Estée Lauder - Omni Channel Retail Experience Manager

The Estée Lauder Marketing team is looking for an experienced retail marketeer to join the team. This role will be responsibile for defining the product positioning and pricing strategies for the UK & Eire region across our omni channel environment, outlining where to play and how to win to optimize market positioning, deliver financial targets and connect meaningfully with consumers.

Responsibilities:

• Partner with NAMs to leverage insights into omni channel consumers’ profile and behaviours lead execution of seasonal programs, sets & GWP initiatives to increase consumers’ engagement and conversion to the brand.
• Partner with NAM’s to deliver bi-yearly retailer strategy presentation, responsible for identifying opportunities, developing timelines, driving cross-functional teams delivery.
• Possess strong analytical and quantitative skills to identify opportunities to differentiate brand within and across the omni channel environment .Creating bespoke marketing plans for individual omni channel partners to drive brand equity and consumer loyalty and engagement.
• Lead 360 priority launch plans by retailer to include development of Pre, Launch & Post Launch with each retail partner. Proactively identify opportunities and challenges; establish and execute action plans to drive success.
• Develop strategies to improve ROI on channel activations maximizing HTM
• With a team of 2, supported by one head, this role also manages Omni Innovation executive - managing and deploying OCT, as well as unique channel experiences such as VTO and bespoke installations such as Custom Lip.
• Manage the RETAIL ATIVATION calendar (NPL, innovation…), side by side launch plan, support strategy to deliver commercial objectives for the UK region.
• Lead assortment strategy and definition (incl. range rationalization)
• Lead 360 launch planning in collaboration with NAM’s and Marketing Leadership.
• Lead forecasting process for all limited life and continuous new launches, in partnership with NAM’S, HTM/ Promo Category Manager and Demand Planning.
• Drive competitive insights and trends: Analyze Partner and competitor data to assess performance within the market and determine needs and growth opportunities.
• Drive Lead sampling strategy
• Manage Product budget (TRADE)
• Lead a team of 2

PLAN TO DRIVE BUSINESS GROWTH

• Build and maintain Trade calendar of new launch value to support the integrated business planning (IBP) process, voicing business risks and opportunities. Review newness with regionally driven activations to mitigate gaps and /or optimize local opportunities as required.
• Support with product expertise and insights to fuel agency briefs for the development of locally-driven marketing campaigns, outlining business opportunity, campaign objectives, product positioning and category performance targets. Partner with Consumer Marketing to align briefs with consumer marketing strategy and deliver an integrated proposal.
• Partner with Demand Planner to align the demand plan to the marketing calendar, forecasting to address category share/rank objectives, consumer behaviours and regional trends.
• Manage excess stock levels to drive budget efficiency, maintaining volume less than 5% of inventory.
• Lead the annual product line edit process to drive productivity. Review Global edit and consider regional market, sales and artistry insights to challenge selections as needed and /or supplement with local additions.

OPTIMIZE NEWNESS TO CONNECT MEANINGFULLY WITH CONSUMERS

• Review launch proposals and feedback to product development and global marketing teams to shape the product development pipeline, ensuring that regional needs for the UK & Eire are met.
• Define optional program distribution strategy, with input from Retail Marketing, National Accounts and Online teams, and submit proposals for approval by the Marketing Director and Leadership team.
• Forecast all new launches in partnership with the Demand Planner, maximizing sales opportunities whilst minimizing excess. Set appropriate benchmarks, considering market, trend, artistry and consumer insights and approve final forecasts.
• Drive launch support planning, ensuring communication to the brand, and overseeing execution and performance analysis.

OPTIMIZE PRODUCT POSITIONING

• Define the hero products for the UK region, outlining key benefits to communicate, and deliver the strategy to amplify them meaningfully by segment.
• Lead the annual UK & EIRE pricing review, aligning all stakeholders.
• Conduct in-depth annual review of Trade retailers across all omni channels, price change and share movements and competitive landscape.
• Manage the execution of the price change process, overseeing implementation across all channels and adhering to corporate deadlines and legal requirements.

DRIVE COMMERCIAL GAINS VIA SAMPLING, GIFTING & PROMOTIONS

• Forecast samples, setting appropriate sampling campaign targets and overseeing execution across all channels.
• Identify key gifting occasions and plan supporting activity to optimize commercial opportunities.
• Define the promotional strategy to deliver financial objectives whilst protecting brand equity, including discounts, giveaways, consumer incentives and kits.
• Collaborate closely with Sales, Retail Marketing, Online and National Accounts teams to ensure that all channel needs are met and that activity supports wider brand objectives.
• Oversee the production of all supporting PPM, ensuring excellence of execution across all channels.

SUPPORT DIFFERENTIATED CHANNEL STRATEGY

• Plan and deliver a meaningful program of exclusive launches and promotional activity, optimized by retailer and/or channel in line with HTM/Promo Category
• Present new launch strategy at biannual retailer meetings.

DELIVER BUDGET EFFICIENCY

• Manage samples, redress and PPM budgets, tracking all spend.
• Management of COGs budget, planning costs for new launch forecasts and promotional activity.
• Partner with demand planning and finance to undertake monthly reconciliation of forecasts and budgets.

DELIVER MARKET INTELLIGENCE/ PERFORMANCE INSIGHTS

• Monitor new launch sell-through on an ongoing basis to identify risks and opportunities and to shape ongoing launch support.
• Produce monthly analysis to contextualize brand performance within Trade and review results of brand activity Vs KPIs
• Track category performance and MOB for total business and by channel to identify needs and opportunities.
• Oversee the production of a monthly UK market review including market dynamics, brand performance, consumer trends and competitor activity, identifying opportunities and making strategic recommendations.

Qualifications

POSITION REQUIREMENTS:

• Education to degree level or equivalent work experience.
• Relevant experience in product marketing within a management role, with a strong understanding and passion for the beauty industry.
• Strong commercial omni-channel acumen with thorough knowledge of the competitive landscape and market /consumer trends.
• Proven ability to drive share gains /category growth via commercial launch /activation plans and measure performance.
• Ability to work autonomously and thrive in a fast-paced environment, driving momentum on projects and proactively planning ahead.
• Ability to juggle multiple tasks and work to tight deadlines, whilst maintaining a high level of accuracy and attention to detail.
• Excellent communication and relationship management skills:
• Strong team player able to drive cross-functional collaboration.
• Comfortable working with people at all levels of the organization and able to develop working relationships across the corporation
• Able to demonstrate excellent verbal and written communication skills, and comfortable delivering presentations to a variety of internal and external audiences.
• Strong analytical and numerical skills:
• Able to analyse and evaluate multiple sources of both quantitative and qualitative data to draw conclusions and make sound, well-reasoned business recommendations.
• Comfortable building forecasts and making educated recommendations based on data trends.
• Experienced working on pricing and comfortable conducting the in-depth analyses required to review RRPs and make recommendations for annual increases.
• Strong leadership skills:
• Able to take a wide, strategic view of all responsibilities and projects, conscious of implications for other departments and proactive in aligning and engaging all in the plan, clarifying requirements of others ahead of time.
• Experienced in managing people, demonstrating a consistent focus on coaching and developing direct reports.

Job: Marketing
Primary Location: GB-ENG-London
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 2111283

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.