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Senior Marketing Manager - Beauty


Turkey - Istanbul Office

About us

Dyson is a global research and technology company with engineering, research, development, manufacturing and testing operations in Singapore, the UK, Malaysia, Mexico, China and the Philippines. Having started in a coach house in the UK, Dyson has consistently grown since it was established in 1993. Today, it has a global headquarter in Singapore and two technology campuses in the UK spanning over 800 acres in Malmesbury and Hullavington. Since 1993, Dyson has invested more than £1bn in its Wiltshire offices and laboratories that house the early-stage research, design and development of future Dyson technology. Dyson remains family-owned and employs over 13,000 people globally including a 5,000 strong engineering team. It sells products in 84 markets internationally in over 318 Dyson Demo stores, 50 of which opened around the world in 2021 including a new Dyson Virtual Reality Demo Store.

Dyson is investing £2.75bn in the business to conceive revolutionary products and technologies, and this year will spend £600m of this investment in technology, facilities, and laboratories. Dyson has global teams of engineers, scientists and software developers focused on the development of solid-state battery cells, high-speed electric digital motors, sensing and vision systems, robotics, machine learning technologies and A.I. investment. Since inventing the first cyclonic bagless vacuum cleaner - DC01- in 1993, Dyson has created problem solving technologies for haircare, air purification, robotics, lighting, and hand drying.

The Dyson Institute of Engineering and Technology is a new model for engineering education combining the academic rigor of a traditional university with hands-on and real-world experience of working on live product and technology projects inside a global technology company. Dyson’s 156 undergraduate engineers are paid a salary from day one and pay no tuition fees.

Founded in 2002, the James Dyson Foundation is an international charity that empowers aspiring engineers, supports engineering in education and invests in medical research, donating over £140m to charitable causes to date. The James Dyson Award is the Foundation’s annual international design competition and is open to current and recent design and engineering students. Since starting in 2005, the Award has supported more than 285 inventions, providing funds to support their commercialization.

“That’s really what Dyson is all about – new thinking to solve everyday problems.” - James Dyson

Dyson Turkey

Dyson established our first office in Turkey, to be based in Istanbul on October 2018 and Dyson Turkey has been launched in April 2019. Beginning with triple launch, Dyson relentlessly invests to grow in Turkish Floor Care, Hair Care and Environmental Care categories. The company, at the beginning with a small leadership team and full support from the Regional Hub and Group, is a growing company with the spirit of an energetic and passionate start-up. The exciting growth journey of Dyson in Turkey started and continues.

About the role

Senior Category Marketing Manager, Beauty, will lead the development and deployment of strategic marketing plans of Beauty Category with a direct report of Category Manager, Beauty and indirect report of Senior Category Executive, Beauty.

Working alongside Country Sales Team and reporting directly to Marketing Director, you will act as the lead contact for the local marketing teams for Beauty category. You will be responsible for the quality and timely execution of all agreed activities to drive the delivery of the P&L.

Responsible for the creation, management and delivery of your own project plans/timelines, this is a fast pace and autonomous role.

Capable of strategic planning but not afraid to get hands on, this is a great opportunity for a marketer to apply skills in a real 360 role, providing scope and opportunity to be at the forefront of growing and developing the market in Turkey.

Main Responsibilities:

Develop & deploy marketing strategy and plans which will drive incremental sales growth, share gains and positive brand attributes for Türkiye

  • Define existing and new consumer target(s) and segments and develop propositions and programs to drive business within them

  • Conduct competitor and market analysis, including product and claim analysis, to develop counter strategies and initiatives

Deliver marketing activity programs for Türkiye; including new product launches, advertising creative, media planning, channel strategies, public relations, point of sale, promotions etc.

  • Effectively manage key external agencies – Creative Agency, Media Agency etc.

  • Work with media agency to plan best in class media execution, explore innovative new media channels to ensure cut through

  • Manage marketing budgets to ensure reporting is in line with actual spend

  • Assist with the development of effective brand communications including TV, Print etc.

  • Work effectively with the Global team to ensure that there is alignment and consistency across markets wherever possible and sensible

  • Champion in store, lead, develop and execute retail strategy in your markets

  • Own and deliver NPD launch plans for Beauty Category

  • Work closely with Country Sales Team to build and execute JBP activity with strategic retail partners

  • Regular analysis of market performance against KPIs and monthly reporting to the business

Deliver product marketing for Türkiye

  • Undertake range-planning work to maximize long-term profitability.

  • Devise product differentiation strategy across various sales channels

  • Drive competitor analysis to ensure appropriate business response.

  • Ensure all on-product and in-box communication is fine-tuned to drive sales and communicate brand and machine benefits.

  • Be the expert in your markets, Dyson ranges, competitor environment & retail landscapes

Manage and collaborate with internal functions to execute go-to-market strategies

  • Act as the Brand guardian for Dyson in your market, ensuring activity across all channels is in line with Dyson’s global direction

  • Regular travel to market to ensure on the ground presence, keep key activities on track and drive success

  • Leverage internal resources to deliver the best possible plans, assets and support

  • In some cases, challenge where necessary and push for solutions that work locally

  • Act as the Türkiye point of contact at head office, raising the profile of Türkiye and ensuring regular contact with key group teams

  • Lead category development across Türkiye for Beauty Category, acting as the ‘go to’ person for all strategic direction and asset creation and chair bi-weekly meetings with Group Commercial Category Managers.

Fulfill 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

Key interfaces

  • Internal:

    • Global Commercial central team in the UK

    • Global Claims & Performance team in the UK

    • Global Insights team in the UK

    • Centre of Excellence team in London/Amsterdam

    • Online & Offline Sales, Supply Chain and Finance teams in Turkey

    • PR team Turkey

    • Marketing/Commercial Team-Türkiye

    • Other Category teams in Istanbul

    • CRM and After-Sales teams in Istanbul

  • 3rd party

    • Media agencies

    • Media Publications

    • Research agencies

    • Creative agencies

About you

  • Stakeholder management

  • Multi-tasker

  • Good at prioritizing and calm under pressure

  • Culturally aware

  • Self-starter comfortable with working independently

  • Natural problem solver

  • Organized and deadline orientated

  • Goes ahead and fixes things that need fixing

  • Creative and strategic – a firm eye on the bigger picture

  • Commercial

  • Natural leader

  • Confident communicator

  • Negotiation skills

  • Excellent relationship building and management skills


  • Performance related bonus

  • Private medical insurance

  • Life assurance

  • Discounts on Dyson machines

Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.