Trade Marketing Consumer Engagement Manager
Job description / Role
Job TypeFull Time
Job Location
Dubai, UAE
Nationality
Any Nationality
Salary
Not Specified
Gender
Not Specified
Arabic Fluency
Not Specified
Job Function
Marketing, Advertising & PR
Company Industry
Retail
Organization
Reports to: Marketing Manager, NarsJob location: Dubai, UAE
Contract type: Permanent
Job Purpose
The consumer engagement manager is responsible for building and executing consumer engagement strategy and initiatives to drive awareness, engagement and retail sales conversion across all brand channels in the Middle East. This role focuses on translating NARSu2019 global brand vision into impactful local activations and initiatives, while maintaining global brand standards and equity.
Main Responsibilities
Trade marketing & eventing:Develop and execute regional trade marketing plan for the Middle East that aligns with NARS brand strategy, focused on enhancing brand presence, consumer engagement and sell out.
Drive free-standing store activation strategy and execution, collaborating closely with brand retail partner.
Media & social media management: Plan and execute awareness media campaigns, in close collaboration with media agency and internal stakeholders.
Manage local social media strategy and accounts, liaising with local agency and global brand holder to enhance brand visibility and consumer engagement.
Trade activations & brand partnerships:In charge of regional retailer trade marketing strategy, calendar and execution (in-store activations, podiums, events) across open-sell and department stores.
Collaborate with retailers and markets on initiatives, set targets/KPIs and ensure flawless execution and results sharing.
Develop and execute NARS free-standing store activation calendar across the region (in-store events, masterclasses, CRM, store takeovers). Liaise with retail partner to ensure high-quality consumer experience and seamless execution.
Focus on driving sell out while ensuring positive ROI.
Establish sample and gift with purchase needs and share with relevant stakeholders.
Lead strategy and execution of consumer event collaborations and strategic partnerships, driving local relevance, buzz and engagement.
Ensure set KPIs are achieved.
Media & social media:Manage local social media content creation strategy, calendar and execution with local agency, ensuring plans are aligned with global brand holder and local needs.
Plan and execute media campaigns in line with brand strategy, with focus on driving awareness, reach and desirability.
Brief and align plans with media agency and internal stakeholders.
Manage campaign budgets, KPIs, timelines and deliverables.
Share post campaign reports, analysis and optimization opportunities.
Work closely with the PR team to leverage user-generated content and influencer content to maximize relevancy, buzz and engagement.
CRM:Lead CRM omnichannel strategy coordination with local partners and global HQ, ensuring alignment with brand objectives and enhancing consumer relationship management across free-standing stores and direct-to-consumer channels.
Responsible for omnichannel CRM assets request to global.
Analysis & reporting: Report and analyze activation performance, providing learnings and recommendations based on findings.
Leverage market and competitor insights to improve and refine future consumer engagement activities.
Stakeholder management:Collaborate with brand product, artistry and visual merchandising teams, commercial, retail and distribution partners, as well as EMEA and global stakeholders, ensuring alignment on activations and plans.
Work closely with main stakeholders including EMEA regional office, global brand holder and retailers.
Profile- Minimum 5 years of relevant experience within the beauty industry.
- Knowledge of the Middle Eastern market and consumer.
- Entrepreneurial spirit with strong ownership and can-do attitude.
- Experience in adapting to challenges, fostering culture of excellence, and guiding communications.
- Strong project management and analytical skills.
- Excellent communication and presentation skills.
- Proficient communication in English and Arabic.
- Alignment with the Shiseido Trust8 working principles: Think Big, Take Risks, Hands-on, Collaborate, Be Open, Act with Integrity, Be Accountable, Applaud Success.
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