Guerlain Retail & Trade Marketing Manager
- Employment
- Full-Time
- Seniority
- Manager
- Department
- Clienteling, CRM & VIP Relations
- Posted
- May 21, 2026
About Guerlain
Guerlain is a heritage French maison in the perfumes & cosmetics sector, operating within the LVMH group. The brand is renowned for its olfactory expertise, artisanal savoir‑faire and premium retail experiences. As an employer it combines a strong brand heritage with a commercial, client‑centric focus, privileging creativity, product excellence and close collaboration between HQ, retail and wholesale partners.
Guerlain seeks a Retail & Trade Marketing Manager in Brussels to lead Belux retail performance, clienteling and trade activations across wholesale and D2C channels.
Role & Responsibilities
- Own and deploy the trade marketing strategy across the full Belux distribution network (key partners: Ici Paris XL, April, Paris 8 and department store partner Inno), ensuring alignment with Maison priorities and budgets.
- Define annual retailer-specific trade plans and act as principal business contact for retail partners on Guerlain trade matters.
- Design 360° retail activations and brief POS visibility to the Merchandising Manager; manage logistic roll-out with the Trade Assistant (books, briefs, sell-out tools, seller gifts).
- Develop and manage clienteling activations per retailer (offline CRM, masterclasses, exclusive services) and define sell-out tools linked to seasonality and product launches.
- Manage allocation and deployment of activation resources (GWP, samples, POSM) per point of sale in collaboration with Product and Merchandising teams; monitor quotas and optimize spend.
- Own D‑to‑C retail marketing and clienteling strategy in physical channels: define and deliver exclusive PCR/DS Counter Gold+ experiences, one‑to‑one services and events to strengthen VIC recruitment, retention and upsell.
- Collaborate closely with the Digital & CRM Manager to ensure consistency between offline activations and CRM/digital levers.
- Define, monitor and report on KPIs tied to sell‑out and activations (animation performance, ROI, client recruitment); analyse results and recommend continuous optimisation.
- Prepare, manage and control the Belux retail & trade marketing budget; produce R1/R2 submissions to HQ, create POs, liaise with suppliers and finance, and perform monthly budget reconciliations.
Qualifications
- Master's degree in Commerce, Marketing or equivalent.
- Minimum 5 years' experience in retail or trade marketing, ideally within luxury beauty, premium cosmetics or prestige FMCG.
- Fluent in French, English and Dutch (spoken and written).
- Proven experience in clienteling, CRM activations and retail activation management.
- Strong commercial and analytical skills with experience defining KPIs and performing ROI/performance analysis.
- Demonstrated budget ownership: preparation of budgets, PO creation and month‑end control.
- Excellent stakeholder management and communication skills; comfortable negotiating with retail partners.
- Highly organised, autonomous and able to manage multiple projects and priorities.
- Proficiency in Pack Office.
Skills
Experience
Minimum 5 years' relevant experience in retail/trade marketing with a track record of driving sell‑out, retail premiumisation and clienteling initiatives, preferably in luxury beauty or premium FMCG.
Education
Master's degree in Commerce, Marketing or related field.
Workplace
The successful candidate will be located in Brussels, Brussels-Capital Region, Belgium.
Culture
Guerlain combines a deep appreciation for artisanal craftsmanship and olfactory heritage with a modern, commercial mindset. The workplace values aesthetic sensitivity, meticulous standards and cross‑functional collaboration with HQ, retail and wholesale partners within the LVMH ecosystem.
About Cerulean
Cerulean is the definitive career portal for the global luxury industry. We match exceptional professionals with exclusive opportunities at the world's most prestigious brands. From haute couture and fine watchmaking to prestige beauty, hospitality, and boutique retail, Cerulean centralises luxury employment to help you find the career for which you were destined.
Frequently Asked Questions
The luxury industry is characterised by a diverse and nuanced nomenclature. Esteemed houses frequently employ proprietary terminology, and even within a single organisation like Guerlain, titles may vary across global markets to reflect local conventions. To ensure absolute clarity, Cerulean assigns a standardised, industry-coherent canonical title to every listing. However, it is worth noting that this role is functionally synonymous with «Retail Marketing Manager», «Trade Marketing Manager», «Clienteling & Retail Manager», «Channel Marketing Manager», and other variations. Our sophisticated search architecture anticipates these variations, ensuring that inquiries using related terms will seamlessly yield the exact roles you desire.