LL_Product Marketing Manager

Job Description

Product Marketing Manager

The Product Marketing Manager is responsible for driving category/hero product growth by developing and executing product portfolio strategies and programs. The role is expected to support brand’s image/brand equity goals, product renovations, launches and promotions of pillar line of products, and to drive affiliate forecasting and product analytics, while implementing long and short-term strategies and solutions for the brand. Work with cross-functional departments including Global and Regional teams, providing stewardship of the brand.

Job Responsibilities:

1. Product Marketing

1.1 Product Marketing Strategy

· Develop category/hero products/new products strategy to identify key goal, target in the key commercial touchpoints (i.e. DS, FSS, brand.com, retailer.com, SNS, Media etc)

· Develop localized Omni product marketing calendar aligned with APAC guideline

1.2 Product Marketing Operation

· Standardize and visualize workflow/process and execute product marketing operation to manage discontinuation management, product price management, product visual asset

· management, and guidance for VMD/Store materials

2. Strategic Planning

2.1 Omni Marketing calendar planning

· Develop strategic communication planning and KPI setting on overall customer journey for customer communication in omni communication channel

· Develop Omni marketing calendar planning for overall brands to keep stakeholders organized and accountable to their marketing responsibilities

2.2 Omni Demand planning/ forecast

· Develop annual, quarterly and monthly demand forecasting with DPIM team

· Allocate and adjust Omni demand planning/forecasting based on historical trends and management insight into expected future changes

2.3 Budget Management

· Develop overall product marketing budgets aligned with brand marketing goals and effectively meet the needs of the marketing campaign

· Manage day-to-day product marketing activities, allot the budget to the necessary items, staying aware of hidden or unforeseen expenses and measuring return on investment (ROI)

3. Retail and Store Design

3.1 Store Design/VMD Execution

· Monitor local and Chinese vendor management to ensure Store design and VMD details are realized and sustainable with limited costs, timeline and good quality

· Review the result of competitor research analysis for Store Design and VMD and drive negotiation with APAC to reflect findings in local and region

· Validate Store Design and VDM installation execution in partnership with RDDC team

3.2 Retail and Store Design Budgeting

· Manage Allocated Budget Plan for each Store Design Project

4. Marketing Service (To be executed by F&A)

· Lead and monitor standardized and visualized workflow/process to ensure marketing service operation efficiency and effectiveness, especially on unique importing system in Japan in partnership with F&A

· Lead and monitor execution of logistics operation for product label registration, product name registration, import tracking, QA, Local sets/ kits/ GWP in partnership with F&A

Key support expected in partnership with internal/external stakeholders

· Internal stakeholders: Brand team, Commercial team, Online team, Marketing Service, APAC

· External stakeholders: 3rd party agency

Coaching and Development:

· Provide leadership, guidance, and constructive feedback to support team members/ staffs regarding assigned accountabilities

· Identify any areas of learning and development for individual team members, discuss and plan improvement strategy

· Attend corporate development programs as required

KPI:

Product Marketing Manager is responsible for the following KPIs

· Finance

o Net Operating Profit (Total)

o Net Sales (Total)

o Retail Sales (Total)

· Result

o Market Share (Total, Category, New/Hero Product)

o Retail Sales (Total, Category, New/Hero Product)

o Net Sales (Total, Category, New/Hero Product)

o Hero Product MOB

o Brand loyalty (e.g. Brand Score, NPS) *Suggested indicator in the future

· Process

o Completed number of competitor analysis report issued (Product Marketing driven)

o Lead the process of sales FCT and OS and DPIM

• Strong analytical skills and business acumen in bringing actionable insights through analytics
• Team player with strong interpersonal skills in interacting with all levels of management
• Agility, innovative and attention to detail
• Passion and experience in beauty industry

Why Join Us

We provide market-competitive packages and trainings to our staff to ensure they are well-rewarded with room to excel in their career:

Opportunities to learn and lead: we provide on-the-job trainings to ensure employees are equipped with the most up-to-date skillsets and knowledge

Career Development: we work with you to advance your career through short-term assignments, relocations and new experiences.

Work-life balance as a priority: we offer benefits and implement policies to help employees balance their personal and professional priorities, including flexible working hours, enhanced parental leave, product discounts and competitive salary.

Who We Are

We are the global leader in prestige beauty —delighting consumers with transformative products and experiences, inspiring them to express their individual beauty through our high-touch offerings. We are a brand-led business and the only company focused solely on prestige makeup, skin care, fragrance and hair care with a diverse portfolio of 25+ brands sold in approximately 150 countries and territories. Infused throughout our organization is a passion for creativity and innovation — a desire to push the boundaries and invent the unexpected — as we continue the bold work of our founder Estée Lauder.

We are a values-driven organization. Our actions are rooted in the Lauder Family values of respect for the individual, uncompromising ethics and integrity, generosity of spirit and fearless persistence. Building on these core values we also abide by the following principles:

• Unwavering commitment to quality and excellence.
• Infusing creativity and innovation throughout all aspects of the business.
• Nurturing and developing world-class talent.
• Cultivating an inclusive and diverse workplace.
• Acting responsibly and caring for the communities we serve.