Mission Head of Marketing & Communication is responsible for defining, implementing and managing Marketing & Communications strategies for the brand in the MEIA region, in line with international guidelines and within the defined budget. The aim is to increase brand visibility and awareness, desirability, and capture market share.
Key Success Factors:
- Leadiership skills- team development and internal/ external collaboration
- Effective utilization of marketing tools & available resources
- Understanding the brand DNA- and how further increase its relevance within the local target audience
- Ensure cohesiveness of brand image across all touchpoints
- Finding the right balance between creative strategy and flawless implementation
Main Responsibilities Strategy
- Define Marketing and Communications strategy for the region and per country, in line with HQ guidelines and market specificities and in close co-operation with MD
- Maximize usage of HQ assets - put in place regional amplification plan to further increase local impact
- Align retailers/ partners on strategy and manage joint marketing plans for the respective countries
- Build and implement Media, Events and PR plans in the region
- Support retail & wholesale departments on the implementation of localized CRM strategies (internal & external boutiques)
Communication
Overall - Define and implement effective communication 360 degree plans for the region across (Media, digital, PR, events)
- Focus on strategic targets (awareness, desirability, conversion) as well as ROI
- Guide & motivate PR Agencies , Media Agencies and coop markets, maximizing media buying and return on investment in terms of PR Coverage and SOV
Media
- Develop media brief based on international guideline and local need
- Optimize media budget and design effective regional media campaigns in line with product launches and market seasonality
- Develop and implement a digital communication strategy (Arabic website, Social Media, influencers, SEA) for the region adhering to corporate guidelines.
PR & Events
- Build regional events plan in close collaboration with HQ and retailers (product launches, boutique openings, tactical events, annual exhibitions, etc.)
- Assure proper event planning and execution at different stages: pre,during and provide 360 post event reports as per defined action plan
- Manage closely media relations and PR plans in co-operation with HQ PR team, local agency and retailers
- Assure accurate periodic reporting: PR evaluation monitoring, Competition analysis, benchmarking and best practices
RETAIL & TRADE MARKETING
- Set up and implement boutique marketing plans in cooperation with MD and Commercial Manager
- Optimize Vacherons visibility in all markets, at each door and boutiques in close co-operation with commercial teams based on international guidelines and local specificities
- Manage and supervise Trade marketing tools & resources (Contractors, display material, Gifts etc) within a defined budget
- Support the implementation of Internal & external boutiques, shop in shops, corners in coordination with commercial teams, HQ, local suppliers and retailers.
- Responsible for implementing and monitoring the Corporate Visual Merchandising Guidelines, ensuring proper representation of the brand in all networks.
- Regional Management of PLV in Dubai and RID effectively with the support of sales department
CRM
- Develop overall regional CRM strategy and priorities
- Create CRM plan in alignement with commercial teams (Retail and WS)
- Manage the quality and the consistency of the client database (capture of qualitative data, segmentation)
- Manage the CRC (client relationship center) teams and activities (training, information reporting)
- Implement marketing campaigns (direct mailings, e-mailings, events)
- Monitor the CRM activity (define and follow CRM KPIs, acquisition, loyalty).
- Follow the use of the CRM tools with retail department and external boutiques
MANAGEMENT
- Assure flawless implementation of regional marketing plans (budget, themes, timeliness) and assure timeliness and accuracy of monthly HQ reports
- Motivate, challenge and coach team members to grow and to achieve targets
- Define team and individual objectives; manage career expectations with HR and Managing Director
BUDGET
- Manage the budget in line with marketing strategy mix and HQ guidelines
- Manage and control the A&P budgets with HQ, Retailers and Business controller
PROFILE Key Performance Indicators - ROI of marketing activities
- Evolution of SOV in the region
- Evolution of market share in the region
- Evolution of PR coverage value
- Qualitative measurement of brand desirability in the region
- Growth and quality of client database
- Perfect Implementation of POS materials and activations across network
- Team development and retention
- Budget reporting and execution accuracy
Knowledge and Professional Skills
- 7- 10 years experience in marketing with ideally experience in Middle East region.
- Creativity, excellent presentation- , written and oral communication skills
- Client centric thinking and good understanding of luxury industry
- Good business acumen and commercial sense; good balance between conceptual and pragmatic approach
- Leadership skills to leverage the potential of a diverse and highly motivated team
- Organizational skills, Pro-activity, Autonomy and Maturity
- Good networker
- Fluent in English; Arabic and French is a plus
- Bachelors degree in Marketing or relevant field
