The Marketing Director of Free Standing Stores and Direct to consumer is responsible for driving consumer traffic and conversion in the brands’ NOAM retail store channel while engaging the consumer across all DTC touch points leading to long term sales and growth.
This role involves thorough 360 strategic planning including but not limited to consumer relationship/communication and loyalty management, tailoring & forecasting of programs, rollout of retail modernization pilots & Omni channel optimization, store merchandising and event planning and execution.
Strategically communicate and execute marketing programs in Free Standing Stores in line with local relevancy, consumer targets and brand equity.
Be the voice of Free Standing Stores channel in all ongoing meetings
Partner closely with Retail Ops and Field VPs to cater marketing efforts to local door priorities
Exhibit strong understanding of all drivers of retail and business performance (including quantitative and qualitative data) to consistently optimize FSS strategy and execution.
Partner with Retail Operations Vice President and establish clear goals and objectives for the channel including sales plans to support seasonal objectives (Holidays, key launch initiatives, channel exclusives, discounts & promotions).
Create and drive Free Standing Stores launch and promotional marketing calendar ensuring full alignment with other DTC channel
Develop activation opportunities with all marketing programs and promotional vehicles to achieve retail needs and maximize sell-through.
Plan and manage all sampling efforts and effectiveness with tailored execution.
CONSUMER RELATIONSHIP & OMNI OPTIMIZATION
Collaborate with Brand e-commerce team to develop strategies and execution tactics to deliver outsized omni growth and gain share.
Partner with NA Online & CRM teams to develop best in class knowledge of consumer base and segmentation.
Work closely with NA Consumer Marketing Director to conceptualize and execute full 360 marketing campaign for DTC channels
Work with NA Consumer Marketing Director and Online teams to develop a digital and social campaigns supporting in-store as well as online.
Help drive the integration of bricks and .com, working to evolve the business and service models at both bricks and .com to fully capitalize on the strengths of each channel.
EXCELLENCE IN CHANNEL EXECUTION
Collaborate with special events on unique FSS specific opportunities.
Work with PR on retailer specific outreach programs where relevant.
Collaborate with global merchandising on creating differentiated in-store experience through unique merchandising and collateral opportunities and key category distortion.
Create, drive and manage collateral timelines and communications to stores
Develop 360 communications decks for the field for all key initiatives
8¬ plus years relevant working experience, preferably in retail marketing for brands/retailers with large owned store networks. Preferable beauty or Fashion.
Strong understanding of industry, market and retail operations
Requires understanding of consumer engagement, analytics and CRM data
Very strong communication and analytical skills
Independent, Pro-Active, hands-on, well organized, detail oriented with exceptional organizational and follow up skills
Team player with the ability to build, foster and nurture relationships with members of local market and cross functional teams
Thorough knowledge of PC (Word, PowerPoint, Excel). Good presentation skills.
20% Travelling required
Job Number: 179924