Consumer Marketing Manager

hace 5 meses

Ciudad de México The Estée Lauder Companies A tiempo completo

The Regional Consumer Engagement Manager Clinique & Estee Lauder is responsible for leading the plans and guarantee implementation of regional communication strategy for Clinique and Estée Lauder with the focus to elevate our results in the earned/owned/paid ecosystem.

This position will lead campaigns (creation/adaptation) with regional and local agencies as well as develop the earned/owned/paid strategy playbook for each 5-star campaign in the year for both brands.

Innovate the way we execute Influencers and Content Creation to win the battle in Earned Media Value are key to this position and organizing one big regional Latin America event for influencers to generate EMV is one of the activities.

This person will be in constant communication with the affiliates in Latam to align the strategy and guarantee countries are implementing the plans correctly and will help identify local opportunities for brand positioning in the region.

This person will analyze and review full funnel of all media mix and channels and influencer strategy with the regional marketing director and Communications, ensuring a productive mix to achieve campaign objectives allowing an increase in Digital results as well as EMV transformation.

**Roles & Responsibilities**:
PLAYBOOKS, STRATEGY (PAID/OWNED/EARNED) AND BIG PROJECTS
- Adapt global playbooks for the region and develop the Latam regional strategy for PAID / OWNED / EARNED media for each 5-star campaign in the year.
- Adapt global campaigns strategy and assets and cascade to all affiliates ensuring consistent translations (languages and strategy) through use of regional agencies and local know how with alignment from Regional Marketing Director.
- Develop and Support Social media strategy (squad/EMV/real time market/content calendar) in conjunction with the Regional Marketing Director to drive social media reach, engagement, Earned Media Value at scale and elevate the relevance our brands in social media for each project and for the general brand/Always On.
- Discuss, plan, and execute one big influencer regional event per year for each brand.
- Bring new ideas on how to execute our content creation to win Earned Media Value.

PLANS MONITORING, EXECUTION
- Review, discuss and align digital plans of each country aligned to brand priorities and objectives per campaign to ensure proposals reflect campaign objectives and campaigns are properly monitored and optimized.
- Manage agencies relationships along with the Regional Marketing Director, to ensure timely:

- Briefings on upcoming programs
- Turn backs on proposals
- Ad hoc projects
- Monitor Influencer and Social Media Strategy to identify opportunities for improvement, providing periodic recaps on performance.
- Monitor social media organic strategy to ensure optimization and alignment with brand goals.
- Optimize media investment including stretch media investments.
- Monitor & Manage regional Advertising & Promotion spend with understanding of levers of media, selling and promo split, increasing media spend.
- Create reports of each campaign and activation and deliver correct insights for countries, region and global to improve our strategy.

MEETINGS
- Lead and organize Consumer Engagement Calls with each one of the countries in the region to discuss plans and align execution goals.
- Ad hoc support for regional and global meetings
- Attend all global consumer engagement calls - provide agenda topics, provide recaps, action items and follow up.
- Weekly meeting with Media partners to align plans, strategies, and deliverables.

**Qualifications**
- Experience in Multinational companies in Marketing End to end or consumer engagement position (lead campaigns, media plans and activations online with influencers and off-line) and experience in agencies is a plus.
- Experience in EARNED/OWNED/PAID communication ecosystem.
- Social media understanding, trend hunters and creative (is interested about social media creators, environment in TikTok, Instagram, YouTube and how to create content for each channel, how create trends or follow trends in real time )
- Desirable social media metrics understanding and analytics.
- Experience with EMV (Earned Media Value) plans and metrics, media plan metrics and mostly focused on Content Creation with Partners/Creators/Influencers.
- Knowledge of paid media plans and metrics.
- Experience writing briefs to agency and managing agencies back and forth of a project to meet internal deadlines.
- Strategic thinking BUT with “Hands on profile” to move plans forward (team with small people we must think and do).
- Strong oral and written communication skills, and presentation skills.
- Strong analytical and problem-solving skills.
- Experience in data visualization.
- Well-organized, capable of handling several tasks at a time while meeting deadlines.
- Attention to detail and ability to keep track of changes across different projects.
- Collaborative team player.

**Job**: Marketing

**P

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