The Marketing Director is responsible for the strategic planning, development, and execution of global marketing initiatives. Leading a multifaceted team encompassing marketing, ecommerce strategy, copywriting, social and community, and potentially creative functions, he or she will be responsible for crafting the brand's marketing strategies from conceptualization to execution, driving impactful initiatives and campaigns that resonates with our customers across the different markets and sales channels.
This position's primary responsibility is to drive revenue through innovative campaigns, advertising and partnerships across all sales channels, including online, offline, omnichannel and franchisees. Additionally, this incumbent also acts as the brand custodian, shaping strategies to establish and enhance the brand identity, awareness and competitive positioning in all existing and new markets.
RESPONSIBILITIES
Strategic Planning & Leadership
- Craft and implement global brand identity and marketing strategies to enhance brand awareness and competitive positioning across all markets
- Develop, implement, and oversee all marketing efforts, including online and offline strategies, to drive sales, customer retention, and growth
- Partner with the senior leadership team to align marketing strategies with business objectives and drive revenue growth
- Monitor and analyze market trends, customer behavior, and competitor activities to identify growth opportunities in existing and new markets
- Analyze the outcome and performance of marketing activities, providing regular reports on marketing performance, ROI, and key metrics to the senior leadership team and internal stakeholders
- Lead and mentor a high-performing team across multiple functions and regions, fostering a collaborative, creative, and results-driven culture
Global Marketing Strategy & Execution
- Lead and drive the 360-marketing strategies for online and offline channels, as well as local and regional markets, aligning with business objectives and product launches to drive sales and revenue growth
- Tailor marketing strategies for specific channels and markets, leveraging data and customer insights to ensure relevancy and effectiveness
- Oversee the annual marketing calendar, ensuring all campaigns and key events are strategically timed and coordinated across all channels and markets
- Manage cross-functional teams to execute marketing activations that resonate with the diverse customer base from different markets and channels
- Oversee the marketing budget and track the performance of all marketing activities to measure effectiveness and maximize ROI
- Lead comprehensive SEO strategies for both mobile and desktop platforms, aligning with business objectives
- Manage all aspects of technical SEO, including site structure, sitemaps, site speed, and URL redirects to optimize search engine performance
- Track SEO performance using analytics tools, providing insights and recommendations for improving rankings and driving traffic
- Strategize on optimizing campaigns based on market trends, competitor insights, and user behavior
- Collaborate on SEO-optimized content strategies for digital channels, driving engagement across paid, owned, and earned media
- Analyze marketing performance, leveraging data to improve strategies, optimize UX/UI, and enhance profitability
Customer Relationship Management (CRM)
- Develop and lead the execution of advanced CRM and loyalty strategies aligned with long-term business objectives, driving customer engagement, retention, and overall brand loyalty across all channels
- Architect and manage sophisticated customer loyalty programs, defining high-impact value propositions, tiered reward systems, and engagement frameworks that directly influence customer lifetime value
- Utilize deep customer insights and segmentation to implement targeted, data-driven communication strategies across digital and offline touchpoints, enhancing personalized experiences and reducing churn
- Partner with marketing, e-commerce, and product teams to ensure CRM strategies are integrated with overall business initiatives, while collaborating with IT and data teams for seamless CRM system integration and performance optimization
- Spearhead the selection, customization, and integration of CRM platforms and tools, ensuring they meet the evolving needs of the business. Oversee data integrity, system enhancements, and process automation to optimize customer interactions
- Leverage analytics to assess CRM program performance, generate actionable insights, and present strategic recommendations to senior leadership, influencing business decisions related to customer acquisition, retention, and growth
- Lead change management initiatives to enhance CRM adoption across teams. Provide strategic direction on user training and system utilization to ensure the organization maximizes CRM capabilities
Public Relations (PR)
- Execute comprehensive PR strategies to enhance brand image and manage the company's reputation
- Build and maintain relationships with key media outlets, journalists, and influencers to secure positive coverage and placements
- Serve as the company's spokesperson, ensuring consistent and positive messaging
- Oversee coordination of press releases, media kits, and other PR materials to support product launches, events, and corporate announcements
- Monitor media coverage and public sentiment, providing insights and recommendations on PR initiatives
- Manage press events and product launches to generate buzz and media attention
Social & Community
- Establish clear and measurable objectives for the Social & Community team to increase brand visibility, engagement, and loyalty
- Develop strategies to build and nurture online communities around the brand, encouraging engagement, discussions, and user-generated content
- Optimize the customer journey by tailoring personalized experiences and enhancing engagement and conversion rates
- Oversee the development and execution of social media advertising strategies aligned with specific business objectives, such as lead generation or product promotion
- Implement a crisis management plan for handling negative situations or controversies on social media, acting swiftly and transparently
- Establish community guidelines and policies to ensure a positive and respectful online environment, and monitor community interactions accordingly
Copywriting
- Lead and contribute to copywriting efforts, ensuring that all written content is engaging, on-brand, and tailored to target audiences
- Collaborate with internal teams to create compelling copy for marketing materials, including advertising, social media, website content, and product descriptions
Brand Management & Creative
Note: The scope of these responsibilities will be reviewed and potentially adjusted post-hiring to align with evolving business demands and direction.
- Develop and implement a comprehensive brand strategy that defines brand positioning and value proposition, fostering brand loyalty and growth
- Ensure that the brand's visual identity, tone of voice, and messaging are consistent across all channels and in accordance with established brand guidelines
- Continuously maintain brand relevancy and differentiation through market research, customer insights, performance metrics, and competitive analysis
- Oversee the creative content team, including creatives, production, photographers, and videographers, to produce high-quality, compelling content for all platforms
- Plan and manage the content calendar to ensure a steady flow of relevant and engaging content that supports marketing goals and drives sales
- Innovate content strategies, adapting based on trends and performance insights for maximum impact
REQUIREMENTS
- Bachelor's or Master's Degree in Marketing, Business Administration, or a related field
- Minimum of 10 years of experience in marketing preferably in the fashion / retail industry, with at least 5 years of experience in a senior leadership position
- Demonstrated high level of creativity and innovation with a proven track record in driving revenue growth through online and offline marketing initiatives for international markets
- Proficient in marketing analytics tools and platforms to measure and optimize marketing performance
- Well-versed with budget management and resource allocation to maximize marketing ROI
- Demonstrated ability to lead and manage a diverse marketing team, including creative, e-commerce, digital, and traditional marketing functions
