The Regional Consumer Engagement Manager Clinique & Estee Lauder is responsible for leading the communication and PR strategy development for each new campaign and guarantee implementation of this regional strategy in each affiliate/country in Latam.

This position will lead the development of the regional campaigns (assets creation/adaptation) with regional and local agencies as well as develop the PR, Earned and Owned strategy for each 5-star campaign in the year for both brands.

The strategy development in paid/owned/earned for each campaign needs to focus on a Flywheel movement, where social generate engagement and uplift sales for all the channels (online and B&M).

Innovate the way we execute content creation and work together with creators to win in Earned Media Value to accelerate reach, engagement and sales is key withing this position and will be require developing and structuring a new approach for this area.

Brief for our Latam paid media campaign is also a responsibility for this role, as well following up on the media plans approved in each affiliate/country.

This person will be in constant communication with the affiliates in Latam to align the strategy and guarantee countries are implementing the plans correctly as well with the global team to refine campaigns claims, understand global projects to “tropicalize” the global communication to the Latina audience.

Roles & Responsibilities:

CAMPAIGN PLAYBOOKS / CAMPAIGN:

• Adapt global playbooks for the region and develop the Latam regional strategy for PAID / OWNED / EARNED media for each 5-star campaign in the year.
• Adapt global campaigns assets and deliver those assets to all affiliates ensuring consistent translations (languages and strategy) through use of regional agencies and local know-how with alignment from Regional Marketing Director.
• Media brief for the Latam media agency

NEW SOCIAL FLYWHEEL

• STRATEGY: Develop a new PR Social strategy (squad/EMV/real time market/content calendar/UGC/seedings) in conjunction with the Regional Marketing Director + DCM Regional to drive the new social Flywheel withing social media, increasing reach, engagement, EMV to scale scale;
• CREATORS PROJECTS: Discuss, plan, and execute big creators projects withing the affiliates and global team;
• LOCAL RELEVANCE: Bring new ideas on how to execute our content creation to create or follow trends and cultural/relevant moments for the affiliates, define + deliver engagement strategy for relevant communities for each brand, review partnership guidelines to accelerate recruitment and sales;

PLANS MONITORING, EXECUTION

• Review, discuss and align earned/owned/paid plans of each country to ensure proposals reflect campaign objectives and campaigns are properly monitored and optimized.
• Manage agencies relationships to ensure timely:
• Monitor Influencer and Social Media Strategy to identify opportunities for improvement, providing periodic recaps on performance.
• Monitor social media organic strategy to ensure optimization and alignment with brand goals.
• Monitor & Manage regional Advertising spend;
• Create reports of each campaign and activation, as well use those to boost the flywheel model and deliver correct insights for countries, region and global to improve our execution and results.
• Vetting process approval with Regional Comms team and marketing director (for each partnership and creator activity)

Qualifications

Skills, Competencies & Experience

• This person is focused on developing the strategy for the Skincare Brands Flywheel in Latam, accelerating social media and digital paid media as a major pillar to generate engagement and sales across all other channels in the company;
• Experience in leading PR and digital campaigns, creating strategies in Tiktok in earned and paid that generates engagement and sales with proven results. Experience working in Tiktok or Meta would be a plus.
• Experience in EARNED/OWNED/PAID communication ecosystem with clarity of each pillar role and how to play in each how (needs to develop strategy for every campaign down to each pillar);
• Social media understanding, trend hunter and creative (is interested about social media creators, environment in TikTok, Instagram, YouTube and how to create content for each channel, how create trends or follow trends in real time, and how to measure/track and growth sales driven by social…)
• Knowledge of paid media plans/metrics and experience in creative development / adaptation for paid campaigns for different channels (how to create brand content for each channel)
• Experience with EMV (Earned Media Value) plans and metrics, media plan metrics and mostly focused on Content Creation with Partners/Creators/Influencers.
• Experience writing briefs to agency and managing agencies back and forth of a project to meet internal deadlines.
• Strategic thinking BUT with “Hands on profile” to move plans forward
• Strong oral and written communication skills to develop presentations to global and local teams.
• Well-organized, capable of handling several tasks at a time while meeting deadlines.
• Attention to detail and ability to keep track of changes across different projects.

Great self-starter and self-management skills to manager their own projects, but needs a collaborative skills to help many partners over the Latam countries