Paid Media, Consumer Insights

2 weeks ago

Johannesburg, Gauteng, South Africa The Estée Lauder Companies Full time

Purpose of the Job


Member of the Digital Commerce & Corporate Marketing Leadership team, the Paid Media, CI & Digital Analytics Manager is in charge of creating, developing and implementing a vision for all paid media activities (SEM, Paid Social, display, affiliation marketing, TV, print, OOH ) along the customer funnel, from awareness to conversion and retention, in partnership with the Brands, Digital Commerce and Earned & Owned Media teams.

This Role is also responsible to support Market Research for the affiliate, and to capture and interpret customer data from a wide range of sources.

As such, the role holder will be specifically accountable for:

  • Support and or initiate recurring or ad-hoc Consumer Research campaigns
  • Leverage Insights obtained via Formal research (Qual/Quant),as well as via 1st party data and 3rd party publisher platforms ( Meta, Google, Tik Tok, etc ) to identify target areas and opportunities to improve targeting and performance of marketing and media efforts.
  • Ensuring integration of consumer insights into business decisions in brands, by training team on CI and building a "datapowered" culture
  • Defining an overall and detailed paid media strategy for South Africa and SSA based on deep analysis of our data and a very consumer focus approach.
  • Guide the brands and the Online teams in how to best exploit the increasing paid media budgets to obtain the best ROI depending on their objectives
  • Manage the agencies network to accompany this effort in SA & SSA
  • Manage internal Paid Media team, focusing on talent development and best in class performance
  • Provide oversight, negotiations and guidance with the affiliate's key media agency partners, in collaboration with the Brands and the Online teams
  • Partner closely with the local Online function, Corporate Marketing and Brands to enable a more holistic view and integrated planning process to all media investments, inclusive of ecommerce
  • Work with media agencies and regional organization to standardize an approach and delivery of analytics, measurement and reporting on paid media efficiency
  • Develop and support an attribution model to ensure brands and affiliate will drive their media investments more efficiently.

Key Roles & Responsibilities

Leads market research for the affiliate

  • Integrate insights from internal and external sources, seeking input from local relevancy, finance, CRM, online and media agencies
  • Supports research initiated by the region
  • Ensures that the company gets the best return from investment in research and data purchases

Captures and interprets customer data from a range of sources and communicate these findings across teams, to support data-powered storytelling and decision making

  • Gathers data and perform market research to craft compelling and insightful stories that help brand leadership further understand and engage consumers
  • Develops consumer insights capability in all affiliate teams, esp. brands, DCM, Commercial and Retail teams
  • Socializes results and recommendations coming from research for product launches and A&P effectiveness
  • Proactively identifies and reports to brand and DP teams consumer relative signals and data signals that might impact demand and forecast

Leads "insights to Action":
Ensures integration of consumer insights into business decisions on our brands

  • Ensures corrects interpretation of results from research and integration of learning for decision making
  • Aligns the decisionmaking process across global, regional and affiliates stakeholders to consider input from consumer insights and internal experience
  • Creates and maintains a network of cooperative relationships with the regional CI team and other CI leads in EMEA

Builds the consumer insights culture in the organization

  • Enables brand managers and marketing teams in the affiliate on consumer insights capabilities, leads cascading of regional insights training across affiliates
  • Conducts training on consumer and shopper insights to marketing, commercial, DCM and retail teams
  • Acts as an agent of change to demonstrate and encourage datadriven decision making and enable all teams to become more analytics minded

Manages media agency for the affiliate

  • Manages Paid Media team: provides effective support and guidance to Paid Media executives and ensure compliance with ELC paid media principles as well as Financial Accounting framework (Procurement/Billing/Payment).
  • Leads all communication with Paid media agency in terms of tactical mediaplanning: negotiate timing projects deadline, revise mediaplans provided by agency, check and collect midinterim and final reports, check the final budgets and correlate PO budget in OPEX
  • In charge of the overall deployment of the regional / global strategic media initiatives (eg. Always on, search sprints,), and utilization and deployment of the tools (budget allocator, performance media reports, media quadrant, and Media Cent

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