Aveda Brand Digital Marketing Manager at The Estée… · Seoul

Description

About the Role

The Manager, Brand Digital Marketing leads the brand digital marketing strategy for Aveda across the Korea direct market, while enabling SNDPs (Salon Network Distributor Partners) across APAC (excluding China) through scalable strategies, guidelines, best practices and supporting assets. Reporting to the Senior Director, Integrated Marketing, this role translates brand and business priorities into connected, data-driven digital programs that strengthen brand equity and accelerate growth. The Manager leads a team of marketing/communication specialists responsible for driving consumer acquisition, engagement, and loyalty across Social/Influencer/Advocacy, Media/Search, and CRM/Data while building and shaping brand equity in digital. This role works closely with Global Brand, Local Product/Channel Marketing, Commercial, E-commerce, Creative, and agency partners to optimize digital investment, consumer experiences, and marketing performance.

Key Responsibilities

Brand Digital Marketing Strategy & Consumer Growth

• Develop and execute the digital marketing strategy across Social/Influencer/Advocacy, Media/Search, and CRM/Data for the Korea direct market aligned with Global Brand priorities and integrated marketing plans.
• Establish scalable digital strategies, frameworks, and best practices that enable SNDPs (Salon Network Distributor Partners) to effectively activate locally relevant digital marketing programs.
• Drive consumer acquisition, engagement, retention, and advocacy through connected digital experiences across paid, owned, and earned channels.
• Identify emerging platforms, technologies, and consumer behaviors to evolve digital strategies and unlock new growth opportunities.

Media, Social & CRM Leadership

• Lead integrated media and search strategies to drive brand awareness, consideration, conversion, and efficient return on investment, while enabling effective local activation for SNDPs
• Oversee social, influencer, and advocacy strategies that build culturally relevant consumer connections, community engagement, and brand advocacy, while ensuring SNDP participation aligns with Global Brand guidelines and approved channels.
• Lead CRM and consumer data strategies to strengthen personalization, retention, loyalty, and customer lifetime value, while building capabilities and best practices for SNDPs

Data, Measurement & Optimization

• Establish digital measurement frameworks and KPIs across channels, ensuring clear accountability for marketing performance.
• Leverage consumer data, analytics, social listening, and campaign insights to inform investment decisions and continuously optimize performance.
• Champion a test-and-learn approach across media, CRM, content, audiences, and emerging digital capabilities, sharing relevant insights and best practices with SNDPs

Cross-Functional & Team Leadership

• Partner with Integrated Marketing, Commercial, E-commerce, Global Brand, and agency teams to deliver connected digital programs and consumer journeys.
• Partner with SNDPs to build digital marketing capabilities, share best practices, and provide strategic guidance for effective local execution.
• Manage digital marketing budgets and agency partners, optimizing investment to maximize business impact and ROI.
• Lead, coach, and develop the Brand Digital Marketing team, fostering collaboration, innovation, accountability, and functional expertise.

Qualifications

Experience & Expertise

• Bachelor's degree or equivalent required.
• 8+ years of relevant digital marketing experience, preferably within beauty, hair care, luxury, or related consumer industries.
• Strong experience across digital media, search, social/influencer marketing, CRM, and consumer data.
• Demonstrated success using analytics and performance insights to drive consumer and business growth.
• Experience managing agencies, budgets, and cross-functional stakeholders within a matrixed organization.

Leadership & Capabilities

• Strategic, consumer-centric, and data-driven mindset
• Strong digital marketing and omnichannel expertise
• Analytical thinking with a strong focus on performance and ROI
• Cross-functional collaboration and stakeholder influence
• Strong project management and organizational skills
• Strong communication and executive presence
• Results-oriented with agility and innovation mindset