O O Brand Activation Manager

Travel Retail West & Emerging Hub (based in Dubai)

Job Summary

In this exciting role, you will lead the development and execution of omnichannel (O+O) brand experiences for TR MEAI in Middle East Africa India. You will serve as the internal brand referent. The job requires a hands-on approach, a deep understanding of the beauty consumer and of the regional specificities, and a passion for crafting exceptional brand experiences within the established TR WE framework, under the leadership of the Brand Activation Manager (based in Paris).

Your Role & Responsibilities

• Implement the strategic activation/animation retail and digital roadmap for the brand in MEAI , aligning with the global brand positioning, regional priorities and global frame set up by TR WE.
• Lead the development of Brand Retail Strategy & Excellence for global POS (permanent & off counters). Collaborate with the RDD team to implement designs and ensure seamless execution of in-store activations on permanent and events (HPPs, podiums, pop-ups). Represent the brand in IMMO meetings and act as a transversal referent for retail-and marketing related matters.
• Be the brand image referent with Head of Retail and Marketing, Area Managers in MEAI and Brand Activation Manager in Paris and persuade local retailers hand in hand with Area Managers with compelling stories.
• Oversee distribution, new store openings, brands roll out, refits in top shops, and consistent implementation of merchandising guidelines, in consistency with global Immo DMI/TR Zone/ and TR WE Hub guidelines, ensuring alignment with market needs.
• Develop a unique, authentic, and consistent brand consumer experience as well as Visual Merchandising strategy, across all online (including Beauty Tech, Digital devices, My Beauty Club) and offline touchpoints - implement new concepts around retailtainment and see to their realization in stores, imagine new ways to communicate and stay in touch with the Travel retail consumer to drive conversion.
• Monitor growth & performance : Track and analyze key performance indicators (KPIs) related to animation performance, digital reporting, and overall retail effectiveness. Prepare clear and concise reports and presentations to management, highlighting key achievements, challenges, and recommendations. Follow A&P budget for MEAI : Frame and monitor the Advertising & Promotion (A&P) budget, and coordinate orders for Gift With Purchase (GWP) items.
• Collaborate with the Merchandisers & Visual Merchandisers responsible for your brand and retailers
  
  

• Agility and entrepreneurial spirit
• Ability to manage complexity
• Strong cross-cultural communication skills and international experience
• Retail expertise
  
  

• Activation excellence: Designing activation plans to deploy the strategy at scale on the target scope, coordinating rigorously their execution from end to end, and monitoring results to adjust the plan when needed
• Omnichannel experience design: Create seamless and engaging brand experiences across all channels.
• Brand local adaptation: Tailor global brand strategies to resonate with local market nuances.
• Offline and Online consumer journey activation: Activating and adapting to local needs seamless consumer journeys and experiences that meet their expectations by activating all offline & online retail touchpoints
• Stakeholder management: Build strong relationships and influence key stakeholders.
  
  

• Retail knowledge and brand sensitivity
• Driven by operational excellence
• Former experience in marketing and / or retail in local market and / or in the TR business
• Capacity to manage different stakeholders
• Consumer centric at heart
• English speakers for Dubai (French / Arabic are a plus)
• Retail digital media is a plus