Consumer Marketing Analytics Manager
Estee Lauder Companies
Taiwan, China

Consumer Marketing Analytics Manager

Brand : Estée Lauder Companies


  • Consumer Insight (CI)
  • Developing insightsvia CRM and Consumer Insights and supporting the corporate and brand marketingfunctions.

    Deliver on specialprojects as assigned by management. Deliverables include :

    Planning and executing consumer / shopper research projects,integrating consumer insights into ongoing brand and innovation projects

    Developing a strong interface with the Leadership team to injectconsumer / shopper insights in decision making processes

    Developing leading edge consumer / shopper research approaches withparticular applications / added value to understand the cosmetic consumer / shopper

    Developing and deploying insights into global and regionalprojects trying to leverage scale, aligning with other sub-regions

    Aligning best proven practice with the global and regionalorganization

    Collaborate with regional team to bring best practices to yourcountry

  • CRM insights
  • Work with CorporateMarketing Director to define corporate CRM objectives and roadmap to deliverthe Regional CRM strategies

    Provide planning andliaison support between the regional CRM team and local brand team

    Support the businessreview process for multi-brand market specific topics to drive the achievementof CRM KPIs

    Manage the relationshipand scope of work with the affiliate’s CRM agency to ensure proper support aregiven to the brands for CRM program execution

    Support cross brands CRMmeeting to facilitate best practices sharing across the affiliate to deliverimprovement in CRM KPIs.

    Work with the regionalCRM team to deliver CRM training in the affiliate and hosting of the annual CRMconference to build CRM knowledge in the organization

    Provide consultation / support to Affiliate brand CRM teams regarding execution of consumer programs

  • Marketinginsights
  • Leverage and deep dive Beaute and Kantar to inject consumer / shopper insights in decision making processes

    Conductcompetitive analysis, and Competitortracking, etc.

    Establishinsights where methodology needs to be fine-tuned to match the particularitiesof the Chinese cosmetic market environment

  • Infrastructure and Analyticsleadership
  • Responsible for the affiliate’s CRMdata / system including the management of a customer database, usage of thedatabase tools by the business users and development of future CRM operationsystem

    Work closely with AffiliateCorporate Online Manager to define data integration and reporting of Online andOffline consumer data

    Set up the right tools andInfrastructure (working with region) to enable the smooth execution of campaignmanagement process in the brand context

    Set up work processes to ensurecustomer data capture & campaign management is efficient at the local level

    Identify local CRM analytics needsand drive the process of running analytics projects in collaboration with theregional CRM team to address business issues and opportunities

    Ensure the local analytics needs arearticulated and presented to the regional CRM team and the insights from theregional analytics projects are interpreted and implemented

    Responsible for driving propertracking and reporting of CRM KPIs, consolidating KPIs reports and campaignresponse tracking according to regional standards

    Lead the brand teams to review and share results of the activities on the CRM calendar for further test, measure, learn & refine


    Minimum Education level :

  • University Degree, preferably in Marketing
  • Minimum Years of Experience :

    Minimum 10 years working experience

    Minimum 5 years working experience in a similar capacity, preferably in the FMCG or cosmetic industry or with regional exposure Required Language Proficiency

    Mandarin & English

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