Digital Marketing Manager

Title: eCommerce Partnership Marketing & CRM, Travel Retail

Start Date: Tentatively 6/17 Hybrid Onsite 3 - 4days per week

Must have skills: MUST have very strong Retailer.com/Retailer relationship experience Needs to have at least 5 + yrs experience in eCommerce, with supplemental marketing/related background prior, ideally 10 yrs eCommerce experience Recent experience with Retailer Media Negotiation APAC experience not required but helpful CRM / Database marketing experience strongly preferred but not required if they have a strong Retailer background This is not a site merch, operations, creative role

Position Summary

This role will lead new partnership opportunities to grow eCommerce with a focus on Online Channel Acceleration, Consumer Acquisition & Retention, and Data Analytics.

The scope includes evolution of online channel growth strategy in mature and emerging markets, development of a Consumer Data Strategy for Travel Retail, and planning and execution of new partnership initiatives with multi-regional Duty-Free Retailers, airlines and 3PPs.

This role is responsible for elaboration of strategic data-capture roadmaps, go-to-market execution plans for Retailer Media & Database Marketing, and leading the pilot and roll-out of new Digital Shelf Analytics Tools. This role will work in close collaboration with cross-functional partners within Travel Retail Worldwide and Regional Counterparts. The role will also continue to foster long-term partnership with the enterprise to harmonize Online and Consumer Data Approach that is specific to the Online Travel Retail Channel.

The successful candidate will have a proven track record of launching & scaling ecommerce and Retailer.com (e-Retail) for beauty or luxe brands, with balanced experience between global and market operational roles. Candidate must have experience with Retailer media networks and Coop Programs, 3rd Party Database marketing, CRM, and Online business analytics.

Responsibilities
Continue to evolve and equip the Travel Retail Online business with go-to-market Retailer Media & CRM playbooks, new data analytics tools, and partnership marketing initiatives. This role will work in partnership with the Consumer Acquisition and Retention Manager for Travel Retail Worldwide.

Core Project Focus:

Retailer Media Approach & Playbook- Lead elaboration and roll-out of TR Global guidelines for Retailer Media Participation, working in close partnership with Regional Teams to maintain and update centralized rate-card, reporting templates & requirements for approval.

Database Marketing Activation- Codify existing TR Best-Practices from mature markets in APAC to define a tactical guardrails for activating and accelerating in database marketing. Identify Retailer-Led and/or Travel Partner-Led CRM capabilities and develop roadmap for piloting life-cycle marketing programs, audience segmentation, and define a phased approach for emerging to mature partnerships inclusive of sample rate cards and KPI reporting requirements informed by existing programs piloted and Brand Consumer Journey & Cross-Sell playbooks.

Pilot and Evangelize New Data Analytics Tools- Lead Strategic and Project Engagement with 3rd Party Vendors on the continuation of pilot roll-out and enablement of new digital-shelf analytics across key markets defined within the scope and project plan. Complete necessary UAT of dashboards, define and standardize score-card reports, author monthly insights and recommended actions for optimization by key IM Regional & Brand Stakeholders and lead monthly review calls to cascade Insights/Actions. Work with 3rd Party vendor on calibration of dashboards, deep-dives and troubleshooting of KPIs, to ensure Tool is always operational and accessible to the teams.

Partnership Marketing Acceleration & Innovation- Lead End-to-End exploration of Travel partnership marketing capabilities with existing and new partners to deliver go-to-market and campaign playbooks focused on Retail Driving Conversion and Lead Generation Initiatives to accelerate Consumer Data Capture. Lead exploration in partnership with TR Paid Media SMEs, Strategic Media Agency, and TR Regional and Brand Counterparts on Business Case definition and with Legal, Finance and IP Teams for program validation specific to TR and target market. Define Budget, Campaign Objectives, Target KPIs, and project manage pilot execution, optimizations, and wrap-up report. Lead engagement and exploration of 3rd party martech vendors with enterprise partners as needed to ensure, use-case, scope and vendor-risk assessment are properly vetted and approved specifically for TRWW contracting.

Consumer Acquisition & Retention- Elaborate strategic roadmap encompassing of Data Architecture, Platforms, and Marketing Use-Cases for 1st Party Consumer Data Capture (Online, In-store, and via 3rd Party Partner). Project manage final delivery of Data Infrastructure and Data Ingestion Solutions to enable CRM and Marketing Activation. Guide exploration, alignment and program execution pilots with internal TR IT Teams and TR Paid Media SMEs, ensuring data flows are compliant and harmonized with Consumer Data Policy and Enterprise Data Infrastructure for turn-key activation.

Qualifications
Independent Contributor- Results-oriented, resourceful, strategic thinker with a strong sense of accountability with proven track record of relevant business experience.

10+ years of related experience in online business (ecommerce & retailer.com) preferably within Prestige Beauty, Online Retailer, and/or High-Growth brand.
Experience leading and accelerating Performance Marketing and Retailer Media engagements with 3rd Party Retail Partners
Direct and Indirect Database Marketing Program Management
Brand CRM/Loyalty marketing and paid digital experience for acquisition marketing
Ability to expedite and define processes without losing sight of delivering the end-goal
Experience mentoring and developing junior team members
Experience with pure plays, 3PPs and Affiliate Marketing a plus
Superior ability to build internal and external cross-functional partnerships through clear verbal and written communications
Ability to elaborate strategy for SME and non-SME Business Audiences
Keen planning skills incorporated with an entrepreneurial spirit
Adapts quickly to change, is flexible and can work well in a matrix environment
Has a global mindset, is detailed and execution oriented