1. Animation & Activation Plan
• With regions, define and secure the deployment of an efficient app animation plan tailored to different markets, ensuring alignment with the overall brand vision and marketing calendar.
• Secure the consistency and the perfect execution on the App of each activation driven by Media, marketing, commercial, CRM, etc.
• Work closely with transversal teams to ensure app-exclusive campaigns and activations align with broader brand initiatives.
• Recommend app-exclusive campaigns, special content needs, and events to engage users and enhance their app experience
• Feed Branding digital team based on your App success background and our business & brand app ambition, to define the best activations and advantages to launch on the app, to strongly increase user engagement.
• Support media team in push notifications and smart alerts activation plan based on user interests and behaviors

1. App Performance Management
• Analyze and monitor the app’s performance across various international markets, leveraging KPIs to optimize user engagement, retention, monthly active users, conversion rate, etc.
• Collaborate with Mobile App Product feature team in strategies definition to improve app functionality and performance while ensuring alignment with regional business goals.
• Recommend A/B test to optimize the App journey and its efficiency
• Build and share performance dashboards to feed regions and digital product teams to improve the global performance of the App
• Define and challenge on what to incentive markets (App download, retention rate, share of sales by the app, etc..)

1. E-Merchandising Optimization
• Co-define with Global Emerch the app’s e-merchandising strategy by optimizing product displays, promotions, and navigation to maximize sales, monthly active user, session time, etc.
• To boost engagement, recommend product exclusive and personalization strategies
• Collaborate with cross-functional teams to implement best practices for product assortment, seasonal campaigns, and promotional events
2. Omni Channel Vision & Strategy
• Ensure seamless integration of the app within the brand’s omnichannel ecosystem, creating synergies between physical stores, e-commerce platforms, and the app.
• Advocate for the app’s role as a key touchpoint in the customer journey
• Work with e-commerce and retail teams to create seamless digital-to-physical experiences
• Support media team in geo-targeted offers recommendations when users are near a store or relevant location

1. Innovation & Continuous Improvement
• Recommend enhancements and improvements for the app based on market trends, user feedback, and performance data.
• Stay ahead of mobile trends, competitor activities, and emerging technologies to suggest new features and improvements.
• Collaborate with product and tech teams to prioritize and implement updates that enhance the app’s functionality and user experience.

1. Community Facilitation & Stakeholder Management
• Build and nurture a community of app-related stakeholders, including internal teams, regional managers, and external partners, to ensure alignment with business and brand objectives.
• Act as a facilitator and key point of contact for regions, providing support, training, best practices and resources to local teams.
• Facilitate knowledge-sharing across regions to drive app success globally
• Build the communication with financial team on app performance and its specificities for the executive committee. 

Qualifications

The ideal candidate has a background in marketing or commercial roles and possesses substantial experience in managing app operations, particularly in a retail or service-driven environment.

Experience:

• Proven track record of 3 years minimum managing the in-app strategy, operations and animation of a mobile app, ideally within a retail environment.
• Experience in animation of the app, e-merchandising specificities, app performance optimization, and omnichannel integration

• Fluent in english
• Strong analytical capabilities to interpret app performance data and drive actionable insights.
• Strong organizational skills with the ability to manage multiple markets and stakeholders simultaneously.
• Excellent communication and interpersonal skills to engage with diverse teams and foster a sense of community
• Third parties (search, reco, perso)

• Strategic thinker with a customer-centric approach.
• Proactive, solution-oriented, autonomous and innovative, with a passion for mobile experiences and digital excellence.
• Ability to work in a fast-paced international environment and adapt to evolving business needs.