Marketing Manager, Estee Lauder Brand

Marketing Manager, Estee Lauder Brand

CompanyThe Estée Lauder Companies Inc.

Job locationToronto, ON

Region of responsibilityAmericas

DescriptionTo plan and execute marketing programs in line with the brand marketing objectives to increase sales and grow market share in Canada, while improving profitability. As the market place continues to evolve - this role and any decision-making must reflect a comprehensive understanding of the changing media environment and the positioning of the Estee Lauder brand within that space.
- Act as the primary liaison between Director, Operation & Business Management, Customer Service and Canadian Sales Field.
- Maintain close retailer relationships and work with Marketing director to create a program cadence for each retail partner
- Oversee the brand presence and overall ecommerce business for Estee Lauder Canada and all Canadian Online Retail partner websites
- Collaborate with online retail partners to develop a brand cadence and collaborate to align on key performance indicators
- Manage social media for Estee Lauder Canada and partner with the Estee Lauder Public Relations team to align on key messaging.
- An analytical and strategic thinker is required to balance program planning and execution with post program reporting. It is imperative that this person have very strong collaborative relationship competencies as working closely with Sales, PR and the retailer merchant teams.


- Manage the execution of all promotional programs custom fitting them by retailer (requires knowledge of retailer levers, loyalty programs, VIP opportunities etc.) This includes launch planning and in-store / event execution.
- Liaise with Customer Service Manager I Operations team to ensure consistent follow-up on all projects for on-time shipment of orders
- Provide Retailers with upcoming event / promo / launch / advertising information
- Work with Director on creation of Seasonal Presentations to Retailers & Field
- Develop and maintain a process for tracking results from events. Create an ROI tracking system.
- Send artwork to retailers or vendors for advertising campaigns / in-store creative.
- Work with NY team on in-store creative (ie - Lightboxes, linear updates, gondolas etc.)
- Work with Director to facilitate/plan marketing programs retailers and .ca
- Maintain Budget and tracking Marketing Expenses.
- Work with New York Finance team to approve retailer advertising deductions/claims
- CRM responsibilities and involvement as needed.
- Manage Treatment Support/Collateral forecasting through grid updates and updating GMW with respective forecasts.
- Review and approve all Estee Lauder advertising proofs in partnership with Director.
- Work with vendors on all mailer and advertising proofs and obtain retailer approval. Ensure approvals are provided in timely manner in order to print and meet mailing house dates
- Work with NY Creative team on all job starts and comp requests for Canada
- Work with local vendor to create advertising elements (mailers / posters / banners etc)
- Work with retailers and outside vendors on additional advertising and promotional activities such as in-store / outreach events, sampling campaigns/support and additional in-store exposure opportunities etc.
- Responsible for all local production of in-store event material for respective programs
- Work with NY to receive artwork for local production in timely manner
- Manage Multicultural elements & strategies (translations, special elements etc.)
- Develop marketing cadence and partner with PR team to review social media assets and recommend usage, exclusives etc.

Ecommerce / Social
- Manage relationship with online retailers (ie HBC, Sephora, SDM, etc).
- Drive business to achieve sales and Brand goals (i.e. sales plan, rank, penetration etc).
- Develop and maintain marketing calendar for each retailer site and
- Partner with MKT counterparts to ensure synergies between online and offline.
- Work with each retailer and for seasonal programming and promotions.
- Oversee the creation and execution of all promotional activities and merchandising strategy
- Develop new programs/content to grow and business through special programs, customer acquisition and retention.
- Maintain product launch and promo cadence for each retailer website.
- Partner with Marketing Director and PR team to maintain Estee Lauder Canada’s social media conversation.
- Manages the posts and the calendar flow of social media handles
- Partner with Marketing Director to implement objectives for the Canadian market and ensures that the North America strategies are synergistically in place to achieve them.
- Partner with Marketing Director on category reviews for the pertinent segments of business which involves thorough research on Canada trends, competition and consumer dynamics. Requires analysis, identification of opportunities and strategic recommendations.
- Partners with Marketing Director to liaise with NYO cross-functional teams to develop Canada specific programs and support materials needed.
- Create, submit and track job requests to Creative for Canada programs.
- Responsible for reviewing monthly the accuracy of launch forecast grid, sample grid, special events grid, non-saleable grid, launch update and category marketing grids. Initiates and makes changes where needed.
- Responsible for assuring the Canadian Marketing deck is updated and maintained on a weekly basis. (Updating program changes, costs, additions and deletions, etc)
- Reconcile month end charges with NYO Finance Team and Finance Manager ensuring accuracy of the charges in question.
- Communicate expenditures over/under budget to enable the brand the opportunity to react accordingly
- Partnering with the Finance Manager to resolve questions/concerns with the monthly estimate.
- Point person for category information. (sku count, pricing and new product/ collateral/ sample forecasts)
- Provides analysis of sku productivity by category, resulting in recommendations for sku discontinuation.
- Ensure all forecasts and work requests are completed and updated in a timely fashion for the North America affiliate.
- Establish and cultivate relationship with US Marketing team to understand and adapt mktg strategy and tools for Canada

- Manage the Canadian collateral customization and print schedule while staying within budget.
- Key liaison with Field Centre of Excellence team to manage store requests for non-saleable elements (ie. Collateral, store unit updates etc)

- Awareness of competitive activity in the retail environment, through print, digital and social
- Awareness of social media executions for the Estee Lauder brand and those engaged within the brand (ie. Models, influencers etc)

- Undergraduate degree required.
- 5+ years relevant work experience in the cosmetic industry.
- Must be an excellent team player with the ability to build, foster and nurture relationships with members of the North America - Marketing team and cross-functional teams.
- Must be highly organized and detail-oriented, with a strong ability to manage multiple projects simultaneously with un-prompted follow-through.
- Digital and social media skills
- Excellent written and oral communications.

This individual must be resourceful and knowledgeable in all areas of marketing including the ability to develop and implement innovative marketing programs, knowledge of marketing trends and consumer tastes, knowledge of Estee Lauder’s product goals and objectives. Knowledge of functions of Product Development, Packaging, Design, Consumer Research, Advertising and Sales and their effect on product marketability, as well as a proven ability to review budgets, sales and marketing related activity to coordinate a successful marketing program.

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