Executive Director, Global Brand Equity

2 months ago

New York, New York, United States MAC Full time

The Executive Director of Global Brand Equity and Partnerships will oversee and lead the 360 marketing efforts for brands' equity activities, including VIVA GLAM, partnerships, talent, sponsorships, events, and elevating narrative from strategy to execution.

This role will elevate our brand equity and drive internal and external awareness around our strategic initiatives.

This role will ensure that our efforts are unified across the multiple teams and ladder up to the overarching brand goals.

This role will report to the Vice President Global Consumer Engagement, Communications and VIVA GLAM and will work closely with the Consumer Engagement, Product Marketing, Education & Artistry and Creative teams to create evergreen compelling marketing and storytelling projects.

The Executive Director of Global Brand Equity and Partnerships will lead and build the team of marketers to effectively develop and implement strategy, measure, and meet targeted goals and create new opportunities for impact.


PRINCIPLE ACCOUNTABILITIES:

STRATEGIC

  • Own and develop global brand equity strategy that elevates our efforts across brand initiatives as VIVA GLAM,


brand partnerships -and ambassadors, and build engaging communication plans that drive reach, include call-to-action and narrative adoption for both external and internal audiences.


  • Establish a long-term brand advocacy program that provides a platform for our global communities, including
artists, influencers, celebrities, thought-leaders, consumers, to amplify key brand equity initiatives in a

meaningful way year-round.

  • Have their finger in the pulse of pop-culture and identify opportunities that position MAC as a leader in this
space and create a long-term strategy how MAC becomes a narrative leader.

  • Develop and implement a global Celebrity and VIP strategy to increase visibility, desirability, and exposure for
the brand, ultimately driving positive brand momentum.

  • Partner with regions/markets to roll out and localize the brand equity strategy, ensuring cultural nuances are
incorporated, while ensuring brand values remain intact.

  • Develop global award strategy across campaigns and all equity initiatives, including sustainability, social impact.
  • Establish, measure, and evaluate against benchmarks and KPI's towards yearly goals, strategic initiatives, and
individual campaigns. Leverage this data to inform cross-functional teams and help shape and improve future

strategy.

  • Support VP Consumer Engagement, Communications and VIVA GLAM on brand and corporate presentations.

TACTICAL

  • Oversees all contracts and agreements for brand partnerships and talent agreements.
  • Ensure departmental budget details are up-to-date, management of Celebrity, and Brand Partnership budgets
  • Stay informed on all industry news, events, celebrities, reporting and analytical agencies (i.e., Tribe Dynamics,
Traackr, etc.) understanding of MAC competitors across all channels and serve as an expert in the space.

  • Build and maintain professional relationships, representing MAC externally, with celebrities, talent agencies,
press, social impact organizations and constantly scout and advise on new opportunities

  • Together with team drive earned media, cultural relevance, and engagement through product placement,
product seeding, makeup artistry and other relationship building activities.

  • Develop a deeper symbiosis and alignment across Marketing/PR/Creative, defining the stories worth amplifying, scaling, and strengthening mutual cross-functional objectives and benefits.
  • Translate and advance our values and efforts across a broad set of internal and external stakeholders, agencies, talent, and brand partners.
  • Continuously identify new programs and initiatives to drive the brand vision via organic and pad activations, supporting new product launches, hero products, VIVA GLAM and other always-on-brand messages
  • Work with other cross-functional teams to ensure strategic alignment and inclusion of brand equity/values in all marketing efforts.
  • Partner closely with the creative and consumer engagement teams to develop engaging digital and social-first content.
  • Develop and/or contribute to concept & creative briefs, go-to-market toolkits that help to advance our go-to-market strategies.
  • Act as the centralized owner of brand advocacy across all marketing & storytelling touchpoints, providing a cohesive 360 plan for key initiatives.
  • Represent brand at key industry events (e.

g:
entertainment, fashion, art, music) and manage senior executive activity at events. · Any other duties as assigned by management.

TEAM/LEADERSHIP · Manage the team overseeing brand collaborations, collections, talent partnerships, external brand communications, VIVA GLAM, and internal communications & employee engagement.

· Act as a leader and integral member of the overall Marketing organization with a hands-on approach from high-level strategy to execution.

· Organize, produce and/or coordinate team meetings, to build out a winning strategy and culture for the team.

· Prioritize team professional development, cultivating a group of highly skilled and well-rounded marketers that approach marketing from a cultural and brand equity lens.


Qualifications

 Minimum 10+ years relevant experience in similar environment, with a strong understanding of brand advocacy Experience in executing global strategies Strategic and creative mindset and ability to create strong and persuasive strategic plans and programs Highly developed relationship-building skills and ability to positively represent the brand to differentstakeholders

 Collaborate with cross functional teams bring strategies to life Work independently in a fast-paced environment, with a proactive and solutions-oriented approach Strong written and verbal skills Comfortable with public speaking and presenting to groups along with an ability to inspire colleagues aroundour brand values

 Strong organizational skills, managing multiple priorities, timeliness and attention to detail are key Dedication and ability to work flexible hours and travelThe anticipated base salary range for this position is $149,500 to $257,000. Exact salary depends on several factors such as experience, skills, education, and budget. Salary range may vary based on geographic location.

In addition to base salary, this position is eligible for participation in a highly competitive bonus program with possibility for overachievement based on performance and company results as well as participation in the share incentive plan.

In addition, The Estée Lauder Companies offers a variety of benefits to eligible employees, including health insurance coverage, wellness and family support programs, life and disability insurance, retirement savings plans, paid leave programs, education-related programs, paid holidays and vacation time, and many others.

Many of these benefits are subsidized or fully paid for by the company.

Job:
Communications / Public Relations

Primary Location:
US-NY-New York

Job Type:
Standard

Schedule:
Full-time

Shift: 1st (Day) Shift

Job Number: 247355

We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply.

It is Company's policy not to discriminate against any employee or applicant for employment on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and related medical conditions), gender identity or gender expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, protected medical condition as defined by applicable state or local law, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances.

The Company will endeavor to provide a reasonable accommodation consistent with the law to otherwise qualified employees and prospective employees with a disability and to employees and prospective employees with needs related to their religious observance or practices.

Should you wish to apply for this position or any other position with the Company and you believe you require assistance to complete an application or participate in an interview, please contact

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