Instore Experience and Activation Director

Job Summary: The Instore Experience (ISE) and Activation Director has the overall leadership of Gibson Brands’ Instore Excellence and Consumer Experience Activation across the Gibson portfolio of brands within the Americas and is the global practice leader (Center of Excellence).  The person in this role plays a key transformational leadership role and is a member of the Global Commercial Leadership team. 

The key mission of this role is to establish industry leading instore consumer experiences (Brick & Mortar and Online) that excite and consumers (and dealers) and enable a seamless and exceptional omnichannel experiences at the point of purchase. 

The Instore Experience and Activation Director is consumer and dealer centric and passionate about elevating Instore Excellence (ISE) service solutions as competitive advantage. (S)he is a role model and ambassador for in field omnichannel execution with a drive to increase traffic, conversion, and brand demand (driving sell-thru at the point of sales)

Supports Trade Marketing in the development of the ISE strategy. Takes full responsibility to execute and to implement the plan in line with global Gibson Brands and Commercial direction. Drives strong execution of the Dealer I-MAP (Integrated Dealer Marketing Activation Plan) and creates an outstanding consumer experience and first-class, seamless dealer (distributor) engagement (with a focus on Premium Partners).

This role leads digital transformation and develops the capabilities to enable world class service levels in terms of playbooks, processes, policies, application of digital systems (e.g.: CRM) and team structure. 

Essential Functions:    

• Execute ISE strategies aligned with global brand and trade marketing strategies and commercial direction to elevate and achieve the brands’ instore excellence objective.
• Develop 3-year ISE plan and the annual activation plans. Formulate market leading activation programs, collaborate with Marketing to develop Dealer I-MAPs (JMP) with Premium Partners, and bring Key Brand and Product stories alive in physical Brick & Mortar stores as well as online with E-tailers. 
• Define Key Business Drivers (KBD) and ensure implementation on regional and local levels. Design plans and KPIs to realize those consistently. 
• Master key functional areas such as Visual Merchandising (Instore Solutions (ISS) and POP), Branded Space, Product Merchandising, Recommender Marketing, Influencer Marketing (Artist supported engagement), Event Activation, Retail Days, etc. 
• Develop a multiple tiered training program for Shop Pros including Clinics, Master Classes and Experiential Training, with the aim to transform shop pros into brand ambassadors. This includes Gibson Academy/Certified Shop Pro Program for selective shop pros only.
• Engage and inspire the consumer at the point of purchase and drive sell-thru, brand advocacy and brand loyalty.
• Establish ISE standards and issue a playbook to share globally (in the function of Global COE). Energize international markets in sharing best practice and leading global ISE summits. Gibson subject matter expert for Instore Excellence Programs and Solutions
• Set clear Distributor targets and KBDs and KPI objectives (financial, distribution, product category, marketing, etc); this includes targets for regarding vertical and horizontal distribution and the different channel segments (Wholesale, DTC); Establishes distributor performance reporting cadence, track, and report progress.
• Develop an ISE calendar that is fully aligned with overall GTM calendar, Key Launch Dates, and the Dealer I-MAPs
• Achieve On-Time and In-Full activation performance of > 90%
• Periodically initiate market insight studies (e.g.: competitor benchmarks: online and B&M)

Required Skills/Abilities:

• Skilled in building a successful ISE program, an effective GTM ISE calendar and developing a winning and engaged DPS team.
• Excellent Brand and Marketing skills: in Trade-, Recommender- and Influencer Marketing (e.g.: Merchandising, Story Telling, Shop Pro Programs, etc)
• Good understanding of Retailing and Ecommerce: Growth Levers, KBDs, Retail Math, Merchandising Metrics
• Excellent skills in executing VECTRA, EVECTRA and delivering trade marketing solutions.
• Online and digital savvy
• Functional team training skills 
• Skilled in CRM systems as a user

Education and Experience:

• 10-15 years’ relevant work experience in leading sales, commercial, trade marketing or Technical Representative teams.
• Demonstrated transformational leadership in elevating dealer activation levels into a competitive advantage.
• Experienced in developing playbooks and protocols based on omnichannel best practices.
• Proven track record in establishing ISE GTM activation plans. 
• Experience in working in a dynamic global premium branded consumer goods company is preferred (Lifestyle, Sports, Electronics, or similar).
• Has worked in an international matrix organisation (experienced to successfully work in a multi-stakeholder, multi-brand, international environment and navigating a matrix organisation)
• Post-secondary education in Business/Marketing or related area or equivalent experience (Bachelor/master’s degree) 
• Experienced/Proficient in Microsoft Word, Power Point, Excel, and Outlook and relevant Business Tools

The company’s Job Descriptions are not intended to be a complete detailed account of all expected/anticipated activities. We operate in a fast-moving and competitive global environment and therefore need employees to be flexible.