What does your job as digital marketing coordinator for Estée Lauder entail?
In a nutshell, my role is the strategic management of the brand’s digital prescence.
If one of our brands, for example, is launching a new product, I’m responsible for the online marketing strategy – from how it will appear on your Instagram feed, to it being an ad on YouTube, to the influencers we partner with and what they’ll do for each campaign.
What inspires your style?
I still buy magazines, which is where I mostly draw my style inspiration from. When buying clothes, I always make sure I try keep the balance between trendy items and classics, especially because I don’t shop a lot. So whatever item I purchase needs to last for a long time and still be relevant and useful in five years.
Who are your three style icons?
Zendaya Coleman, Victoria Beckham and Blake Lively.
Name the three fashion items can’t you live.
· Crisp white shirt
· White sneakers. They’re so chic
· A tailored blazer. It’s versatile and can transform any look.
What are your beauty staples?
· Estée Lauder Advanced Night Repair. It’s the ultimate life saver – I love it! I add a few drops in my foundation, and use it on my hands when they are dry.
· I believe in good eyebrows, so I always make sure my ‘brows look good before leaving the house with a good brow pen.
· Lipstick! My current favourite is M.A.C Kinda Sexy.
What has been the most rewarding experience in your career?
When I joined Estée Lauder, I got a promotion in just three months. This was after I had applied several times for this position and not getting it. But, I kept trying because I knew that when I join the team, the company would be impressed with my work. All I needed was a chance to prove that I’ll be an asset to the company, and once I did, the promotion came. It was a self-actualisation moment for me.
With the influencer trend rising, how do you differentiate yourself from the pack and stay relevant?
I keep true to myself. I don’t accept everything that I’m offered by different brands, and I think that comes from working in marketing and understanding how branding works. If I’m aproached by a brand and I know that wouldn’t buy that particular product, or I’m not interested in it, then I don’t accept their offer. I’m not obsessed with being the most relevant person because I’m trying to have longevity and credibility. That form of authenticity is what I think will keep me interesting and unique. I love telling stories and expressing them in a creative way, without ever compromising my own brand.
What inspires your travel destinations?
I’m at a point now where I travel for experience, and I’m grateful for that. I decide on the destination based on what I’m going to do there or the experience I’m looking for. I believe you get so much more out of your holiday if you know what you’re going for.
Any travel tips?
Decide on what you want to experience first, then the destination. Also, I recommend planning in advance; a year in advance even, because that way you’re able to save and pay over a longer period of time.
Do your research. There’s nothing wrong with looking for discounts, comparing prices and cutting costs. Travelling is worth every single cent, you get to explore and learn about different people, their cutures, way of living and so much more. Maximise on that experience by planning, saving and have fun!
Here are some snaps of Siya: