E-RETAIL ACTIVATION MARKETING SPECIALIST

Pierre Fabre is a French pharmaceutical company, a pioneer in dermo-cosmetics with iconic brands like Avène and Klorane. With more than 10,000 employees worldwide, the company has subsidiaries in 35 countries. In 2022, Pierre Fabre Group generated 2.7 Billion euros in revenues.

Nature is at the heart of our approach at Pierre Fabre, to explore and innovate for healthcare and beauty. A company with strong values, our purpose is at the core of our commitment to inspire our work every day.

"Every time we care for a single person, we make the whole world better."

General Responsibilities

• Develop and implement marketing strategies and promotional plans by identifying market opportunities, analysing consumer and market trends, and providing strategic recommendations to maximise the commercial performance of the organisation's products and brands.
• Design & Execute best in class eRetail activations across priority online retailers and ensure Digital Shelf Excellence.
• Optimize digital shelf (content, availability, search, ratings & reviews) using the CARS framework.
• Partner with Media Specialist to deliver always on and campaign based retail media activations across key retailers.
• In Partnership with eKAMs deliver activation excellence using data and insights to maximize brand impact and conversion.
• Identify market opportunities, analyse consumer, shopper and retailer trends, and contribute to the development, coordination and implementation of marketing and promotional plans to support sales and business objectives.
• Monitor the effectiveness of marketing and promotional initiatives and recommend improvements based on market performance, consumer insights and business objectives.

Key Responsibilities

Digital Shelf Excellence (CARS Framework)

Ensure the brand achieves best in class digital shelf presence across online retailers through the CARS model:

• Content – optimized titles, descriptions, images, videos, A+ content aligned with global guidelines.
• Availability – ensure key SKUs are in stock and visible.
• Ratings & Reviews – drive review generation programs and ensure a minimum number of reviews per key SKU/retailer.
• Provide advice and recommendations to internal stakeholders on retail media strategies, promotional activities and campaign optimisation to effectively reach target consumers and support business objectives.
• Search – improve visibility and share of search with optimized keywords and SEO best practices.
• Develop the Digital Shelf Improvement Plan for the market and track performance with the eKAMs.
• Leverage digital shelf tracking tools (e.g. eStore) and ensure minimum CARS score.
• Work closely with relevant local eRetail agency (if present locally) to ensure excellence in execution in a timely manner across eRetail Content & retail media

Retail Media Execution

• Provide advice and recommendations to internal stakeholders on retail media strategies, promotional activities and campaign optimisation to effectively reach target consumers and support business objectives.
• Partner with the Media Specialist to plan and execute always on and campaign-based retail media activations across key retailers, in collaboration with:
• eKAMs
• Manage campaign briefs, asset delivery and post campaign analysis with the media specialist, for key KPIs such as:

o CVR (conversion rate)

o ROAS (return on ad spend)

• Optimize media budgets by identifying high performing placements, keywords and partners.
• Content & Digital Shelf Operations
• Partner with eKAMs to align content, promotions and activations with account priorities.
• Ensure hero SKUs and innovations are listed and properly showcased across retailers.
• Track and report digital shelf KPIs and retail media results, in collaboration with the Ecommerce Head.
• Support the development and implementation of marketing programs by recommending content, promotional and product visibility initiatives aligned with consumer demand and retailer requirements.

Data Tracking & Performance Insights

• Leverage dashboards and analytics tools (e.g. eStoreCheck, Helium, Stackline, SimilarWeb) to deliver:
• Activation planning
• Digital shelf optimization
• Retail media performance analysis
• Market analysis and consumer insights
• Identification of market opportunities and growth initiatives
• Research and analyse consumer purchasing patterns, market trends, competitor activities and retailer performance to support marketing objectives, promotional strategies and business growth
• Share actionable insights and best practices with:
• eKAMs
• Marketing teams

Collaboration & Stakeholder Management

• Work together with: