L'Etoile is looking for a Head to lead the promo-marketing department, build processes in the department from scratch, and be responsible for the creation and implementation of all company promo activities – in retail, on the website, in the app, and on its own marketplace.
Responsibilities:
Strategy and Planning:
- Development of a strategic category development plan and formation of a tactical promo plan, including its own marketplace.
- Planning, budgeting, and defending the promo budget to management based on ROMI calculations and projected profit, with unit economics detailed to the category/SKU level.
Promo Campaigns and Mechanics:
- Creation and implementation of federal and supporting promo campaigns in collaboration with the commerce and analytics departments.
- Development of new promo campaign mechanics and tool improvement, including digital promo and gamification.
- Coordination of the promo plan with buyers and category managers: aligning campaigns with the assortment matrix, stock levels, and new products.
- Separate promo planning for private labels (PL) – with economics and goals different from partner brands' promos.
- Development of personalized promo mechanics based on the loyalty program in collaboration with the CRM/retention team.
Launch and Channels:
- Control of the launch and promotion of promo campaigns in key channels (e-mail, push, SMM, website, app) in collaboration with the marketing and IT departments.
- Synchronization of promos between the offline network, website, marketplace, and app – uniform rules with different presentations by channel.
- Control of campaign compliance with legislative requirements (FZ "On Advertising", 152-FZ) and internal legal regulations.
Analytics and Competitors:
- Analysis of the effectiveness of conducted campaigns and preparation of final presentations on results.
- Monitoring of competitor promo activities and formation of a responsive tactical plan.
Team and Processes:
- Establishing regulations for interaction with procurement, category management, digital marketing, and IT.
- Optimization of internal department processes.
Requirements:
- At least 3 years of experience in retail or large e-commerce in promo marketing, trade marketing, or brand management positions will be a significant plus.
- Experience with a wide assortment (thousands of SKUs) – the specifics of promo planning here fundamentally differ from a narrow assortment.
- Experience in promo planning and a deep understanding of promotion mechanics.
- Experience in monetizing supplier relationships: retrobonuses, marketing budgets, paid placements.
- Strong analytical skills: experience in analyzing the effectiveness of promo activities and their impact on turnover, LTV, ROMI.
- Ability to budget campaigns, forecast, and defend results to management.
- Experience with CRM/CDP platforms for promo personalization – as an advantage.
- Knowledge and understanding of the specifics of key marketing channels (e-mail, push, SMM, contextual advertising, etc.).
- Strong negotiation skills and team management experience.
Company Offers:
- Direct reporting to the Head of One Retail Marketing and the opportunity to build the department independently.
- Competitive salary level (discussed individually).
- A team and ambitious tasks.
- Official employment.
- Office in an A-class business center, a 5-minute walk from Nakhimovsky Prospekt metro station.
- Full office format (no hybrid or remote work).
