Bobbi Brown_Marketing Manager

会社概要

エスティ ローダー カンパニーズは約150のロケーションで製品を販売しています。 アジア太平洋地域、ヨーロッパ・中東・アフリカ地域、米州地域と、主要3地域に分けて、事業を展開しています。 各地域は1社以上の関連会社で構成され、今日、50を超えるロケーションに関連会社があります。

エスティ ローダー カンパニーズの日本法人（ELCジャパン合同会社）は日本屈指のプレステージビューティ企業で、エスティ ローダー カンパニーズの海外拠点の中でも長い歴史を紡いでいます。 日本での第1号店は1968年、東京の日本橋高島屋本店にオープンしました。

日本のオペレーション

東京都千代田区に移転した本社では、コーポレートおよびブランドチームが働いています。 仕切りのないオープンスペースで洗練されたインテリアデザインと皇居の素晴らしい景色が一望できるこのオフィスは、調和があり、コラボレーションを促す造りとなっています。

日本の研究開発・技術革新拠点も、丸の内本社の隣接するビルに移転しました。 ガレージにヒントを得たレイアウトは相乗効果を高め、「日本、およびその他アジア太平洋諸国で違いがわかる消費者にお喜びいただける製品を作る」という使命の実現をサポートしています。

また、茨城県下妻に工場およびエンジニア・イノベーション・センターを設けました。ELCにとって最先端の施設となり、高品質な製品を生み出し、アジア太平洋地域の消費者に、より一層近い場所での流通を可能にする取り組みです。消費者からの需要は高く、将来的にも大きなビジネスの成長を見込んでいます。

POSITION SUMMARY

• The Marketing Manager holds primary responsibilities to be the “center of brand marketing” and support BGM/MD on overall brand strategic planning and execution to achieve brand.
• To achieve responsibilities, the role is also required to collaborate and provide insights to Brand team and affiliate teams to ensure unity and execution quality.

Key Accountabilities (but are not limited to)

• 1. Strategic Planning
• 2. Consumer Marketing
• 3. Product Marketing
• Retail and Store Design

KEY ROLES & RESPONSIBILITIES

• Decision Making – Indicate type of decisions typically made and the overall impact of those decisions.
• Problem Solving – Indicate the nature of problems regularly encountered and the complexity of the solutions.
• Independence of Action and Accountability – Indicate the general degree of independence which may range from closely monitored to setting direction.
• Budget Responsibility – Indicate degree of financial accountability. Include actual amount of operating budget and/or cost savings. Include net sales plan responsibility, if applicable.
• Leadership – Indicate management responsibility including planning for the department’s future needs, operations, hiring, performance management, salary decisions, talent planning, etc. (i.e., one team, multiple teams, etc.).

Key Accountabilities (but are not limited to):

1.  Strategic Planning

• Brand Strategy
• Omni Brand Strategy Planning
• Develop mid-term brand strategy to improve brand value and to drive enhanced mid-term sales and market share targets through working in brand transformation internal/external partners and update it annually
• Consider global brand objectives to set challenging yet attainable brand sales and profit goals(P&L) for the affiliate, and connect with APAC
• Collaborate with APAC to identify opportunities for streamlining operations, reducing costs, and implementing financial and management technologies, cooperative initiatives across region for brand
• Evaluate competitive challenges for brand and identifies opportunities and risks for growth and profit enhancement
• Ensure that brand philosophy is aligned, and brand image and position are properly represented in brand strategy in accordance with corporate standards
• Brand Strategy Execution
• Establish and maintain mutually supportive relationship with internal stakeholders such as Global/ APAC/ /JIH and local stakeholders to maximize affiliate interest
• Negotiate with APAC to establish effective collaboration (such as reporting, etc.) and ensure APAC understands Japan market clearly
• 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 
• Omni Demand planning/ forecast
• Develop annual, quarterly and monthly demand forecasting

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

• Budget Management
• Own allocated P&L statement for each brand within the cluster and affiliate team
• Prepare a budget plan that takes into account each brand's strategy, in-store conditions, and past results.​
• Ensure overall product/consumer marketing, brand education budgets aligned with brand marketing goals and effectively meet the needs of the marketing campaign
• Monitor day-to-day product/consumer marketing, brand education activities and budget allocation for the necessary items, staying aware of hidden or unforeseen expenses and measuring return on investment (ROI)

2.  Consumer Marketing

Channel activation strategy

• Create and integrate Omni Marketing Calendar by channel, account group, top door etc according to standardized playbook, and refers to insights from overall teams
• Validate framework and strategy for mass and online media planning on marketing moments, targets, channels, platforms
• Validate Art of Repeat lifecycle campaign content planning, framework of omni CRM customer journey, new acquisition strategy, categorization of customer segments
• Validate consumer segmentations by consumer attributes to adjust marketing approach to each consumer segment
• Validate channel activation for brand.com, 3PP, retailer.com, DS, FSS commercial touchpoints to maximize traffic, conversions, retention

Communications

• Validate annual PR calendar planning, influencer seeding, and publisher seeding
• Validate brand PR strategy for online(Web tie-up article, Web articles etc.) and offline(Magazine, Artist collaboration, PR event etc.)
• Validate framework design and strategy for SNS, such as targets, platforms, KPIs, budget, Dos&Don'ts, social listening strategy, re-post rules etc.
• Monitor execution of SNS campaign and promotions for paid media and manage organic post for SNS

Review social selling strategy development and execution to promote social selling to consumers via live-streaming/ live-commerce

Content/Creatives

• Review the creative creation, adaptation, resize, retouch for Brand.com, 3PP, retailer.com, offline channel, eDMs, DMs, Line
• Validate influencer management including contract negotiation/management, appearance etc, to create contents aligned with Consumer Marketing strategy **

３.Product Marketing

• Develop category/hero products/new products strategy to identify key goal, target and commercial touchpoints
• Develop localized Omni product marketing calendar aligned with APAC guideline

 
4. Retail and Store Design

• Ensure development of high-level Store Design and VMD direction is in line with brand guidelines in partnership with RDDC by briefing products concepts, priority etc
• Review the Store Design and VMD installation schedule to ensure it is delivered within the limits of regulations, timeline and resources
• Validate initial store design/VMD image according to the store's new/renewal opening schedule

Product Marketing Operation
Validate standardized and visualized workflow/process and execute product marketing operation to manage discontinuation management, product price management, product visual asset management, and guidance for VMD/Store materials

Key support expected in partnership with internal/external stakeholders

• Internal stakeholders: Brand team, Commercial team, Online team, 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

• Marketing Manager is responsible for the following KPIs
• Finance
  Ø  Net sales(Total)
  Ø  Retail Sales(Total)
• Result
  Ø  Market Share(Total, Category, New/Hero Product)
  Ø  Retail sales(Total, Category, New/Hero Product)
  Ø  Net sales(Total, Category, New/Hero Product)
  Ø  Hero Product MOB
  Ø  Site Engagement(Traffic, SNS follower, engagement rate)
  Ø  CRM EDM capture rate
  Ø  Brand loyalty(e.g. Brand Score, NPS) *Suggested indicator in the future
• Process

Ø Omni loyalty program set up