Vice President, Global Marketing, Le Labo

Estée Lauder Companies

4d•Onsite

About The Position

Le Labo is a niche perfume company, born in Grasse and raised in New York City. We sparked a revolution 20 years ago and we remain unconventional in the luxury perfume market today. Every fragrance is freshly hand-blended and each label is personalized on-site, at the moment of purchase. Mindful in everything we do – from fragrance creations to where we choose to open a new boutique – our primary mission is to share the beauty of our craft with the world. Our values of simplicity, integrity, craft, and community are entwined with who we are, and why we exist. It is more than just product; Le Labo offers sensorial experiences, memories, and a point of view. It is a lifestyle. Our distribution is intentionally selective with over 150 lab-boutiques worldwide and counters within a curated selection of retail partners. Our global office is based in Williamsburg, New York. We are also a part of the Estée Lauder Companies family. The VP, Global Marketing will be responsible for the leadership of the Le Labo end to end Marketing team in the development and execution of brand’s unique lifestyle marketing strategy. Responsible for bringing together all aspects of the marketing mix, that drive awareness, solidifies equity across all relevant touchpoints building on the brands core DNA. This role supports the brands growth and increasing scale while maintaining our small and niche focus with attention to slow-perfumery. This is a highly visible role that requires close coordination with a variety of stakeholders, including the Brand President, Education, Creative, Concierge, and Product Development, Intl Business Dev and all markets/regions. The position is based in Williamsburg, Brooklyn and will lead end to end Global Marketing including Product Marketing, Trade & Retail Marketing, Communications/PR Partnerships & Amenities, Owned & Paid Social Media, and Sustainability.

Requirements

15+ years of relevant work experience in a fast-paced, luxury and/or entrepreneurial, marketing-oriented environment
Undergraduate College degree; MBA preferred, but not required
Demonstrate kindness and respect, empathy, inclusion, and humility, and ensure these are at the core of all interactions. Embody the values of the manifesto through our actions, and drive accountability for contributing to the growing internal culture of Le Labo.
Previous strategic, consumer and applied marketing experience required
Strong financial acumen
Experience in managing and developing a team, flexibility to work with global teams
Ability to succeed in a highly creative environment and collaborate effectively with creative, product development, sales, marketing, retail partners, and global communications
Strong leadership skills and project management skills
Deep understanding of lifestyle, beauty, and CPG companies/brands
Strong written and verbal communication skills
Highly developed PowerPoint and Excel skills
Entrepreneurial, “roll up your sleeves” attitude
Able to travel to US and International markets, as needed

Responsibilities

Lead a global, regionally relevant, marketing strategy & plan cross all consumer touch points, building awareness, driving quality reach and solidifying the equity of the brand across regions, markets and channels
Support development of annual strategic plan, which ladders up to the corporate guidance. Partner with SVP Commercial, Finance and all key brand stakeholders, and develop a plan for the team to execute against.
Drive brand awareness and engagement through various initiatives (e.g., sampling/discovery, Overheard Le Journal), and working with markets to do a bigger push during major, local holidays where appropriate.
Educate team, markets, and partners (through training/immersion, BBG, etc.) on our lifestyle marketing and phasing approach to ensure Brand retains core equity and cult/underground positioning.
Be the ‘connector of dots’ across the marketing mix, ensuring programs, markets, teams are thinking about all available tools and a 360 approach to bring everything to life.
Encourage looking at relevant competitors (inside fragrance/beauty and also outside) within relevant segments to remain up to date
Ensure regular communication to internal teams and markets of upcoming launches and any changes via email, GMW, innovation portal.
Drive trade & retail marketing approach, guiding markets on how to animate our business in wholesale environments as well as in our DTC business. Ensure brand is always presented in appropriate way, ensuring executional excellence across markets.
Partner with Education to build event programming, updating current formats to meet market needs, and build more engaging moments for clients.
Lead and oversee the product marketing team to ensure the product pipeline including concepts, approval, development and for gaining affiliate support for all marketing programs. This encompasses both an 18-month detailed plan and a 3-year overview.
Help build balanced approach between core and artisanal categories, seeking out new ways to incorporate craftsmanship into our products.
Drive assortment and category management, and lead any evolutions with all relevant stakeholders (markets, BVC, etc)
Continue the strong push to develop and refine product marketing / PD processes and ways of working to ensure timeliness, visibility, quality, and efficiency.
Work with Finance and BVC to ensure we achieve brand COG targets and manage SKU count to achieve brand guidelines set by corporate.
Work closely with Creative to ensure alignment on asset needs, concepts, and timing.
Lead comms/amenities strategy and team, enabling Le Labo to drive “word of mouth” and build awareness, brand advocacy, and visibility
Continue to build amenities (global partners, soap & burn, partnerships) as a key equity & awareness driver – and an essential marketing tool. Guide markets to put focus on this, and help solve any roadblocks (systems, approach, etc).
Continue to execute PR/ communications strategy, driving global consistency, but tweaking approach by market and as brand evolves. Work closely with PR agencies in select markets.
Oversee Influencer Marketing & events, approving creators & gifting approach and guiding markets in how best to bring to life the right outreach/events for equity building and reach with the right audiences
Oversee paid social efforts, which are managed centrally for all global regions. Drive KPI-focused metrics, balanced with the budget/P&L constraints as well as brand voice strategy. Leverage this tool to strategically support businesses, doors, markets. Explore new on-brand initiatives as they arise.
Manage owned social content management and phasing, working closely with creative on voice, imagery.
Continue to evolve CRM efforts, staying true to brand voice, but amplifying capabilities in the markets, and leveraging corporate capabilities. Drive bigger picture understanding across teams of what tools are available in what way (Whatsapp, emails, SMS, etc)
Develop close partnership with creative on asset development, ensuring teams are aligned in vision and execution.
Assist in driving & enhancing Le Labo Sustainability strategy and execution of goals; ensure progress of key efforts in collaboration with cross functional partners.
Support in B Corp re-certification, helping bring together all necessary stakeholders, internal and external
Help drive actions to create value and positive impact across all elements of our Brand: product dev, operations, teams, partners, etc.
Model high standards of decision making and judgment, collaboration (HWWT principles), agility, and accountability.
Hire and develop the best people for skills and culture.
Actively lead and engage in talent development to create high-performing talent.
Encourage leadership and creativity from every chair, leveraging individual strengths and leveraging all levels of talent.
Develop and maintain a unique brand culture as defined by the brand while representing ELC’s company values in everything you do.