Events Consultant

Job Title: Events Consultant, Luxe Division (In-Store Focus)

Department: Education, Luxe Division

Reporting To: Head of Education, Luxe Division

Location: JHB/Pretoria Area

Job Purpose:

The Events Consultant, Luxury Division, will be instrumental in elevating the in-store client experience and driving sales conversions through expertly curated and executed events. Reporting to the Head of Education, this role focuses on designing and delivering engaging educational and experiential events directly within our retail spaces, across all luxury brands and categories. The consultant will collaborate closely with both the Education and Sales teams to transform product knowledge and brand stories into compelling in-store events that attract, engage, educate, and convert luxury clients, ultimately contributing to significant retail sales growth.

Key Responsibilities:

• Strategic In-Store Event Planning & Development:
• Collaborate with the Head of Education, Sales, and Brand Teams to identify in-store event opportunities aligned with educational objectives, product launches, seasonal campaigns, and sales targets.
• Conceptualize and initiate innovative, high-touch in-store events (e.g., masterclasses, VIP consultations, product discovery workshops, beauty styling 1:1 sessions) that offer unique value and drive client footfall and engagement.

• Integrate educational content into event concepts, ensuring clients gain deep product understanding that inspires purchase decisions.

• In-Store Event Execution & Management:

• Manage the end-to-end planning and execution of all in-store events, from concept to post-event analysis.
• Oversee all logistical aspects specific to a retail environment, including space planning, product display, decor, merchandising, client flow, staffing (in collaboration with retail management), and necessary equipment.
• Coordinate with retail store managers and staff to ensure seamless integration of events into daily store operations and to maximize sales opportunities during event periods.
• Manage external vendors (e.g., caterers, artists, guest speakers) ensuring their services align with luxury standards and in-store logistical requirements.

• Act as the lead on-site manager during events, ensuring a flawless client experience, managing timelines, troubleshooting, and facilitating direct sales interactions.

• Sales Conversion & Clienteling Integration:

• Work directly with in-store Beauty Advisors, Field Account Execs and retail managers to brief them on event objectives, client engagement strategies, and sales conversion tactics.
• Execute events with clear call-to-actions and opportunities for immediate product discovery and purchase.
• Develop strategies to track client attendance, engagement levels, and direct sales generated from each event.

• Provide guidance and support to sales teams on leveraging event interactions for post-event client follow-up and long-term clienteling.

• Performance Reporting:

• Conduct thorough post-event analysis, preparing detailed reports on event attendance, client engagement, direct sales conversions, and overall contribution to store revenue.

• Present findings and strategic recommendations to the Head of Education, Sales Leadership, and Brand Teams to continuously optimize future in-store events for maximum impact.

• Brand Advocacy & Educational Alignment:

• Ensure all in-store events consistently reflect the premium quality, brand values, and educational messaging of L'Oréal's Luxe portfolio.
• Collaborate with the Education team to ensure event content is accurate, engaging, and aligned with overall product training and brand storytelling.
• Stay informed on luxury retail trends, competitor activities, and innovative in-store experiences to keep L'Oréal at the forefront of experiential retail.

Key Skills & Experience:

• Education:
• Minimum: Matric (High School Diploma or equivalent).
• A Bachelor's degree in Marketing, Communications, Retail Management, Event Management, or a related field is highly desirable.
• Experience:
• Minimum of [e.g., 2-4] years of hands-on experience in event management, with a strong focus on in-store retail events or experiential marketing within the luxury goods, premium beauty, or high-end retail sectors.
• Demonstrated experience working within a retail environment, understanding retail dynamics, sales processes, and customer service.
• Proven track record of planning and executing events that directly resulted in sales conversions and enhanced customer loyalty.
• Experience collaborating with sales teams and a deep understanding of the retail sales cycle and clienteling within a luxury environment.
• Skills:
• Exceptional organizational skills and meticulous attention to detail, crucial for in-store execution.
• Proven ability to design and deliver engaging, educational content that motivates purchase.
• Strong project management capabilities, adept at managing multiple in-store activations simultaneously.
• Excellent interpersonal, communication (verbal and written), and presentation skills, with the ability to inspire and train retail teams.
• Proficient in budget management, sales reporting, and performance analysis.
• Strong negotiation and vendor management skills.
• Ability to thrive in a fast-paced retail environment, adapting quickly to challenges and changing priorities.
• Flexibility to travel between retail locations and work irregular hours, including evenings and weekends, as dictated by event schedules.

Key Competencies:

• Results-Oriented with Sales Acumen: Driven by measurable sales outcomes and a clear understanding of how events contribute to the bottom line.
• Client Experience Focus: Passionate about creating exceptional, personalized luxury experiences that delight and convert clients.
• Collaboration & Influence: Builds strong relationships with retail teams, education, and sales, effectively influencing and motivating others towards common goals.
• Creativity & Innovation in Retail: Ability to conceive and execute fresh, impactful event concepts within a retail setting.
• Adaptability & Problem-Solving: Resourceful and calm under pressure, particularly during live in-store events.
• Brand & Product Advocate: A natural storyteller who can effectively communicate brand values and product benefits.

Duration: 01 December - 28 February 2026