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LONDON, United Kingdom — From influencers to live stream platforms, the tools available to marketing teams today are diverse and complex. Digital marketing has fundamentally disrupted the way in which consumers communicate and shop, with customer experiences and behaviour carefully tracked by brands to optimise their selling strategies. McKinsey’s 2018 report “The Age of Digital Darwinism” stated 80 percent of luxury brands’ sales are influenced by online, up from 78 percent in 2016.
However, as apps, websites and algorithms continue to mutate at a rapid rate, marketing strategies and best practices are consistently disrupted. In just eight years, Instagram has gone from a photo sharing platform to an instant messaging app, a live video platform, and it now also has shoppable tags. Luxury brands are responding accordingly — some 78 percent of brands implemented influencer marketing campaigns in 2017, up from 65 percent in 2016. It is estimated that luxury brands’ digital video advertising will rise from its $8.5 billion revenue in 2016 to $23 billion in 2021.
As these digital modes of marketing remain in a constant state of flux, so do the roles required by a digital marketing team. Marketing professionals are now often the fundamental players in planning brand strategy, rather than the executing of it, while technological developments and social media have created treasure troves of data — primed for analysis, segmentation and creative targeting. Indeed, as brands continue to invest in digital marketing, the opportunities within it will continue to grow.
Here are the most exciting career opportunities in marketing currently live on BoF Careers: