Función Laboral: Marketing Operacional

Tipo de contrato: Jornada Completa

Ubicación: New York - New York

País: USA

Job Title: Director, Retail Marketing

Function:  Retail Marketing

Supervisor Title: VP, Marketing

Location:   NYO


Job Summary

This position is responsible for Retail Marketing initiatives to drive business for the freestanding stores increasing traffic and sales.  Maximize the impact of launches by optimizing merchandising, messaging, and special events. Responsible for all brand initiatives in line with established strategic corporate goals including demographic strategy, client retention programs and cross-functional communication to all business partners. Acquire a thorough knowledge of retail and industry trends. Translate industry knowledge into business objectives focusing on effective sales-generating opportunities. Achieve annual budget goals as well as growth and development of freestanding store business.


Job Requirements

  • A Minimum of 8+ years of progressively responsible experience
  • Experience in vertical retailing and/or freestanding store operations and marketing required
  • Demonstrated experience leveraging key geographic influencers and comprehensive knowledge of US demographics, media, life styling and customer driver and retention practices
  • Strong merchandising skills and proven leader in design and implementation of traffic driving initiatives
  • Working knowledge of industry technology and trends
  • Strong understanding of Direct Marketing fundamentals and response-driven creative development
  • Excellent business acumen and P&L management
  • Solid understanding of ROI analysis, metrics and program/budget forecasting
  • Exceptional presentation, written and verbal communication skills   
  • Strong interpersonal and project management skills
  • Thorough knowledge of the competitive landscape and ability to translate findings to positively impact business
  • Proficient in Microsoft Office
  • Bachelor’s Degree required
  • Must be willing to travel on an as needed basis



Training and Development of Direct Report(s)

  • Assist team in continued growth of our retail stores .  Provide clarity of direction while being willing and able to “roll up sleeves” to help execute and support team efforts.
  • Identify opportunities to continue to enhance the customer experience in store and drive sales.


Initiative: Needs to be able to take initiative to collaborate with a variety of teams within the group and manage a variety of projects as well as take the lead on cross branded projects to ensure they meet all the stake holders objectives


Teamwork and Diversity: Able to work in cross functional teams within and across a variety of brands.  Ability to build strong business relationships and work collaboratively with Marketing Peers and Senior Management


Problem Solving: Be able to operate under pressure and solve problems at a variety of levels as timing is often rushed and things change constantly.  Needs to find creative methodologies that meet timing and financial requirements of the various brands yet still provide quality data.


Analytical: Able to direct analysis conceptual frame problems and structure research and analytics to understand and generate business implications.  Customer-centric focus necessary.


Communication: Both written and oral communication is imperative as most the position requires written analysis and discussions of findings in a clear and concise manner as well as being able to position findings in a simple way that still provides insight to the various internal clients.  Additionally, must be able to give presentations and speak comfortably and confidently with not only senior management but in front of large groups.



Key Duties and Responsibilities:


Tasks, Duties and Responsibilities and Performance Expectation

% of time spent.

Total should = 100%

Support Sales goals for retail stores and improve performance year over year:

Design and develop strategic marketing programs that drive awareness in the market and increase sales while remaining true to the Kiehl’s brand. Ensure projects are delivered on time and within budget. Create efficiencies in processes and facilitate the internal process of input and approval of programs.

• Plan store events, including promotions increasing traffic and customer engagement
• New store openings plan all opening offers and events partnering with PR, the field, mall marketing, etc.
• Plan and execute special retail projects
• Test different visuals, marketing campaigns, customer communication, etc. to measure what is most effective in the retail environment
• Partner with the brand marketing team to develop relevant launch material for the retail environment
• Be the point person for the East Coast store managers and MRS’s
• Run our Flagship business creating exciting moments that are special to this store and make it a destination
• Develop corporate gifting marketing materials and outreach strategies
• Understand the competitive market from a retail and product perspective and build strategies that make us best in class

• Develop strategies by region/store for multicultural and global shoppers to give them the content they need to make purchasing decisions without always having a KCR present that speaks their language

• Create outreach strategies to bring new customers into our freestanding stores including geo targeting, paid search initiatives, likeminded brand partnerships, etc.

• Spearhead the role out of the Omni channel pilot with the ecommerce and operations team and develop forward thinking plans to make Kiehl’s more Omni channel in the future

• Manage LifeRide and other large brand moments for all classes of trade, bringing our spirit of giving to life in wholesale, freestanding stores and online while creating awareness around these initiatives and using them to drive customer acquisition




Reporting & Analytics:

Measure and understand the retail business by product launch, events, geography, demographics, KPI’s, etc.

• Support the development, reporting and communication of retail store KPI’s to the business teams on a continual and consistent basis.  KPI’s include sales, traffic, transactions, AUS, conversion, and top products.  Partner closely with the FSS strategic planner to understand what is going on in the business by door.
• Analyze marketing campaign performance tracking the success of each initiative through all marketing mediums
• Analyze the performance of animations, new product launches, events, special programs, etc. in the retail store channel of distribution
• Support the business in preparing for various internal meetings strategy meetings, D2C, IMM, JPA, etc.


 In-Store Presence & Merchandising:

Implement and maintain merchandising programs for all retail stores partnering with the creative team.

• Leverage creative abilities through accurate project briefing to generate new ideas and concepts to increase retail store business
• Understand customer shopping patterns to maximize our space in stores and steam line the communication to the customer
• Test new ways to communicate products in the bays and on primary tables to optimize every touch point
• Develop strategies for the windows, chalkboards, signage, etc.

• Partnering closely with IT and operations to enhance our in store technology and give customers a seamless shopping experience

• Work closely with creative on briefing new stores, ideating special concepts where applicable and ensuring we stay on time and on budget