Director, Product Marketing -- The Estée Lauder Companies

About the Job

Lead the management, development and implementation of product portfolio, innovation pipeline and product marketing strategy by category and subcategory to enhance brand story and drive growth and market share gains in priority channels and regions

About your responsibilities

Innovate products and concepts that create new business opportunities

Manage innovative product development and pipeline strategy to support of brand's strategic direction, including focus in fast-growing categories and subcategories, hero products, and brand-building channels

• Carry out white space opportunities based on findings from consumer insights, social listening, CRM data and transposition from other industries
• Assist in development of 3 year innovation strategy and 18 month detailed calendar including innovative and trendsetting market strategies, promotional programs, and product concepts
• Prepare Product Development briefs in partnership with Product Development and Concept Ideation briefs in partnership with Consumer Marketing and socialize with senior leadership
• Manage creation of Concept Development briefs

Product strategy that drives business and reinforces brand equity   

• Lead execution of product marketing strategy including product architecture, product launch process and go-to-market strategy
• Compile analysis and deliver quarterly reports to team and brand leadership
• Make recommendations to seize market based on analysis
• Drive mid-program shifts based on analysis as necessary
• Manage ad hoc business analysis requests as needed

Launch plans that incorporate 360 elements   

• Manage end-to-end launch process, from product selection to go-to-market strategies focused on the consumer journey to include mobile first, social first, and video first mindset
• Lead execution of launch strategies within designated budget and COG targets
• Implement internal and external sourcing solutions for new products and existing businesses
• Drive development of creative briefs for all programs and launches
• Supervise claims testing of insight-based consumer concepts with external partners
• Manage strong partnerships with cross-functional teams to develop launch strategies and product briefs

Champion, drive, and build emerging marketing trends and technology capabilities to meet customers where they are           

• Nurture an environment that rewards the exploration and implementation of new marketing technologies across digital, mobile, and Omni channel platforms to enhance the customer experience and drive brand engagement in new and innovative ways
• Remain relentlessly up-to-date on emerging and future trends across all relevant industries to identify and grow business opportunities
• Manage implementation of creative technology solutions for the brand that increase efficiency, reduce spend and increase marketing reach

Finance and Budget Management        

• Allocate and assign budget investment priorities based upon key departmental objectives
• Enable fluid on-the-go budget spend framework informed by real time campaign performance analysis that minimizes ineffective spend and maximized ROI
• Manage costs across agencies and technology platform spend
• Manage marketing ROI by optimizing content and channel marketing investments
• Optimize A&P spend by developing faster and lower cost options for acquiring, engaging and retaining consumers

Leverage key insights gleaned from a refined analytics practice to inform decisions  

• Manage analytics usage throughout the function accomplish strategic goals
• Leverage data to inform decision-making for strategy development and adjustments as necessary
• Lead team to track platform engagement and effectiveness through appropriate analytical tools