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.

• 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.

• 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

• 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