MERIT is a minimalist beauty brand that makes impossible to mess up products for a multi-generational community. Designed by makeup consumers — not artists — MERIT was created as the antidote to the overwhelming world of beauty. We simplify what it takes to get ready by creating only well-edited essentials that help you do more with less. With minimalism at its core, MERIT remains intentional in the products it creates, spending years perfecting every detail to ensure it’s not just another product, but one that you can live with for years to come.
The Marketing Director, EU is responsible for leading Merit’s marketing strategy and execution across all EU markets. This Marketing expert will be able to create tailormade concepts for the Region to drive sales, gain market share, set up successful events and build brand awareness. They will be able to localise campaigns, with the support of PR agencies and Sephora’s PR teams, to ensure resonance across the EU Sephora markets with a particular emphasis on France, Italy, Spain, Germany and the Nordics. They will also work hand-in-hand with the USA performance marketing teams to drive DTC performance across the region.
This expert will be responsible for strategies across brand/partnerships, influencers, PR, CRM, and trade marketing. The ideal candidate should be a self-starter, comfortable working in an entrepreneurial environment. They will be able to both build strategy and advise the SVP International on marketing priorities but also lead more junior teams and agencies through execution at the local market level. This role requires a team player able to work in a small, nimble organization with a global HQ based in the USA. Previous cosmetic experience essential.
Overall, this role will be the right hand of the SVP international, key to the launch and then fast growth (+50% YoY goal for the first 3 years) of Merit in the EU and potentially beyond. This individual will be part of an exciting, entrepreneurial journey and will have a key role in development of the wider strategy.
Responsibilities:
Global responsibilities
- Build EU Marketing and PR strategy (including brand, product and retail marketing) with the CMO and the SVP International
- Build and maintain strong relationships with key partners (US brand holder and key EU partners)
- Implement smooth processes through regular touchpoints with the CMO and US global marketing team
- Develop strategies for EU NPD launches following guidance from US brand marketing where applicable
- Carefully consider current and future business objectives, opportunities, and costs when making decisions, incorporating the short and long-term trade-offs
- Manage the marketing and PR budget for EU
- Lead the EU marketing team including development of direct reports as the team expands over 12-24 months
Marketing & Design
- Implement Global concepts for the Region
- Identify Regional Brand Marketing opportunities with Sephora and for DTC channels
- Take ownership for and create launch plans around innovation with key partners, ensuring brand guidelines are respected and maximising ROI
- Implement Brand image through media campaigns, design overhaul, brand building partnerships, specific marketing plans with key partners
- Build and lead Retailers Marketing Presentations and Internal Marketing meetings
- Identify tactical opportunities for the EU (e.g. animations, kits, exclusivities)
- Roll out of the new design and VM concepts across EU
- Identify specific merchandising needs and monitor conception of tools
- Define product portfolio and pricing strategy along with SVP International
- Produce campaign post-mortems and carry learnings forward to future initiatives
PR & CRM
- Roll out Global Brand communication & influence strategies across the Region
- Create long-term influencer partnerships
- Coordinate big events execution with decorator, sales team, training team and retailer to ensure retail excellence and perfect execution
- Manage agencies’ relationships
Analytics
- Monthly reporting
- Maintain in-depth knowledge of market trends, demographics and customer needs, behaviours and reactions
- Proactively anticipate and rectify obstacles to goal achievement using critical problem-solving skills, target specific KPI’s relevant to the business
Qualifications:
- Minimum 8 years of experience in marketing in the cosmetics sector
- Experience with, and understanding of, the Sephora business is essential
- A successful record of owning the creation and execution on marketing briefs that resulted in significant ROI
- Demonstrate creative and active problem-solving ability to drive on time and quality delivery for all projects
- An ability to gather and leverage consumer insights and develop strategies based on insights
- A thorough understanding of Influencer marketing, with an ability to create campaigns that resonate on social media and gain brand awareness
- Extensive experience developing stories and compelling content to drive conversion
- The ability to effectively partner with and manage local PR agencies
- Excellent project management skills, including proven ability to manage projects and partner with various levels in the organisation
- An ability to effectively communicate with internal teams and external vendors in a way that represents the brand effectively
- High-level attention to detail and accuracy in execution of work and tasks
- An ability to work in a fast-paced environment
- An ability to work autonomously and provide self-direction
- Exceptional interpersonal, verbal, written and communication skills in English and French
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What We Do
MERIT reimagines luxury beauty by making it clean, well-edited and accessible. We believe in responsible luxury, making products safe for body, skin and planet. The antidote to the overwhelming, excessive world of beauty — we simplify what it means to get ready.
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