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Brand Activation Manager - US


Brand Activation Manager - US

Job Category



THG Beauty


Manchester, United Kingdom

Job Type


THG is a fast-moving, global technology business that specialises in taking brands direct to consumers. Our world-class proprietary tech and infrastructure powers our extensive portfolio of beauty, nutrition and lifestyle brands and is now helping drive exponential growth of our clients’ brands globally.  

We’re powered by a global team of over 10,000 ambitious people around the world. Our culture is fast-paced and entrepreneurial, it’s this DNA that has supported our incredible growth.

We’re always looking for individuals that can bring fresh and innovative thinking to THG, and play a part in driving the group forward on its exciting journey. So, if you’re ready to take the next big step in your career, challenge yourself every day and evolve with the world around you, THG is ready for you. 

About the Division - THG Beauty Brands

With an industry recognised portfolio of market leading beauty brands, we are accelerating our momentum to become the number one Health and Beauty retailer globally. With brands across multiple categories such as; Perricone MD, Illasmaqua, ESPA, Christophe Robin and Grow Gorgeous we have people and their ambition, passion and unremitting determination at the heart of what we do - whether we are innovating our packaging, building disruptive ecommerce capabilities or creating a powerful brand campaign.

About the Role

Reporting into the Sales Director in the US with a dotted line to the Brand General Manager and the Head of Trade marketing, the Brand Activation manager US is accountable for shaping and delivering the trade marketing strategy and executing the brand marketing strategy for the Haircare brands (Christophe Robin and Grow Gorgeous) in the US market. In this role, you will work in tandem with various colleagues in Sales, Global brand marketing, PR, E-commerce / Digital, and Training & Education, and will be instrumental in driving the awareness and the performance of Christophe Robin and Grow Gorgeous brands in all channels through best in class execution at all touch points.

Responsibilities -

Trade marketing (50%)

  • Develop bespoke retail strategies and establish excellent relationships with retailers to reinforce brand equity and drive sales
  • Create a winning strategy via impactful Joint Business Plans (JBP’s) that delivers future profitable growth across the business.
  • Understand each account's consumer audience profile to identify gaps & opportunities
  • Improve brand presence and campaign execution across trade through excellence online and in-store activations
  • Develop and executing the Trade Marketing Plan in line with sales and marketing objectives and manage the Trade Marketing budget.
  • Define store animation plans (POSM, events, in-store media, etc.) and online plans (HP takeover, banners, CRM, sponsoring, etc.) in line with product launches and business priorities
  • Worked directly with account marketing counterparts to implement marketing plans including all online and offline visibility initiatives
  • Ownership of samples and GWP allocations to ensure trade activations and field teams have sufficient quantities as and when needed
  • Monthly monitoring of retailers’ performance to adjust/define actions plan
  • Accountable for ensuring that the budget tracker is always up-to-date and within allocated budget

Brand marketing (50%) :

  • Establish both brands’ communication strategy according to each brand’s positioning in order to build and grow awareness and customer loyalty in the US market
  • Develop and implement effective offline strategies (mediums including, but not limited to, broadcast media, out-of-home, print, radio, product packaging, press etc)
  • Develop and implement tailor-made online strategies (mediums including, but not limited to, influencers, paid media etc).
  • Monitor budget
  • Adapt global assets to US market
  • Monitor the success of campaigns
  • Share detailed media activity reports


  • Build a solid and lasting relationship with marketing team of each key account
  • Deploy and manage supporting activation plan
  • Plan, budget and execute Trade marketing plan (Merchandiding…)
  • Identify trade needs and opportunities and develop global strategies
  • Manage and negotiate digital activations and in-store placements
  • Optimize merchandising : instore and estore (product copy, titles, and marketing messages)
  • Build and grow awareness and customer loyalty reflected in the sales’ growth.


  • Proven Brand marketing and/or Trade marketing background from the Beauty industry
  • Passionate and driven with a desire to succeed.
  • Proven experience of developing an annual marketing calendar.
  • Strong communication and influencing skills.
  • Excellent interpersonal skills with the ability to build strong working partnerships with ease.
  • Previous experience of managing budgets would be an advantage.
  • Ability to work with multiple brands and channels
  • Enthusiasm and determination with a commercial mindset
  • Ability to manage the complexity, speed, and ambiguity, which are a part of a fast-growing and ambitious global business.
  • An understanding of e-commerce / digital / social media an advantage
  • Fluent in English
  • An ability to embrace and live the THG values

Because of the high volumes of applications our opportunities attract, it sometimes takes us time to review and consider them all. We endeavour to respond to every application we receive within 14 days. If you haven't heard from us within that time frame or should you have any specific questions about this or other applications for positions at THG please contact one of our Talent team to discuss further. 

THG is committed to creating a diverse & inclusive environment and hence welcomes applications from all sections of the community. 

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