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International Marketing Executive

Holland and Barrett International Limited
Job LocationNuneaton
EducationNot Mentioned
SalarySalary negotiable
IndustryNot Mentioned
Functional AreaNot Mentioned
Job TypePermanent, full-time

Job Description

The purpose of the role is to work alongside the International Development Marketing Manager to spearhead the marketing, brand and customer plans, content and process for our Franchise and Wholesale markets, in-store, out of store and digital.The Senior Marketing Executive will be responsible for ensuring robust, innovative and brand appropriate marketing plans are in place to drive awareness, footfall and visits to support a growing, profitable and sustainable business for both H&B and partners. Working with International Partners to ensure outstanding marketing execution, compliance with the Agreement and Operating Manual and strong, collaborative relationships with the Partners marketing counterparts.Current business scope is 20 International franchise and wholesale markets, 65+ stores, 500+ shop in shops and nine H&B websites and a number of Marketplace websites.Growth and investment

  • Ensure franchise and wholesale partners have a robust long-term brand and marketing vision which is ambitious yet achievable, breaks new ground and aligns with H&B brand vision and positioning
  • Influence the Partners marketing team to commit to expenditure on both core business marketing and to drive growth through appropriate marketing of new stores/channels
  • Review the marketing plans for any proposed openings, closures or relocations in existing markets
  • Ensure Marketing plans delivers a strong return on investment whilst ensuring Partners investment is in line with their contractual commitments
  • Attend and lead monthly trade and marketing plan reviews with partners alongside the partner managers and on occasion, step up to lead higher profile partners in the absence of the Marketing Manager.
    • Awareness, footfall and visits
  • Work with the marketing manager to ensure marketing plans support the footfall and visits required to deliver the International Development retail sales, Royalties and product purchase targets
  • Utilise standardised and consistent marketing metrics to "trade the business", measure partner performance, opportunity and provide marketing benchmarking
  • Work with the Partner Manager, Commercial and UK Marketing teams to guide on compelling promotions and other customer-facing activities to Partners
  • Advise Partners where needed on local or regional marketing campaigns, advertising, promotions, or research in which we expect them to participate and invest
  • Review of social channels and online platforms, ensuring they are maximising opportunities to gain customer engagement and sales.
  • Create exciting monthly social media pick lists to work alongside these campaigns which include product, engagement and blog content which our partners can utilise
    • Brand & customer strategy
  • Manage the monthly campaigns. Review the UK planned execution and amend accordingly to work with international landscapes and products highlighted. Work alongside the Range and Pricing Manager to ensure highlighted products are aligned to hierarchy.
  • Brief and manage the campaigns through our design agency.
  • Drive a consistent marketing framework to deliver right balance of global consistency and local adaptation
  • Enable effective implementation of new customer facing marketing initiatives through cascade, communication and training to franchisee marketing teams
  • Working with Marketing peers, ensure that Franchise/Wholesale needs are captured, understood and incorporated into company wide assets, campaigns, processes and brand DNA where appropriate. Ensure brand strategies and campaigns resonate in International markets
  • Provide high quality global and regional marketing and brand insights (competitor, customer, macro) from visits, networking, online research, market knowledge
  • New store opening guidelines and pack - be the brand guardian of new stores, ensuring the brand is executed correctly - working alongside the partner managers to ensure the overall look and feel of the store is aligned to our new BVI
    • Execution
  • Create and implement implementation packs which show the partners how to execute the campaign to achieve maximum effect.
  • Guide Partners Marketing teams to deliver brand DNA across all franchise stores/channels
  • Ensure all priority markets have clear measurable and deliverable marketing plans in place
  • Utilise UK/International marketing best practice and policy to cascade into franchise/wholesale business
  • Work alongside the Franchise Partner Manager and Commercial teams to ensure optimised new product launches in each market to drive growth throughout international territories
  • Engage with Partner Management to ensure store presentation and POS meets required guidelines and inspires/visually stimulates the customer within that market
    • Compliance
  • Ensure clearly defined marketing standards kept relevant and up to date in the Operating Manual
  • Ensure all franchisees/wholesalers have appropriate marketing resources in place
    • Communication
  • Provide a framework and assets for social, in-store and out of store marketing campaigns, plus new product launches and new store openings
  • Ensure relevant marketing updates are shared weekly (where needed) through the partnerships newsletter
  • Build awareness of international develop

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