Consumer Marketing Manager

2 weeks ago

Johannesburg, South Africa The Estée Lauder Companies Full time

**About The Estée Lauder Companies Inc.**

The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products. The company’s products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M-A-C, La Mer, Bobbi Brown, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD BEAUTY, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, Too Faced, Dr.Jart+, and the DECIEM family of brands, including The Ordinary and NIOD.

**Position Summary**

The Consumer Marketing Manager is a consumer expert and is to ensure that our Consumer Message/communication is aligned and clear in all Consumer Touch Points.

The position is responsible for a 360 degree consumer strategy. CMM maps and fully understands the Consumer journey, together with building and driving the 360° marketing plan across all media channels. CMM ensures A&P mix optimization supporting the Marketing Strategy. Works in collaboration with a number of specialist talents including the Consumer Engagement Manager and Communications Manager.

**Key duties and Responsibilities**

**Drive Market Share/Brand Building**
- Builds the 360° marketing plan for the brand, including CRM strategy where applicable, in coordination with Product Marketing, Trade Marketing, Consumer Engagement and Online teams.
- Defines the target consumer profile(s), adapting Global / Regional guidelines to local opportunities.
- Translates local consumer insights into marketing and selling opportunities.
- Defines how the Consumer Journey(s) should look, combining all communication and distribution channels.
- Defines the advertising and distribution mix for the upcoming year.
- Contributes to LRP building (in particular A&P lines, with intent to maximize effective consumer-facing spend, and prioritizing shift to digital).
- Localizes where possible marketing materials to ensure relevance and suitability.
- Adapts plan throughout the year depending on sales performance, lately observed trends, competitors’ campaigns and successes to be replicated fast.

**Strategy Insights and Solutions**
- The CMM has responsibility and ownership for collating and reporting the analysis following a 360 campaign.
- Performs A&P ROI analyses and improves marketing effectiveness through test and learn approach, with the support of the Consumer Engagement and Marketing teams
- Formulate and present local marketing objectives specifying the Brands’ long term strategy.
- Responsible for developing regional marketing calendar and programs, develop and guide execution regional/market applied marketing strategies to maximize sales, profitability and market share.
- Responsible for presenting marketing plan to distributors, retail partners and ensure proper implementation.
- Identify, quantify and propose opportunities that drive regional/local relevance. Work in partnership with global/regional marketing and product development to evaluate and propose pursuit.
- Manage category reviews and review market trends, to identify opportunities or threats.
- Evaluate and share findings on market trends (customers, prices, products and competition) with Brand Manager to identify market-specific needs in terms of product, promotions, and creative concepts, especially when they deviate from global guidelines and offerings.
- Manage a competitor analysis on a regular and consistent basis; competitor support in store, launches, advertising.
- Actively participates in cross brand marketing meetings to share ideas and challenges.

**Financial**
- Reviews P and L on a monthly basis and manage marketing budget of lines assigned to Consumer Marketing Manager along with other team members.
- Drives A&P spend allocation, in charge of A&P budget and optimization

**Customers**
- Regularly connects with consumers, actively seeks insights and data that could inform choices/decisions, e.g.: focus group and surveys.
- Seeks to understand the core consumer’s motivations.
- Coordinate with Consumer Communication Executive to gather feedback from customers.

**CR**
- Proactively seeks ways to manage CR in line with global activities and to look for locally relevant causes and activities.
- Roll out of CR activities across various touch points.

**Qualifications**
- Degree in Marketing or related
- 8-10 years Marketing experience in a retail / cosmetics / luxury goods or FMCG arena
- Excellent computer skills, including in Microsoft Outlook, Word, Excel, and Power Point.
- Strong digital understanding.
- Ability to lead a cross-functional team and interface with international markets.
- Previous strategic accountability in marketing.
- Good communication skills - including understanding how to clearly communicate messages to consumer and key stakeholders.
- Excellent analytical skills.
- Willingn

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