Estée Lauder & La Mer, Consumer Engagement Manager

The role of Consumer Engagement Manager is responsible for the planning and implementation of the brand’s earned and owned media activities. This role takes ownership for the brand’s influencer and content strategy across platforms, to drive consumer engagement, desirability, SOV and ROI. This position will have access to a range of confidential information and so will require the personal characteristics of discretion and integrity. KEY RESPONSIBILITIES BUT ARE NOT LIMITED TO: Earned Media: Develop the brand’s earned media strategy, inclusive of PR, eventing and Ambassador & Partner paid engagement Build and maintain the brand’s relationship with beauty press across Australia and New Zealand Pro-actively pitch in brand and product stories to long-lead and short-lead press to meet KPIs Localise global press releases and develop additional press materials as required Build and maintain relationships with influencers across Australia and New Zealand on behalf of the brand Pro-actively seek out new and upcoming influencers in the market, build and nurture these relationships Build product seeding strategy and work in partnership with the Marketing & Education Executive, the Community & Content Executive or the Marketing Executive NZ to send out product to press and influencers to drive brand SOV Develop additional materials to support product seeding Where relevant, work in partnership with the Artist and Fashion Relations team to identify earned media opportunities with fashion, theatre and film partners Identify opportunities to host events for press and influencers to drive SOV Work to identify additional earned media opportunities/collaborations with fashion and lifestyle partners/ or third parties. Develop and execute press and influencer events Work in partnership with WLT to create materials as required Set earned media KPIs, track, measure and report on results Maintain brand press and influencers lists Answer media enquiries in a timely manner Influencer Management: Define the brand’s digital influencer strategy. Systematically work with Corporate Media Marketing & Communications Lead ANZ to identify upcoming digital influencers. Identify strategic influencer partnerships to drive SOV on social, drive revenue through social selling and drive brand desirability and relevancy in market Build a bespoke content strategy for each contracted influencer that supports the brands priorities Facilitate social selling opportunities with influencer talent Track, measure, and analyse all initiatives to report on social media ROI. Work in partnership with talent agents and influencers to create compelling content that drives engagement and can be re-purposed on owned channels and / or in paid media placements Build relationships with talent agencies, negotiate contracts and rates in conjunction with the Corporate Media Marketing & Communications Lead ANZ Write talent contracts and ensure they are all signed by the required external and internal stakeholders Manage day-to-day management of influencer talent Utilise Facebook and Tik Tok’s influencer platforms to brief in talent jobs to identify new talent and engage at scale Work with external agencies to engage talent as required Content Creation: Drive content strategy across owned and earned to ensure unity and synergy. Content to be re-purposed / maximised as part of paid media strategy Lead the content calendar to visualise and manage content creation across all owned and earned touch points Work closely with Online to ensure owned platforms complement one another and provide for a seamless consumer journey Create social media content to support owned and paid media placements. Work in partnership with freelance content creators, copywriters and creative agencies to develop local content Drive and manage third party content opportunities with retail partners, across ANZ Pro-actively seek out opportunities to drive innovation to elevate our approach to content Management: Work in partnership with Community & Content Executives – oversee content approach, provide support in content creation, ensure brand voice is delivered consistently Support, mentor and develop direct reports Appraise team performance and ensure all objectives are achieved and maintained General: Prepare presentations and present at relevant internal and external meetings and conferences In conjunction with Consumer Marketing & CRM Manager, manage all relevant lines of the P&L Collate results for regional/global report as/when needed Raise, track and close all shopping carts/purchase orders related to the role Work with Community & Content Executive or Marketing & Education Executive to ensure product cupboard is stocked and replenished as needed Work in partnership with other support personnel in Brand to assist in smooth flow of operations and Brand activities Other general tasks as required by the Management Team Consumer Focus: Ensure that the Consumer is at the heart of product/channel innovation and initiative Ensure information on consumer-affected issues is communicated to the appropriate departments such as quality issues, risk management and recurrent complaints Qualifications Degree or equivalent working experience in Marketing, Media or Communications – ideally with specialization in Digital Marketing and CRM 4+ years’ experience that includes public relations, influencer management, content creation and/or digital media Person Specifications Ideal candidate will combine operational expertise in social/digital marketing, consumer insights and CRM/loyalty program execution Additional experience in the following areas counts as a big plus: Beauty industry E-commerce Strong analytical skills Luxury industry Operational CRM experience Strong communications and interpersonal skills Understanding of web technologies involved in digital and social platforms In-depth knowledge of search engine optimization, including basic keyword search This is an operational and entrepreneurial role, which requires someone with a hands-on approach to business and strong perseverance, as well uphold the highest standards of luxury Experience handling marketing budgets and forecasting/reporting results Proactive and positive approach to work and tasks Confidentiality, tact and discretion when dealing with people Job: Marketing Primary Location: Asia Pacific-AU- Job Type: Standard Schedule: Full-time Shift: 1st (Day) Shift Job Number: 2224839