Leiter/in - Marketing

Marketing, Communication, Economics, Sociology, Market Research

ERASMUS + Theses University of , Spain 2004-2005

English, French, Spanish

Retail Eyewear
• Trade Marketing: definition of the strategic annual plan and execution of promotions/activations targets in partnership with the luxury /brands manufacturers and the Buying Team, implementing a retail marketing calendar, ensuring for each activity the organization and the logistics management. Following up on expenses, traffic, conversions, volumes and performance Analysis - Monitoring Stores P&L, providing a seasonal country Benchmark Analysis, defining Brand Positioning, Promotions and Pricing updates, internal monthly reporting on stores Key Performance Indicators and Campaigns ROI.
• Communication & Image: monitoring the compliance of the brand guidelines, management of Visual Merchandising, defining a calendar of Visual & display lay out materials, liaising with the agencies and the web developer to produce the creative content, ensuring the proper execution of the brand guidelines, selecting and defining the suppliers for print material and windows production, realization of brand Omni-channel Campaigns and Partnerships & CRM Loyalty schemes (Emailing, SMS, Payback, printed mailings, Co-Marketing, Ecommerce), increasing the customer experience through store opening Events, Partners Road shows with promoters. Collaborate with: Media and Creative Agencies for the ADV production, Malls Directors to spread the ADV Campaigns (TV, radio, online, press, outdoor). Digital: Website Management, Social Media Management, internal and external communications (interviews, talks, Partnerships)
• Retail Operations: providing the procedures handbooks to the Sales Staff, acting as a point of reference on daily sales operations and cash systems, training and coaching, defining and executing the Sales Incentive Calendar, working with the Real Estate Dept for the store rebranding openings project and refurbishments.
⇒ AP Budget Management €3.3Mio, Achievements: 35 store openings, sales profits100 DOS area managed €100 Mio

o Perimeter: Wholesale, direct channels, agents and Franchising projects for Italian SME businesses in Serbia: Food (ice-cream parlours, pizzerias, restaurants and food manufacturers), Textile (retail brands and manufacturers of lingerie, denim, eyewear).
• Market assessment: competitors, market shares, products and features, pricing, barriers, entry costs.
• Product positioning and pricing according to the customer offer or production
• Distribution channels: exploring the possible sales distribution drivers
• Customer insights: market review on the different kind target markets
• Market shares: assumptions on a possible market entry with a forecast on the financial performances

o Perimeter: In charge of ECommerce, Wholesale, Retail DOS, Franchising, Outlets and Travel Retail Channels. Dealing with the HQ in Austria and the subsidiaries in Europe, collaborating with department and travel retail stores managements, franchisors, the real estate
department, partners and suppliers, the public sector. Supervision of 1 FTE
Retail Area Management, Sales Coordination, Trade Marketing, Public Relations, Events
• Trade Marketing: AP Budget Management €600k, cost controlling & forecast, KPIs analysis, countries marketing calendar planning with the Country Manager and the CMO, Merchandising Teams, implementing local and international POS animations, performing DOS / concessions sell-through analysis and sales performances/ best sellers reports, Financial Objectives P&L analysis, collecting and reporting trends and information insights from the local markets competitors, Periodical reporting on the Wholesale areas.
• Retail strategy communication and management: local content production, sales animations with a personal shopper, product events and launches, promotions execution, marketing visual calendar implementation (loyalty, partnerships, CRM)
• Local Merchandising: after the merchandise plan made by the HQ – making reorders and adjustments to meet the local customer demands, store managers support on retail operations, planning and ordering POS and marketing material, inventory sell-out analysis to plan instant retail marketing activities, GWP promotions and buying.
• Area Management & WS support: coordinating 35 DOS stores, 150 stores employees, market visits to ensure the brand guidelines: maintenance of the visual and display standards, team motivation and adherence to the corporate standards, mystery shopping management, enforcement and monitoring of the retail operational processes, organizing Product Sales Process Trainings and incentives. Acting as a coordinator in the GANT for the new store openings project management with the HQ and the

digital marketing, principles of SEO, SEM, Advertising online

Communication techniques for business

Email and Digital marketing

effective project management and communication strategy

Anderes Zertifikat

Anderes Zertifikat

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Anderes Zertifikat

Anderes Zertifikat