Senior Consumer Engagement Manager, La Mer, Asia Pacific

5 months ago

Hong Kong, Hong Kong SAR China La Mer Full time

Position Summary:

This role leads development and regional adaptation and execution of consumer facing communications -social/digital, omni-channel, CRM and eventing strategies and programs to drive consumer engagement.This role is responsible for managing La Mer’s earned, owned, and paid communications across digital and social channels as well as traditional media channels, and partnering with Global Communications team on PR and influencer strategies and programs.

Key Roles & Responsibilities:

Digital Marketing & Media

·Lead and partner with Global team on digital strategy development for APAC region to ensure La Mer is visible to our target consumer in the relevant platforms.

·Partner with Global Marketing and digital marketing / Consumer Experience teams to deliver consistency in the brand approach and messaging to consumers.

·Effectively manage, coach and develop local market teams, and lead the development and execution of an integrated media strategy and budget to deliver an inclusive dialogue/media strategy that supports the overall marketing vision.Target medias includes traditional print, online, social and mobile.

Social Media

·Lead Region’s social media strategy development to ensure all content is locally relevant.

·Provide and direct strategic focus on platforms of greatest opportunity by market. Create and oversee global and local contents and stories that encourage action and advocacy.

·Social media marketing – providing strategy and support to affiliates to help build La Mer’s influencer network, presence through key social platforms: Facebook, Instagram, YouTube, TikTok, Weibo, WeChat and other strategically relevant online properties.

Global Communications and Events

·Oversight of the market’s influencer marketing, inclusive of identifying meaningful partnerships to support brand and product goals.

·Working to provide regional context to global communications ideation for future planning.

·Oversight of market’s consumer events and provide meaningful feedback and ideas to Global event team.

Measurement and Analytics

·Partner with Global and Corporate Marketing team to develop measurement and analysis guidelines, giving framework for success based on consumer metrics as well as brand strategy.

·Consistently share competitive learnings and ensure these are being utilized by the Brand (Global and Local) consistently.

·Partner with PR on Earned Media Value strategy and analytics.

·Leverage consumer analytic insights to make marketing spend more effective and efficient. 

CRM

·Lead Region’s CRM strategies and programs to drive business objectives

·Partner with Corporate CRM team to develop regional-relevant programs: NCC, Retention, and Loyalty Programs.

·Oversight markets annual CRM programs and executions to achieve local business and consumer engagement goals

·Strong understanding of La Mer’s customer profile and purchase behavior.Initiate critical analytics based on business needs to drive key learnings and future planning.

Program Development and Launch Support

·Partner with Product Marketing team to develop key new product launch books for the Region in addition to Global guidelines to maximize regional-relevancy

·Liaises with markets and Regional team to manage Markets’ local launch plans and executions, and annual marketing calendars to ensure alignment with Regional and Global directions and Regional launch synergies

·Partner with Regional Corporate CRM to manage product-related CRM programs and ensures execution excellence in the Region

COMMUNICATION

·Fosters regular communication of consumer marketing-related topics with all relevant cross-functional teams: PR, VM, Store Design, CRM, Online, Education

·Fosters regular and transparent communication with Regional team members, Markets and Global Marketing.


Qualifications

Skills & Requirements:

Social media experience

·Prior experience in a similar capacity, preferably in the cosmetics industry, luxury retail experience and with regional exposure.

·Understand key social platforms in Asia - design, functionality, user behavior.

·Actively participates in a wide variety of social media activities such as blogging, community development and management, social bookmarking, commenting, etc.

·Innovative, in-tune with latest and greatest approaches to digital marketing.

Other Requirement:

Relevant business experience in a digital marketing or advertising agency environment. Must demonstrate strategic thinking and strong problem-solving capabilities. Strong alignment to the brand and foster brand spirit Must have a persuasive communication style and be able to demonstrate strong communication skills with all levels of management of Marketing, Sales, and Education Must have high standards for him/herself and display integrity in his/her work. An achiever who will always challenge for the good of self-improvement. Proven track record of good leadership and management skills as a respected and enthusiastic leader. Must be a team player with strong interpersonal skills. Strong organization and planning skills, with attention to details and thorough follow up. Must possess clear and concise business writing skills. Be able to convey ideas in a concise and clear way. English/ Mandarin/Korean/Japanese would be advantageous

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