Director, Regional Marketing - Europe

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Marketing
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JOB PURPOSE    

Leads regional integrated marketing strategic efforts that encompass product, consumer and Sales Force marketing, digital marketing, marketing communications and market research.  Drives regional and local marketing initiatives to increase the earning potential for the Independent Beauty Consultant while delivering sales and a profitable return on investment.  Across 13+ subsidiaries in the European region, leads tactical execution of regional strategies to drive growth and Sales Force productivity.   Independently makes recommendations and develops action plans to support corporate and regional objectives of elevating beauty brand positioning and energizing the opportunity.  Travels independently to region and partners with markets to create strategic solutions and resolve problems.  Provides marketing-related coaching and training to subsidiary staff.  Maintains constant awareness of the status of key initiatives, programs, launch results, and business metrics trends in the region.  Additionally, maintains constant awareness of competitor activity and market share results across product categories and brands. Leverages this information to form new opportunity initiatives in the marketing arena. Represents the region’s views at meetings and facilitates communication with departments company-wide as it relates to regional marketing efforts.     In the absence of the Vice President, Sales & Marketing – Europe, communicates with Region President, General Managers, and Dallas senior management regarding progress on key initiatives, issues, and concerns. 

 

ESSENTIAL DUTIES AND RESPONSIBILITIES     

1. Drives marketing strategy.  Leads a team responsible for creating and maximizing integrated marketing strategies to grow market share.  As division leader, charged with driving an integrated strategy to create activity and productivity.  This requires aligning systems and creating a cadence of accountability in the development, execution and measurement of all initiatives and tasks taken on by the team.  On a high level this includes oversight and management of :

  • Product Strategy:  influencing the global strategy and ensuring regional needs are met and incorporated within future product line-ups.  Guiding local markets in selecting appropriate products to launch based on local needs, market opportunities and regional product assortment strategy.
  • Marketing Calendar Planning:  driving the creation and review of local marketing launches to ensure that product, sale date, and promotional-related activities are sound.  Reviews cost of goods and margin analysis to verify promotional margins and mechanics as well as the identified sales objectives and financial goals.  Performs a regional analysis to ensure that key launches are delivering against regional financial objectives and develops recommendations.  Manages regional alignment details by ensuring that markets are consistent in the manner they promote the products, such as with promotional offers, literature and other support material.
  • Promotional and Operational Forecasting:  assists local markets with new product forecasts by providing essential marketing perspective and regional strategic outlook. This might include analyzing historical sales, timing, and ensuring implementation of the recommended pricing and targeted cost of goods.  Responsible for representing regional marketing in monthly Forecasting & Analysis meeting to review and confirm operational and promotional forecasts.
  • SKU Optimization:  ensures product assortments in accordance with established regional objectives & strategies. Manages team’s effort in analyzing sales performance and recommending phase-out of consistently poor-performing products.  Uses learnings to impact selling strategies for high margin products and up-selling strategies to create broad product reach per customer.  In tandem with Regional Finance & Operations, and local team, ensures local management of excess inventory and obsolescence.   
  • Promotional Planning: providing essential pre-launch support to markets by communicating and reinforcing launch strategies and tactics, product details and education, Sales Force and consumer promotion design and collateral tool development (GWPs, ordering bonuses plans, etc.).  Ensures appropriate education and communication plans are selected and implemented for each level within the Independent Sales Force in order to create the foundation for a successful launch. Leads team in assessing inquiries from regional markets related to registration, quality, complaint issues, standard cost variances, non-product ordering and development.  Presents and discusses issues as necessary with Dallas teams, and responds to markets in a timely manner.  Prioritizes requests from the markets, determines areas of greatest need, and focuses attention as necessary.  Independently recommends action plans, often in response to emergency situations.  Anticipates problems and makes adjustments or corrections where possible.  Leads the effort in post-promotional analysis to determine the impact of the promotions, addressing the areas of market share, sales, cost, ROI, obsolescence as well as qualitative input.
  • Digital Marketing:  oversees the team charged with the creation and execution of a regional digital strategy.  This includes providing strategic visioning and input for the optimal use and timing of new technologies to aid sales via the Sales Force or directly to the end-customer.  Requires close cooperation and influence with the corporate digital team to ensure regional needs are prioritized in the overall corporate strategy.  Additionally, requires the ability to champion for region-specific tools developed locally, where appropriate.  Must provide strong leadership to division in order to effectively maximize trends in technology, leveraging in a direct selling environment, educating an Independent Sales Force in optimizing such tools to drive business results and providing change management within the organization (staff and Independent Sales Force).
  • Marketing Communications: oversees development and management of regional advertising and PR budget, includes traditional and non-traditional advertising and PR efforts to support new product launches, the Mary Kay opportunity or the Mary Kay brand in general.  Oversees the development of a relevant regional platform and subsequent review of local market initiatives and budgets.  Moreover, supports crisis communications and general Sales Force communications on product, ingredient, and career path situations for use at local level.

