- Company Name
- BOULANGER
- Job Title
- Responsable marketing local - H/F
- Job Description
-
**Job Title**
Local Marketing Manager
**Role Summary**
Lead and execute the local marketing strategy across the retail network, ensuring alignment with national objectives. Drive brand awareness, foot‑traffic generation, and in‑store sales through coordinated campaigns, digital activation, and store‑level execution. Manage budgets, performance metrics, and a cross‑functional team to achieve measurable results.
**Expectations**
- 3–5 years of experience in retail marketing, local communications, and team leadership.
- Proven ability to translate national strategy into effective local actions that generate traffic and sales.
- Solid understanding of local digital tools (store pages, social media, Google Business Profile).
- Strong analytical skills, data‑driven decision making, and ROI monitoring.
- Collaborative leadership, excellent communication, and a results‑oriented mindset.
**Key Responsibilities**
- Define and drive the local marketing strategy and roadmap in line with corporate vision.
- Identify and prioritize traffic‑generation levers tailored to each store type (integrated or franchise) and customer segment.
- Design, launch, and monitor local campaigns, ensuring brand consistency and local relevance.
- Develop and distribute operational kits and tools to enable store activation.
- Oversee regional action plans, scheduling, and prioritization based on business objectives.
- Manage and optimize the local marketing budget, allocate resources, and control costs.
- Analyze performance data, report results, and adjust tactics to maximize ROI.
- Foster digital presence: manage local store pages, social media, and Google Business Profile.
- Provide digital training and support to store teams.
- Guide and develop the local marketing team, encouraging data analysis, cross‑function collaboration, and skill growth.
- Partner with performance, network, and support functions (product, design, CRM, media) to align investments with strategic goals.
**Required Skills**
- Retail marketing and local communication expertise.
- Digital marketing proficiency (social media, SEO, local listings).
- Team management and cross‑functional collaboration.
- Strong analytical, budgeting, and ROI‑focused mindset.
- Excellent communication, negotiation, and stakeholder management.
- Proficiency with marketing analytics tools and Microsoft Office suite.
- Ability to translate strategy into actionable, localized initiatives.
**Required Education & Certifications**
- Bachelor’s degree in Marketing, Business Administration, Communications, or related field (Master’s preferred).
- Relevant certifications (e.g., Google Analytics, Facebook Blueprint, Local SEO) are an advantage.