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Direct Retail Activation Exec


Retail Operations
The Netherlands

About us

Over the last 5 years, we’ve established our own retail proposition, opening 205 Direct (Dyson) and Partner Dyson Demo stores around the world (across more than 20 different markets). Our ambition is to continue to grow our own retail presence, taking the number of global retail locations in the EMEA region. Such a growing stores’ portfolio can only be managed establishing an efficient retail operating framework, taking into account local requirements and Dyson global standards. 

About the role

As part of the EMEA Direct Retail Team, you will be forming the bridge between Dyson market retail in EMEA and Dyson Group including Retail Marketing, Digital, Commercial/Marketing and PR. You’ll be reporting into the EMEA Direct Retail Manager focusing on providing retail activation plans and efficient execution processes to the Markets to create and maintain an exciting store environment :

  • Responsible for delivering an experiential and interactive space with a calendar of frequent activities to drive traffic. 

  • Support and understand local customers with insights from the markets and bring them to the regional strategic approach

  • Develop Direct Stores Activation plan with group, PR, Marketing & Digital : centralise common activity planning (NPD launch, Campaigns) support market with local activities ( specific, local stores or events)

  • Coordinate asset briefing with group and Centre of Excellence (CoE) to deliver per market and per store needs.

  • Monitor execution with market key stakeholders.

  • Providing recommendation for store opening plans and campaign visibility

  • Optimise all store visibility tools: store owned digital and physical assets, as well as paid media opportunities

  • Sharing reporting & actions on results/ learnings on traffic / conversion plans

  • Develop tools for store communications complementary to the store operating manual (eg weekly store team briefing, …)

  • Share best practices for PR event – retail with a focus on Flagships to support consistency throughout EMEA locations

  • Manage service implementation and deployment in terms of launch and visibility ; coordinating with local Market teams, owner experience and operation teams

  • Providing process and tools for Customer service integration with Direct Stores teams and customers,

  • Coordinate consistent Marketing approach per country.

  • Develop the retail activation dynamic locally supporting new direct retail markets and enabling share of best practices between the countries.

You will be working cross functionally and cross category. You will be responsible to create, define and optimise the perfect cooperation between the markets and Dyson Group and form the EMEA hub.  

About you

At least 3 years of experience in a Marketing/Trade Marketing Role.

Have significant experience in a Retail Premium environment

Cross industry is welcome, International background is a strong plus.

Experience in developing, planning and executing events and campaigns.

Ability to build activities that bring value at each of step of the customer journey and impacting positively each level : traffic, consideration, conversion

Proven experience in coordinating and executing new product launch and campaigns market and retail project coordination

Demonstrate integrity in all decisions and actions

Excellent communication skills with different level of stakeholders

Strong project management skills

Ability to work with team members across a broad range of regions and experience levels is critical

At ease supporting teams across multiple locations in a wide region and collaborate with them

Diplomacy, countenance and ability to adapt to challenges and new objectives

Natural problem solver and able to generate approaches with little input

Strong interpersonal skills with a passion for teamwork, project coordination and international team collaboration

Able to work effectively as a team member and across multiple teams.

Fluent in English

Readiness to occasionally travel across EMEA


·  Company Bonus Scheme OR Performance related bonus

·  Discount on Dyson products

·  Company Pension scheme

·  29 days annual holiday plan

·  Company Fitness plan

·  EAP (Employee Assistant Programme)

·  Life Assurance Plan


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.