WHO ARE WE?

ghd is a truly iconic British brand, founded in 2001 by 3 British hairdressers from Yorkshire. With the respect and loyalty of an army of devoted stylists, ghd quickly developed a cult-like status nationwide. A monthly trip to the salon was no longer the only way to have a good hair day - this could be achieved every day!
ghd is a premium brand loved by stylists and consumers, loved by press, and loved by the people that work for the brand! Our increasing focus on driving innovation and our mission to create “good hair days” everyday sets us apart from our competitors - with our strong focus on tech combined with a strong beauty proposition – we have the best of both!

ABOUT THIS ROLE 

Reporting to the UK & Ireland Managing Director, The Senior Marketing Manager for Trade & Customer Experience, will be a strategist who can excite and inspire consumers to engage in retail space part of the ghd omni-channel strategy. 

Through designing, creating and the delivery of an inspiring multi- touchpoint strategy for both the UK and Ireland consumer both retail and professional channels using a mix of IRL executions, activations & events we will be able to activate the Consumer journey in-store and drive sell-out and deliver exceptional customer experience.

Through the planning of effective trade marketing activities, maximise product visibility and category developments to contribute to profitable growth & delivery of financial targets for the UK and Ireland markets.

To further develop the ghd equity by building awareness, advocacy and passion for the brand and products, ensuring global brand positioning and equity is respected. 

‘’UK and Ireland’’ is the largest and most developed markets for ghd. It is a critical territory for the sustainability of the brand at a global level. Consequently, the Senior Marketing Manager for Trade & Customer Experience, is a key lead role within the organisation to ensuring brand advocacy and the perfect implementation as a flagship market.

JOB ROLE AND RESPONSIBILITIES

Strategy & commercial

• Develop, promote, and execute a strategy for the Brand Experience in store, including a road map for POS improvements and implementation, focused on the concept of ‘Retail Entertainment’
• Working in Partnership with the commercial Teams (Salon/Premium Retail), to formulate an effective customer plan through an inspiring Retail strategy, creative assets and store experience align to the ghd vision to build the ghd brand and increase sales across all instore channels.
• Build Channel specific and customer centric plans and activities to achieve business goals
• Support Sales departments in the strategical interpretation of Store Performance Trackers (Mambo- Salon/Store Productivity- Retail Stores) to drive effective implementation of strategy.
• Develop strong relationships with Key Customers in both Consumer and Professional space to become a trusted business partner to clients, vendors, and agencies. To build a collaborative approach to the business development in partnership with the Sales Team. 
• Manage the off-line/instore marketing budget to deliver optimal return on investment.
• Continuously update own knowledge of market trends & activities including competitive activity and feed into the marketing strategy
• Keep up to date with product development to align marketing activity
• Track and record results of all activities, to optimise learnings and improve effectiveness of marketing investments
• Complete Month End process with Head of Finance, ensuring accuracy and future spendings are in line with budget 
• Ensure all key stakeholders are kept up to date with plans to maximise success – Commercial/Finance/Supply chain/Global/Regional Teams
• Ownership of relationship with GFK data agency and responsibility for quarterly data analysis and deployment to key stakeholders

Consumer and Trade marketing

• Lead and own pop-up strategy from beginning to end, ensuring all key stakeholders are kept up to date on projects (MD/Head of Key Accounts/Head of Retail/Finance/Supply Chain/VM)
• Lead and own permanent counter/fixture updates for NPD launches and new store openings, ensuring brand guidelines are adhered too.
• Maximise instore execution of NPDs and key promotional initiatives and campaigns, including but not limited to POS, Instore visibility, and Events.
• Plan, coordinate and execute IRL consumer marketing programmes to build awareness, interest, engagement and purchase amongst target consumers and stylists
• Plan, coordinate and execute trade marketing programmes to engage top salons and top stylists to use, recommend and retail ghd products
• Coordinate sponsorships, events, PR, promotions, and advertising instore
• Coordinate and collaborate with the Senior Online Marketing & Communications Manager on experiential events, media opportunities, brand collaborations, social media, key influencer engagement, promotions, and advertising (offline + digital) so ensure consistent messaging & comms across all touch points 
• Help coordinate the PR launches alongside the PR department 
• Oversee premium retail & in salon promotions and marketing opportunities, working closely with the retailer
• Support relationships with key salons and major chains from a marketing perspective
• Deliver local marketing in line with global ghd brand
• Manage all brand and campaign materials to support activities across region
• Continuously improve systems, data accuracy, reporting and information

Team Leadership

• Inspires, challenges, and stretches individual performances, coaching all team members to reach their full potential
• Provides clear direction and leadership, giving open and honest feedback to all regarding their performance and behaviours
• Conducts regular reviews with team creating focussed action plans to target improvement and encouraging others to deliver on all targets
• Motivates, coaches, and encourages creativity giving every team member the confidence to take part, creating a positive atmosphere to work in
• Promotes the need for a continuous learning and development culture within the team
• Delivers strong, effective communication to all team members 
• Lead, build and deliver channel presentations at key stake holder meetings and business reviews

KPI’s

• Brand awareness, conversion to purchase and advocacy amongst target consumer segments 
• Instore KPIs, conversion rate in Premium Retail, number of Events, Customer engagement survey, Mambo Marketing KPIs
• ghd sales in absolute, and sales growth
• Return on investment from marketing activities and initiatives (mix of qualitative and quantitative measures)
• Growth of professional endorsement 

SKILLS & KEY ATTRIBUTES

• Minimum 5 years’ experience in Hair/Beauty/Fashion/Luxury/Technology marketing or Knowledge of Fashion and premium brand behaviour
• Proven & successful track record in driving sales and key business metrics through developing and executing successful Trade marketing campaigns
• Demonstrates commerciality and evidence of B2C & B2B disciplines. 
• Strong people leader, who attracts and grows best in class talent
• Mentoring and coaching skills
• Experience of developing & successfully implementing marketing strategies
• Robust financial acumen and ability to manage budgets & managing opportunities & risk
• Ability to understand commercial priorities and respond accordingly
• Understanding of UK retail and the UK beauty press
• Educated to degree level or equivalent
• Excellent oral and written communication skills 
• Computer literate and proficiency with MS applications, especially PowerPoint, Word, Excel, and Outlook.
• Passion, energy, and aspiration in line with ghd products, brand, values & people
• A consummate marketing professional and commercially astute
• Strong self-awareness, communication, networking, and interpersonal skills 
• Resourceful, creative, and entirely flexible; thrives on positive change
• Confident and capable in leading a team, with strong coaching and mentoring skills
• A positive and proactive approach and the ability to build strong internal and external relationships. 
• Attention to detail and good organisational skills are essential. 
• Flexible and adaptable to commit fully to this highly demanding role particularly in areas where there are multiple stakeholders.
• Ability to work collaboratively and openly with the global team

No recruitment agencies

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