ESTEE LAUDER (VIETNAM) LLC. 3.0 ★

Principal Objective:
Primary accountability for achieving brand sales and P&L (including NOP) targets for brand(s) in country. Works closely with Business Development Manager and Regional Brand Sales and Marketing VP to set goals, develop, and implement plans.

Accountabilities:
1. Ensures Customer Growth
2. Manages Operational Effectiveness
3. Improves Business Processes
4. Leads and Develops People

1. Ensures Customer Growth
Promotes and Protects Brand Identity

 Ensures that brand image and position are properly maintained in people and materials, in accordance with corporate standards.
 Ensures consistent interpretation of brand global objectives and strategies.
 Represents brand in a professional and positive manner when interacting with staff, customers, business partners, and representatives of advertising agencies, the press, and government.
 Monitors for appropriate implementation of brand identity tools. e.g: merchandising guidelines, media positioning, catalog advertising, product assortment, sales staffing, and store/site selection.
 Works closely with PR and Advertising to ensure that brand objectives are clearly understood. Develops and periodically re-evaluates campaign.
 Ensures that regions are provided with ongoing brand training.

 Building business partnerships
 Creates and maintains a network of cooperative relationships with business partners and key customers.
 Negotiates yearly sales targets for brand with distribution.
 Seeks guidance, review, and input from Business Development Manager and Regional VPs to negotiate counter/store site selection with business partners. Final decision lies with the Business Development Manager.


2. Manages Operational Effectiveness
Achieves budgeted sales and profitability goals for assigned markets

 Developing goals, budgets, and plans
 Works with regional Brand VPs and Business Development Manager to:
- Consider global brand objectives to set challenging yet attainable brand sales and profit goals for the brand
- Consider global brand guidelines and offerings to develop marketing and sales strategies to maximize sell-through
 Formulate brand marketing objectives and programs for the brand
 Make product selection, assortment, and pricing decisions
 Makes decisions on promotions items (including collateral) and creative concepts
 Develop marketing and media plans, calendars, and tools
 Develop Sales objectives, plans, and programs
- Develop plans for Training, Merchandizing, Store Design, and PR
 Communicates proposed deviations from global marketing guidelines and offerings to Regional Brand VP.
 Collaborates with Regional Brand VP to work with
- Brand Marketing, Product Council, and Labs to develop products exclusive to market
- Brand Marketing, Creative, Visual Merchandizing, and Packaging to develop promotional items, creative concepts, and packaging specific for market
- Global Communication to develop communications specific for market
 Collaborates with Finance Manager, Business Development Manager, and Regional Brand VP to set fiscal plans and efficient budgets.
 Proposes media and advertising choices and collaborates with the Regional VP and Business Development Manager to negotiate rates with business partners. Final decision lies with the Business Development Manager.
- Works with Regional Trainers, Brand Education in New York, and the Regional Brand VP to coordinate development of TR training tools.

 Goal, budget, and plan execution
 Ensures strong execution of brand marketing and media plans/calendars and major launches.
 Prioritizes key issues and allocates resources based on need.
 Leads activities associated with new door and market launches.
- Eg: choosing space and location, registering and forecasting products, ordering testers, designing counters, hiring and training personnel, and developing the marketing calendar and launch plan
 Works with Regional Brand VP to ensure that affiliate receives products, promotional material (including collateral) art work, and other support within timelines.
 Responsible for forecasting new products and promotional materials in coordination with brand Forecasting Manager (NY), Marketing Services (NY), and the Regional Brand VP.
 Interfaces with Regional Forecasting Managers to ensure that correct weighted product mix and current sales objectives are reflected in saleable product forecast.
 Oversees forecasts to ensure planning accuracy and appropriate inventory levels. Develops plans to reduce excess inventory levels.
 Develops sales cycle material (or appropriate materials for support at point-of-sale) for sales force to meet specific distribution channel requirements.
 Assists sales management in key customer contact to follow up promotional efforts and keep informed of sales-force needs.
 Reviews monthly brand data and budget results with Finance and Regional Brand VP to proactively remedy potential problems. Agrees upon adjustments.
 Manages brand advertising and promotional budget.
 Coordinates field execution and provides feedback to Regional Brand VP.
 Leads team to develop trade presentations and strong sell-through systems.
 Ensures that no grey market is created. Solves grey-market issues.
 Conducts post launch evaluation analysis of major programs.

3. Improves Business Processes

 Identifying Opportunities
 Works with Regional Brand VP and Business Development Manager to identify opportunities for
- streamlining operations, reducing costs, and implementing financial and management technologies to enhance efficiency of brand operations
- cooperative initiatives across region for brand (Eg: marketing, promotions, business partner contacts, process improvements)
- cooperative initiatives across brands in affiliate
 Evaluates competitive challenges for brand and identifies opportunities for growth and profit enhancement.
- Monitors competitive activity and trends in markets, customers, products, prices, and channels
- Conducts P&L analysis by door
- Identifies opportunities and risks, provides feedback to Regional Brand VP, and develops recommendations and initiatives

4. Leads and Develops People

 Provides leadership, guidance, and management to direct reports.
 Articulates a compelling mission – a compelling mission beyond the day-to-day tasks – in a way that inspires others to follow.
 Acts with integrity – honors commitments, takes responsibility for decisions, and behaves consistently.
 Establishes high workplace operating standards and values.
 Sets performance objectives for direct reports.
 Provides direction. Clearly communicates priorities and required results.
 Provides coaching, constructive feedback, development opportunities, and recognition to direct reports and key distributor personnel as appropriate.
 Works with Business Development Manager and Human Resource Managers to ensure appropriate staffing and establish performance management and development initiatives.
 Identifies opportunities to develop high potential staff through involvement in new projects, expanded accountabilities, promotions, and/or transfers.
 Ensures proper training of field force and office personnel.
 Ensures that strengths and skills of personnel are developed; monitors training with further coaching and counseling as needed
 Resolves conflicts and negotiates win-win solutions.
 Shapes environment to foster open communication and teamwork.
 Maintains appropriate communication within and between the different functional areas of the brand, within the region, and with New York headquarters.