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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.
