Role purpose
Develop, adopt, and enrich strategies for Africa Region that drive retail opportunities for the consumer taking in consideration the digital engagement and ongoing changes in consumer behaviors. Connect with the consumer at retail (Wholesale and Nike Stores) through effective planning and execution of the campaigns in line with the integrated sales and marketing strategy both physical and digital.
The key duties and decision ownership:
- Develop and implement Nike brand initiatives at Retail through consumer experiences.
- Engage directly with consumers across all Retail channels, Digital and B&M, utilizing knowledge in program development
- Manage all details of RB program execution from assets briefing to mockups signoffs
- Participate in planning overall strategic retail direction for category, season and program, translating into consumer experience within specific retail partners.
- Oversee and guide local RB teams to deliver best RB implementations
- Be the point person for local RB teams to provide correct seasonal assets and campaign materials
- Together with Marketing Manager, manage conversation with wholesale partners on elevating digital consumer journey and experience, and adopt measures to improve performances and KPI’s
Retail Marketing Planning:
- Aligned with the overall central marketing strategy, season by season, put together a calendar of initiatives, drive the selection of doors
- Develop an appropriate plan to support each initiative, looking the consumer’s shopping experience with an omnichannel approach
- Nike-managed spaces must get ongoing support. With the support of the local teams put together a specific calendar for each of them including integrated marketing initiatives and typical retail and digital initiatives.
Strategic Planning:
- Retail is a key part of the mix not only to assure a good execution of seasonal initiatives, but also to support the business growth consistently and to sustain the brand image. This requires an alignment with the long-term marketing vision and sales to develop a 1-year RB plan.
- Provide feedback and get insights to the organization from regular field visits.
Initiative Execution:
- Share the plan with the Merch/Buying team and make sure they understand the strategy behind it. (Integrate them also in the planning for non-Nike managed space)
- Be a leader for each project, involving marketing, sales, retail, and visual merchandisers
- Provide guidance and be the point person for local RB managers for RB directives/assets
- In charge of presenting and discussing Retail Mktg plans with Key Accounts during the business meetings
- Set up a clear project timeline to track the project development step by step and to match the timelines.
- Involve Strategic Account Sales Mgr and Account management in checkpoints. Track and check with Sales on Give & Get.
- Make sure to provide a complete and honest final evaluation/report of each initiative
- Make sure that Nike RB Guidelines and standards are followed and executed
- Build strong relationships with primary Accounts in your business plans. Provide regular visits and demonstrate strong retail awareness to ensure brand/category objectives are communicated consistently.
KPIs
- Brand execution standards
- Meeting timelines
- Budgeting accuracy
Core competencies, knowledge, and experience
- Basic knowledge of Microsoft Office: Words and Excel
- Proficiency in Adobe Illustrator and Photoshop is a plus
Dotted reports:
