Marketing Manager - Nars

JOB PURPOSE

In line with the general objectives of the Company, strategic positioning, and operational plans, proposes, develops and ensures the implementation of the brand’s vision and strategic plans to achieve the set objectives. Develops and ensures the implementation of Marketing plans in line with Global / EMEA brand guidelines. Acts as brand guardian and direct link between local market and EMEA brand teams. Drives local relevancy projects to adapt the brand’s product offering and communication to the needs of the region.

MAIN RESPONSIBILITIES:

• Leads NARS Brand Marketing Management with Product, Trade, Consumer Marketing and Artistry functions, while collaborating closely with VM, PR, Digital and Education teams. Acts as key point of contact for EMEA and Global brand teams.
• Key contributor to defining the regional brand strategy, and in charge its execution, in line with global guidelines and local relevancy needs.
• Drives execution of Middle East Marketing calendar with focus on 360 launch plans of key bets and ‘Always On’ visibility of pillars. Leads the orchestration through close collaboration with relevant internal and external stakeholders.
• Responsible for A&P Budget management, ensuring spends are in line with the brand strategy and allocated budget, with focus on ROI and brand equity.
• Devises and executes clear channel strategy, with focus on key retailers and FSS/DTC development.
• Develops strong category strategy, protecting complexion leadership and building other axes.
• Manages and develops 3 team members.

BY FUNCTION:

1. Marketing

• In charge of defining and implementing the strategic priorities and Marketing Plans for NARS Middle East. Acts as brand guardian ensuring the local strategy is in line with Global brand DNA and guidelines and is the primary point of contact between the Middle East and EMEA to ensure local market needs are met and aligned with the brand holder.
• Oversee Product, Trade & Consumer Marketing as well as Artistry functions, managing and developing respective team members. Collaborates closely with VM, PR, Digital and Education functions, ensuring respective activities are executed in line with brand strategy and priorities.

• Leads and drives key bet launch plans in close collaboration with retail and distribution partners, ensuring timely on counter dates and 360 launch activations across all touchpoints and monitors the performance of all new launches quantitatively and qualitatively, suggesting corrective actions where necessary. Sets clear marketing objectives, including Retail Sales and Market Share forecasts.
• Leads development and execution of strategic, tailor-made retailers plans, driven by consumer centricity and local relevancy.
• Product Marketing: manages Senior Product Manager in charge of brand assortment, forecast, pricing, marketing calendar, retailer meetings, local product development, analysis and reporting
• Trade & Consumer Marketing: manages and develops respective team member in charge of brand animations, podiums, in-store and outreach consumer events, CRM, Media, Content and consumer research.
• Artistry: manages Regional Lead Makeup Artist, responsible for MUA induction, certifications, artistry skills development and workshops, in-store and event masterclasses, content creation, and Pro Artist program plans.

2. Digital

• Paid Media: devises digital and OOH media strategy, objectives and budgets. Briefs media agency/retail partner on campaign objectives, budgets and KPIs. Ensures asset adaptation is in line with local needs, and timely Go-Live date. Monitors performance and collaborates with agency to optimize plans on a weekly basis.

• DTC/E-retail/ Pure Players: Focuses on Sellout acceleration and market share gains via strategic plans and activity development in collaboration with Digital team, ensuring maximum visibility and SOV through exclusive offers, sampling, GWP and CRM activations. Responsible for up-to-date product listings and assets.
• CRM: develops strategy and plans in collaboration with retail partner.

3. Budget, Forecast, Pricing Management and Analysis

• Manages brand A&P budget. Ensures spending is in line with budget, strategic priorities and focused on ROI. Tracks and updates actual A&P spend on a monthly basis, in close collaboration with Finance.
• Responsible for novelty forecasts. Reviews and challenges submitted quantities based on historical data, consumer insights, trends, and benchmarks. Submits forecasts in a timely manner and ensures proper tracking of forecasted vs ordered quantities.
• Oversees assortment of ~800 SKUs including order form updates, discontinuation and limited-edition management, managing E&O in collaboration with Demand Planning teams.
• In charge of novelty pricing and catalogue price increases, in line with brand’s pricing architecture, local benchmarks as well as brand guidelines and COGs.
• Analyzes and reviews category and subline weight of business and performance monthly, measuring effectiveness and impact of executed campaigns. Derives action plans as and where necessary.

4. Reporting and Analysis

• Creates monthly report on Brand Retail performance by country/channel/category, as well as brand’s and competition’s key activities, and issues recommendations on required action plans.
• Analyses brand’s pillar franchises/SKUs monthly and issues recommendations on actions accordingly.
• Monitors market trends and identifies opportunities in regards to local relevancy needs or portfolio gaps, through bi-weekly market visits, retailer and BA feedback as well as competition insights.
• Responsible for monthly reports, launch deck proposals and post campaign reports to be shared with EMEA in a timely manner.

PROFILE:

• Min 7-8 years of relevant experience within the beauty industry.
• Knowledge of the Middle East market and consumer highly desirable.
• Prior experience in managing min 2 direct reports.
• Successful track record of managing 360° marketing plans execution.
• Entrepreneurial spirit with strong leadership, ownership and ‘can-do- attitude’
• Experience in managing A&P budgets independently.
• Experience in adapting to challenges, fostering culture of excellence, and guiding communications with main stakeholders: EMEA regional office, Global brand holder and retailers.
• Dynamic, positive thinking, solid analytical skills.
• Excellent communication & presentation skills.
• Proficient communication in English, Arabic is a plus.
• Alignment with the Shiseido Trust8 working principles: Think Big, Take Risks, Hands-on, Collaborate, Be Open, Act with Integrity, Be Accountable, Applaud Success