Senior Consumer Engagement Manager

4 weeks ago

Hong Kong, Central and Western District, Hong Kong SAR China La Mer Full time

Job Summary:

This role leads the development and execution of consumer-facing communications, including social media, digital marketing, and CRM strategies, to drive engagement and business growth for La Mer in the APAC region.

Key Responsibilities:

Digital Marketing & Media

• Develop and execute a digital marketing strategy for the APAC region, ensuring La Mer's visibility on relevant platforms.

• Partner with the Global Marketing team to deliver consistency in brand approach and messaging across digital channels.

• Manage and develop local market teams, leading the development and execution of an integrated media strategy and budget to deliver a cohesive dialogue/media strategy that supports the overall marketing vision.

Social Media

• Lead the development of a social media strategy for the region, ensuring all content is locally relevant and engaging.

• Provide strategic focus on platforms of greatest opportunity by market, creating and overseeing global and local content 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.

• Provide regional context to global communications ideation for future planning.

• Oversight of market's consumer events and provide meaningful feedback and ideas to the Global event team.

Measurement and Analytics

• Partner with the 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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