Retail Activation Manager

The Retail Activation Manager translates brand strategies into retail experiences across department stores, specialty chains, and physical boutiques. The role reports to the Commercial Director and leads in-store consumer engagement and promotional execution to increase footfall, conversion, and brand equity.

The manager plans a 360-degree activation calendar, coordinates launches, seasonal displays, and pop-up events, and works with Marketing, Commercial, and Visual Merchandising. They also oversee agencies, fixture suppliers, and retail-space vendors, manage budgets and production timelines, and evaluate sell-out performance, return on investment, and shopper engagement.

Plan and deliver a 360-degree retail activation calendar covering product launches, seasonal podiums, and customer pop-up events.

Lead in-store consumer engagement and promotional execution to drive footfall, conversion, and brand equity.

Partner with Marketing, Commercial, and Visual Merchandising teams to translate digital campaign concepts into physical retail experiences.

Manage event production agencies, fixture suppliers, and retail-space vendors for timely, cost-efficient execution.

Monitor post-activation sell-out performance, return on investment, and shopper engagement metrics.

Demonstrated experience orchestrating physical retail campaigns, pop-up stores, and consumer brand experiences.

Strong stakeholder-management and transversal collaboration skills.

Ability to lead multiple production timelines, manage supplier deliverables, and track activation budgets.

Understanding of consumer journey touchpoints, store traffic drivers, and retail trade mechanics in Thailand.

Professional working proficiency in Thai and English, including presenting and cross-functional coordination.

L'Oréal uses an ethical, transparent and human recruitment journey and provides information about its AI Charter and use of artificial intelligence in recruitment.