Retail Branding Strategist

17 hours ago

GTB Nager, India beBeeCosmetics Full time ₹ 50,00,000 - ₹ 85,00,000
Job Title: Cosmetics Activation Specialist

As a Cosmetics Activation Specialist, you will be responsible for driving the in-store presence and trade activation engine across General Trade, Modern Trade, and Beauty Specialty. You will lead point-of-sale material (POS) development, in-store branding, out-of-home (OOH), and retail campaigns to boost visibility, conversion, and sell-out.

Key Responsibilities:
  1. Create and execute an annual trade marketing calendar by channel: in-store branding, gondolas/fixtures, testers, planograms, promos, and seasonal launches.
  2. Own POS lifecycle: brief → design → prototype → vendor onboarding → production → deployment → audit → reuse/repurpose.
  3. Drive OOH & proximity media around key stores/markets; coordinate with media/OOH agencies for sites, permissions, and execution.
  4. Develop retail visual merchandising standards (SOPs, planograms, hygiene checklists); run field audits and fix gaps fast.
  5. Partner with Sales (GT/MT/Key Accounts) on store activation plans, openings, and monthly priorities; align with Supply for kit readiness.
  6. Manage trade investments, negotiate vendor rates, and track return-on-investment per activation (sell-out uplift, CPT/CPM, cost per store).
  7. Implement promoter enablement: counters, visual toolkits, demo assets, and training inputs.
  8. Track competitive activity and visibility share; recommend counter-moves by market.
  9. Report weekly on execution, spends vs. plan, and impact metrics.


KPIs:
  1. % on-time, in-full (OTIF) deployments
  2. POSM utilization & cost/store
  3. Visibility score / share-of-shelf
  4. Sell-out uplift per activation & per ₹ spent
  5. Audit compliance (VM hygiene, fixture upkeep)


Requirements:
  1. 4–8 years in Trade/Shopper/VM for beauty/FMCG/consumer durables; multi-channel experience (GT/MT/KA).
  2. Strong vendor network for POSM/fixtures/printing/OOH; proven cost and timeline control.
  3. Familiarity with planograms, fixture specs, materials (acrylic, MDF, metal, lighting), and mall/store permissions.
  4. Data-driven; advanced Excel/Sheets & PowerPoint; working knowledge of Business Intelligence (BI) tools preferred.
  5. Excellent coordination and negotiation; fluent in English & Hindi; willingness to travel 30–40%.
  6. Bachelor's degree required; Master's degree/MBA/Design/VM certification is a plus.

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