Head of Marketing (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

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.

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.