Assistant Manager, Brand Activation & Commercial Impact, Estee Lauder & Aerin Beauty - North America

Overview

The Assistant Manager, Brand Activation & Commercial Impact, Estée Lauder North America, will help bring the brand to life through consumer-facing experiences and emerging commerce channels that build advocacy, cultural relevance and measurable business impact.

Sitting within the North America Consumer Engagement (Comms/PR) team, this role will lead the day-to-day development and execution of consumer experiences while activating creator-led social commerce and affiliate programs across TikTok Shop, ShopMy, LTK, retailer ecosystems and emerging channels.

Working closely with the Director and Senior Manager, Communications & Influence, the Assistant Manager will translate broader communications, influence, advocacy and experiential strategies into high-impact activation. The role will connect physical experiences, creator advocacy, content and commerce helping ensure communications programs not only earn attention and build brand equity, but also create meaningful pathways to product discovery, trial and purchase.

The ideal candidate combines strong experiential instincts with a digitally native understanding of consumer behavior. This person is highly collaborative, commercially knowledgeable, culturally fluent and energized by identifying new ways for Estée Lauder to engage consumers across physical and digital touchpoints.

KEY RESPONSIBILITIES:

Consumer Experiences & Brand Activation:

• Lead day-to-day development and execution of consumer-facing events, pop-ups, community moments, retailer activations and other experiential programs, translating Communications & Brand Impact strategies into compelling consumer experiences.
• Manage agency and vendor workstreams, production timelines, guest journeys, staffing, product needs, on-site logistics, content capture and post-event follow-up.
• Partner with the Senior Manager to ensure consumer experiences support campaign storytelling, creator advocacy, cultural relevance and commercial objectives.
• Identify opportunities for consumer programs to generate UGC, advocacy, earned amplification, product trial, retailer engagement, new consumer recruitment and measurable downstream business impact.
• Build amplification and content capture into experiential programs from inception, extending physical activations into scalable digital moments.
• Support press, creator and VIP event workstreams as needed, with primary ownership focused on consumer-facing activation.
• Partner with Retail and Ecommerce teams to identify opportunities to connect consumer experiences to retailer priorities, sampling, traffic, conversion and sales.

Social Commerce, Affiliate & Commercial Activation:

• Lead day-to-day activation and optimization of creator-led social commerce and affiliate programs across TikTok Shop, ShopMy, LTK, Amazon, retailer co-op and affiliate ecosystems, and emerging channels.
• Translate the Senior Manager's broader creator and social commerce strategy into activation calendars, creator outreach, briefs, product priorities, content requirements and execution plans.
• Partner closely with Ecommerce, Retail, Social, Media, Education and agency teams to connect communications and creator programs to commercial priorities.
• Manage creator-led social selling activations including TikTok Shop LIVEs, affiliate initiatives, product-focused commerce moments and retailer-specific programs.
• Identify opportunities to move creator relationships from product discovery and advocacy into affiliate, social selling and other measurable commercial programs without compromising brand equity or creator authenticity.
• Help develop repeatable activation models that connect gifting and seeding, advocacy, experiences, content and commerce.
• Partner with Retail, Ecommerce and agency teams to adapt creator and brand content across retailer-owned and off-site channels, identifying opportunities to maximize retailer amplification, traffic, conversion and launch impact.
• Track platform developments and emerging social-commerce capabilities, identifying opportunities for testing and innovation.

Creator, Advocacy & Content Activation:

• Support execution of creator and advocacy strategies across experiential, commerce, retailer and priority campaign initiatives.
• Partner with the Senior Manager on creator identification and activation for programs with strong experiential, cultural or commercial potential.
• Develop creator briefs and activation materials that clearly communicate brand objectives while allowing for authentic creator storytelling.
• Coordinate with the Associate and agency partners to ensure creator outreach, product needs, fulfillment, timelines and content tracking are managed effectively.
• Build creator-generated content and advocacy opportunities into consumer experiences and commercial activations.
• Monitor platform behaviors, creator trends, cultural moments and emerging formats to identify timely opportunities for Estée Lauder participation.
• Partner with Social, Media, Ecommerce and agency teams to maximize amplification of creator-generated and brand-owned content.

