Retail Brand Experience Manager
As Adore Beauty's Brand Experience Manager, you will be responsible for leading and delivering Adore Beauty's visual merchandising and physical brand experience across our national store network and IRL brand activations.
This role is pivotal in translating Adore Beauty's brand, customer and merchandise strategies into compelling, consistent and commercially effective visual and experiential executions. You will define how our brand shows up in the physical environment, ensuring every touchpoint drives engagement, conversion and brand loyalty as our retail footprint continues to grow.
While grounded in strong visual merchandising leadership, this role extends beyond traditional VM. You will bring a creative, brand-led lens to the in-store experience, understanding what the brand needs in the physical space and how to elevate it through layout, storytelling, planograms and experience design.
Working closely with cross-functional teams, you will bring together creativity, customer insight and commercial performance to continuously evolve and elevate the Adore Beauty in-store experience.
**Key Responsibilities
Brand Experience & Visual Merchandising Strategy**
* Define and execute the visual merchandising and physical brand experience strategy to drive engagement, traffic, conversion and profitability.
* Translate brand, customer and merchandise strategies into consistent, compelling in-store execution across all physical touchpoints.
* Own how the Adore Beauty brand shows up in-store, championing a customer-first and commercially effective approach.
Creative Direction & In-Store Experience
* Lead the creative development of in-store experiences, layouts, storytelling, VM campaigns and IRL brand activations.
* Develop authentic brand and merchandise stories that elevate the customer journey while balancing brand expression and commercial outcomes.
Planograms, CAD & Store Development
* Support planogram programs, including tender processes, working with internal teams and external suppliers.
* Apply CAD proficiency to support store layouts, space planning and VM concepts.
* Partner with Store Development on new store openings, refurbishments and layout optimisation.
Cross-Functional Collaboration
* Partner closely with Merchandise, Brand Marketing and Planning to bring strategies to life in-store.
* Collaborate with CX, Technology, agencies and suppliers to deliver cohesive, omnichannel and on-brand outcomes.
Execution, Performance & Optimisation
* Lead the delivery of in-store campaigns, experiential merchandising, events and activations.
* Conduct regular store visits to assess execution, customer experience and team engagement.
* Analyse performance, customer insights and market trends to continuously improve VM and brand experience effectiveness.
Operational Excellence & SOP Development
* Own the development and ongoing optimisation of Visual Merchandising SOPs and operational playbooks to deliver a consistent, premium beauty experience across all stores.
* Translate brand strategy, campaigns and product launches into clear, tech-enabled VM toolkits that are easy for store teams to execute.
* Leverage digital platforms and in-store technology to improve VM execution, compliance, speed and consistency.
* Ensure VM standards support beauty-specific requirements, including testers, replenishment, and trial-led customer journeys.
* Partner cross-functionally to align VM with omnichannel initiatives, digital screens, and clienteling tools.
* Continuously refine VM processes using store feedback and execution data to drive commercial and brand outcomes.
Who You Are
You're a creative, strategic visual merchandising and brand experience specialist who understands how physical environments influence customer behaviour, brand perception and commercial performance. You have a strong eye for detail, a passion for storytelling and a clear understanding of how VM and in-store experience drive engagement, conversion and loyalty. You instinctively know what a brand needs in the physical space and how to translate that into elevated, commercially effective execution.
You're collaborative and commercially minded, comfortable influencing stakeholders across a fast-paced, matrixed organisation. You thrive in environments where creativity, data and customer insight come together to deliver meaningful results..
You'll Bring
* 5+ years' experience across Brand Experience, Visual Merchandising or Retail Environment roles in a senior leadership capacity.
* Proven experience working across multi-site retail operations.
* A strong track record of driving sales growth, engagement and customer experience through physical execution.
* Demonstrated ability to turn Brand and Merchandise strategies into real-life, commercially effective executions.
* Strong creative capability, with an elevated eye for detail, storytelling and space design.
* CAD proficiency and experience supporting store layouts, space planning or VM concepts.
* Exposure to planogram programs and supporting tender processes.
* A customer-centric mindset and passion for retail and the beauty industry.
* Ability to travel nationally as required.
What Success Looks Like
* Adore Beauty delivers a consistent, elevated and inspiring brand experience across all physical environments.
* In-store experiences drive measurable improvements in footfall, engagement, conversion and market share.
* Brand and merchandise strategies are flawlessly translated into physical execution.
* Retail teams feel confident, aligned and empowered to deliver the brand experience.
* Brand experience initiatives deliver strong commercial outcomes and measurable ROI.
Working at Adore Beauty – Perks & Benefits
* Generous 40% staff discount across Adore Beauty
* Paid parental leave for all parents (12 weeks)
* Birthday leave + Wellbeing Week (6 additional leave days per year)
* Hybrid working with a supportive, high-performing team
* The opportunity to shape and make this role your own in a growing ASX-listed business
Who We Are
Founded in 2000, Adore Beauty has grown from a small garage start-up to an ASX-listed beauty powerhouse. With 300+ global brands and 20,000+ products, we're driven by our mission to make beauty accessible to all. Our culture is built on collaboration, positivity and a commitment to doing the right thing.