Category Manager FC


€ Confidential
Paris - France


To plan, lead and execute the brand building and communication strategy for Dyson’s floorcare products for France. (sticks, cylinders, handheld, robot).


  • Develop a deep understanding of the FR market

Own the categories by fully understanding the market, consumer, competitors and retail customers in the floorcare category.

Identify emerging trends in each of these areas and share this across the business in a timely manner.

Brief any insight work to support development of strategy or comms plans for the floorcare category.


  • Develop and implement the communications strategy for FR floorcare on a 18 months calendar

Author and gain agreement for a comprehensive communications plan to help deliver the FR floorcare P&L.

Drive delivery of the plan working collaboratively with FR sales teams and Group Marketing colleagues.

Prove the effectiveness of communications activity to prove the benefit to the business.

Collaborate with Direct teams to ensure floorcare activity leadership online and offline

Collaborate with Controlled Marketing to achieve 5 star in-store and online merchandising of product.

Work with customer services to ensure that all Dyson owner contact points work to improve owner loyalty.

Work with the CRM team to deliver direct marketing activity to drive awareness and acquisition.

Own the digital shopper journey, and work with digital marketing to analyse, refine and sharpen our digital communications.


  • Co-author FR floorcare strategy with SEU Marketing Director and Category lead and the key elements of the marketing plan to drive this strategy

Conduct full market appraisal to steer marketing strategy.

Propose and agree strategic initiatives with Marketing Director.

Ensure that the strategy is well communicated in both local and global communications teams.


  • Author, agree and drive live marketing strategy (TBC)

Author live marketing strategy to reflect FR marketing objectives and sales needs.

Gain sign off for live event strategy and investment plan from line manager and SEU Marketing and Managing Directors.

Publish, communicate and implement full plan, in collaboration with Group live events team.

Direct accountability for delivery and measurement of all live events.

Own live event budget and financial tracking.

Mobilise sales and PR to ensure local activity is coordinated with live activity.

Conduct ongoing ROI analysis to prove value added to the business.


  • Fulfil other duties as required

Pick up new activities that fall broadly in the purpose of the role.

Fix things that you can see need fixing.

Identify problems and find solutions.


The candidate must be able to demonstrate some or all of the following skills and expertise:

Excellent marketing expertise in one or more of the marketing disciplines.

Analytical ability to understand markets and trends.

Analytical abilities to drive P&L

Good understanding of marketing planning and channels.

Ability to manage large budgets efficiently and accurately.

Ability to communicate efficiently with headquarters counterparts



Posted: 23 April 2019