Overall Purpose of the Role
The Consumer Marketing Manager (MAC & Bobbi Brown) will be responsible for defining the Marketing Strategy for the brand for the affiliate. Building and driving the 360 consumer marketing plan across all media channels, while ensuring A&P mix optimization. In this role, you will be responsible for defining the Consumer Journey(s) combining all communication and distribution channels.
Key Interfaces
Internal
- Brand Team: Brand Manager, Product Marketing, Trade Marketing Planning
- Paid, Owned and Earned media teams
- Online
- Global and Regional marketing
- Key Accounts Managements
- Education
- Data, CRM and Consumer Insights Manager
- Consumers
- Media Agency, 3rd party partners (e.g. Google, Facebook, )
Defines the Marketing Strategy for the brand for the affiliate
- Derives and adapts the Global / Regional marketing strategy to maximize local relevancy:
- Define the target consumer profile(s), adapting Global / Regional guidelines to local opportunities
- Translate local consumer insights into marketing and selling opportunities
- Collects and understands best practices from region, commercial and digital team
- Defines marketing strategy based on analysis of competitive landscape and trends in markets, customers, products, prices, and channels to identify opportunities for growth and profit enhancement.
- Defines the CRM strategy in partnership with the CRM team
- Defines and owns the Consumer Calendar (launches, online key shopping moments, retailers activities, ) for all channels, working closely with Product Marketing, Trade, Online, Commercial teams
- Consolidates inputs from Paid, Owned and Earned Media, validates the A&P mix for the upcoming year, works with the DCM team on the full year media budget allocator
- Leads and orchestrates Paid, Owned and Earned activities, giving clear guidelines and objectives and ensuring smooth flow of information
- Defines and drives the virtual selling activities, in collaboration with other stakeholders (online, owned media, Commercial team, live chatters, )
- Compiles campaign performance results from agency and online and using available tools, shares learnings with all
- Accountable to develop, share proactively all information about BM/PM about calendar changes impacting DP and forecast (e.g. Marketing calendar, campaigns, HTSM, consumer relevant activities)
- Is in charge of A&P budget and optimization
- Gathers A&P ROI analyses and improves marketing effectiveness through test and learn approach
- Contributes to LRP building, in particular A&P lines, with intent to maximize effective and efficient consumer-facing spend, monitoring and ensuring the best ROAS (Return on Advertising Spend)
Qualifications
- Degree in Marketing or Equivalent
- 8-10 years Marketing experience in a retail / cosmetics / luxury goods or FMCG arena
- Excellent computer skills, including in Microsoft Outlook, Word, Excel, and Power Point.
- Strong digital understanding.
- Ability to lead a cross-functional team and interface with international markets.
- Previous strategic accountability in marketing.
- Good communication skills including understanding how to clearly communicate messages to consumer and key stakeholders.
- Excellent analytical skills.
- Willingness to lead, test and learn.
- Interest in trends and new technology.
- Not afraid to challenge the status quo.
- Generous in spirit (knowledge sharing) and relationship builder.
- Strong in multi-tasking.
- Accountable for decision making.
Primary Location: Europe, Middle East, Africa-ZA-GP-Johannesburg
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 237183
