Omschrijving
Reporting to the Brand General Manager, the Trade Marketing & Merchandising Manager owns the development and execution of the annual Trade Marketing and Merchandising plan for Guerlain Netherlands.
The role translates brand strategy, launch priorities and retailer opportunities into impactful activations and impeccable brand execution across the physical retail network.
It combines strategic planning, commercial focus, operational excellence, forecasting and budget ownership.
Trade Marketing
· Build the annual Trade Marketing plan for all clients across all offline retail channels, in partnership with the Brand General Manager
· Develop and optimize the Trade tools required to support launches and retailer activations
· Oversee the implementation of Trade promotions, coordinating the distribution of POS materials with Customer Service and in-store execution with the Sales Team to ensure timely, flawless and brand-compliant execution
· Define promotion targets to support retailer negotiations, monitor performance during and after each activation, and recommend adjustments to maximize results and improve future initiatives
· Roll out and monitor local POS Trade activities at independent clients and flagship stores, including promotional contracts and BG gifts
· Develop podiums and other Trade activations in collaboration with the Senior Product Manager
· Build and monitor all Trade-related forecasts, including GWP and sampling plans, within budget
· Prepare monthly Trade reports for the Europe Regional Team and present the activation calendar and related tools to the Sales Team
· Conduct regular competitive reviews and use key insights to strengthen future Trade plans
Merchandising
· Guarantee a consistent and elevated Guerlain brand image across all offline touchpoints, including retailer chains, counters and the Guerlain Spa, in line with brand guidelines
· Develop and update planograms across the 3 axes for each launch and assortment change, in collaboration with the Senior Product Manager
· Ensure the correct implementation of planograms and Merchandising guidelines in stores, in coordination with the Sales Team
· Build and monitor forecasts for all Merchandising elements required for launches, retailer activations, new store openings and renovations across chains, counters and the Guerlain Spa
· Lead the planning and implementation of podia in collaboration with the Sales, Education & Events Manager, ensuring relevant store and location selection, clear target and ROI monitoring to adjust plans when required
· Lead the Merchandising execution for brand events, including masterclasses, training sessions, PR events and influencer events
· Coordinate soft and hard Merchandising projects, including openings, renovations, windows and temporary visibility, with suppliers and the Guerlain European Merchandising teams
· Lead the Elevate Key Cities project in collaboration with the Brand General Manager and ensure its successful implementation across priority locations
· Train and support the Sales Team on Merchandising guidelines and execution standards
Trade & Merchandising Budget Management
· Own the end-to-end management of the Trade Marketing and Merchandising budgets, including annual budget preparation and revisions, as well as monthly reviews with Finance to ensure compliance with approved budgets
• Manage all related expenses, including purchase orders, vendor creation and invoice allocation
Team Management: Trade & Merchandising Intern
Minimum 3 years of relevant experience in Trade Marketing and/or Merchandising, ideally within luxury, beauty or selective retail
Bachelor’s degree or equivalent in Marketing, Business, Communication, Design or a related field
Strong commercial, analytical and project management skills
Proven experience in budget management and forecastin
Ability to manage multiple projects and stakeholders in a demanding retail environmen
Fluent Dutch and English. French is an advantage
Strong command of Microsoft Excel and PowerPoint
Highly organized, reliable and accountable
Hands-on, solution-oriented and able to think strategically
Commercially minded and focused on results
Creative, detail-oriented and sensitive to luxury brand standards
Strong communicator and effective cross-functional partner
Genuine interest in beauty and luxury
