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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