Emma Andrew

Commercial and brand-led marketing leader with 10+ years' experience in luxury beauty, spanning 360° campaign management, go-to-market planning, retailer strategy, innovation launches, pricing, and forecasting across UK & Ireland. Proven record of translating consumer, retailer and market insights into high-impact campaigns and retail activations, including delivering £4.7M YTD sales through Put-Together in 5 UK Campaign, supporting market share gains across hero categories and driving new customer acquisition through Space NK launch.

Marketing Manager - Estée Lauder Companies, Bobbi Brown - UK & Ireland

(2023-07 - 2026-08)

• Lead UK & Ireland 360° launch campaigns across complexion, skincare, and Christmas, acting as central campaign lead across Marketing, Sales, PR, Social, Retail, Online, Education and Demand Planning.
• Delivered £4.7M YTD sales through Put Together in 5, representing 40% of brand mix, over-indexing +4pts vs brand performance and driving +14% YoY growth on Corrector Stick.
• Drove market share gains across hero categories, including Weightless Skin Foundation +2.1pts, Foundation Stick +2.5pts and Corrector Stick +2.2pts.
• Owned retailer-specific execution for Boots, Sephora, and Space NK, ensuring hero-led visibility, consistent 360 messaging and commercially focused in-store and online activations. As well as key activations across John Lewis, Harrods, and Selfridges.
• Owned John Lewis activations including gold package window campaign and in-store sites.
• Led Retailer Strategy meetings presenting new product development for upcoming seasons.
• Led Space NK launch strategy from deck development to cross-functional alignment #1 brand in Makeup search online and +15% new customer acquisition.
• Conceptualised PRO-led retail events, including John Lewis Edinburgh (+70% vs LY) and Brown Thomas (+158% vs LY).
• Led sampling and consumer acquisition strategy, including SoPost sampling campaign reaching 10,000 consumers via Meta.
• In-depth pricing analysis with new product pricing recommendations shared and aligned with senior stakeholders.
• Led Christmas forecast replan strategy using prior year sell-through insights, supporting three locally relevant Christmas sets and optimising forecasts for FY27.
• Chair bi-weekly cross-functional 360 meetings to align teams on campaign execution, promotions and events while improving accountability and communication.

Assistant Product Manager - Estée Lauder Companies, Bobbi Brown

(2020-07 - 2023-06)

• Managed face and skincare categories for Bobbi Brown and Darphin, supporting 360 campaign execution, product forecasting and launch implementation.
• Led product redress process for face and skincare from concept to counter, aligning stakeholders to deliver on-counter timings.
• Led annual pricing review and competitor analysis, presenting recommendations to senior stakeholders and managing system updates.
• Managed brand sampling strategy across retailer in-store and online initiatives, alongside marketing collateral and promotional budgets.
• Led Retailer Strategy Meetings for face and skincare launches.

Assistant VM & Events Manager - Estée Lauder Companies, Bobbi Brown - UK & Ireland

(2019-06 - 2020-07)

• Led rollout project for new mainline tester units across UK & Ireland alongside the VM Manager.
• Managed store events strategy, store collateral forecasting and campaign launch support including lightbox rollout, launch units and eventing programmes.

Trade Marketing Executive - Rodial, NIP+FAB

(2018-05 - 2019-06)

• Sole marketing lead for NIP+FAB, reporting into the Head of Sales and managing retailer and consumer event activity including Stylist Live 2018 and IMATS 2019.
• Led trade marketing plans with Boots and Superdrug, beauty box sampling initiatives, and e-retailer brand hub strategy.

Marketing Executive - Harrods Hair & Beauty Salon

(2016-07 - 2018-05)

• Coordinated online and offline marketing communications including emails, homepage banners, digital screens, website features, and blog content.
• Managed in-store and external consumer events, social media content, website updates, and monthly marketing reporting.

Marketing Coordinator - La Prairie

(2015-12 - 2016-06)

• Managed forecasting and demand for products, samples and testers, retailer ecommerce strategy, GWP programmes and annual conference organisation for 100+ Beauty Advisors.
• Analysed and reported on marketing campaign performance.

Home Marketing Executive - Harrods

(2015-02 - 2015-12)

• Implemented home marketing strategy, managing collateral, CRM emails, budget tracking, campaign reporting, brand launch support, and promotional events.

Marketing Assistant, Beauty, and Home - Harrods

(2014-09 - 2015-02)

• Supported Beauty and Home marketing activity, including GWP creation, paid media adverts, artwork briefing, print coordination, purchase orders, and stakeholder briefings.

BA - Journalism - University of Westminster A Levels - Aylesbury College

GCSEs - Mandeville Upper School