Retail Brand Experience Director

at  Helly Hansen

Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive. Through insights drawn from living and working in the world’s harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with LIFA® Stay Dry technology, the patented H2Flow™ temperature regulating system, and the revolutionary lighter, warmer LIFALOFT™ insulation. Building on Helly Hansen’s proprietary HELLY TECH® waterproof/breathable system, the technical outdoor brand has most recently introduced the award-winning LIFA INFINITY PRO™ - the company’s most innovative and responsible waterproof/breathable technology to date.
Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations globally.
Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries around the world and the company is owned by Canadian Tire Corporation (CTC). To learn more about Helly Hansen’s latest collections, visit www.hellyhansen.com
The Retail Brand Experience Director is responsible for developing and executing a comprehensive brand experience strategy across all retail channels. This role involves leading the creation of innovative and engaging consumer experiences that drive brand loyalty, increase foot traffic, and enhance the overall performance of retail locations. He/She will collaborate with cross-functional teams to ensure a seamless and consistent brand experience that aligns with the company’s vision, values, and business objectives.

EXPERIENCE / SKILLS REQUIRED

• Bachelor’s degree level in Marketing, Business, Retail Management, or a related field
• 7-10 years of retail marketing and or brand experience (preferred with a global sports/apparel retailer)
• Creative and strategic thinker with a strong eye for detail and a passion for innovation
• Experience with omnichannel retail strategies and digital integration is highly preferred.
• Used to working according to deadlines and with time pressure
• Excellent communication and interpersonal skills, with the ability to influence and collaborate at all levels of the organization
• Self-starter with continuous improvement and the commitment to achieve goals
• Well organized and structured with the ability to focus and multitask
• Proactive and collaborative team player, knowledge sharing and good communicator
• Excellent knowledge of Microsoft Office, basic knowledge of Illustrator, InDesign, Photoshop
• Fluent in English

Personality / Competencies required

• Energetic and enthusiastic, pragmatic, tenacious, with attention to detail
• Dedicated to getting the job done but interested in having ‘fun’ as well
• Interest / active in the sports that HH is associated with
• Travel required

• Strategic Retail Brand Experience Development:
• Develop and implement a comprehensive brand experience strategy, aligning with the company’s positioning & overall business goals.
• Analyze market trends, consumer insights, and competitor activities to inform strategic planning and identify opportunities for differentiation.
• Create and implement innovative in-store and omnichannel experiences that differentiate the brand and engage customers.
• Consumer Journey Optimization:
• Oversee and optimize the consumer journey across all retail touchpoints, ensuring a seamless and authentic brand experience.
• Implement initiatives that enhance consumer engagement and build a strong emotional connection with the brand.
• Utilize customer insights and feedback to continuously improve the in-store experience and develop customer engagement programs
• Retail Environment Innovation:
• Oversee the development of unique and immersive retail environments that reflect the brand’s outdoor ethos, including store design & layout, fixturing packages, visual merchandising opportunities, and in-store experiences.
• Ensure consistency in the brand’s presentation and storytelling across all retail locations, shop in shops, outlets and showrooms.
• Brand Communication and Messaging:
• Lead the creation of in-store communication strategies that effectively convey the brand’s values, positioning and product benefits to the target consumers.
• Ensure all retail communications align with the brand’s identity and resonate with the target audience.
• Ensure consistent application of brand guidelines and standards across all retail locations and customer touchpoints.
• Conduct regular audits and store visits to maintain brand integrity and quality of experience.
• Visual Merchandising and Store Design:
• Lead and manage new store opening: from strategic oversight and hands-on support for retail store openings, ensuring brand consistency, customer engagement, and seamless execution from concept to launch.
• Direct the visual merchandising strategy to create compelling, on-brand displays and layouts that drive consumer engagement and sales.
• Oversee all guidelines and planograms are delivered in a timely manner.
• Collaborate with retail concept agency and retail operations team teams to ensure that physical retail environments reflect the brand’s identity and support strategic business objectives.
• Collaborate with retail concept agency and retail operations on store concept adaptation into shop in shops, outlet and showroom concepts.
• Event and Campaign Management:
• Plan and execute in-store events, promotions, and campaigns that drive traffic, increase sales, and enhance the brand experience.
• Collaborate with external agencies, vendors, and partners to deliver high-impact experiential marketing initiatives.
• Cross-functional Collaboration:
• Partner with product development, marketing, sales, and operations teams to integrate brand experience strategies across all business areas.
• Work closely with the e-commerce team to ensure a cohesive omnichannel experience that bridges the gap between online and offline retail.
• Budget and Resource Management:
• Develop and manage the budget for retail brand experience initiatives, ensuring efficient use of resources to achieve strategic objectives.
• Optimize spending to maximize ROI on brand experience investments.
• Leadership and Team Development:
• Build, lead, and mentor a team focused on delivering exceptional brand experiences.
• Foster a culture of creativity, innovation, and continuous improvement within the team.
• Performance Analytics and Reporting:
• Establish KPIs to measure the success of brand experience initiatives, with a focus on consumer satisfaction, brand loyalty, and sales growth.
• Analyse data to continuously refine and optimize strategies, and report on performance to senior leadership.