Digital and CRM Director, SEA

Roles & Responsibilities

About the job

Coty is one of the world’s largest beauty companies with an iconic portfolio of brands across fragrance, color cosmetics, skincare, and body care. COTY is the global leader in fragrance and number three in color cosmetics. COTY’s products are sold in over 150 countries around the world. COTY and its brands are committed to a range of social causes as well as seek to minimize its impact on the environment. For additional information about Coty Inc., please visit www.coty.com.

THE ROLE

Job Title: Digital and CRM Director, SEA & India

Division: Luxury & Consumer Beauty

Employment Type: Full Time

Department: Commercial

Reporting to: Managing Director, India & Southeast Asia (ISEA)

Direct Reports: 5 in Singapore & 4 dotted line reports in local markets (India, Thailand, Malaysia, Singapore)

About The Role

As the Digital and CRM Director, SEA & India, you are contributing to the profitable and sustainable growth of Coty brands by driving digital commerce, Media & CRM excellence in India & Southeast Asia.

You are a core member of the regional ISEA Leadership Team which mission is to grow significantly the COTY Southeast Asia & India business. You have a deep understanding of the regional consumer, retail, digital and e-Commerce ecosystem, social & media platforms & trends and will be responsible for developing and executing consumer centric strategies that engage our brand’s target audiences.

Market includes: Singapore, Malaysia, Thailand & Distributor markets (India, Vietnam, Philippines, Indonesia)

Division includes: Luxury & Consumer Beauty consists of fragrances, skincare, makeup, nail care and body care

Key Responsibilities

Digital-commerce

You are responsible for the profitable growth of Coty’s e/ s/ m-commerce business in India & Southeast Asia, which spans existing and new Pure Players, Marketplaces, Social commerce as well as Brick & Click retailers (hand-in-hand with Sales team). You are collaborating with multi-functional teams organized around the key channel needs of e-commerce, which includes Sales as well as Trade Marketing (i.e. Content/e-Merchandising, CARS, e-Retail Media, etc).

• Define the regional e and s-commerce strategies and plans, building on a deep understanding of the target consumer on-line, the different e-retailers’ strengths and opportunity areas, as well as the business units’ overall priorities, incl. online distribution expansion (SDA & FH compliant).
• Work collaboratively with the local market Marketing & Sales teams, local enablers (supply chain, transport, finance) & agencies and Global teams to ensure consistency & high-level execution to drive e-com performance.
• Budgeting & ownership of d-com KPI’s (NR, C1, C2, % penetration online, ROAS). Ownership of Pure Players P&L’s, incl. trade spends and media budgets.
• Secure strong JBPs with key e-retailers and execute them with operational excellence.
• Advising and working closely together with local market teams to accelerate share of business and share of market of retailer.com and local d-com initiatives by retailers. Establish a strong and sustainable omni-channel approach in terms of promotions, animation calendars and new product online launch initiatives and sales driving
• Ensure perfect store high score (CARS: Content, assortment, ratings and reviews and search) by guiding local teams to operate and manage digital shelf.
• Articulate the key needs of e-commerce back to the key stakeholders in global teams.
• Watch the market/technology trends and spot potential evolutions in line with business opportunities and work with the Global team to bring to life for the region.
• Own regional innovations & new initiatives such as s-commerce that will accelerate our online business growth.
• Recruit, develop and manage the teams; ensure development of expertise and know-how and support organizational changes.
• Management of 2 people + 4 dotted lines.

Paid Owned Earned Media

You are responsible to drive paid, earned and owned media performance across Southeast Asia and India by developing winning, consumer centric digital, media and advocacy campaigns in close collaboration with global digital teams & local markets.

• Strategic planning and execution of advocacy strategy, Media campaigns, ongoing optimizations and investment strategy across diverse advertising channels such as Meta, Tiktok, Google, etc.
• Collaborate closely with media agencies, country teams & global digital media team to ensure alignment of media campaigns with business goals & brands guidelines.
• Monitor campaign effectiveness, analyse data, and offer insights for enhancing ROI.
• Persistently conduct testing and experimentation involving various ad formats, targeting choices, and creative tactics.
• Guarantee the respect off all Fashion Houses guidelines.
• Develop and execute best in class owned social media strategies to enhance brand awareness, engagement, and lead generation through social media channels, including but not limited to Facebook, Instagram, Tiktok and LINE. Drive new initiatives with up-to-date knowledge on the latest social media trends, monitor competitor activities and industry developments in SEA markets.
• Develop & implement the advocacy and influence strategy, provide social listening insights & guidance on identifying, recruiting & sustaining influencers, ensuring alignment with brands requirements and campaigns objectives. Partner with local marketing teams to drive best practices of leveraging influencers as part of the social content ecosystem.
• Effective tracking of ROAS & KPIs to improve Earned Media across brands.
• Management of 2 people.

CRM

Drive the profit growth of brands client’s database by developing a strong omnichannel CRM strategy to improve doors productivity, client’s activation and LTV.

• Drive action plan identifying our key gaps vs competition and plans to reach productivity increase by door. Be the source of centre of excellence to provide global with the regional competitive landscape.
• Create a seamless client experience with the development of new digital channels (chat & shop, etc.).
• Roll out clienteling & loyalty in collaboration with the global & IT team and local retail teams to enable data collection & one-to-one communications with the brand BA’s.
• Implement processes, ways of working & systems across SEA markets. Execute the CRM strategy for SEA markets with excellence in line with global guidelines.
• Responsible for overseeing all aspects of data management and ensuring that data is properly managed to support the organization’s objectives in collaboration with IT & legal teams.
• Management of 1 direct report.

CRITICAL SUCCESS FACTORS

• Open and accessible Leadership style, with the ability to consistently achieve positive results.
• Strong analytical skills to draw insights and suggestions.
• Comprehensive digital marketing skills, with specific expertise on driving traffic to e-retail and sales conversion.
• Strong communication skills, with the ability to listen to understand, and to translate the company/brand strategy to e-retailers and enrol them in support of strategies.
• Negotiating skills with the ability to influence.
• Ability to work effectively within a fast paced, complex matrix and changing environment.
• Ability to develop reporting staff to full potentials and to build leaders for the future.

Qualifications & Experience

• 10+ experience in digital-commerce, omni-channel acceleration with proven results to successfully grow businesses on-line.
• Comprehensive knowledge of the e-commerce landscape and KPI`s, digital marketing, e-retail, brand and CRM strategies.
• Affinity with Beauty, FMCG or Luxury
• Able to spot opportunities and turn opportunities into concrete actions fast and with integrity
• Relevant degree in Business or a related discipline.

Tell employers what skills you have

CRM
Digital Skills
Lead Generation
Tactics
Leadership
Operational Excellence
Cosmetics
Led a team
Experimentation
FMCG
Targeting
Assortment
Advocacy
Digital Marketing
Communication Skills
Animation
Trade Marketing
Brand Awareness

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