Manager, Retail Marketing

Overview

For over 35 years, Aesop has carefully cultivated an inspiring and inclusive environment in which our employees are supported and encouraged to thrive. As a global retail organization, we offer professional development and advancement opportunities to complement career goals and aspirations. Our approach to skin care involves meticulous attention to detail, using only the most efficacious ingredients to create formulations which stir the self and senses.

The same meticulous approach is taken during our recruitment process, seeking out considered and inspired individuals with a wealth of perspectives who bring out the best in themselves and others. We aim to strike the right balance between people, planet and profit, actively reducing our footprint on the planet that sustains us. So far, this journey has led us to become a certified B Corp.

We are committed to building a more sustainable and inclusive society. Since 2023, Aesop has been part of the L'Oréal Groupe, founded in 1909 by Eugene Schueller and is home to 37 global brands including Kiehl’s, Lancôme, Skin Ceuticals, Nyx, YSL and L'Oréal Paris; presenting wide-ranging opportunities for long-term career growth.

The Retail Marketing Manager plays a key role in driving the end-to-end planning, execution, and optimization of retail activations that drive traffic to stores and acquire new customers for Aesop North America. They are responsible for Like For Like growth in primary markets (NY & LA) and zone retail animation to grow awareness, increase conversion, and foster brand loyalty in-store. They will work closely with the Marketing Senior Manager and Head of Function to evaluate, present, and coordinate the execution of the North America traffic driving initiatives inclusive of campaign activations and commercial moments with retail-centric tactics.

• Oversee the strategy, planning and implementation of all retail eventing programs for campaigns and commercial moments and learnings
• Partner with CRM manager on segmentation and understanding impact of programs on retention, frequency, return rate, category purchase behavior - and share out with commercial team
• Liaise with CRM manager for seamless connection of customer journey in retail
• Develop, analyze and gather information to support plans / strategy development and help market recommendations that drive retail traffic
• Responsible for putting together retail eventing strategy and post-activation recap with cross-functional inputs

• Main point of contact and lead for in-store eventing and animation (campaign events, loyalty gesture, commercial moments)
• Develop tiered program approach across the four retail activations categories: VIP loyalty, campaigns, design showcases, community commitments
• Refine playbook with concrete drive to store initiatives, incorporating learnings, and piloting new programs in partnership with commercial, T&P, retail operations and CRM teams
• Develop and analyze attendance data, contribute to drawing conclusions, understand and begin to articulate knowledge and strategies that worked
• Partner with T&P to maximize brand experience with engaging event scripts to convert customers in-store
• Liaise with VM for all eventing direction and alignment with T&P direction to have one consistent message from marketing to in-store consultants
• Manage projects on time and proactively identify issues and work across cross-functional team to resolve moments including GWP forecasting across channels, in partnership with commercial leads
• Provide strategic recommendation for target segmentation based on activation and measure success based on identified KPIs i.e. traffic, retention, customer acquisition/reactivation
• Have bi-annual view of retail event performance, with key insights on top drivers and drainers
• Support Senior Brand Marketing Manager and Head of Function in retail eventing strategy planning and future mapping of retail traffic driving initiatives
• Make recommendations on eventing timings based on regional needs, email marketing calendar, and brand-wide financial planning of retail eventing
• Manage the operational handover of all…