Description
POSITION OVERVIEW:
The Executive Director will be responsible for growing brand awareness, fostering community growth, and ultimately driving positive consumer perception within consumers’ minds and cosmetics industry through a unique, roi driven owned and earned media strategy accelerating advocacy for Origins. Obsessed with building epic campaigns, homing in brand marketing and identity, building strong advocacy (earned), organic social strategy and partner very closely with Global Communications team on all facets of influencer marketing.
You will take part in a complete marketing experience as you lead the social media aspect of the consumer journey for key activations. By defining Origins owned content strategy you will help shape the voice of Origins globally and increase the size and engagement of our loyal Origins Community, amplifying advocacy online and driving sales to Origins.com.
The Executive Director is at the forefront of a revolution in Marketing in the Digital age – a shift from traditional Marketing tactics to new agile digital tactics. This is a cross-functional role, involving close collaboration with Product Marketing, Creative, Global Communications, Education and Online, as well as collaborating with other teams across all our affiliates as well as external agencies partners. Continue to build Origins as a global powerhouse in natural skincare through highly creative, innovative communication strategies for owned and earned media.
Oversee the development, deployment and execution of the Global Communications, Influencer and Global Social Media strategy globally, ensuring its integration cross-functionally. Continually build brand equity and support new product launches through strategic global brand collaborations and always on influencer marketing strategy that significantly increases brand awareness and share of voice in social media and viral buzz. Ensure synergies across Owned and Earned Media to drive seamless consumer experience across channels.
PRIMARY RESPONSIBILITES:
EARNED MEDIA
• Strategize and oversee all Global Communications/ Influencer Marketing and Global Social Media efforts for brand and new product launches.
• Partner directly with Regional teams to understand local market needs, and strengthen their launch plans in accordance with global communications strategy.
• Develop and lead Global Influencer Marketing strategy and partner with regions for local execution worldwide.
• Lead the identification, execution of global influencer and ambassador partnerships, including storytelling & content creation.
• Lead the global vision and local implementation of influencer seeding strategies, including creation of guidelines to ensure messaging & brand standard are maintained.
• Oversee reporting and metrics to ensure KPIs are established, goals are clear and measured.
• Support affiliates in developing local influencer strategies.
• Develop and lead Global Brand Collaborations, including ideating and securing brand partners, and ensuring seamless launch in collaboration with all functions including Regions, Top Markets, Global Marketing, GBSC.
• Lead Origins’ Philanthropy and Sustainability strategy worldwide and act as key liaison between ELC Corporate and local NGO communities.
• Act as Key Leader of Origins Green The Planet 360 strategy.
• Lead Advocacy Strategy and create innovative ways to continue to build on the brand’s word of mouth heritage.
• Lead execution of large-scale immersive Global activations that create meaningful storytelling around the brand and our products.
• Foster strong collaborative relationships with key functions of Origins Affiliates in particular, Global Marketing, Global E-Commerce, Global Creative, Global Product Development, Global R&D, Affiliate Regional and Brand Managers, GC Managers and of course Global CE team.
• Ideate and manage the development of Global Comm Launch Plans for all launches ensuring holistic strategies in partnership with Global Social Media and alignment with Global Leadership team. Specifically Global Communications tool kits, press releases, creative mailings, press gifts, etc.
• Meet with the finance team on a regular basis to ensure the budget is effectively allocated.
• Ensure the sharing and cross-pollination of ideas, success stories and new media/social opportunities between all markets.
• Create and present highly engaging multi-media presentations on GC strategies and results for brand management meetings, global roundtables, and conferences.
• Identify, secure, and manage relationships with all external Brand Ambassadors and partners.
• Negotiate and execute all external talent contracts, in partnership with Legal.
• Manage Global Communications team of Associate, Global Communications.
OWNED MEDIA
• Develop Global Social Media Strategy for Origins and Yearly Global Social Media Playbook for the brand.
• Oversee overall Global Content Strategy for Origins inclusive of all owned digital platforms (including Origins.com).
• Oversee day-to-day operations on the brand’s global social media presence, with a strong focus on Instagram and TikTok and drive to .com.
• Develop standards, expertise, and best practices within Social to inform and scale across all marketing and channel platforms.
• Partner with the North America team to execute always on tactics on our Global Origins Instagram account to drive to NA brand.com, FSS and retail partners.
• Monitor and apply learnings for the ongoing developing of global platforms on Instagram, Tiktok, Weibo, WeChat and others.
• Brief internal creative team and manage communication for global brand content and campaign assets ensuring cross-functional feedback that aligns with overarching strategy for key launches.
• Work cross-functionally with Online team, Product Marketing, Education and Creative team on ways to execute overarching strategy for Social Media that will include brand building, messaging, social to deliver content for new launches and seasonal animations.
• Work in partnership with 360/Go-To-Market strategy teams to execute fully loaded-launch campaigns including ideation, launch, monitoring, and analysis.
• Partner with Data Analyst to understand and report monthly on various social metrics such as growth, engagement, conversation, amplification, and leads across owned channels worldwide to guide overall social platform strategy and significantly grow audiences.
• Grow and support Origins community managers around the world: maintain social tone of voice, build directives for advocacy programs and reporting local trends.
• Stay current and forward thinking on new global social media platforms, best practices and use within the competitive landscape. Collaborate with the Director, Global Go-To-Market to make recommendations for new social media tool implementation relevant for NA, CHINA, UK, EMEA and APAC.
• Own Global Editorial Content in including relevant Inclusion and Diversity moments.
Qualifications:
QUALIFICATIONS:
• 10+ years Global Communications, Influencer Marketing experience, Social Media experience with a strong background of International business.
• Innovative and progressive strategic thinking that takes advantage of best practices and fundamentals while pushing the boundaries of what’s possible.
• Exceptional storytelling, brand voice, brand writing and influencer marketing skills with proven ability to develop compelling content. Ideally with a good portfolio of content developed with partners and influencers.
• Deep knowledge of global and relevant local social platforms, social publishing tools, listening tools.
• Ability to identify and capitalize on trends, cultural moments, human insights, and proven experience of operating autonomously.
• Ability to work within tight deadlines, adjust to changes in priorities, and balance short-term needs with long-term strategic initiatives.
• Asia / China experience is a plus.
• Strong intuition for up-and-coming talent and like-minded brands.
• Immersed in social media trends.
• Capability to lead, develop and upskill teams to be at the forefront of Digital.
The anticipated base salary range for this position is $147,000 to $252,000. Exact salary depends on several factors such as experience, skills, education, and budget. Salary range may vary based on geographic location. In addition to base salary, this position is eligible for participation in a highly competitive bonus program with possibility for overachievement based on performance and company results as well as participation in the share incentive plan.
In addition, The Estée Lauder Companies offers a variety of benefits to eligible employees, including health insurance coverage, wellness and family support programs, life and disability insurance, retirement savings plans, paid leave programs, education-related programs, paid holidays and vacation time, and many others. Many of these benefits are subsidized or fully paid for by the company.