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Category Executive Specialist (m/f/d)


Germany - Cologne Office

About Dyson

Our EMEA region is diverse, fast-changing, and an exciting place to work. Spanning from MEA and our emerging markets, to the UK, France and Germany where Dyson have been established for over two decades, this region is at the heart of Dyson's history, and an engine for its growth. As a region, we have offices in 16 countries and operations in more than 25.

Our market teams are responsible for taking Group strategy, applying their local expertise and experience, and delivering world-class products and service to our owners. From digital to supply chain, marketing to finance, the EMEA teams work together to learn from each other’s' strengths, share successes, and constantly reinvent and transform Dyson's presence on their countries.

The Category Team is responsible for bringing our engineering, technology and products to life through our communication strategy; increasing brand awareness, brand advocacy and driving conversion. Like everything at Dyson, our experience & customer journey is designed with our consumers at the centre. We work at pace which underpins are culture and ability to continually transform our business and marketing model.

About the role

The Category Executive report into the Sr. Category manager and will be responsible for supporting the category team in all aspects of bringing exciting new products to market – from supporting the development of the product claims, to briefing in-house creative teams, and engaging with local market teams to activate the campaign bringing our innovation to life.

Campaign management and execution:

  • Become a category ‘expert’- understand the ranges, and how the particular NPD fits within them.

  • Once the project objective and deliverables are set by the business, track progress, report status on a timely and regular manner.

  • Collaborate with members from different functions (both internal and external) to deliver the expected results.

  • Get marketing assets from appointed sources and vendors. Localize assets for Local market use, focus is to ensure language and content aligns with consumer and brand focus.

  • Instruct media agency the right marketing asset for each media plan/touchpoint; Coordinate between agencies and vendors to ensure timely delivery of materials.

  • Collaborate with other teams such as Media, PR, Retail, Sales, Design Hub, Insights and E-commerce function to drive projects forward and deliver timelines according to schedule.

  • Effectively manage key external agencies – production, media, research agency, etc.

Locally Relevant Holistic Marketing Activities

  • Contribute to the formulation and execution of marketing plans to differentiate Dyson, build brand equity and drive consumer purchase.

  • Ensure marketing communication messages resonates with the target consumer.  Proactively propose new ideas and messages to improve engagement and relevancy, including regional differences in Local market. 

  • Assist with the development of effective media communications, working with media team to deliver best in class media execution, track media campaign performance and recommend optimization actions to maximize campaign ROI and effectiveness.

  • Coordinate, develop and control actions with Direct and indirect teams in order to build the best common plan.

  • Maximize visibility actions with other teams (JBP and Digital own cannel) to show the best technology to each consumer, controlling messages and design guidelines.

  • Support on Budget and invoicing execution tasks

Consumer Insights and Market Analysis

  • Work with category leads and insights team to define consumer target(s) and profiles, develop propositions and programs to drive business from the consumer target(s).

  • Partner with the insights team to conduct competitor and market data analysis, including go-to-market and product performance claim analysis, to develop counter strategies and claims to win.

  • Study and deep dive GFK market landscape identifying risks and investigate main competitors value/volume share changes

About you

  • Bachelor´s Degree in Marketing or a related field required.

  • 2+ years brand Marketing experience required; preferably with consumer brand, appliances or technologies.

  • Experience and familiarity of Local market including the key channels and media vehicles/platforms.

  • Experience briefing and planning experience

  • Strong communication skills; this person is able to present information (both written and oral) clearly and concisely. This person needs to be able to communicate clearly at all levels within the organization.

  • Problem Solving; must be able to critically analyse problems and present viable solutions.

  • Entrepreneurial spirit; able to deal with ambiguity and willing to take risks as needed.

  • Attention to detail; material produced is meticulously executed.

  • Creativity; they need to be open to new ideas, adventurous and practical simultaneously.

  • Driven by the desire to win and for continuous improvement.

  • Fluency in English and Local market language.

  • Positive attitude with resilient; this person will work very close to all the teams in order to understand their needs and accomplish common goals on time.

  • Enthusiastic, quick learner, with strong Commercial awareness.


  • Company Bonus Scheme

  • Pension scheme

  • 30 days holiday

  • Subsidized sport activities

  • Jobrad (Bicycle leasing)

  • Discounted Dyson machines

  • Corporate Benefits

  • Fare Subsidy for local public transport or on-site parking

  • 24/7 accident insurance

  • Relaxed dress code

  • Flexible working hours

  • Coffee, tea, water and ice cream in the summer


At Dyson, it's about more than our machines. We recognise that our success comes from our inventive people. We believe in including everybody and supporting you on your journey with us

Interview guidance

We are following the government guidelines regarding COVID19. At this time all interviews will be conducted via video or telephone. We’re taking these precautionary measures to protect both our employee and candidate wellbeing. Our Talent Acquisition team will work with you and provide further information as appropriate. 

Closing date: 15 October 2021