Makeup Consumer Marketing Manager

Job Description

• Drives and adapts the Global / Regional marketing strategy to maximize local relevancy.
• Drives and adapts the Global / Regional Earned & Paid Media strategy to maximize local relevancy.
• Defines the target consumer profile(s), adapting Global / Regional guidelines to local opportunities.
• Translates local consumer insights into marketing and selling opportunities.
• Defines how the Consumer Journey(s) should look like, combining all communication and distribution channels.
• Defines the advertising and distribution mix for the upcoming year.
• Works closely with the Retail and Visual Merchandising teams on innovation and continuous improvement of in-store consumer experience.
• Contributes to LRP building (in particular A&P lines, with intent to maximize effective consumer-facing spend, and prioritizing shift to digital).
• Builds the 360° marketing plan for the brand, in coordination with Product Marketing, Trade Marketing, Earned Media and Online teams.
• Defines the launch and promotional calendar across all channels, working closely with Product Marketing and Trade Marketing.
• Defines the key messages for consumer communication (e.g. benefit messaging).
• Adapts plan throughout the year depending on sales performance, lately observed trends, competitors’ campaigns and successes to be replicated fast.
• Drives campaign performance analyses.
• Drives A&P spend allocation; in charge of A&P budget and optimization.
• Performs A&P ROI analyses and improves marketing effectiveness through test and learn approach, with the support of the Digital Commerce and Marketing teams.
• Delivers brand’s input for campaigns and all initiatives. Incorporates social digital into brand marketing, liaising with Affiliate Social / Digital manager, Online and Data Analytics.
• Keeps up-to-date on latest social / digital best practices and tips.
• Proposes disruptive ideas on how to increase the brand’s visibility online.
• Work very closely with Trade Marketing, Online and Digital to align activities in the stores and online.
• Sets communication strategy and annual plan for Superstars / Heros / Opportunity subcategories in close cooperation with Product, VM, Trade, Education and Digital.
• Drives Always on strategy.
• Leverages online channels and social commerce, earned and owned media, as part of Consumer Marketing strategy. Executes Media Quadrant outcomes.

• Positive attitude, creative & open-minded, with passion for Beauty and Make Up
• At least 3+ years experience in Marketing responsibility for 360°consumer engagement strategy
• Passionate about Consumer insights
• Strong strategic approach combined with high level of creativity
• Experience in project planning, retail marketing execution, and budget management
• Experience and track record in cosmetics and/or retail industry a definite advantage
• High analytical skills
• Fluent English (both, speaking and writing)