What to Look for in Your Digital Team and Strategic Partnerships

Estée Lauder’s VP of Global Online Marketing & Merchandising Reveals Tips to Digital Transformation

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Estée Lauder’s Senior Vice President of Global Digital Operations and Innovation, Russ Moorehead was recently interviewed at Forrester’s Digital Transformation 2018 event. Among the topics discussed were digital strategy, innovation, leadership, credibility of the digital team and digital transformation, as well as how Estée Lauder’s strategic partnership with Softvision has proven successful over time.

Moorehead is responsible for developing and implementing the global roadmap for mobile and e-commerce, as well as driving digital innovation across its portfolio of over thirty of the most recognized brands in the beauty industry (including Aveda, Clinique, Jo Malone, La Mer and MAC, to name a few). According to Moorehead, one of the things a company needs in order for digital transformation to happen is building the skill of business leaders within your digital team. It’s important for your digital talent to understand running a business, how the company works, and what the success metrics are for the company.

Moorhead says the digital talent can’t just think, “‘oh we’re over here doing the digital stuff.’ Because for true digital transformation it’s it’s how the company performs.”

Moorehead reveals a second tip for successful digital transformation – having a key strategic partnership. This holds true for startups through big companies like Estée Lauder, the world’s largest prestige beauty company in the world. As Moorehead states, having a key strategic partner can allow you to build anything (but not everything) you’re trying to do.  

“One of our key strategic partners is a company called Softvision. And they work with us on a lot of our kind of deep architectural and engineering around our platform. I think one of the things they have done really well is…they have what they call “Pods” and “Guilds,” so you’ve got your kind of agile, cross-functional team that is pretty much managed by one of our project managers.”

Softvision has worked with Estée Lauder Companies (ELC) since 1997, helping the company’s online division experience sustained 20-30 percent growth annually. Softvision’s expertise and commitment has enabled ELC Online to be recognized as a pioneer in digital commerce, one of the few companies to achieve a $1B+ online business and doing so on a broad global basis using custom-built technology.

The partnership between Estée Lauder and Softvision continues to grow and thrive, and is a proven example of how finding the right partner can help transform your business.

But how do you find the right partner? The process can be both complicated and exciting. During the Forrester Digital Transformation interview, Moorehead shared what he thinks is important to keep in mind when looking for a partner.

“To be able to think about not only how a team works together so well, but how your digital staff is trained and kept current, I think it’s really really important way to think about it.”

To watch the full Forrester Digital Transformation interview with Estée Lauder’s Russ Moorehead, click here.  


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