Assistant Manager, Brand Activation & Commercial Impact, Estee Lauder & Aerin Beauty - North America

ELC Beauty LLC•New York, NY

About The Position

The Assistant Manager, Brand Activation & Commercial Impact, Estée Lauder North America, helps bring the brand to life through consumer-facing experiences and emerging commerce channels that build advocacy, cultural relevance, and measurable business impact. Part of the North America Consumer Engagement (Comms/PR) team, this role leads day-to-day development and execution of consumer experiences and activates creator-led social commerce and affiliate programs across TikTok Shop, ShopMy, LTK, retailer ecosystems, and emerging channels. Working closely with the Director and Senior Manager, Communications & Influence, the Assistant Manager translates communications, influence, advocacy, and experiential strategies into high-impact activation. The role connects physical experiences, creator advocacy, content, and commerce to build brand equity and create pathways to product discovery, trial, and purchase. It requires strong experiential instincts, digital fluency, commercial awareness, collaboration, and cultural understanding.

Requirements

Bachelor's degree in Marketing, Communications, Public Relations, Business, Fashion Marketing, Event Management, or a related field.
3–5 years of experience in brand marketing, public relations, influencer marketing, experiential marketing, social commerce, retail marketing, or integrated consumer engagement.
Demonstrated experience executing consumer-facing events, brand activations, pop-ups, and experiential programs from planning through on-site execution and post-event analysis.
Working knowledge of the creator ecosystem, influencer marketing, affiliate programs, and social commerce platforms, including TikTok Shop, ShopMy, LTK, Amazon, and retailer-owned commerce channels.
Strong understanding of social media, creator behavior, cultural trends, and emerging digital platforms, with the ability to translate insights into brand activations.
Commercial understanding of how communications, creator advocacy, retail marketing, and experiential initiatives drive consumer acquisition, conversion, and brand growth.
Experience collaborating across cross-functional teams, including Marketing, Social, Ecommerce, Retail, Media, PR, Creative, and external agency partners.
Ability to manage multiple projects simultaneously and balance competing priorities in a fast-paced, highly matrixed environment.
Strong project management and organizational skills, attention to detail, and follow-through.
Experience managing agency relationships, vendors, production timelines, budgets, purchase orders, and event logistics.
Strong analytical skills and experience tracking campaign performance and interpreting metrics such as engagement, earned media value (EMV), creator performance, affiliate sales, traffic, conversion, GMV, and other commercial KPIs.
Excellent written, verbal, and presentation skills, including the ability to develop clear briefs, communicate across stakeholders, and influence without direct authority.
Collaborative, proactive, and solutions-oriented approach, with a passion for innovation, consumer engagement, and delivering exceptional brand experiences.
Passion for beauty, luxury, fashion, and culture, and understanding of the prestige beauty landscape.
Proficiency in Microsoft Office (PowerPoint, Excel, and Word).
Willingness to travel as needed.

Nice To Haves

Experience in prestige beauty, luxury, fashion, or consumer lifestyle brands.
Familiarity with project management tools, influencer/affiliate platforms, social listening tools, and reporting dashboards.

Responsibilities

Lead day-to-day development and execution of consumer-facing events, pop-ups, community moments, retailer activations, and other experiential programs.
Manage agency and vendor workstreams, production timelines, guest journeys, staffing, product needs, on-site logistics, content capture, and post-event follow-up.
Ensure consumer experiences support campaign storytelling, creator advocacy, cultural relevance, and commercial objectives.
Identify opportunities for consumer programs to generate user-generated content, advocacy, earned amplification, product trial, retailer engagement, new consumer recruitment, and measurable business impact.
Build amplification and content capture into experiential programs to extend physical activations into digital moments.
Support press, creator, and VIP event workstreams as needed, with primary ownership focused on consumer-facing activation.
Partner with Retail and Ecommerce teams to connect consumer experiences to retailer priorities, sampling, traffic, conversion, and sales.
Lead day-to-day activation and optimization of creator-led social commerce and affiliate programs across TikTok Shop, ShopMy, LTK, Amazon, retailer co-op and affiliate ecosystems, and emerging channels.
Translate broader creator and social commerce strategy into activation calendars, creator outreach, briefs, product priorities, content requirements, and execution plans.
Partner with Ecommerce, Retail, Social, Media, Education, and agency teams to connect communications and creator programs to commercial priorities.
Manage creator-led social selling activations, including TikTok Shop LIVEs, affiliate initiatives, product-focused commerce moments, and retailer-specific programs.
Identify ways to develop creator relationships from product discovery and advocacy into affiliate, social selling, and other measurable commercial programs while preserving brand equity and creator authenticity.
Develop repeatable activation models connecting gifting and seeding, advocacy, experiences, content, and commerce.
Adapt creator and brand content across retailer-owned and off-site channels with Retail, Ecommerce, and agency partners to maximize retailer amplification, traffic, conversion, and launch impact.
Track platform developments and emerging social-commerce capabilities and identify opportunities for testing and innovation.
Support creator and advocacy strategies across experiential, commerce, retailer, and priority campaign initiatives.
Partner with the Senior Manager on creator identification and activation for programs with experiential, cultural, or commercial potential.
Develop creator briefs and activation materials that communicate brand objectives while enabling authentic creator storytelling.
Coordinate creator outreach, product needs, fulfillment, timelines, and content tracking with the Associate and agency partners.
Build creator-generated content and advocacy opportunities into consumer experiences and commercial activations.
Monitor platform behaviors, creator trends, cultural moments, and emerging formats to identify timely opportunities for Estée Lauder.
Work with Social, Media, Ecommerce, and agency teams to maximize amplification of creator-generated and brand-owned content.
Serve as a day-to-day partner to experiential, creator, affiliate, and social-commerce agencies and vendors.
Develop clear briefs, timelines, scopes, and deliverables, and keep external partners aligned with brand standards and business objectives.
Manage agency and vendor workstreams against objectives and identify opportunities to improve performance, efficiency, and business impact.
Coordinate integrated execution with Communications & Brand Impact, Brand Marketing, Retail, Ecommerce, Social, Media, Education, Legal, Finance, Procurement, and agency teams.
Manage assigned program budgets, purchase orders, contracts, invoices, trackers, and financial documentation in partnership with the Executive Director, Senior Manager, and Associate.
Maintain project plans and operating rhythms that improve speed, accountability, and cross-functional coordination.
Identify execution risks, troubleshoot issues, and recommend solutions to keep programs on strategy, on budget, and on schedule.
Uphold Estée Lauder brand equity and luxury standards across consumer, creator, and commercial activations.
Develop reporting across consumer experiences, social commerce, affiliate, and activation programs, connecting communications activity to brand and business outcomes.
Track measures such as attendance, advocacy, content creation, reach/EMV, engagement, new consumer acquisition, traffic, conversion, affiliate activity, GMV/revenue, product and event sales, retailer amplification, and retailer/Ecommerce impact where measurable and appropriate.
Monitor program performance during activation periods and identify real-time optimization opportunities.
Translate program results into insights and recommendations that strengthen future activations and improve return on communications investment.
Partner with the Senior Manager and Director to demonstrate how consumer activation and creator advocacy contribute to Communications & Brand Impact objectives.
Monitor competitive activity and best practices in experiential, creator commerce, and consumer activation and share relevant learnings and opportunities.
Travel as needed to support events, activations, retailer programs, and key business meetings.