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.
Qualifications
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
