Assistant Manager Omnichannel Activation

Role overview

This position is responsible for shaping the in-store communication window concept and ISC strategy for the retail marketing calendar. The role focuses on creating the fixtures and other store-level activation elements needed for retail campaigns, using inputs from Brand Marketing and other internal partners.

Core responsibilities

• Lead the adaptation, production, and rollout of ISC assets in line with global retail marketing campaigns, promotions, and in-store communication standards.
• Partner with market Brand Marketing teams to develop creative concepts and secure all required approvals from global mono-brand centers of excellence.
• Build end-to-end campaign concepts, including window concepts and in-store communication.
• Organize pilot executions for new concepts and review them with key stakeholders from Brand Marketing, Retail Marketing, and Visual Merchandising.
• Create store-specific communication materials such as directories, pathfinders, and similar tools based on individual store requirements.
• Ensure work stays within approved budget limits.
• Collaborate with Retail Marketing and Brand Marketing to design activation tools for campaigns and promotions.
• Prepare detailed final guidelines and documentation for the visual merchandising team and vendors where needed.
• Train and brief agencies on element requirements aligned to the marketing calendar.
• Stay informed about new materials, retail concepts, and competitor innovations in the market.
• Review ISC performance regularly through feedback from Operations and Visual Merchandising teams.
• Make sure all in-store communication follows global standards and supports a strong customer shopping experience.
• Support the Visual Merchandising Manager in implementing global franchise VM standards and guidelines across all store concepts and formats in the assigned region.
• Ensure stores in the assigned area comply with global standards and deliver a premium shopping experience.
• Share local store needs and proven best practices with the Visual Merchandising Manager.
• Carry out store visits according to the visit plan and make sure each store in the assigned region is visited at least [#] times per quarter.
• Coach store managers and designated store staff on global franchise visual merchandising standards and guidelines.
• Track competitor activity and market fashion trends, and share insights with the Visual Merchandising Manager.
• Implement locally relevant tactical actions in response to competitor moves, as directed by the Visual Merchandising Manager.
• Maintain budget discipline across all relevant activities.
• Compile seasonal and promotional POS collateral quantities and communicate them to the Marketing Activation Manager.
• Ensure all window displays are aligned with the marketing calendar and campaign guidelines, and are presented to a high visual standard with stickers, graphics, and mannequins.

Performance and reporting

• Track progress against personal KPIs.
• Report updates and outcomes to senior stakeholders.
• Monitor assigned reports and dashboards.
• Observe customer and competitor sell-through and activity, then recommend and initiate actions where needed.
• Prepare practical and realistic plans for execution.

Authority

No formal authority has been assigned to this role.

Key relationships

• Hub Omnichannel Activation and VM Team
• Visual Merchandising team
• Brand Activation team
• Category and Merchandising teams
• Market Retail team
• Retail Back Office team in both Lead and Multifunctional Markets
• Multi-Store Managers
• Store Managers and store teams
• In-store Visual Merchandisers

Skills and capabilities

• Strong working knowledge of Microsoft Word, Outlook, Excel, and PowerPoint
• Hands-on experience with design tools such as Adobe Creative Suite, CorelDRAW, SketchUp, and video editing applications
• Comfortable communicating in English and the local language used at market headquarters
• Solid numerical, written, and verbal communication ability
• Ability to work across locations and travel as needed

Experience and education

The role calls for 3 to 4 years of experience in sales and/or marketing, ideally with a retail background. Experience in apparel, fashion, footwear, or FMCG is preferred. Exposure to sports, marketing, and account marketing is also relevant. A university degree in Fashion or Business with a focus on marketing and sales is required.

Additional information

The role involves direct collaboration with retail, brand, merchandising, and visual merchandising stakeholders across the market. It also requires ongoing market awareness, regular store visits, and close coordination with agencies and vendors where applicable.