The Estee Lauder Companies Online Executive, Estee Lauder & La Mer in Wilayah Persekutuan, Malaysia
Online Executive, Estee Lauder & La Mer
Brand: Estée Lauder Companies
Maximise online channel sales for respective Brand Clusters for the Malaysia Affiliate, lead from an omni-channel POV, develop team, and drive the strategy of Online for the Brand.
Develop the omni online marketing strategy across relevant Brand Clusters, to maximise online sales across the ecommerce platform and work with the Brand marketing team to increase brand awareness online.
Build out omni occasions and key moments for the Brand.
Drive unity media planning by being involved in planning with all agencies.
Drive unified brand omni calendar
BUDGET & STOCK
Preparation of the fiscal budget to deliver on Sales and Profit targets for the Brand Online, aligning with the Brand General Manager.
Build out monthly targets and align with key launches and promotions to achieve monthly budgets. Use sales from PY to inform how to build sales targets for the month as well as Advertising spend.
Review Brand Product Manager forecasts and allocations for stock and samples for new program launches across Brand and Retailer websites. Review and complete any additional analysis for big launches.
Work with Online team to manage stock and sample inventory and online marketing offerings as it relates to limited life and samples at checkout, unique promo offers or outside partner sampling programs. Stock expiry housekeeping.
Manage monthly estimate changes to brand online P&L.
Clear path to ensure site is optimised for natural search, working with design and engineering teams, and to maximise online relevant content/link building.
Own & manage sites including health to ensure store front KPIs are met & maintained e.g. site maintenance, asset refresh, product listings.
Work in conjunction with the CRM & Consumer Insights Manager on the development of the CRM and omni communications strategy.
Contribute and help drive the development of the database segmentation and promotional strategy to maximise sales.
Work with the Brand Marketing team, Regional Online brand team and online advertising partners to lead online marketing programs.
Brand team meetings every day - marketing 3 x week, ad hoc by campaign. Regional monthly call with brand for alignment, ad hoc calls with regional OL.
Oversee partnership with Search agency to optimise paid search activity to maximise online sales and reduce overall CPA.
Across content creation for monthly refreshes to meet timeline schedules.
Contribute to the development of the social commerce strategy
BUSINESS ANALYSIS & REPORTING
Analysis of sales by channel, site/store performance, e-mail campaigns and digital marketing programs.
Ongoing analysis of key business metrics including sales, sell-through, website KPIs, MSd & CDP Data
Ongoing analysis of key business metrics by channel (Brand.com / Lazada / e-Sephora) including traffic by source (E-mail, SEO, Paid Search…), conversion analysis, top products sold, registered user growth and behaviour.
Track online marketing budget and online advertising spend by channel and Brand to maximize ROI.
Conduct regular business reviews with Malaysia & Regional stakeholders.
Be the voice of Malaysia for Regional teams: express local needs, structure priorities, advocate local specifics.
Actively seek and implement new business initiatives with outside companies to increase sales/traffic on the brand e-commerce site, e.g. affiliates program, partnerships with key websites, affiliations.
Identify digital marketing opportunities and develop strategies to take advantage of them.
Conduct competitive and market analysis. Track and analyse competitive beauty e-tailer landscape. Stay aware of e-communication trends and programs as they relate to the prestige beauty arena.
Provide E-Commerce and Digital education to Brands as the subject matter expert.
The above statements reflect the general details considered necessary to describe the principle functions of the job identified and shall not be considered as a detailed description of all the work required inherent in the job.
At least 2-3 years’ experience in the beauty/retailer, online marketing, or ecommerce area
Working knowledge of web technologies
Aptitude for working with Internet tools (i.e. web-based reports, databases, and various multimedia technologies)
Understanding of website metrics, data analysis, and reporting tools
Prior experience working with retailers would be an advantage
Prior experience working across geographies would be an advantage
Working knowledge of a computerised system including:
Microsoft Office 2007/2010 application (word, excel, outlook, PowerPoint, etc).
Job: Online / E-Commerce
Primary Location: Asia Pacific-MY-14-Wilayah Persekutuan
Job Type: Standard
Shift: 1st (Day) Shift
Job Number: 2115157