Purpose
Reporting to the Senior Marketing Activations Manager, this role is responsible for maximizing the profitability of the Retail channels by positively impacting Traffic, Conversion, ATV, UPT and Profit Margin in Factory Outlet Stores, for adidas and Reebok brands through flawlessly executed consumer-relevant campaigns, promotions and in-store communication. To grant the visibility of the Company key concept in the Retail channel, in order to make the sell-out increase and contributing in building a store level experience in line with the positioning of the brand.
Key Accountabilities
Strategy and Priorities
* Follow and ensure the Marketing Activation team priorities and strategies based on Western Europe market targets and current market performance.
General
* Drive the implementation of key strategic priorities in line with the company and the Market Western Europe framework.
* Create a framework of and act as an information and knowledge hub, a primary point of contact for Factory Outlet and promotions matters, as support for all markets in the region.
* Represent Western Europe and the market’s needs towards Global functions.
* Work efficiently and stay within given budget and given timelines at all time for each project
* Other duties as requested by your manager.
Alignment
* Establish and create an environment where the collaboration with the omni-channel visual merchandising function is strong to ensure excellent execution at the point of sale at all times.
* Ensure participation in weekly alignment meetings with other functions.
* Work closely with the Global ICE team on landing new Factory Outlet store concepts, fixtures and fittings in a timely, cost-efficient and quality manner in line with guidelines, across Western Europe. Challenge solutions that do not match market reality to land with implementable alternatives.
* Collaborate with the Global Horizontal Concepts team on the successful roll-out of new long-term marketing toolkits
* Ensure continuous information flow with the rest of the Digital Assets to Stores team as per relevance.
Factory Outlet Calendar Management
* Own the creation of the Western European Factory Outlet yearly campaign calendar; ensure full alignment with stakeholders as merchandising, visual merchandising, markets, Western Europe BAM and Global functions.
* Be accountable for the development and maintenance of the cluster 365 promotional calendar for Western Europe for Factory Outlets.
* Drive continuous communication with the e-com team to harmonize marketing activation projects with the own retail plans.
* Be accountable for managing processes and timelines for campaign roll-outs based on the yearly campaign and promotional calendars.
* Ensure the flawless execution of Factory Outlet Retail Marketing Campaigns, Promotions/Activations and In-Store Communication tools.
* Ensure campaign targets are properly set, evaluated and met and that Marketing Working Budget (MWB) is optimized.
Factory Outlet Campaign Asset Management
* Operate digital campaign asset creation and distribution via DAB.
* Define and promote the optimal POS strategy for asset usage in the Factory Outlet channel
* Support the production manager for end to end POS production services in both mono-, and dual branded Factory Outlet stores.
Promotional Activities
* Drive the promotional alignment with merchandising, brand, e-commerce, pricing and countries to meet business, legal and brand requirements.
* Ensure timely delivery of promotional activity framework to optimize the production MWB spend for POS tools supporting the activity.
* Create and roll-out guidance for Digital Assets to Stores team, operation and clusters.
Reporting
* Create and be accountable for a reporting system on Factory Outlet campaign implementation to Western European and Global functions with the support of the visual merchandising team.
* Ensure that best practices are collected and shared across markets, that the best ideas are built into the upcoming projects.
Budget
* Be accountable for the MWB spend for campaign tool creation, ensuring the best value for money spend and to land on budget by the end of the financial year.
* Optimize the MWB spend and management, strive for keeping the standard defined timelines for financial efficiency
Knowledge, Capabilities and Experience
* Advanced user of MS Office.
* Fluency in English
* Additional languages beneficial (German, Spanish, French, or other European languages)
* Solid business acumen and in-depth knowledge of Retail KPIs
* Highly numerate with the ability to understand and analyze data and produce actionable insights
* Solid interpersonal, networking skills
* Strong leadership, problem-solving and decision-making abilities
* Strong communication and negotiation skills, service-oriented
* True multitasker with strong ability to manage complex projects with high number of stakeholders internally and externally
Qualifications
1. University degree in business, ideally with marketing and sales focus or equivalent professional experience.
2. 3-5 years Retail or Marketing experience (minimum 2 years Retail experience is essential)
3. Experience and or knowledge of Visual Merchandising would be highly advantageous