Skip navigation

Have you considered using our job search? Click here to search our current jobs.

Have you considered using our job search? Click here to search our current jobs.

Head of Retail Activation


£ Competitive
Retail Sales
Malmesbury - United Kingdom

About us

As a key member of the Retail Sales Leadership team, you will be responsible for the Retail Activation at Dyson. Leading a team and managing an important budget you will be the primary point of integration between Marketing and Sales; you will be a crucial element for the retail strategy with the aim of protecting Dyson leadership on the market, expanding and reinforcing our presence, ensuring best in class retail experience at all levels. 

About the role

Due to the market transformation we are phasing, it is important you remain flexible and ready to adapt our strategy constantly, adjusting it according to new market trends, or willing to set new ones. 
It is also requested  you have an accurate analytical approach to evaluate the performance of all our investments (stores’ fixtures, events, product campaigns) to ensure they generate a positive return. 
As a senior leader, you should also lead by example and be proactive in transforming and improving our ways of working and processes. Clear communication with all other functions in the markets, with international functions and external stakeholders, will be key to measure your team’s success.
Function objectives:
  • Evaluate and manage stores' evolution and distribution
  • In line with Marketing strategy, develop the in-store customer experience and Activation plans in Direct and Indirect retail
  • Implement NPD launches and Marketing Campaigns in Direct and Indirect retail
  • Implement consumer events alongside Marketing categories
  • Monitor the market and identify any competitor threats 
  • Protect Dyson leadership and enable our growth 
  • Explore new offline channels to improve our physical footprint

Leadership responsibilitiesBe an active member of the Retail Sales Leadership Team
  • Take part in regular meetings with the rest of the RS leadership team (Sales Director, Head of National Accounts, Head of Field Sales, Head of Demo Stores) to provide and receive updates on the business, work in synergy and align on critical decisions
  • Lead by example and be a point of reference for the younger generations within the Company; behave in line with our core values, be willing to support others when needed
  • Provide relevant feedback to your peers and their team members to enable and support a high performing culture 
  • Respect others but challenge them when needed; defend your ideas but be open to change your mind when challenged. 

Lead a high performing and effective team 
  • Lead a team of Retail Activation Managers and a Retail Design Lead 
  • Set stretching and measurable targets and inspire commitment from the team to achieve those goals. Provide continuous constructive feedback through regular performance reviews 
  • Deploy performance management approaches that improve outputs and ensures that the team member feels supported throughout. Addressing the high performers and under performers in your team appropriately
  • Create a positive work environment that is rewarding and enjoyable. Sharing achievements and celebrating success
  • Lead career development to maximise potential leading to the promotion of internal talent
  • Responsible for driving engagement in your team through pulse surveys

Manage the budget and evaluate performance and investments
  • Manage and ownership of the budget for in-store fixtures, events, POP materials, etc carefully and always in line with Dyson policies 
  • Be accurate on spending and transparent to highlight potential variance every month
  • Align budget and projects with the Marketing Director and the Sales Director when an approval is needed
  • Evaluate investments based on expected returns
  • Constantly monitor sell out and profitability reports 
  • Negotiate with providers to get sustainable deals in line with the high growth – low cost mind-set

Be the point of integration between Marketing and Sales
  • Align with marketing and categories team to always be up to date with regards to strategies, new product launches or changes in our retail principles
  • Maintain a positive and recurrent relation with Dyson Center of Excellence  
  • Keep a constant relation with the B.I and Market Insight division 
  • Define new reports and recurrent meetings to inform marketing and sales about market share evolution and other critical KPIs
  • Define the retail activation strategy and coordinate with the Head of National Accounts to cascade the information to the account managers 
  • Define the retail activation strategy for direct stores and coordinate with the Head of Demo Stores to cascade the information to the stores’ managers. 
  • Support the Account managers in important meetings with the retailers when requested
  • Define the distribution strategy with the Head of National Accounts and the Head of Field Sales
  • Promote field and stores audit visits within the Retail Activation Team to be always up to date on the retail landscape

Engage and pro-actively support with other duties as required whilst adopting Dyson behaviours and maintaining the GB Retail Sales Identity.

About you

Individual requirements 
  • Minimum 4 years’ proven experience in trade marketing, Marketing, events management
  • Proven experience in people management and in a leadership capacity
  • Strong planning and project management skills and good analytical skills 
  • Experience of managing external agencies and suppliers
  • Pro-active and solution-oriented
  • Good time management, ability to deliver under pressure and to tight deadlines
  • Ability to communicate and to challenge at all levels of the business
  • Assertive, self-motivated, independent, dynamic and results-driven
  • Good team player
  • High level of attention to detail
  • Ability to build and manage stakeholder relationships internationally and at all levels
  • Excellent organizational skills


  • 27 days holiday plus eight statutory bank holidays
  • Pension scheme
  • Performance related bonus
  • Private medical insurance
  • Life assurance
  • Sport centre
  • Free on-site parking
  • Subsidised café and restaurants
  • Discounts on Dyson machines


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.