Digital & Social Media Manager

Job

  • London  
    London, United Kingdom
    perm  
  • Company
    Estee Lauder  
    Start date
    ASAP  
    Duration
    n/a  
    Wage
    Undisclosed
  • Closing date
    8 July 2024  
    Posted on
    7 June 2024  

The Digital & Social Media Manager for La Mer will be responsible for defining and implementing the digital marketing strategy for La Mer UK&I, managing paid media and overlooking social content, to ensure strong presence across all channels, driving awareness and consideration to the right audience.

With a consumer centric and data-driven mindset and through a full funnel approach, objective will be to recruit, engage and convert, targeting the right audience, leveraging relevant messages across the relevant touchpoints.

Reporting to Marketing & Consumer Engagement Manager and leading a team of two and directly owning Brand Media Advertising and Social Content, the Digital & Social Media Manager builds an annual strategy to further develop and optimize current channels and creatives that proved to work, improving marketing efficiency and effectiveness (ROI), whilst identifying new/other opportunities/platforms to recruit, engage and convert with a business objective to drive sales (short and medium term), as well as building longer-term brand love.

We are looking for an experienced and well-rounded strategic digital marketer, with a consumer-centric and KPI-driven mindset, with a passion for innovation and the beauty industry. Strong leadership, communication and collaboration skills are essential to connect with all key members/functions (Product Marketing/Online/CRM/Comms).

WHAT THIS ROLE DOES:

DIGITAL MEDIA ECOSYSTEM, PAID LEAD:

  • As the Digital Manager you will be responsible for defining the brand’s digital strategy to optimise today and define tomorrow, delivering innovation and increasing the brand’s digital presence across the relevant channels and full funnel: integrated paid/owned/earned social, ATL media, and digital partnerships   
  • Lead all paid activity, managing the agency on all campaigns; from ‘Always On’ to 5* campaign launches and build strategic media plans ahead of campaigns/to present in 360 launch plans
  • Lead top of the funnel brief/activities, to ensure consistent exposure, increase awareness and drive consideration on La Mer, driving Heroes and Hight Traffic Moments
  • Utilise data learnings to drive budget efficiency, working alongside the media agency optimize all paid channels in a goal to increase CTR and ROAS
  • Lead on the relationship with the media agency, ensuring that we are utilising budget in the most efficient way, capitalising on learnings and CRM insights/audience, challenging on the most efficient channel mix, to ensure we reach out relevant audience via relevant platforms
  • Share results with Senior Management and Global to share best practices and ensure we get from Global assets UK need to deliver campaign with a local lens
  • Vital to your role will be your ability to work in partnership with Online/E-comm, CRM and Product Marketing in order to leverage consistent copy, drive to the right place on site, using Consumer Insights to target and engage right audience. 
  • Drive with creativity and innovation in every facet of the consumer journey and ensure consistency with other channels (timing/messaging/creative)
  • Understand of the UK beauty market, being able to identify upcoming media trends and ensure La Mer remains relevant in the UK&I market
    Dotted line to help manage the CRM & Digital Media Coordinator responsible for paid media and CRM

PAID PARTNERSHIPS:

  • Lead paid partnerships with key publishers/lead titles, to increase advocacy and brand love, as well as visibility and exposure to the right audience/leadership
  • Support R.com team in leveraging the right content when partnerships with retailer sites/platforms
  • Manage Collab Ads driving to key retailers, ensuring right content and optimization and participate in driving traffic/conversion onto retailers.com sites

SOCIAL MEDIA & CONTENT:

  • Manage the Social Media Coordinator primarily responsible for organic social content
  • Supervise content for the brand, ensuring right tone of voice/aesthetics, look & feel – Social content on owned, paid, local content, content for Digital partnerships or retailers
  • Ensure content is consistent and integrated between paid/owned/earned
  • Optimize platforms vs learns and explore new platforms, leveraging tailored creatives to suit audience and formats and maximize engagement/consideration/conversion (Pinterest, OOH)
  • Ensure local lens is applied, to keep message consistent with UK audience and pro-actively suggest supplemental local content to engage UK consumers and specific groups (Ageless/Multi-ethnic/Male)
  • Supervise performance tracking on Social platforms paid and owned vs benchmarks and annual KPIs
  • Supervise the Social Media Coordinator in leading creative direction on all brand shoots, working closely with the in-house studio and / or agencies to direct shoots, and develop and edit content to be used across all touchpoints (online, social, in store)
  • Ensure collaboration with Comms team, to develop influencer content strategies and amplify any key activation from paid to owned – influencer partnership, Tik Tok, Retailer exclu, retailer eventing, Comms eventing
  • Manage the Social Media Coordinator primarily responsible for organic social content, building out the social content calendar and community management.

REPORTING AND OPTIMISATION:

  • Work with media agency to set detailed KPI’s for each campaign, track performance for digital and social campaigns and pivot when necessary. Have an in-depth understanding of analytics and reporting and you will be able to pivot and adjust depending on performance. Constantly refine campaign assets, platform usage and processes
  • Report monthly on key paid and organic metrics vs goal
  • Set up annual KPIs for ER, CTR, ROAS 
  • Test & learn mindset, AB testing different messages/creatives to ensure best efficiency
  • Lead MMM study with media agency/CoE when happens annually

BUDGET MANAGEMENT:

  • Accountable for the management and optimisation of digital and social budgets, with proactive participation and input will be required to define budgets for the new fiscal years
  • Own Advertising Media budget – Paid Social, Digital Partnerships, So Post
  • Oversee Local production budget to spend with internal ELC Studios for optimised content creation

Qualifications:

WHAT YOU WILL NEED TO BE SUCCESFUL IN THIS ROLE:

  • Minimum 4-5 years relevant experience
  • Proven record of successful implementation of holistic digital campaigns in diverse online channels  
  • In-depth knowledge, understanding and a passion for social media and trends in the social media channel  
  • Experience in digital content creation, incl. editorial, video as well as traffic drivers   
  • Excellent understanding of brand identity, tone of voice and how to communicate it to the consumer  
  • Analytical and numerical thinker – experience to define and work against KPIs
  • Strong technical knowledge of digital platforms   
  • Strong presentation skills   
  • Experienced in senior stakeholder management   
  • Experienced in creative and media agency management  

I,D&E STATEMENT:

The Estée Lauder Companies’ collective vision is to be the most inclusive and diverse beauty company in the world, and to be both the employer of choice for diverse talent and the brand of choice for our global consumers. We are a people first company, respecting and caring for our employees, communities, and consumers. With consumers in approximately 150 countries and territories, and 70 languages at the point of sale in the UK & Ireland, it is essential that we continue to have a diverse workforce that understands local relevance and the changing beauty needs of all our global consumers.

COMPENSATION AND BENEFITS:

  • Hybrid Working (2 days WFH, 3 days office based)
  • Generous Bonus Opportunity that usually performs ahead of target
  • 25 Days Annual Leave (exc. Bank Holidays) that increases with length of service up to 29 days.
  • 1 additional day of Annual Leave to celebrate your birthday
  • Holiday Purchase scheme that enables you to get five additional days
  • Summer Fridays for five months of the year
  • Market leading Family Leave provisions
  • Generous Staff Discount & Credit
  • Benefits platform with exclusive discounts and offers
  • Mental Health Wellbeing Provisions (Unmind App and Employee Assistant Programme)

Estee Lauder Companies is an equal opportunities employer. We positively encourage applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, gender reassignment, religion or belief, marital status, or pregnancy and maternity.

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