Manager Retail Brand Activation
Purpose & Overall Relevance for the Organization:
Responsible for maximizing the profitability of the Retail sector within a market by positively influencing traffic, conversion, ATV, UPT and profit margin across all store formats by means of perfect execution of consumer-oriented CRM initiatives, marketing campaigns, promotion activities and in-store communication.
Key Responsibilities:
- Define annual priorities of the Marketing Activation teams based on Retail targets and the current Retail performance of the market, and provide information to the team regarding targets and projects.
- Responsible for the development of local Retail Marketing Calendars for concept & franchise stores on Global Retail Marketing Calendars and in alignment with the Retail Merchandising and Brand Marketing teams in the market.
- Responsible for the development of a local Brand Marketing Calendar based on seasonality and business opportunities.
- Ensure perfect execution of retail marketing campaigns, promotional activities and in-store communication tools for Concept & Franchise stores with a focus on brand excellence.
- Ensure that campaign targets are set appropriately, evaluated and reached, and that the budget spend is optimized.
- Share feedback and concerns regarding the effectiveness of Global campaigns with the Global Retail Centre of Excellence (CoE).
- Responsible for checking the need for local campaigns and promotional activities, taking the results on board and ensuring that all required approvals on the part of CoE Retail are obtained.
- Responsible for the success of new store openings by ensuring that appropriate 360-degree activation plans are developed and implemented and that the corresponding steps are taken if the stores do not deliver the desired performance.
- Ensure that campaign targets are set appropriately, evaluated and reached, and that the Marketing budget is optimized.
- If required, share best practices with CoE Retail.
- Ensure that the local Retail CRM Strategy complies with Global guidelines and supports the market in reaching the Retail targets.
- Ensure that Retail CRM KPIs are set appropriately, that they are adequate and monitored, and that the corresponding steps are taken if the KPI values are not reached.
- Ensure that local Retail CRM marketing materials supplement existing Retail marketing campaigns and promotional activities and that they deliver a positive ROI.
- Know the targets and performance of local stores, understand which Retail Marketing levers have to be activated to impact which KPIs, and know how to activate them if needed.
- Close and cross-functional collaboration with the Retail team in the market in order to proactively evaluate any performance issues (such as continuously decreasing traffic or a particularly weak sales month) and to develop tactical Retail Marketing and/or Retail CRM solutions possibly needed for resolving the issues.
- Co-responsibility for the Retail KPIs, in particular traffic, conversion, ATV, UPT, net sales and profit margin, together with the Retail team in the market.
- Responsible for Retail Consumer Intelligence and for facilitating the successful cross-store launch and implementation of consumer profile mapping in accordance with Global guidelines.
- Identify optimal local retail marketing and retail CRM agencies and/or vendors in terms of both output and cost. Steer contract terms and conditions. Manage relationships with agencies and vendors.
- Own and manage the Marketing Activation budget of the supported stores, ensuring that projects stay within budget and the ME are optimized.
Key Relationships:
- Market Retail Back Office and Field teams (Retail Director, Merchandising, VM, Operations, Finance, etc.)
- Market Brand Marketing
- Retail marketing agencies and vendors in the market
Knowledge Skills and Abilities:
- Advanced MS Office skills
- Fluent in English and German
- Solid business acumen and in-depth knowledge of Retail KPIs
- Highly numerate with ability to understand and analyze data and produce actionable insights
- Solid social, networking and negotiating skills
- Strong leadership, problem-solving and decision-making abilities
- Geographic mobility
Requisite Education and Experience / Minimum Qualifications:
- Degree in business, ideally with marketing and sales focus or equivalent professional experience
- 4-6 years’ retail or marketing experience
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