Clinique & Aveda, Consumer Marketing & CRM Manager, Fixed Term Contract

Job Description

The role of Consumer Marketing & CRM Manager takes ownership of the brand’s paid, owned and earned media and CRM strategy to drive consumer awareness, desirability, and sales. The role is responsible for the development of the brands overall consumer priorities through a deep understanding of insights to engage consumers in an integrated and holistic way, leveraging the strengths of our offline platforms and building competitive edge in the social / digital context, through an omni lens.

This position will have access to a range of confidential information and so will require the personal characteristics of discretion and integrity.

Consumer Strategy:

• Develop the brand's overall consumer priorities through a deep understanding of insights
• In collaboration with the National Marketing Manager, take ownership of the consumer marketing go-to-market strategy and coordination of key stakeholders to ensure a seamless consumer journey through unity planning with teams across Australia and New Zealand.
• Responsible for the brand's paid, owned, earned media strategy to drive consumer awareness, desirability and ultimately sales
• Develop specific implementation programs and campaigns for the Brand through the localisation of global campaigns and the creation of local ones, highlight key areas where the Brand needs strategic and/or operational support
• Ensure available consumer, retail, shopper data is appropriately analysed and used for marketing decisions
• Ensure the consumer is at the heart of every initiative
• Work closely with Online through Unity planning to ensure a seamless consumer journey, strong ROI and commercial outcomes for all campaigns across AU and NZ
• Work closely with Product and Retail Marketing to ensure all plans complement one another and provide support and council for key retailers on channel specific consumer marketing activities

CRM:

• Ownership of the brand's CRM strategy, ensuring all channel priorities are met (particularly DTC) with continuous improvements in ROI
• Develop the brand's CRM objectives in conjunction with the CRM Executive and CRM and Customer Analytics Lead
• Drive an omni CRM approach to give consumers the choice to shop online or in-store and increase lifetime value
• Own and approve the ANZ Omni CRM calendar, working closely with the Online and Retail teams to ensure their commercial needs are met within the brand's CRM plan
• Ensure email creative and messaging is in line with all other consumer marketing touchpoints
• Liaise with the appropriate stakeholders to source assets and copy for emails and ensure the CRM Executive and CRM Campaign Builder have everything they need
• Sign off on final assets for each campaign in conjunction with key stakeholders
• Build annual, bi-annual and monthly CRM campaign calendar with input from Online and Retail marketing teams
• Use analytics provided by the CRM and Customer Analytics Lead and CRM Executive to recommend strategic programs and targeting across channels
• Drive strong and accurate data capture at the POS by inspiring the team on how it can help accelerate their business
• Highlight technical and analytical requirements of flawless campaign execution; ensure they are in place for roll-out by working with Regional Corporate CRM Analysts concerning analytics, and Regional Corporate CRM Director and/or Regional Consumer Engagement Manager concerning strategic issues
• Evaluates campaigns against target KPIs and share learnings with Brand team, Affiliate Corporate Marketing Manager/Director and Regional Consumer Engagement Manager for future references
• Ensure CRM analytics are used to build look-a-like audiences and segments for paid media
• Drive ratings and reviews within overall CRM strategy, with heroes as priority

Management:

• Work closely with Corporate Marketing to develop a thorough omni-channel understanding of local consumer behaviours and preferences and share best practice examples of consumer engagement
• Act as champion for the brand’s Unity planning efforts and bring Consumer Marketing and Online teams together frequently to ensure a frictionless consumer experience
• Oversee the brand’s paid media and CRM strategy and challenge the team and the agencies – provide support to the Media Marketing Manager as needed
• Oversee the Consumer Engagement Manager execution of the brand's Influencer strategy and provide support with key negotiations if needed
• Oversee the brand's local content strategy
• In collaboration with the National Marketing Manager define and manage the relevant budget lines in P&L
• Balance the short and long-term needs of the business and pivot quickly to mitigate losses when needed
• Support, mentor and develop direct reports
• Appraise team performance and ensure all objectives are achieved and maintained
• Prepare presentations and present at relevant internal and external meetings and conferences

KEY PERFORMANCE INDICATORS (KPI)

To be determined by the Position’s Reporting Manager. Factor’s from the below will also be taken into consideration as part of the role’s KPI.

Direct Influence:

• Brand awareness
• Brand loyalty
• Marketing spend ROI

Indirect Influence:

• Overall sales
• APAC Awards

• Degree or equivalent working experience in Marketing, Media or Communications – ideally with specialization in Digital Marketing and CRM
• 6+ years’ experience that includes CRM, online or digital media consultancy/project management

Person Specifications

• Ideal candidate will combine operational expertise in social/digital marketing, consumer insights and CRM/loyalty program execution
• Additional experience in the following areas counts as a big plus:
• beauty industry
• e-commerce
• strong analytical skills
• luxury industry
• operational CRM experience
• strong communications and interpersonal skills
• understanding of web technologies involved in digital and social platforms
• In-depth knowledge of search engine optimization, including basic keyword search
• This is an operational and entrepreneurial role, which requires someone with a hands-on approach to business and strong perseverance, as well uphold the highest standards of luxury
• Experience handling marketing budgets and forecasting/reporting results
• Proactive and positive approach to work and tasks
• Confidentiality, tact and discretion when dealing with people