Job Description

Position Summary:
This role will drive the Consumer Engagement strategy and develop core capabilities in Canada. The Consumer Engagement Director will work across brands and key functions to fuel the business with subject matter expertise, share best practices, identify opportunities for education and build collaborative relationships at both the Regional and Affiliate level. This role will have leadership across key disciplines: Digital Marketing and Media, Influencer Marketing, Cultural Relevancy, CRM, and Consumer/Shopper Insights. The Corporate Consumer Engagement Director will report into the Executive Director, Online and Consumer Engagement and will lead a centralized team of brand partners driven to accelerate change.
Key Responsibilities include:
Strategy and Leadership
Work with the Executive Director, this position will drive the consumer-centric, digital-first, Consumer Engagement strategy and big bets that presents a vision for future sustainable growth. Responsible for evolving strategy to respond to priority business needs
Align and engage the Marketing and Consumer Engagement community in the strategic vision
Perform expert level research and provide best-in-class consumer insights that fuel a brand's go to market strategy
Work closely with key cross-functional partners (Online, Finance, HR) and Regions to ensure holistic alignment and leverage best practices
Share best practices and facilitate connection and collaboration between brands
Manage a team of agile corporate brand partners who play a critical role as models for change, digital experts and consumer advocates
Nurture an environment that rewards the exploration and implementation of innovative marketing and consumer engagement strategies and technologies that enhance the consumer experience and drive brand engagement
Excellent ability to work with high-level stakeholders across the global business
Be relentlessly up-to-date on emerging and future trends across all relevant industries to identify and grow business opportunities
Digital Marketing and Media
Drive the digital transformation in Canada, with an evolved approach towards media investment at the core
Own and manage the relationship with media agencies, Facebook, Google, Snapchat, Pinterest, TikTok and North America partners
Localize the strategic priorities within the Joint Business Partnerships with Google, Facebook, Snapchat, and Pinterest for Canada
Partner closely with brands/media agency to understand and track campaign performance and determine routes to improve effectiveness
Lead teams to track social platform engagement and effectiveness through appropriate analytical tools
Develop, implement and evolve the ecosystem of technology that supports increased media efficiency, consumer reach, understanding and engagement
Influencer Marketing
Develop innovative models of working to systematically embed Influencers into our day-to-day business
Bring Influencer best practices to life and drive insights to action around hero SKUs and traffic to priority channels
Leverage Influencer content to amplify brand and retailer sites as media
Utilize advanced analytics that drive stronger Influencer / media ROI
Drive multi-branded activations and content creation opportunities
Act as an internal consultant for brand teams on talent and influencers for all campaign briefs
Work closely with Legal to ensure locally relevant contract templates, guidelines are in place
Be the voice of ELC brands in any cross-brand opportunity, supporting individual brand needs while also delivering portfolio message
Cultural Relevancy
Deliver consumer insights and educational opportunities that bring Insight to Action around Canada's unique multi-ethnic landscape
Drive multi-branded opportunities to benefit the portfolio
Partner closely with brands to enable locally relevant storytelling during key shopping moments
Finance and Budget Management
Own allocation and management of the Corporate Consumer Engagement budget
Ensure alignment of financial processing to NOAM A&P classifications
Partner with media agency to develop and cascade quarterly investment summaries to enable transparency, track against investment priorities and optimize impact of spend
Partner with media agency to optimize A&P spend by developing faster and lower cost options for acquiring, engaging and retaining consumers
Key competencies
Digital champion and consumer insight expert for the Affiliate
Thrives in a work environment that fosters creative thinking, innovation and rational risk taking
Focuses on the critical few objectives that add the most value and consistently deliver results that exceed expectations
Relentlessly seeks, shares and adopts ideas and best practices in and outside the Company and embraces change introduced by others
Navigates changing priorities, urgent leadership needs, brand challenges and negotiations with ease
Self-starter with the confidence and ability to tackle new initiatives
Excellent verbal and written communication, presentation, and project management skills
Collaborative relationship building skills with ability to navigate across multiple stakeholders
Skilled in simplifying complex concepts, trends and consumer behaviours into clear consumer insights and actionable recommendations
Comfortable delivering on fast pace short-term goals, while creating sustainable long-term value
Qualifications
8-10 Years of relevant experience
Undergraduate degree in a related field.
Masters of Business Administration an asset
End-to-end digital campaign development & execution
Media agency management expertise
Project management skills an asset
Strong passion for and experience in the Beauty industry
Experience working on a cross functional team
Job: Online / E-Commerce
Primary Location: Americas-CA-ON-Toronto
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 2210942
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. Accommodations for job applicants with disabilities are available on request.