Head of Marketing bij Guerlain

GUERLAIN PARIS, SINCE 1828 Guerlain is the Parisian alchemist who, through the magic of Nature, creates the senses and elevates Beauty to Art, since 1828. A House of High Perfumery and High Cosmetics, it makes tailor-made its source of exceptional quality.

As Head of Marketing for the Belux market, you will be responsible for leading the entire Marketing department with the mission of developing the brand, supporting its growth, and sustainably strengthening its desirability and premium image. You will define and lead the 360° marketing plan to drive turnover and sell-out growth, increase brand awareness and image, premiumize distribution channels, promote strategic franchises, and activate and retain customers.

Reporting directly to the General Manager, you will manage a team of four people and coordinate all marketing levers including Trade, Retail, Media, Digital, CRM, and Merchandising through an integrated and performance-driven approach. In this strategic role, you will operate at the intersection of strategy, operational execution, financial management, and talent development.

Job Responsibilities

•  Definition and Management of the 360° Marketing Strategy

•  You will define and deploy the annual marketing strategy for the Belux market (R1/R2/BU), aligned with global priorities, key franchises, and strategic launches. 

•  You will orchestrate marketing levers across online, offline, wholesale, and direct-to-consumer channels to ensure a consistent omnichannel approach and activate key commercial moments. 

•  You will define, monitor, and optimize marketing budgets (A&P, COOP, CAPEX/OPEX) and prioritize resources based on strategic priorities and growth objectives. 

•  You will monitor business performance, including sell-in, sell-out, and ROI, adjusting plans to maximize impact. 

•  You will identify and activate new growth opportunities to strengthen Guerlain’s presence in the Belux market. 

•  Management of an Integrated 360° Marketing Ecosystem

  
  

As Head of Marketing, you will ensure the consistency, relevance, and effectiveness of the marketing plan by coordinating all functions.

Operational Marketing

•  You will oversee product marketing, ensuring successful launches and support for strategic tri-axis franchises. 

•  You will define and deploy media plans across channels to ensure visibility, consistency, and performance. 

•  You will monitor campaign performance and optimize investments for strong ROI. 

•  You will ensure efficient resource allocation to support priorities. 

  
  

Trade & Retail Marketing

•  You will maximize sell-out, strengthen in-store impact, and accelerate premiumization through differentiated customer experiences. 

•  You will define and execute 360° trade animation plans across all Belux retailers. 

•  You will implement wholesale and D2C clienteling plans to strengthen relationships and drive sales. 

•  You will contribute to premiumizing points of sale with events, services, and CRM initiatives. 

  
  

Digital & CRM

•  You will define and accelerate the local digital strategy across all channels, aligned with business and brand objectives. 

•  You will drive customer acquisition, engagement, and loyalty through CRM and clienteling initiatives. 

•  You will manage digital channels including e-retail, e-commerce, social media, and campaigns. 

•  You will use a data-driven approach to optimize activations and strengthen customer insights. 

  
  

Merchandising

•  You will define and deploy the merchandising strategy in line with global guidelines. 

•  You will ensure brand consistency and visibility across all points of sale. 

•  You will oversee implementation, renovation, and space optimization projects. 

•  You will identify opportunities to improve merchandising impact and enhance the in-store experience. 

•  People Management

•  You will lead, support, and develop a team of four marketing professionals in the Belux market. 

•  You will provide a clear vision, set objectives, and monitor team performance. 

•  You will encourage skill development, autonomy, and initiative while fostering a high-performance environment. 

•  You will promote cross-functional collaboration and a culture focused on results, excellence, and innovation. 

•  You will ensure an engaging work environment aligned with the House’s values. 

  
  

Profile

You will bring at least 8 to 10 years of experience in marketing, ideally within luxury, beauty, cosmetics, or premium consumer brands, along with a strong understanding of brand building and market development. You will have proven experience leading and developing marketing teams, with the ability to inspire, guide, and empower talent. You will demonstrate a strong strategic and analytical mindset and the ability to translate a global brand vision into impactful local strategies that deliver measurable business results. You will ideally have experience working within international or matrix organizations. You will possess excellent stakeholder management skills and the ability to collaborate effectively with cross-functional teams and global headquarters. You will be able to manage multiple projects simultaneously in a dynamic and fast-paced environment. You will bring creativity, agility, and an innovative mindset, constantly looking for new opportunities to elevate the brand. You will also demonstrate an entrepreneurial mindset and a strong results-driven attitude, combined with a passion for luxury, beauty, and customer experience. You will have strong communication and presentation skills and the ability to influence stakeholders at all levels of the organization. You will be fluent in French and English, both written and spoken, and knowledge of Dutch will be considered a strong asset.

Additional Information

WHAT DO WE OFFER

• You will have the opportunity to lead the marketing strategy of an iconic luxury Maison and contribute directly to Guerlain’s growth in the Belux market. 

• You will take on a strategic and highly visible leadership role within a globally recognized luxury group. 

• You will be based in Brussels and benefit from a hybrid working model that offers flexibility between office presence and remote work. 

• You will work in a dynamic and international environment while collaborating closely with regional and global

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