Who We Are

Global leader in prestige beauty — delighting consumers with transformative products and experiences, inspiring them to express their individual beauty. We are the only company focused solely on prestige makeup, skin care, fragrance, and hair care with a diverse portfolio of 25+ brands sold in approximately 150 countries and territories. Infused throughout our organization is a passion for creativity and imagination — a desire to push the boundaries and invent the unexpected — as we continue the bold work of our founder Estée Lauder.

Position Summary

We are seeking a strategic and action-oriented Director of CRM and Analytics – LATAM to lead CRM, Loyalty, and Analytics strategy. This individual will drive the regional strategy while partnering closely with local teams to bring it to life. With a strong understanding of consumer data, journey mapping, and business insights, this role is instrumental in growing consumer lifetime value and accelerating recruitment, retention, and repeat.

The Director will also serve as a key liaison between LATAM affiliates and global teams, ensuring CRM programs are both locally relevant and globally aligned. This includes developing dashboards, shaping consumer personas, driving advanced reporting on consumer lifecycle, and optimizing owned and partner loyalty programs.

Key Responsibilities

Strategic Leadership & In-Market Partnership

• Define and lead the LATAM CRM and Loyalty strategy, tailored to regional nuances and consumer behaviors.
• Serve as a key partner to affiliate CRM teams to guide execution, troubleshoot challenges, and maximize program impact.
• Champion the "Art of Repeat" strategy in LATAM, working to convert first-time buyers into loyal consumers.

Executional Support & Capability Building

• Collaborate with market teams on CRM activation plans, ensuring a seamless consumer journey across brick-and-mortar and digital.
• Support campaign planning and implementation with tools, best practices, and ongoing training.
• Lead annual CRM business reviews and help local teams connect insights to actionable improvements.

Consumer Reporting & Lifecycle Analytics

• Build and evolve reporting frameworks and dashboards that track KPIs like acquisition, retention, CLV, and churn.
• Leverage tools such as Power BI, Tableau, SQL, and Salesforce Marketing Cloud to uncover consumer insights and drive campaign effectiveness.
• Partner with global analytics and corporate marketing teams to define reporting standards and deliver data-driven insights to the business.

Consumer Personas & Journey Optimization

• Guide the development of consumer persona profiles to support segmentation, targeting, and personalized communications.
• Analyze behavioral and transactional data to improve the full consumer lifecycle and marketing ROI.
• Support omnichannel journey mapping and identify opportunities for automation and deeper engagement.

Cross-Functional Collaboration

• Partner with global and regional teams including media, IT, data, and analytics to align CRM infrastructure and data strategies.
• Work with Consumer Engagement, Media Agencies, and Retailer . com partners to expand the reach and relevance of CRM efforts.
• Help local teams assess consumer data quality and improve campaign targeting with first-party data insights.

Infrastructure & Platform Oversight

• Oversee CRM technology investments and capabilities for LATAM, including campaign automation, loyalty engines, and analytics tools.
• Ensure LATAM affiliates are equipped with the tools, platforms, and governance needed to execute effectively.
• Drive integration of CRM data into DMP/CDP platforms to support programmatic media and personalization.

Qualifications

• 15+ years of experience in CRM, Loyalty, Consumer Insights, or Analytics with regional or multi-market responsibility.
• Strong strategic acumen and a passion for execution and enablement across diverse teams.
• Expertise in CRM platforms (Salesforce, Braze), loyalty programs, analytics (Power BI, SQL), and consumer journey frameworks.
• Experience in retail, beauty, or consumer goods industries preferred.
• Proven ability to build relationships across global, regional, and local teams, with excellent communication and influence skills.
• Bilingual (English & Spanish required); Portuguese a plus.
• Experience managing external partners, agencies, and cross-functional teams.