Job Description

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The Consumer Engagement Manager is responsible for providing critical thinking and thought leadership as a member of the Consumer Engagement Center of Excellence for the Est\xc3\xa9e Lauder Companies in Canada. They will report to the Director of Digital Marketing & Corporate Consumer Engagement.

This role is responsible for bringing a consumer-centric mindset to supporting the growth of a Consumer Engagement COE that drives business objectives in the Canada Affiliate. The Consumer Engagement Manager will work across brands and key functions to support the development and implementation of localized, omnichannel strategies. This role will support all key disciplines of the COE, including Media, Influencer, Social Content, CRM, Insights and Cultural Relevancy. The CE Manager will contribute to the long-term, sustainable growth of Consumer Engagement in Canada by fueling the business with subject matter expertise, sharing best practices, identifying opportunities for education and building collaborative relationships at both the Regional and Affiliate level.

Key responsibilities include (but are not limited to):

Strategic Planning and Brand Partnership

• Bring media expertise and provide end to end support to brands in developing localized, 360 executions
• Collaborate with ELC\xe2\x80\x99s media agency to determine optimal investment of digital expenditures to build best in class strategies across paid, earned and owned consumer engagement touch points
• Interpret business and consumer data to develop insightful solutions to business problems
• Work cross functionally across Online, Insights, Brand and CE COE to bring best practices and provide strategic inputs to the brand media briefs
• Ensure brand media plans are optimized to amplify reach and engage Canada\xe2\x80\x99s multi-ethnic consumers across channels

Influencer Marketing

• Own processes for the Canadian affiliate to streamline influencer activity including, vetting, contracting and execution, together in partnership with the NOAM team.
• Demonstrate an expertise and up-to-date knowledge of influencer and competitor activity across social platforms (including innovative, non-beauty verticals) to identify trends and opportunities. Partner with the CE team to ensure development, circulation and execution of influencer best practices across the brands
• Collaborate with agency partners to bring forth influencer marketing / PR support, building best in class influencer marketing programs
• Interpret cross-brand influencer performance to ensure consistency and rigor in reporting across brands and continue to develop and grow Canadian Affiliate benchmarks, bringing a goal -based approach to Influencer
• In partnership with the CE team, develop a unique multi-ethnic influencer approach
• Report on Canadian Affiliate influencer marketing and editorial programs as well as SOV cross-brand at a regular cadence.
• Share timely updates on platform updates that may impact influencer / earned media activity
• Be the Affiliate expert on tools such as Tagger, Social Bakers

Consumer Insights

• Support the Canada Affiliate\xe2\x80\x99s digital learning agenda by helping to manage educational events, develop trend reports, continually adapt existing resources with new research
• Contribute to POV\xe2\x80\x99s, Educational Programming and Reporting by being the go-to for research, reporting and analysis
• Be in the know, always tapped into latest social-first trends and relevant conversations in the beauty industry

Content Strategy (Organic & Paid)

• Collaborate with agency partners and platforms to stay abreast of all content best practices, category trends and e-commerce integration
• Bring a consumer-first mindset to all content across organic and paid, to drive relevancy, engagement and brand equity across brands
• Aid in the creation of creative briefs based on local market brand needs
• Support brands in content measurement from a brand and competitive standpoint, identifying whitespace opportunities
• Partner with CE team to turn Canadian consumer insights into actionable content strategies
• Drive cultural relevancy by collaborating with CE team on developing unique content approaches for Canadian audiences across the Ageless, Millennial, Gen-Z and Multi-Ethnic consumer
• Report on Canadian Affiliate content performance, cross-brand at a regular cadence

Measurement and Analytics

• Analyze sales and media performance data to ensure ongoing campaign optimizations
• Own onboarding, training and implementation of self-service tools
• Partner with agency to develop and KPI benchmarks across channels
• Partner with agency to continually optimize portfolio level CE investment reporting
• Partner with Insights to evaluate impact of CE investments on market share and brand health metrics

Educational Programming

• Identify, recommend and facilitate relevant educational programming to develop internal talent and accelerate ELC\xe2\x80\x99s mobile-first transformation
• Track the internal capability growth and follow-through performance for all educational outputs
• Provide ongoing coaching to brand teams to develop and improve Consumer Engagement initiatives
• Facilitate sharing of best practices and learnings across the Region, Affiliate and relevant Global partners
• Share timely updates on platform / policy changes
• Adapt Global media playbooks to localize best practice and bring to life in a meaningful way

Qualifications

• 5+ years related work experience
• Proven success in an operational digital marketing role, agency experience will be an asset
• Strong passion for and experience in the Beauty industry
• Experience working on a cross functional team
• Deep knowledge in the media space including: technical skills, audience segmenting and targeting, data modeling, programmatic buying and social media
• Experience/familiarity with: DCM, DBM, Google Analytics, Facebook Business Manager, AdWords, IAS, media planning software (mediatools, Lumina)
• Financial acumen required
• Bachelor\xe2\x80\x99s degree/ or relevant

Job: Online / E-Commerce
Primary Location: Americas-CA-ON-Toronto
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 2224645

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.

Est\xc3\xa9e Lauder