Marketing Activation Manager

About the job

Role

Within the Marketing department, reporting to the Marketing Manager, you are responsible for the development and deployment of marketing activations across the Travel Essentials, Duty Free, Fashion and Diplomatic sectors, in line with the defined marketing strategy.

You specifically manage thematic campaigns, digital and CRM systems, activations with various stakeholders, as well as certain visibility supports such as travel media. You ensure smooth coordination between internal teams, external partners, operations and commercial stakeholders to guarantee qualitative, coherent and effective execution.

You also contribute to the development of partnerships and innovative activations with players in the airport ecosystem by identifying and proposing value-creating initiatives.

Additionally, you contribute to global, 360° and omnichannel marketing reflections, and to the development of innovative systems to enhance the customer experience, brand visibility and commercial performance.

Main missions

1) Thematic campaigns Travel Essentials, Duty Free, Fashion and Diplomatic

• Develop thematic campaigns according to the directions defined with the Marketing Manager and central marketing services. Define activation mechanics, necessary supports, key messages and distribution channels.
• Coordinate exchanges with internal teams, agencies, suppliers and relevant partners.
• Monitor campaign implementation in connection with Operational Marketing and field teams.
• Conduct post-campaign reviews and make improvement recommendations.

2) Local marketing activations, Airport, Diplomatic and Partnerships

• Be proactive in proposing new animation concepts, services, innovative customer experiences and journeys that create value, contributing to improving the customer experience, platform attractiveness and commercial performance, notably Swiss Stories, Relay, Tech2Go concepts.
• Maintain the schedule of local/monthly activations linked to the seasonal calendar.
• Initiate pilot cross-sell and up-sell projects to improve passenger journeys and acquire customer data.
• Ensure operational deployment follow-up of on-site activations and measure the impact of implemented systems.
• Develop communications on various available airport supports, News/newsletter/website as well as on Lagardère LinkedIn social networks, and others.
• Contribute to openings, inaugurations, refits or launches of new concepts when projects require dedicated marketing activation.

3) Digital, social networks, Google My Business, website and competitions

• Develop digital content and systems related to marketing activations to accelerate data acquisition in collaboration with our commercial partners.
• Manage communication actions on social networks, the website and competitions.
• Coordinate content production with internal teams and relevant partners.
• Ensure message, visual and communication tone consistency with brand image.
• Monitor digital performance and propose improvement areas.

4) Loyalty, Customer Engagement and Fashion & Diplomatic Member Programmes

• Contribute to the development of loyalty and customer engagement programmes in the Fashion and Diplomatic sectors.
• Design mechanics to strengthen customer acquisition, loyalty and purchase frequency and animation plans related to loyalty programmes in coordination with internal teams and relevant partners.
• Develop communication supports and content associated with loyalty programmes.
• Analyse programme performance indicators (membership, engagement, purchase frequency, retention, average basket, revenue contribution).
• Identify improvement opportunities and make recommendations to increase value generated by programmes and customer experience.

5) Travel media: screens, lightboxes and visibility supports

• Contribute to the strategy for using travel media.
• Develop and coordinate visibility systems on screens, lightboxes and other available supports.
• Ensure liaison with internal and external stakeholders for booking, production and content distribution.
• Act as main contact point, responsible for content distribution scheduling for all stores in scope.
• Guarantee message consistency with marketing campaigns and commercial priorities.
• Monitor proper execution of systems and their impact on offer visibility.

6) Performance monitoring

• Define performance indicators adapted to each activation.
• Measure effectiveness of campaigns and deployed systems.
• Conduct post-operation reviews.
• Identify optimisation levers and propose concrete recommendations.
• Report to the Marketing Manager and internal stakeholders.

Secondary mission

• Contribute to brand animation planning in connection with the Animation Manager.
• Participate in global marketing reflections on concepts, campaigns and activation systems.
• Provide occasional support to the marketing team on cross-functional projects.
• Participate in certain field deployments when necessary.

Required skills

Education and experience:

• Higher education in marketing, communication, commerce or equivalent field.
• Proven experience in operational marketing, marketing activation, digital marketing, CRM or trade marketing.
• Experience desired in a retail or travel retail environment.
• Experience in managing marketing projects and coordinating multiple internal and external stakeholders.

Technical skills

• Mastery of 360° marketing activation levers.
• Strong understanding of digital campaigns, CRM, social networks and visibility systems.
• Ability to transform a marketing concept into an operational action plan.
• Proficiency in Microsoft Office, especially Excel and PowerPoint; knowledge of Canva is an asset.
• Ability to analyse performance and produce clear reports.
• Good retail sensitivity, customer experience and passenger journey understanding.

Required aptitudes / qualities:

• Initiative, autonomy and sense of responsibility.
• Creativity and innovation sense.
• Ability to reconcile strategic vision and field execution.
• Excellent interpersonal skills and ability to unite teams.
• Excellent organisational, planning and priority management skills.
• Rigor, reliability and attention to detail.
• Results orientation and performance culture.
• Ability to thrive in a dynamic and demanding environment.
• Team spirit and service orientation.

Special condition:

Good physical condition is required to occasionally assist with in-store installations (placing visuals, using a stepladder and light handling).