Understanding of digital technologies with strong adaptability into a dynamic environment

  • Understanding of social listening and digital analytical tools like Social Bakers and Google Analytics

  • Preference to those with significant experience in Asia (particularly, Japan, China, or Korea) and/or in the FMCG/luxury or cosmetic industry or with regional exposure. Passion for the cosmetic industry

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

  • The ideal candidate loves has the ability to manage multiple project requirements and deliverables under tight deadlines and has an obsessive attention to detail.

  • Excellent written and verbal communications skills

  • Respected and enthusiastic leader

  • Team player that displays integrity and builds trust

  • Personal blog or any social media activities that can be shared a plus

Job: Marketing

Primary Location: Asia Pacific-CN-Hong Kong

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Travel: Yes, 25 % of the Time

Job Number: 183563