Senior Manager, Marketing – Retail, Pro & Academy

Job Locations US-NY-New York
Job ID
# of Openings
Retail Marketing


MAKE UP FOR EVER is looking for a Senior Manager, Retail, Pro & Academy Marketing. Based in the New York Office and reporting to the AVP, Omnichannel Marketing, this person will support our six Boutiques, Academy and Pro Divisions and lead all marketing initiatives for each. This person will also serve as the liaison between Marketing and the Retail, Pro & Academy business teams.



  • Develop and manage retail marketing calendars, ensuring all marketing programs are executed on-time and within budget
  • Design and implement a robust event strategy that capitalizes on new product launches, supports core and drives incremental sales
  • Collaborate with internal partners and Boutique teams to understand local markets in order to support the development of customer focused Retail Marketing strategies and to increase foot traffic into the stores
  • Partner on the implementation of comprehensive and innovative marketing plans, inclusive of store animations, events, promotions, sampling and partnerships 
  • Write and brief all design requests with creative and visual merchandising for all marketing initiatives
  • Test different visuals, marketing campaigns, customer communication, etc. to measure what is most effective in the retail environment
  • Partner with Pro team to elevate artist relations program to target professional makeup artists
  • Provide feedback on major product launches
  • Monitor industry best practices



  • Propose unique strategies to acquire new customers, drive traffic into store, increase conversion and encourage repeat purchase
  • Work with internal partners on the execution of collateral that focuses on the customer and driving store traffic
  • Identify and execute strategic brand partnership opportunities exclusive to each store as well as brand awareness programs
  • Organize data mining to provide key information on our customer profile



  • Strategic store visits to conduct competitive research, best practices and analytic review
  • Create marketing plans for new store openings to drive customers to store and build brand awareness with maximum impact at launch
  • Work with internal partners to schedule specific store promotions and to develop branded collateral to support



  • Analyze SKU and category level performance by boutique to identify opportunities to grow key categories
  • Analyze marketing campaign performance, tracking the success and ROI of each initiative
  • Collaborate with CRM team to analyze marketing analytics



  • In partnership with the Head of Pro Business, cultivate & manage the development of business planning, marketing calendars & strategic initiatives for both Academy & Pro businesses.
  • Lead the direction & planning of web & digital content on behalf of the Academy & Pro. This includes reporting site metrics.
  • Coordinate and execute all Pro-focused digital marketing and online content in partnership with the Director, Pro Division and Corporate Digital and Design teams
  • Strategize Pro sponsorship requests as required, working with Manager of Artist Relations to seek out opportunities that will build brand engagement and awareness and content for the Pro website.
  • Oversee all Professional consumer focused marketing initiatives relating to new product launches (top tier gifting, special launch parties/events, email support).
  • Liaise with Marketing and Operations teams to forecast and secure inventory for marketing initiatives.
  • Keep a strong attention to detail while also being able to prioritize & execute multiple projects and create top-line executive summaries, as needed.


  • 5-8 years of experience, with a focus on digital/consumer marketing; Luxury/cosmetic industry preferred.
  • Strong written & verbal communication skills with the ability to communicate ideas clearly to executive leadership
  • Prior experience in database marketing, reporting, market profiling, and/or general analytics.
  • Prior experience utilizing CRM tools
  • Working knowledge of Adobe Creative Suite
  • Strong analytical skills & experience utilizing Google Analytics
  • Highly organized and detail-oriented with a strong ability to multi-task and manage timelines


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