2. Champions regional marketing efforts.  Maintains constant awareness of the status of key initiatives, programs, launch results, and business metrics trends in the region, and shares information with supervisor, Region President, General Managers, and Dallas management as appropriate.  In this vein, leads market research efforts to develop regional and market-specific strategies (i.e., Sales Force Monitor, Brand Monitor, Selling Situation, Product Gap, Retention) in keeping with market needs and growth plans.  Utilizes learnings to create forward-thinking opportunity initiatives for the region and the company.  Such examples include region-exclusive projects that support marketing the IBC/advisor, supporting customer growth, repurchase opportunities and New IBC Experience to drive retention and earning opportunity.  These are high impact initiatives that require collaboration across multiple functions and can result in the generation of significant sales in Sales Force retention and margin maximization in the millions of dollars. Additionally, serves as the marketing spokesperson for the European region in meetings with internal departments including Brand Development, Corporate Marketing, Forecasting & Analysis and Strategic Insights.  Partners with these departments to keep updated on current and future product and project developments, and champions the region’s needs, concerns, and insights.  Makes recommendations to ensure strategies and tactics are being developed with the best interests of the region in mind.   Constantly identifies and analyzes international initiatives to identify concepts that would support regional objectives.  Embraces opportunities to share Europe best practices among Europe and other regions.

 

3. Drives market share growth through brand-building efforts in order to elevate the beauty positioning of the Mary Kay brand.  Requires understanding of regional situation, identification and articulation of gaps, insights and tactics that achieve objective.  Beyond conceptual theorizing, demands strategic and tactical execution in all areas of the marketing field:  product, price and positioning, traditional advertising and PR, non-traditional advertising and PR, digital efforts and Sales Force brand ambassador initiatives.  Dependent upon ability to participate in global conversations while also representing regional needs.

 

4.Champions marketing investment management to generate profitable returns and positive ROI on marketing activities.  Accomplished through use of the regional Business Case, Cost/Profitability Analysis, Optimization Analysis and Pricing Evaluation tools (Basket Analyzer, Margin Maximizer) process for effective development, analysis and approval of key marketing initiatives.  Category Analyses identifying key business drivers, margin contributors/detractors, promotional opportunities and SKU management.  Works with team to isolate key problems and opportunities and makes recommendations through in-market visits, discussions with local markets, and review of business metrics.  Post-promotional analyses conducted to measure ROI, highlight actual to projected results and generate learning and establish best practices.

 

5. Directs and leads a multiple-member regional marketing team.  Responsibility includes employee knowledge/educational development, leadership development, conflict management, performance management, WIG review and accountability.  Charged with management of promotional, competitive and travel expenses for marketing team to plan/budget. 

 

6. Collaboration (not consensus) with regional sales force development, sales education, sale force support/special events and sales strategic initiatives to ensure fully integrated strategic planning and execution.  Critical for self-motivated collaboration with colleagues to ensure full-scope perspective of gaps, opportunities and steps to be taken.  Demonstrates strong visionary and entrepreneurial thinking abilities in order to generate sales and profits in the near and long-term.

 

KNOWLEDGE, SKILLS AND ABILITIES     

Education: Bachelor’s degree in Marketing; MBA, IMBA, MIBS or MIM highly preferred.

Experience: Previous experience at the Director level and knowledge of general business and marketing principles normally acquired through a minimum of 10 years of related experience in order to understand and apply such principles to the development and marketing of the company’s products and programs in international markets.  5-7 years’ experience working with international markets is required.  Direct Selling channel experience is highly preferred.

  • Ability to drive marketing strategy with a passion for direct selling and international.  Must effectively lead, influence and develop regional and subsidiary staff required.  Must possess the ability to resolve conflicting points of view, reinforce the Company’s position firmly yet tactfully, and lead a team in implementing action plans.  Must be able to challenge status quo thinking to ensure optimization of all efforts to capture opportunities.
  • Superior interpersonal skills are required to build credibility and form true business partnerships with marketing teams within the region, to exchange information with internal departments, and to communicate successfully with senior management on a global scale.
  • Analytical ability and high attention to detail required to analyze market share, conduct experiments/testing, review analyses on promotional results, product performance, margin analysis, and market research findings, and to ensure they are in accordance with regional objectives and strategies.
  • Broad strategic and visionary thinking skills required to address the challenges of the individual markets and determine appropriate course of action.
  • Ability to effectively communicate and present ideas, perspectives, dissenting opinions and opportunities in order to be a champion and collaborator for regional and global marketing.
  • International travel required approximately 35% of work time.  Must be able and willing to travel independently (when required) across the entire Europe Region.

Company Overview

Looking for a career where you can make a difference? At Mary Kay we are committed to enriching the lives of women and their families around the world, we offer careers with unlimited opportunities to do something beautiful every day. More than 5,000 employees work in locations around the world. They provide the products, marketing and other support to millions of Independent Beauty Consultants (IBCs) who work as independent contractors, selling our products directly to consumers in nearly 40 markets on five continents.

We are a company that believes in our people and cares for them with truly exceptional benefits. We offer:

  • A comprehensive health plan which includes medical, dental, and vision with low premiums
  • 401(k) plan
  • A generous profit-sharing program
  • Free access to on-site fitness center and on-site clinic

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