Director, Global Integrated Communications & Content
Estée Lauder
New York, NY
Job Description
We are the global leader in prestige beauty — delighting consumers with transformative products and experiences, inspiring them to express their individual beauty. We are the only company focused solely on prestige makeup, skin care, fragrance and hair care with a diverse portfolio of 25+ brands sold in 150 countries. Infused throughout our organization is a passion for creativity and innovation — a desire to push the boundaries and invent the unexpected — as we continue the bold work of our founder Estée Lauder.
Travel Retail, one of The Estée Lauder Companies' highest growth channels, covers the world of duty-free environments including airports, airlines, cruises, downtown locations and border shops. According to industry projections, more than 3 billion international travelers pass through airports each year, and that number is expected to grow 5% annually. #ELCTravelRetail
The Travel Retail Worldwide Communications team supports all consumer facing communications - including social marketing, influencer outreach, travel relevant press and Integrated Brand Communications - for The Estée Lauder Companies’ 15 prestige beauty, skincare, fragrance, and hair care brands within the Travel Retail channel. In this role, the Director will work with the head of communications for Travel Retail in NY and partner with teams based in New York, as well as in Travel Retail’s three Regions - APAC, EMEA and Americas - to deliver best in class communications campaigns that tell relevant stories to Travelers, at the right time, advance the understanding of buying Duty Free, generate earned media and WOM buzz for our brands with the traveling consumer.
In this role, the Director will drive the development and implementation of the earned media strategy at the TR Worldwide level, both for our TR brands and for the channel. With the support of the team, they will develop and execute the always-on earned media outreach for key KSMs and work with the TRWW Brand teams to develop innovative communications strategies, events and campaigns that amplify each brand’s unique story to traveling consumers within the Travel Retail space. The Director will drive innovation within earned media, by developing buzz-creating partnerships and leveraging trends to increase EMV for our brands within the channel. They will foster key relationships across media, creators, influencers and partners to build our brands’ reputations as must-have travel companions. They will support Travel Retail’s consumer PR and social media vision, managing the global PR calendar, day-to-day media and influencer relations and signature Travel Retail events.
Responsibilities
Develop earned media strategy for each TR brand, and lead TR Communications Regional teams in supporting execution on the local level
Source, develop, pitch and execute buzz-creating partnerships that drive EMV for our TR Brands and the channel
Develop and implement a channel-first communications strategy, rooted in TR’s unique claims and benefits to drive EMV and awareness for the channel
Drive signature global Travel Retail media and influencer events and ensure all Travel Retail events are executed to brand and channel standards
Drive quarterly earned media and content trend sessions with TR Brands and Regions to ensure ELC remains a leading innovator in TR
Support TRWW Brand teams with annual Action Planning season, ensuring earned media levers are included in brand equity-building actions
Support and facilitate issues management for TR Brands, including drafting statements and liaising with Global and Regional Comms partners
Oversee TRWW’s editorial calendar and monthly editorial meeting for Integrated Marketing, keeping TR Leadership Team informed of upcoming earned media activations, press calendar and campaign performance
Support TR Brand Leadership with media opportunities and appearances
Mentor and manage the TR Integrated Communications team to ensure excellence in execution for the creation of campaign proposals, press materials, influencer briefs, relationship management, media inquiries, and monthly reporting
Oversee the maintenance of Travel Retail’s global media and influencer contact lists, building a network of partners to promote The Estée Lauder Companies and its brands within Travel Retail
Oversee the TR Integrated Communications team for day-to-day Travel Retail media inquiries and influencer requests and act as connector between global brands and regional teams
Act as an advisor to Travel Retail Brand Marketing teams, supporting media relations and interview opportunities
Produce and coordinate behind-the-scenes content that’s perfect for social media and other marketing channels, to amplify cross-marketing brands.
Partner with the Global TR Brands to translate the global needs to regionally relevant content.
Work with various stakeholders in various regions and markets to develop locally relevant content with the local teams.
Maintain high level of awareness of social/digital trends and best practices in artistry and product information
Partner with creative hubs and agencies to help articulate creative direction that delivers meaningful and relevant TR global artistry direction for product launches and brand initiatives.
