Retail Consumer Experience Manager_MAC/Bobbi Brown

Estée Lauder Companies · Seoul

Description

1. Retail Experience Strategy

Develop and execute annual retail consumer experience strategies aligned with overall brand objectives and category priorities.
Translate brand strategy, campaign priorities, and product launch plans into impactful retail experiences and activations.
Create consumer-centric retail engagement initiatives and promotion plans that strengthen brand desirability, drive traffic, and conversion, while protecting brand equity and supporting sustainable business growth.
Utilize CRM, service, and consumer behavioral data to identify growth opportunities and translate insights into actionable consumer engagement and retail experience strategies.
Identify opportunities to elevate the in-store consumer journey and enhance brand differentiation within the retail environment.
Drive innovation and continuous improvement through consumer insights, market trends, performance analysis, and competitive benchmarking.

2. Retail Activation & Event Management

Lead the end-to-end planning and execution of all retail activations, events, and consumer engagement programs across B&M channels.
Develop and manage annual activation calendars in partnership with Brand Marketing and Commercial teams.
Oversee the execution of product launch events, seasonal campaigns, VIP events, retail animations, masterclasses, consumer workshops, store openings, and other experiential initiatives.
Lead the planning and execution of free-standing store activations and experiences, ensuring it serves as a showcase of brand innovation, consumer engagement, and premium service excellence.
Support new store openings through cross-functional coordination of VM, assortment planning, consumer activation, and opening events.
Manage agencies, vendors, and external partners to deliver best-in-class execution while maintaining budget discipline.
Partner with Education, Marketing, and Commercial teams to deliver seamless, premium consumer experiences and maximize business impact.

3. Channel Development & Consumer Growth

Own and drive consumer growth strategies across key retail channels, ensuring alignment between consumer experience initiatives and commercial objectives.
Lead the development and execution of channel-specific activation, promotion, visual merchandising, and communication plans to drive traffic, conversion, basket size, and loyalty.
Own the consumer experience and activation strategy for SMC, partnering closely with key account stakeholders to maximize business opportunities, ensure excellence in execution, and support new POS openings.
Drive visual merchandising excellence, promotional initiatives, retail events, and consumer engagement programs within SMC to strengthen brand presence and accelerate growth.
Lead the consumer journey and retail experience strategy for free-standing stores, ensuring achievement of sales targets through tailored activations, promotions, experiential services, and consumer engagement programs.
Identify and unlock growth opportunities among tourist consumers through targeted communication, retail experiences, promotional programs, and strategic partnerships.

4. Performance & Budget Management

Define KPIs and success measures for retail consumer experience programs and activations.
Track, analyze, and report activation performance, consumer engagement metrics, and business impact.
Utilize insights and performance data to optimize future investments and activation strategies.
Manage annual retail activation and consumer experience budgets effectively and responsibly.

Education

University-level education Experience
Minimum 8-10 years of experience in Brand Marketing, Retail Marketing, Consumer Experience, Retail Activation, or related functions.
Proven track record in developing and executing retail activations, consumer engagement programs, and experiential initiatives.
Experience within prestige beauty, luxury, fashion, hospitality, lifestyle, or premium consumer brands is highly preferred.
Experience working closely with commercial and retail teams to drive both brand and business outcomes.

Skills & Competencies

Strong strategic thinking with excellent execution capability.
Deep understanding of consumer behavior and premium retail experiences.
Strong project management and stakeholder management skills.
Commercial acumen with the ability to connect retail experience initiatives to business outcomes.
Excellent communication skills in both Korean & English