Role Overview
- Job Title: Retail Experiential & Activation Executive (YSL & Lancôme)
- Primary Objective: Design, drive, and execute high-engagement in-store consumer activations—such as masterclasses, VIP clienteling events, loyalty programs, and CRM-driven campaigns—to recruit new clients, deepen brand loyalty, and maximize retail sell-out.
- Scope: Retail store networks, counter event spaces, and localized experiential platforms.
Key Roles & Responsibilities
1. Experiential Events & Masterclasses
- Plan and execute end-to-end in-store masterclasses, makeup/fragrance workshops, and seasonal launch events.
- Collaborate with makeup artists and brand experts to deliver engaging, high-touch educational and emotional experiences for consumers.
- Drive pre-event attendance by working closely with store teams and beauty advisors to secure RSVPs and VIP bookings.
2. CRM & Consumer Acquisition
- Drive database growth by training and incentivizing store staff to capture quality CRM data during every interaction and event.
- Leverage retailer CRM tools and local databases to execute targeted outreach, invitations, and personalized clienteling for high-potential customers.
- Monitor member onboarding for loyalty programs and design localized retention mechanics.
3. Retailer Partnership & Traffic Driving
- Partner with the retailer’s store management and marketing teams to co-promote brand events within the store's broader calendar.
- Coordinate traffic-driving initiatives (e.g., mall walkthroughs, sampling drives, cross-promotions with adjacent categories) to feed the counter pipeline.
4. Activation Performance & ROI Tracking
- Track key performance indicators (KPIs) per activation: footfall conversion, database sign-ups, masterclass attendance, and immediate/delayed sell-out uplift.
- Provide comprehensive post-event reports highlighting consumer feedback, best-selling hero products, and ROI to optimize future activations.
Education & Experience
- Background: Bachelor’s degree in Marketing, Communications, Business, or a related field.
- Experience: 2 to 4 years of experience in experiential marketing, event management, retail business development, or trade marketing, preferably within luxury beauty, cosmetics, or lifestyle retail.
- Track Record: Proven success in executing consumer-facing events that directly impacted sales conversion or database growth.
Hard Skills & Technical Knowledge
- Strong proficiency in consumer journey mapping, CRM metrics, and database management.
- Excellent project management and organizational skills to juggle multiple simultaneous store activations.
- Data-literate: Capable of analyzing activation ROI, footfall conversion rates, and sales reports using MS Excel.
Soft Skills & Competencies
- Dynamic & Engaging Communicator: Confident presence, excellent public speaking skills (often required to host or oversee masterclasses), and strong interpersonal abilities.
- Commercial Mindset: Results-oriented with a strong focus on recruitment, conversion, and driving sell-out numbers.
- Relationship Builder: Exceptional stakeholder management skills to influence store managers, beauty advisors, and retail partners.
- Agility & Creativity: Creative thinker who brings fresh activation ideas and can adapt quickly on the ground when challenges arise.