Cross-Functional, Agency & Operational Management:

•    Serve as a day-to-day partner to experiential, creator, affiliate and social-commerce agencies and vendors across assigned programs.
•    Develop clear briefs, timelines, scopes and deliverables, ensuring external partners remain aligned to brand standards and business objectives.
•    Manage agency and vendor workstreams against established objectives, identifying opportunities to improve performance, efficiency and business impact.
•    Partner across Communications & Brand Impact, Brand Marketing, Retail, Ecommerce, Social, Media, Education, Legal, Finance, Procurement and agency teams to ensure integrated execution.
•    Manage assigned program budgets, purchase orders, contracts, invoices, trackers and financial documentation in partnership with the Executive Director, Senior Manager and Associate.
•    Maintain clear project plans and operating rhythms that improve speed, accountability and cross-functional coordination.
•    Proactively identify executional risks, troubleshoot issues and recommend solutions to keep programs on strategy, on budget and on schedule.
•    Ensure Estée Lauder brand equity and luxury standards are upheld across all consumer, creator and commercial activations.

Measurement, Optimization & Commercial Impact:

•    Develop reporting across consumer experiences, social commerce, affiliate and activation programs, connecting communications activity to both brand and business outcomes.
•    Track relevant measures including attendance, advocacy, content creation, reach/EMV, engagement, new consumer acquisition, traffic, conversion, affiliate activity, GMV/revenue, product and event sales, retailer amplification and retailer/Ecommerce impact where measurable and appropriate.
•    Monitor program performance throughout activation periods and identify real-time optimization opportunities.
•    Translate program results into clear insights and recommendations that strengthen future activations and improve return on communications investment.
•    Partner with the Senior Manager and Director to demonstrate how consumer activation and creator advocacy contribute to broader Communications & Brand Impact objectives.
•    Monitor competitive activity and emerging best practices across experiential, creator commerce and consumer activation, sharing relevant learnings and opportunities with the broader team.

Qualifications

• Bachelor's degree in Marketing, Communications, Public Relations, Business, Fashion Marketing, Event Management, or a related field.
• 3-5 years experience in brand marketing, public relations, influencer marketing, experiential marketing, social commerce, retail marketing, or integrated consumer engagement, preferably within prestige beauty, luxury, fashion, or consumer lifestyle brands.
• Demonstrated experience executing consumer-facing events, brand activations, pop-ups, and experiential programs from planning through on-site execution and post-event analysis.
• Working knowledge of the creator ecosystem, influencer marketing, affiliate programs, and social commerce platforms including TikTok Shop, ShopMy, LTK, Amazon, and retailer-owned commerce channels.
• Strong understanding of the evolving social media landscape, creator behavior, cultural trends, and emerging digital platforms, with the ability to translate insights into impactful brand activations.
• Commercially-minded with an understanding of how communications, creator advocacy, retail marketing, and experiential initiatives drive consumer acquisition, conversion, and brand growth.
• Experience collaborating across cross-functional teams including Marketing, Social, Ecommerce, Retail, Media, PR, Creative, and external agency partners.
• Proven ability to manage multiple projects simultaneously while balancing competing priorities in a fast-paced, highly matrixed environment.
• Strong project management and organizational skills with exceptional attention to detail and follow-through.
• Experience managing agency relationships, vendors, production timelines, budgets, purchase orders, and event logistics.
• Strong analytical skills with experience tracking campaign performance and interpreting metrics such as engagement, earned media value (EMV), creator performance, affiliate sales, traffic, conversion, GMV, and other commercial KPIs.
• Excellent written, verbal, and presentation skills with the ability to develop clear briefs, communicate effectively across stakeholders, and influence without direct authority.
• Highly collaborative, proactive, and solutions-oriented with a passion for innovation, consumer engagement, and delivering exceptional brand experiences.
• Passion for beauty, luxury, fashion, culture, and emerging consumer trends, with a strong understanding of the prestige beauty landscape.
• Proficiency in Microsoft Office (PowerPoint, Excel, Word); familiarity with project management tools, influencer/affiliate platforms, social listening tools, and reporting dashboards is a plus.
• Willingness to travel as needed to support events, activations, retailer programs, and key business meetings.