Head of Marketing & Client Experience (Mat Cover)

POSITION: HEAD OF MARKETING & CLIENT EXPERIENCE

DEPARTMENT: MARKETING

LOCATION: LONDON

REPORTS TO: GENERAL MANAGER

DIRECT REPORTS: JUNIOR TRADE MARKETING MANAGER & COMMUNICATIONS EXECUTIVE

PURPOSE OF THE ROLE

Lead the Marketing Strategy for Acqua Di Parma in the UK & Ireland, ensuring brand desirability and achieving targeted sell-out and profit within the constraints of a set budget. Oversee the planning, implementation, and management of strategic marketing plans and creative animations for the brand.

Mission Summary

Lead and create the successful implementation of the UK Marketing strategy to deliver brands wholesale and OP objectives

Job Responsibilities

MAIN RESPONSIBILITIES

Marketing Strategy

• Develop and implement the overall marketing strategy for the UK & Ireland markets.
• Ensure alignment with global brand guidelines and objectives.
• Drive brand awareness and equity through innovative marketing campaigns.
  
  

Trade Marketing

• Oversee the definition, pitching, and implementation of Trade Marketing activity plans with key retailers, including flagships, barbershops, and key store groups.
• Develop bespoke cross-channel retail strategies and establish strong relationships with retailers to reinforce brand equity and drive sales.
• Manage the presentation of all launches and events internally and externally.
• Ensure Trade Marketing is focused on accelerating sell-out and achieving a strong ROI while being consumer-centric.
• Monitor retailer performance monthly to adjust and define action plans as needed.
• Supervise the execution of visual merchandising in stores to ensure alignment with brand guidelines and effective product presentation.
  
  

CONSUMER ENGAGEMENT

• Define flagship animation plans (POSM, events, in-store media, etc.).
• Animate BC (Beauty Consultant) counters with personalisation and Art of Gifting in line with product launches and priorities.
• Create pop-up kits and event guidelines to encourage locally booked activities.
• Provide monthly updates on trade marketing support to the field team.
  
  

VISUAL MERCHANDISING

Work With Retail Design And VM Team To

• Collaborate with the VM Team to develop and execute visual merchandising strategies that align with brand standards and enhance the customer experience.
• Ensure consistency and excellence in visual merchandising across all retail locations.
• Regularly review and update visual merchandising guidelines to reflect current trends and brand direction.
  
  

Budget And Forecasting

• Manage the marketing budget, ensuring efficient allocation of resources to maximize ROI.
• Oversee the forecasting of sales and POSM for new launches.
• Ensure clear and consistent marketing communication both externally (stores, BCs, retailers) and internally (Sales, Training, PR, Customer Service, HQ).
  
  

PERFORMANCE MONITORING

• Monitor and analyse the performance of marketing activities and campaigns.
• Adjust strategies and action plans based on performance metrics and market feedback.
• Provide regular updates and reports to GM/HQ
  
  

TEAM LEADERSHIP

• Manage and mentor the Junior Trade Marketing Manager and Communications Executive.
• Foster a collaborative and high-performance team environment.
• Ensure clear communication and alignment of marketing objectives within the team.
• Conduct regular performance reviews and provide constructive feedback to support professional growth.
• Facilitate training and development opportunities for team members.
  
  

Profile

PERSON SPECIFICATION Profile Graduate degree in Marketing or a related field. Fluent in English, with a second language (Italian) being a plus. Minimum of 5 years’ experience in a senior marketing role, ideally within the luxury industry and beauty sector. Inherent interest in the luxury industry and beauty. Key Competencies/Technical Skills Natural leadership and team management skills. Ability to build and maintain relationships internally and externally. Strategic thinking with a creative approach to problem-solving. Exceptional project management experience with proven organizational skills. Excellent communication and presentation skills (oral and written). Ability to work effectively in a fast-paced environment with a sense of urgency.