Trade Marketing Consumer Engagement Manager

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ORGANIZATION

• Reports to: Marketing Manager, Nars
• Job 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 NARS’ 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 Sellout.
• 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 FSS 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 Sellout while ensuring positive ROI.
• Establish sample and GWP 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 UGC & 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 FSS and DTC channels
• Responsible for omnichannel CRM assets request to Global
• Analysis & Reporting:
• Report & 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 VM teams, Commercial, Retail and Distribution partners, as well as EMEA and Global Stakeholders, ensuring alignment on activations and plans.
  
  

Profile

• Min 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. with main stakeholders: EMEA regional office, Global brand holder and retailers.
• Strong project management and analytical skills.
• Excellent communication & presentation skills.
• Proficient communication in English & Arabic.
• Alignment with the Shiseido Trust8 working principles: Think Big, Take Risks, Hands-on, Collaborate, Be Open, Act with Integrity, Be Accountable, Applaud Success