Lead - Retail Marketing & Visual Merchandising (1-2 yrs)

About the Company:

Born in 2013, Plum is a leading, 100% vegan, cruelty-free & non-toxic beauty brand with a strong portfolio in skincare, hair care, personal care, and makeup.

The brand is driven by a strong leadership & investor team focused on building value for People, the Planet, and Profit-sharing participants.

With over 150 SKUs, Plum has steadily built its customer base on both online and offline platforms.

In addition to being among the top new-age beauty brands online, the brand also now has an offline distribution presence at over 225 towns and cities in India.

The newest addition to the Plum family is a range of clean, fun bath & body products under the Plum Bodylovin' range.

Position Details:

Function: Retail Marketing & Visual Merchandising.

Location: Thane.

Reports to: Head EBO.

Job Summary:

The Retail Marketing Manager will spearhead the development and execution of marketing strategies and visual merchandising (VM) initiatives to drive footfall, boost sales & create an engaging in-store experience.

Key Performance Indicators:

- Footfall Increase: 20% year-over-year growth in store footfall.

- Campaign Effectiveness: 15%-20% sales uplift in sales during promotional periods.

- Loyalty Program Engagement: 30% increase in loyalty transactions.

- Event Attendance & Engagement: Minimum of 50+ attendees per in-store event with positive customer feedback captured.

- Planogram Compliance: 95% adherence to planogram and VM guidelines across stores.

- VM Audit Scores: 90%+ scores on quarterly Mystery Audits covering VM.

Key Responsibilities:

Develop & Execute Retail Marketing Strategy:.

- Annual Marketing Calendar: Create and roll out a comprehensive Annual Marketing Calendar, covering all key promotional periods and product launches, with clear objectives, timelines, and KPIs.

- Seasonal Campaigns: Execute 4+ high-impact seasonal campaigns annually to boost footfall & sales during key periods (e.g, Diwali, wedding season) aiming for a 15-20% uplift in footfall and sales during each campaign.

- New Product Launches: Lead 4+ product launch campaigns annually with a focus on creating buzz through in-store experiences, product trials, and events ensuring visibility and customer engagement.

Drive In-Store Events & Engagement:

- Activations: Plan & execute 6+ in-store activations per year, such as beauty workshops, product sampling, meet & greet, influencer sessions, targeting 50+ attendees in each event.

- Loyalty Program: Enhance customer retention through targeted loyalty initiatives, aiming for a 15% growth in loyalty bills after the campaign.

Omnichannel Marketing & Digital Integration:

- Omnichannel Synchronization: Ensure 80% alignment of in-store and digital marketing activities to provide a seamless customer experience.

- Content Briefs for Digital: Create monthly content briefs for digital teams to promote in-store events and campaigns on social media, email, and website.

Performance Tracking & Budget Management:

- Budget Compliance: Monitor and control Marketing & VM expenditure ensuring the maintenance of % of net sales as per annual financial budget.

- ROI: Deliver a 3x return on marketing investments (ROAS of 3+) through well-targeted campaigns and strategic budget allocation.

- Campaign Analysis: Prepare monthly performance reports of all marketing & VM changes covering campaign impact through footfall & sales uplift.

Vendor Management:

- Sourcing & Procurement: Identify, negotiate, and manage relationships with VM suppliers, fixture vendors, and creative agencies to deliver high-quality VM assets on time and within budget.

- Quality Assurance: Conduct bi-monthly store audits to ensure all VM assets are in pristine condition and meet brand standards.

Visual Merchandising Strategy & Implementation:.

- Monthly Store Layout & Display Refresh: Plan & execute a complete refresh of in-store displays and product placements every month, ensuring alignment with seasonal themes, product launches, and promotions.

- Nesting Display Concepts: Design 6+ Nesting display concepts annually to attract walk-ins, focusing on festive themes, new collections, and key brand messages.

- Product Storytelling Displays: Implement thematic product storytelling displays across key store zones to increase dwell time and product discovery, with a target of increasing related product sales by 10-15%.

Team Training & Collaboration:

- VM Review: Conduct weekly review for store staff on VM planogram implementation, achieving a 95% adherence to VM standards.

- Cross Functional Collaboration: Work closely with the Brand, Category, Digital & Supply chain teams to ensure alignment across for marketing activities.

Experience & Qualification:

Mandatory:

Education: Bachelor's degree in marketing, Business, or related field.

MBA preferred.

- Experience: 5+ years in retail marketing and visual merchandising, preferably within the beauty, fashion, or lifestyle segments.

- Skills: Strong background in retail VM, marketing campaign management, event planning, and team collaboration.

- Tech Proficiency: Strong command of CRM systems & data analytics.

- Familiarity with VM design software & digital marketing tools.

Competencies:

Retail Marketing: The ideal candidate will possess a strong understanding of retail dynamics in the Indian beauty market, with a focus on creating high-impact campaigns, managing in-store events, and leveraging digital channels for an omnichannel experience.

Visual Merchandising: The ideal candidate should have an eye for aesthetics & VM excellence, ensuring that the brand's retail stores reflect the latest trends, enhance product visibility & offer immersive customer experience.