I. BUSINESS CONTEXT:
CHANEL Japan Fragrance & Beauty Products Division aims to enhance the value of CHANEL’s client experience through touchpoints across on and offline.
One of these touchpoints, Events as a gateway to meeting new customers and gaining Chanel fans through the experience. CHANEL Fragrance & Beauty Products Division has conducted Pop-up and department store events in the past. On top of them, we aim to accelerate loyal customer events that will keep our customer's engagement and long-term relationship in the future.
Looking around the market today, many fashion, jewelry, and cosmetics brands are holding events, and the way they represent themselves and generate traffic is becoming increasingly competitive. In such a situation, it is very important to think strategically about how to increase our saliency by providing a unique Chanel experience and how to incorporate events within our eco system.
II. EXISTING AND FUTURE STAKES: Areas of transformation for the future
To achieve this, it is necessary to have a deep understanding of the brand and what image we want to convey to our customers, while at the same time being able to think of ways to deliver that image to as many customers as possible.
At Chanel, brand equity is an important metric, and it is very important to design events with this in mind.
It is necessary to comprehensively manage all events, including brand pop-up events, department store events, off-site events, and VIP events.
As CHANEL is a people-driven company, it is important to collaborate closely with the Marketing, Sales, Education, Studio, and PR teams. Support from the Media & Communication team is also essential for optimal brand visibility. Since events involve significant costs and logistics, working closely with the Purchasing Department is a crucial aspect of the role.
It is also clear from several past results that collaboration with vendors outside the company is one of the major keys to success. It is essential to build a beneficial network both internally and externally to ensure smooth operations.
III. RESPONSIBILITIES AND ACCOUNTABILITIES: Based on above
Impact at CHANEL
Design event plans to increase CHANEL Japan Fragrance & Beauty Products Division's saliency and reach
as many new clients as possible to deliver the Chanel experience. Collaborate with internal and external audiences with an eye toward building better relationships to achieve this.
The Event Specialist is responsible for the following:
§ Plan event from start to finish according to requirements, target audience and objectives
§ Negotiate and collaborate with global teams to enhance the event's success
§ Prepare budgets and ensure adherence
§ Source and negotiate with vendors and suppliers
§Develop and implement actions to increase the saliency of the brand by collaborating with PR, corporate team and Global Social Media, Media, and Artistic direction team.
§ Optimization of the customer journey within the event and implementation of the necessary digital solutions
§ Coordinate all operations
§ Lead promotional activities for the event
§ Supervise all staff (event coordinators, staff, caterers etc.)
§ Approve all aspects before the day of the event
§ Ensure event is completed smoothly and step up to resolve any problems that might occur
§ Analyze the event's success and prepare reports
The key stakeholders:
§ Japan F&B business team
§ Japan MI&C, IT, Legal, Purchasing
§ Global Marketing, ODCE, PR, AD
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