The Estee Lauder Companies Social and Communication Manager, Travel Retail China in 静安区, China
Social and Communication Manager, Travel Retail China
1)Build Content & Influencer Engagement Strategy to drive conversation & purchase (40%):
Develop and implement social media strategy, consumer engagement initiatives and online reputation management for TR China, leverage the platforms as a medium to drive transactions.
Execute social media strategies for brands in broader marketing plans to support key business objectives, drive trial and purchase intent.
Support execution and amplification across content, social, experiential and media among others of global, regional and local marketing campaigns;
Explore and cultivate influencers and partners who can create high level reach and engagement for ELC TR marketing campaigns, and drive advocacy & loyalty for our brands and ultimately sales.
Drive pilot partnerships with fashion/beauty/travel influencers’ relationship to reach new audiences & leverage new passion points and drive acquisition to TR owned platforms.
Manage social media/PR agencies to ensure good execution of campaign timeline, content development, activity/event planning, etc.
2)Spearhead Innovation for Travel Retail China Social Media Campaigns to support business objectives (40%):
Drive brand conversations and travel relevant content through influencers and advocates, target Chinese consumers through social touch points and drive social commerce conversion.
Initiate innovative projects to support integrated marketing strategy and drive value for the business such as increase in share of voice, grow market share, top of mind product recall and awareness.
Present and implement innovative ideas for engagement activities, integrated marketing campaign or events.
Creatively and proactively identify opportunities to engage Chinese consumer on SNS platforms including, but not limiting to, WeChat, Weibo, Little Red Book, Zhihu, Douyin, Toutiao, etc to increase new user acquisition and grow customer base.
Outreach partnership and maintain relationship with travel or marketing partners for earning media exposure amongst Chinese audiences.
Collaborate with regional brand team in Singapore, as well as China Sales teams on an on-going basis to drive Chinese consumer to China duty free shops through integrated marketing campaign.
3)Measurement and Benchmarking (20%)
Drive ongoing measurement and process improvements, including audience engagement metrics, share of voice and campaign ROI
Work closely with ecommerce team and ensure Campaign KPI is achieved.
Work closely with consumer insight team, identify key elements of consumer experience and implement learnings from social buzz study reports into brand social activation program.
Analyze social media campaigns with tracking systems and KOL management tools to gather engagement data and determine efficacy and areas for social media campaign improvement as well as compile actionable reports.
Identify new metrics to measure influencer engagement efficacy & value-driven relationships beyond impressions & engagements with the TR space
Thinks Strategically: Takes a broad view of the business, industry, and consumer environment to anticipate
and plan for the future. Identifies the focus and defines where to play, how to win and what capabilities and
management systems are required.
Aligns and Engages the Team in the Vision: Provides clarity to each team member on their role in achieving
the vision, strategy, and goals.
Embraces and Initiates Change: Distinguishes what to preserve and what to change. Has the courage to
initiate and lead the changes that drive success.
Develops Talent and Capabilities: Identifies and cultivates essential skills and attributes to maximize
individual contribution and engagement.
Minimum Education level:Degree
7-8 Years in social media marketing for consumer/beauty space
Travel Time: 35%
Required Language Proficiency:Licenses or Certifications:
Written – Simplified Chinese, English (Good to Excellent)
Spoken – Mandarin (Native), English (Good to Excellent)
Additional Job Specifications (e.g., physical demands, working conditions, equipment/machinery, specific skills, etc.):
Core Competence and Skills
A thorough understanding of social media platforms and emerging digital trends.
Exceptional project management skills with a background in social media management.
Experience interpreting brand strategies, building a brand’s integrated marketing presence with an exciting portfolio of past campaigns/content/creative projects across digital marketing, offline marketing, partnerships and sponsorships.
The ability to work both independently and as part of a team in a high energy environment with multiple tasks.
Pop culture savvy to identify key influencers that we can target / follow within our social media outreach.
Consumer-driven approach to lead brand effort in putting consumers, influencers and advocates in the center of its social media strategy.
Experience in managing multiple stakeholders and agency within same project
Confident, Proactive, highly organized and able to manage time effectively
Good communication and presentation skills in Chinese and English
出差 接受，50 % 的时间
工作 Online / E-Commerce
主要地点 Asia Pacific-CN-31-静安区
品牌 Estée Lauder Companies
Job Number: 1917263