BUSINESS CONTEXT: BUSINESS CONTEXT AND OPERATIONAL CHALLENGES

Fragrance & Beauty, Chanel Korea

Korea is one of the Key Markets within CHANEL, standing a strategic position of leading the beauty trend and innovations in the market.  While Fragrance and makeup category remained to be #1 in Korea, the potential for skin care with the launch of N1 de Chanel still underdeveloped and untouched by marketing no.1 brand (with       % MS).

Economy is on the recovery and cosmetic market in downturn due to skin care contraction and makeup slowdown. Fragrance market is growing +4.2%, but share is 7.2% of cosmetic market. With fierce competition and rapid changes of consumer demand, Korea is considered a fairly challenging but attractive market.

Distributional disruptions (mainly with digital shift) and its on-going transformations impacts customer touchpoints, Social media is key sources informing and communicating in beauty products and trends, KOL and influencers in Korea largely inspire consumers in Asia as well as in Korea. Online touchpoints (Search, Beauty sites, Celebrities on SNS) are the key sources for informing and triggered reason for Makeup/Skincare, yet tester trial in offline is key reason to purchase for fragrance and price comparison is for online purchase.

As distribution channels and shopping behaviors have been progressed or shifted in Korea, customer experience journey evolved accordingly. Combining local and the travel retail business, our distribution channel includes 84 retail doors, eRetail and eCommerce which is soon to be launched. Alignment of Omni-channel and a client centric mindset with organization become critical to lead the market coming years. On top, new retail operational strategy  

Both local and foreign competitions focus on quickly reacting to the market and needs, by reducing a turnaround time in product development and actively engaging influencers via Social Media. Premium brands began to provide easy access to mass consumers extending POS to Health & Beauty and multi-brand shops. CHANEL introduced the first standalone boutique in December 2017, attracting new millennial customers

II. FUTURE STAKES: AREAS OF TRANSFORMATION FOR THE FUTURE

Chanel as an inspirational beauty brand has an ambition of leading the market by offering the best customer experience and trend-leading products through Omni-Channel ecosystem.

Integrated Customer journey is to be seamlessly mapped out across touch points backed by the data driven CRM program, marketing automation and research& data-based customer analytics.  POE orchestration, digital innovation and local KOL/Influencer strategy should be thoroughly harmonized into the journey.

Aligned with distribution roadmap at CHANEL and evolution of the beauty market, a strategy moving towards more client-centricity needs to be formulated in terms of products, service and communication.  Key differentiation focus will be on stand-alone Boutique and eCommerce coming years to adapt to the market dynamics in Korea.

We will endeavor to broaden target customers and expand the market size by infusing fragrance and entering into new segment. Nurturing prospects and capturing the fast evolution of customer behavior b social listening and active influencer management become critical in a rapidly moving environment

To drive capability of future oriented thinking of our brand& business in the mid to long term and to remain ahead of the dynamic and fast evolving business environment, head of marketing will play a leading role in leading internal collaborations of POE/Digital/eBusiness/Retail, generating strategic initiatives and designing and implementing customer journey to keep our brand desirable and inspirational on top of the ultimate luxury.

To be developed: 1) Install process of innovation detection & generation within the CHANEL FBP org.  2) Strengthen our collaboration with the Global & Reg. teams to support them to launch breakthrough products, concepts, technologies on a faster basis to meet the strong Korean customers appetite for innovation.

Global/Regional/Local Engagement & key stakeholder:

- Reporting to Korea FBP GM

- Head of CX & Marketing

- CIO & new oriented IT team

- Korea Leadership Team

- Regional FBP Director, Marketing Head, Retail operation director

III. RESPONSIBILITIES AND ACCOUNTABILITIES:

Join us as the Head of Retail will be missioned to strategize and realize next level Retail business and its organization.

He/she will be reporting directly to General Manager of Fragrance & Beauty Product, Chanel Korea and will be responsible of overseeing entire retail business overarching multiple sub-functions such as retail strategy development, online and offline channel management, HR/personnel & operational management @POS .

Refining and delivering Chanel's unique retail strategy is recognized as the one of the most critical elements to achieve new digital eco-system of the division that will bring us closer to our ambition of providing seamless customer experience at every touchpoint. You will be driving this amid ever-changing internal and external environment while continuously strengthening our heritage as the No.1 luxury brand. 

