Marketing Manager - Retail - Cosmetics sector

Our client is a key player in the retail sector, specializing in beauty and lifestyle products. With a strong presence across Belgium, the company operates distinct brands, offering a wide range of products from mass-market essentials to premium beauty items.

This is a family-owned business with an entrepreneurial culture, where initiative and solution-oriented ideas are highly valued. The structure fosters team collaboration and encourages employees to be proactive and innovative.

The Marketing Manager is responsible for implementing the local marketing strategy for the brands in the portfolio distributed in selective perfumery (April FraBelux). They adapt international guidelines to the specificities of the market, manage product launches, develop trade and digital activations, and maximize brand visibility across the network. The role requires close collaboration with the headquarters, sales teams, purchasing and Supply Chain teams, as well as external partners (agencies, etc.).

Main Responsibilities:

1. Adapting the Marketing Strategy to Local Specificities

• Translate global marketing strategies provided by partner brands into activation plans tailored to the local market.
• Monitor market and competitive analyses to identify growth opportunities and areas of optimization.
• Ensure brand positioning consistency within the selective distribution channel.

1. Brand Portfolio Management

• Lead the marketing calendar of launches and key moments for the entire brand portfolio.
• Track sell-in/sell-out performance and the ROI of implemented plans, recommending corrective actions when needed.
• Coordinate visibility needs, training, assortments, and merchandising for each brand.

1. Trade Marketing & Retail Activation

• Develop 360 activation plans: POS materials, B&M operations, animations, sampling, gifting sets, CRM initiatives, and e-commerce support.
• Ensure flawless execution in stores by working closely with sales, the training coach, and the Visual Merchandiser.
• Negotiate and optimize media space across various supports (catalogs, window displays, homepage, newsletters).

1. Digital & Influencer Development

• Deploy local digital activations: social media, co-branded campaigns, partnerships, e-retail.
• Manage relationships with digital and influencer agencies to maximize brand visibility.
• Adapt or produce digital content while respecting international guidelines.

1. Coordination with Headquarters and Partners

• Serve as the key point of contact between international brands and the local market.
• Manage information flows: guidelines, marketing tools, new concepts, forecasts, and reports.
• Present results and opportunities to brand partners with a focus on mutual growth.

1. Budget Management & Analysis

• Build and monitor marketing budgets per brand and per action for the retailer.
• Measure the effectiveness of activations (ROI, retail and digital KPIs) and propose optimizations.
• Prepare marketing forecasts (launches, animations, promotional stock).

• Master's degree (Marketing, Business, Luxury).
• 4-7 years of experience in marketing or trade marketing, ideally in beauty or selective distribution.
• Strong knowledge of selective perfumery and retailer operations.
• Mastery of trade marketing, retail dynamics, and e-retail.
• Strong comfort with data analysis (sell-out, panels, digital KPIs).
• Ability to manage multiple brands with diverse identities.
• Strong sense of detail and luxury standards.
• Excellent project management and cross-team coordination skills.
• Results-driven mindset and strong commercial acumen.
• Creativity, autonomy, and adaptability.
• Excellent communication skills.
• Fluent English (daily interaction with suppliers) and French.