Main characteristics
- Location
- Sydney, New South Wales
- Company
- Estee Lauder P/L
- Employment type
- Full time
- Category
- Marketing & Communications
Job summary
Position Summary:Develops the ANZ Affiliates full-funnel media strategy across paid, owned and earned platforms, and supports Brand teams to improve their media planning, execution and measurement.
Leads Affiliate governance for ANZ Influencer marketing strategies across the Brands. Maintains Influencer analytics platforms and supports usage across Brands to monitor Influencer Marketing ROI.
Has ownership of local media market landscaping, competitive benchmarking, and social listening activities.
Manages local agency relationships and cost optimization of activities.
Leads relationship with global and local media platforms to leverage best practice and global joint business partnerships.
Provides guidance and support to specialty brands and distributor brands media planning and execution.
This position will have access to a range of confidential information and so will require the personal characteristics of discretion and integrity.
Key responsibilities include, but are not limited to:
Customisation of the Brands media marketing strategies
Reviews media plans and consumer marketing strategies for the Brands, and identifies areas/aspects that need to be adjusted and/or refined for greater efficiency, effectiveness and local context.
Work with brands to refine Influencer Marketing strategies and identify and verify suitable Influencers and Creators.
For specialty Brands, works with local Marketing Managers to co-develop additional details required by the local teams.
Develops the overall framework for measurement of all Brand media programs, in collaboration with Regional teams and agency partners.
Defines agency requirements necessary to implement the Affiliates media strategy.
Lead media test-and-learns, in conjunction with brand teams, and scale learnings across the Affiliate and EM&D APAC.
Manage proposals for co-investment with global media partners and share learnings across Brand teams.
Operational leadership
Tracks Brand media investments and measures their return separately for each Brand; develops actionable recommendations to continuously improve media effectiveness.
Manages overall relationships with agency partners, and engages agency experts to support specific Brand initiatives.
Lead set-up of technical requirements for media platforms to enable brands to leverage social commerce and advanced performance tactics.
Conduct regular reviews with agency partners to identify areas for improvement.
Manages 3rd party data platforms with regards to owned/earned media.
Ensures consistency of social media programs across the Brands.
Owns and executes overall social listening activities in Affiliate.
Maintain strong relationships with agencies and media platforms, including influencer agencies, social media platforms and LOTE publishers, in order negotiate corporate rates in conjunction with our agency partners.
Set up account access and train Brand teams on media analytics platforms; Meta Business Manager, Media Tool, Social Bakers, Traackr.
Provide feedback to EM&D APAC and complete reporting requirements using tools supplied where requested.
Manage any direct invoicing from media platforms.
Influencers and Creators
Using a qualified specialist agency/tools, maps out and develops a systematic overview of all digital influencers of a given market.
Working with Consumer Marketing Teams develops the relevant qualitative and quantitative analysis to assess the potential relevance and attractiveness of an Influencer or Creator to the Brands.
Leveraging Influencer data, develops brand specific proposals of up-and-coming stars who may have the potential of becoming the Brands future ambassadors.
Works with Regional Social Media Director to coordinate the management / engagement of digital influencers with significant cross-border appeal and followers.
Ensures that the contracting and management of Influencers falls within local market legal requirements.
Work with Brand teams to support Influencer contract negotiations and ensure protection of Brand reputation.
Consumer / Digital First Change Agent
Shares best practices from Affiliate to Region, and vice versa from Region to the Affiliate, conducts regular updates to the affiliate on best practice and case sharing
Cascade relevant industry updates and content trends to Brand teams
Tracks performance vs. Regional KPIs and success criteria in order to identify continuous improvement opportunities
Acts as role model for Consumer first and Digital first principles
Workplace, Health and Safety (WHS):
Take reasonable care of the health and safety of themselves and others
Cooperate with Estee Lauder Management in the provision of a healthy and safe workplace
Report any incidents or accidents as per Company process
Undertake duties in accordance with the current Estee Lauder WHS principles, policies, procedures and objectives
Key Performance Indicators
To be determined by the Positions Reporting Manager.
Confidentiality
An employee must not give information or documents relating to their employment and to the company to anyone unless authorised to do so by the HR team and/or the Leadership Team. This includes medical records and information about the companys activities. This position may from time to time be called by authorities and/ or media. This position is not to make any comment regarding the Estée Lauder Companies at any time, and must refer the calls to senior management immediately.
To summarise, it is not the intention of this Job Description to limit the scope or responsibilities of the above-mentioned, but to highlight the most important aspects of the position. It is essential that all employees are committed to their jobs and the success of the Company, and maintain a willingness to accept total flexibility of jobs and duties throughout the Company. All employees must comply with Estée Lauder Companies Policies and Procedures and adhere to all standards at all times.
Qualifications
Degree or equivalent in Marketing, Media or Communications ideally with specialization in Digital Marketing
Minimum 8 years working experience in Digital Marketing and Social Media, ideally gained at a media agency or top tier FMCG company
Operational digital marketing experience gained either in a media agency, or in a brand team of a leading CPG company. Experience with Meta Business Manager would be favourable;
Additional experience in the following areas counts as a big plus:
beauty industry experience
exposure to community-based marketing and e-commerce
strong analytical skills
strong communications and interpersonal skills
understanding of web technologies involved in digital and social platforms
Ability to work in a highly matrixed environment
Experience in managing regional / local stakeholders
Personal Characteristics
Embraces and Initiates Change: Distinguishes what to preserve and what to change. Has the courage to initiate and lead the changes that drive success.
Energizes and Enables Others: Ignites passion and releases potential to drive success.
Builds Collaborative Relationships: Builds relationships based on trust and respect. Promotes the inclusion of diverse knowledge, skills, and experiences to achieve results.
Demonstrates Learning Agility: Ability to anticipate change, face reality, draw conclusions, and swiftly mobilize to adapt to changing needs and demands.
Strives for Excellence in Execution: Proactively seeks ways to improve personal and organizational effectiveness to meet current and future business needs. Learns equally from successes and failures.
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