Strategize and plan next generation of retail business of Chanel

• Drive Chanel FBP's total market dominance by amplifying brand experiences & client evolution with designing future distribution mixes and its eco system for seamless CX, which include offline, online and omni channel
• Further define specific vision and role of each cluster as the part of new POS retail model ambition & its operational implementation at the field
• Enable and build retail CX function which will be playing as a CX representative in retail function as well as owning relevant retail CX enhancement projects. Focus to set up initial KPI, RACI and work process with other critical functions within the division such as Marketing & CX, E-Business Strategy (title TBD) and SP&VM
• Equip retail field and office forces with data driven and client centric understanding and capabilities
• Build project ownership within retail teams and collaboration culture with other functions esp. MKTG & CX. 
• Drive and support One house projects and new retail concept in collaboration with FAWJ division, MKTG & CX and retail strategy team.

Drive and being responsible for commercial success & operational excellence in every channel

• Maintains the highest profile of Chanel and keep the division aligned with our mission statement “Chanel, the ultimate house of luxury, now and forever”
• Always aims at being the N.1 cosmetics & Fragrance brand in the Korean marketplace throughout all the channels, exceeding all major competitors in terms of SOM ; esp. N1 in skin care category in 1~2 coming years and widen the gap with competitor in sales ratio below 70 vs. CHANEL (in all POS in nation-wide).
• Develop sales objectives by categories (make-up, skincare and fragrances), product profitability, market share and share of voice
• Achieve market leading services and luxury experiences @POS, setting right KPI and priorities in collaboration with Marketing & CX and driving training and in-depth analysis with L&D team and retail strategy team. 
• Continuously manage sales productivity aligned to company’s direction as well as ensure healthy P&L of the retail function
• Provide consultation and guide for successful trade relationships and negotiations
• Ensure operational excellence at every physical presence of our brand - counters, Stand Alone Boutiques and seasonal pop-ups ;
• Evaluates effectiveness/ROI of sales programs/incentives
• Ensures that all counters are, at all time, of the highest quality & visibility
• Manages & plans the Maintenance Department schedule
• Responsible for demo, retail related SMG&A cost management and its budgeting.

Business acumen and market insights

• Has accumulated understanding and insights on cosmetic & fragrance market trend, retailing and consumers’ pain points to find and drive new opportunities (products, services, concepts and communications)
• Provide and update key market data and insights not only to business team, but also to other corporate teams for further collaborations and new project suggestions.     
• Lead and facilitate Retail vision and CM meetings with specific themes and agenda for engagement of field team toward business directions and priorities and also, its revisions (if necessary) and brain storm for new ideas & projects  
• Define and propose innovative Retail & Business projects focusing on brand equity and future growth including boutique differentiation, fragrance infusion and digital innovations

Lead and motivate the team with clear development strategy and strong relationship

• Continue to reinforce team’s capabilities and skills according to its specific needs and requirements
• Develop key career path and opportunities for each and every one of team members for stabilization of the team and long term retain of key talents.
• Lead and motivate the marketing and POE teams across regular meetings as well as a team work activities
•  Develop and retain the team to ensure the requisite skills, knowledge and leadership are in place. building/running a transparent and efficient communication process and collaboration model
• Support and lead Labour Union negotiations with HR and play as key contact person from the business team (with assistances from SRMs)  

Ⅳ. CANDIDATE PROFILE:

The successful candidate will act as a strategic business partner & advisor

• University level education or equivalent, +10 years of retail (as must) and strategy experience
• Experience of leading a sizable team consist of retail workforces (preferably for department store counter business) more than +4~5 years as well as management experience of cross functional team
• A demonstrated track record of contributing strategic and creative excellence would be a strong plus
• Experience of leading e-business function in the aspect of channel management & operations with the e-retailer network (.com & kakao platform management can be included into MKTG & CX Team)
• Excellent written and verbal communication skills with fluency in both Korean and English

Enthusiastic and engaging leader: Draws others into enthusiastic commitment to the collective effort. Have a direction, energy, and passion. Shapes the environment to foster a drive toward business partnership, learning, achievement and teamwork with good understanding of large and complex matrix organization, high calibre of communication and influential based leadership.

Strategic and analytic thinker: Identifies the implications of market trends and competitions for the business, determines strategic focus and priorities for the short and long term future, drives data driven customer experience management, drives the collective execution of strategy.

• Anticipates disruptions
• Seeks continual learning and is open-minded & agile
• Focuses on shaping the future collectively
• Unleashes innovation & empowers people
• Sense of purpose
• Looks inside and out for perspective and partnerships
• Navigates ambiguity and complexity

Developer of others: Inspires others to exceed expectations, sets high standards, sets challenging & complexity yet attainable goals, and takes calculated risks.

• Strong communicator
• Persuasive and engaging
• Genuinely interested in developing others
• Works cooperatively & collaboratively with peers, management, subordinates transversally
• Seeks personal improvement and adapts behaviour to feedback and experience
• Empowers others through creating conditions for continual growth