Description

Vice President Consumer Marketing - Aveda

About Us
The Estée Lauder Companies are the global leader in prestige beauty — delighting consumers with transformative products and experiences, inspiring them to express their individual beauty.

Aveda is an undisputed authority in natural hair. Our products are 95%+ naturally derived, vegan, high performance products that are cruelty free and free from toxins and allergens. We are loved for our distinctive, sensorial aromas. Aveda is an industry steward on environmental issues. We are a B Corp certified company.

About the Job
Engage and delight the consumer across all brand touchpoints by cultivating an exciting and accessible brand voice through authentic and compelling storytelling that encourages brand exploration, love and loyalty.

Responsibilities

Develop the brand consumer engagement strategy

• Define all steps of the consumer journey and lead strategic oversight of omni-channel global strategy in partnership with cross-functional departments and corporate teams. Determine critical success factors, operating plans and activities to support our Omni-Channel transformation in alignment with the biggest commercial opportunities.

• Own and oversee the strategy and development of all social and digital editorial calendars, partnerships and paid advertising investments

• Strategic visionary of content creation, execution and dissemination strategies aligned with brand equity, platform relevancy and consumer targeting

• Contribute to the development of brand's 3-year strategy; anticipate future opportunities via industry analysis, culture and trend forecasting and customer segment behaviors

• Partner with Product Marketing, Creative, Online, Consumer Engagement, GBSC, Product Development, Finance, Regional Teams, Corporate Marketing, and GIS to define the consumer journey and create category specific winning strategies

• Lead Partnership with Regions and Affiliates to develop relevant and compelling marketing messages, with locally relevant extensions, and to quickly and effectively deliver them to consumers

• Identify, scope and define Consumer Engagement workflow processes with clear ownership, deliverables and accountability across stakeholders and cross-functional teams

Brand storytelling to amplify brand reach and engage consumers across channels

• On the development of the 360 concept brief development including platform and story activation

• Present activation strategies to cross functional brand and channel team leadership

• Work with Creative to generate fresh and engaging campaign ideas to deliver on program goals and deepen loyalty and affinity

• Ensure E-commerce site, in-store retail immersion and social and digital experiences are cohesive and compelling

• Understand the pain points of the regions. Build and align goals across all levels of the matrix to ensure reduction of redundancies, spend and increase efficiencies globally

• Work with partners to develop and implement fast and efficient marketing processes and systems (marketing strategy and planning, new product launch, marketing operations)

Analytics and consumer insights to drive performance, inform programming, content, spend and optimization strategies across consumer touchpoints

• Leverage strong consumer insights to connect dots and place the consumer at the center

• Lead the strategic planning and optimization of performance marketing channels

• Institutionalize a strategic data-driven approach to inform investment decisions across platforms

• Champion the integration of single customer multi-channel shopper acquisition and retention strategies through personalization and digital targeting informed by consumer relationship management (CRM) and campaign performance analysis

• Lead the establishment of and adherence to relevant KPIs for social listening, customer segmentation, audience development and platform selection that evolve according to trends and market feedback

• Develop faster and lower cost options for acquiring, engaging and retaining consumers

• Champion analytics usage throughout the function to accomplish strategic goals

• Drive data analysis to inform decision-making for strategy development and adjustments as necessary

Champion, drive, and build emerging marketing trends and technology capabilities to meet customers where they are

• Nurture an environment that rewards the exploration and implementation of new marketing technologies across digital, mobile, and omnichannel platforms to enhance the customer experience and drive brand engagement in new and innovative ways

• Remain relentlessly up-to-date on emerging and future trends across all relevant industries to identify and grow business opportunities

• Identify and build creative technology solutions for the brand that increase efficiency, reduce spend and increase marketing reach

Nurture a future oriented Talent strategy that drives internal engagement and external attraction

• Partner closely with Human Resources to evaluate Talent Management and Talent Attraction strategy

• Identify key skills and experiences to upskill and educate Consumer Marketing teams to continue to outpace competition and establish Brands as best-in-class leaders

• Hire for the future philosophy; identify the skills that will move the Brand to be a leader in consumer engagement across all platforms

Finance and Budget Management

• Run group or department P&L

• Allocate and assign budget investment priorities based upon key departmental objectives

• Enable fluid on-the-go budget spend framework informed by real time campaign performance analysis that minimalizes ineffective spend and maximized ROI

• Translate data into key goals and revenue targets

• Manage costs across agencies and technology platform spend

• Drive marketing ROI by optimizing content and channel marketing investments

• Optimize A&P spend by developing faster and lower cost options for acquiring, engaging and retaining consumers

Qualifications

Bachelor's degree required, MBA a plus

15+ years of experience of related marketing or global communications experience

2+ years of global experience

5-10% Travel

About You

• Digital Champion

• Inspirational storyteller

• Content immersed

• Mission aligned

Experiences You Have

• 360 programming development & activation

• Social/digital campaign expert

• Content creation & consumer storytelling

• Monetization of engagement activities

• P&L management

• Retail

• Analytics/CRM

How You Will be Successful

• Strategic agility

• Financial fluency

• Disruptive mindset

• Insights driven

• Consumer-first

• Change champion

The anticipated base salary range for this position is $204,000 to $348,500. Exact salary depends on several factors such as experience, skills, education, and budget. Salary range may vary based on geographic location. In addition to base salary, this position is eligible for participation in a highly competitive bonus program with possibility for overachievement based on performance and company results.

In addition, The Estée Lauder Companies offers a variety of benefits to eligible employees, including health insurance coverage, wellness and family support programs, life and disability insurance, retirement savings plans, paid leave programs, education-related programs, paid holidays and vacation time, and many others. Many of these benefits are subsidized or fully paid for by the company.

Job: Marketing
Primary Location: US-MN-Blaine
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 224054

We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. It is Company's policy not to discriminate against any employee or applicant for employment on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and related medical conditions), gender identity or gender expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, protected medical condition as defined by applicable state or local law, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances. The Company will endeavor to provide a reasonable accommodation consistent with the law to otherwise qualified employees and prospective employees with a disability and to employees and prospective employees with needs related to their religious observance or practices. Should you wish to apply for this position or any other position with the Company and you believe you require assistance to complete an application or participate in an interview, please contact