Estée Lauder VP, Consumer Engagement & eCommerce for Origins

  • 2012 - 2016

    Responsible for Global eCommerce, Paid Media, Social Media, and CRM. Set Origins’ first Global Consumer Engagement strategy and worked with North America, EMEA and APAC to build new capabilities and develop locally relevant execution plans.

Strategy

Key contributions to Executive Leadership Team’s annual strategy work.

Oversaw consumer engagement strategy globally. Executed for North America and collaborated with EMEA and APAC regions to adjust for local relevancy and help their markets operationalize execution.

eCommerce

P&L responsibility. Global online mix of business increase from 14.8% to 24.8% during tenure.

2014: Led the site development and launch for Origins China on Alibaba’s TMall platform. 2015: Led the site redesign for Origins.com, recognized by L2 Digital (now Gartner) as a “Flash of Genius” and Best Mobile eCommerce site for Beauty.

Paid Media

Wrote global media briefs, set plans for North America and consulted with EMEA and APAC.

Proposed total budget reallocation and led brand out of print media and into digital. Print accounted for 78% spend in 2013, 0% in 2015.

Social Media & Owned Content

Wrote global social media playbook and guidelines. Led social media execution for North America. Developed ideas and managed digital campaigns with quizzes, games, video and Influencers to drive engagement in global markets.

Leveraged experience as digital agency operator to create first in-house ELC content studio. Developed capabilities for agile, cost-effective asset creation. Delivered assets for social media, paid media, emails, and eCom to all Regions on a rolling basis, without agencies or expensive shoots.

Global Integrated Campaign Creation

2015: Tapped millennial talent from Creative, PR and Marketing for inspiration and came up with the idea for #QuarterLifeCrisis, a global integrated 360 campaign with Influencer marketing and technology at its core. Oversaw creation of social, eCom and paid media assets and a free smartphone app available in 18 markets. The app encouraged target consumers to create and share content by allowing them to apply trendy, branded stickers to selfies. A QR code scanned with the app in physical retail locations entered one into a sweepstakes.