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Head of Marketing & Communication - Officine Panerai

Employer
Richemont
Location
Dubai, United Arab Emirates
Closing date
26 Oct 2020

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Function
Marketing
Level
Manager
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Job Details

Officine Panerai

Mission:

Panerai Head of Marketing & Communication is responsible for defining, implementing and managing the marketing & communications strategy for the brand in the Middle East & Indian subcontinent, in line with the international corporate guidelines and within the defined budget with the aim of increasing brand visibility & awareness, capturing market share and maximizing sales potential.

Main Responsibilities:

Build and implement the regional strategic plan

  • Define the annual budget and budget revisions for Marketing and Communications
  • Set the marketing and communications strategy per country, in line with the HQ guidelines and the market specificities in alignment with the Brand Director.
  • Establish and implement a complete and integrated / omni-channel marketing and communications plan for Panerai in the Middle East and India to ensure a seamless customer journey and experience.
  • Work closely with the HQ to make sure the local strategy and adaptations conform to the WW brand strategy and HQ guidelines.
  • Present the regional marketing strategy in the business plan presentation and quarterly updates to the Brand Board.


Define and implement the regional communication strategy

  • Take ownership of development and implementation of the online and offline campaigns, in line with the retail, e-commerce, wholesale and the market requirements.


Build & ensure implementation of regional events strategy

  • Develop customer-centric event concepts which deliver on brand positioning and the strategy
  • Propose an events calendar including institutional events and Coop events (product launches, boutique openings, tactical events, annual exhibitions, etc.)
  • Set specific KPIs for every event and analyse post-event performance, including ROI


Establish a regional PR strategy and PR calendar

  • Establish a key Panerai tone of voice
  • Manage media relations and PR plans in co-operation with the PR team, partners and PR agencies
  • Set specific KPI for PR and analyse performance including ROI (PR value & qualitative analysis)
  • Periodic reporting: PR monitoring, competition analysis, benchmarking and best practices


Establish yearly CRM strategy for the brand Region-wide

  • Build a CRM strategy that incorporates online and offline channels and all the contacts in CDB
  • Manage the quality and the consistency of the client database (capture of qualitative data, segmentation, organize training)
  • Ensure the effective and efficient implementation of CRM campaigns
  • Set CRM KPIs and monitor performance of the CRM activities
  • Evaluate and optimize CRM tools in coordination with the Brand Director and the HQ
  • Manage relationship and performance of local CRC


Trade Marketing and Network expansion

  • Set up and implement boutique marketing plans in cooperation with the Brand Director and the HQ
  • Optimize Panerai's visibility in all markets, at each door to deliver an on-strategy and consistent experience and brand image
  • Oversee the design and building of internal & external boutiques, shop in shops, corners in coordination with the HQ, local suppliers and retailers.
  • Oversee management of tools & resources (contactors, regional architect, display material, gifts etc.) within a defined budget


Management

  • Lead the team to ensure flawless implementation of regional marketing plans (budget, themes, timeliness)
  • Recruit, motivate, develop, coach and evaluate the team members to achieve targets
  • Define team structure, individual objectives and manage career expectations with the support of HR and the Brand Director
  • Business planning period: prepare and present marketing section of the annual business plan and quarterly review presentations to the brand board


Budget Management

  • Manage the budget in line with the marketing strategy and the HQ guidelines, adapting strategy when needed
  • Report on marketing expenditures and work with the Financial Controller to prepare the periodical financial reports
  • Manage and regularly control A&P, CAPEX and T&E budgets
  • Ensure team adheres to the budget guidelines


Requirements

  • Bachelor's degree in Marketing or relevant field. Master's degree is preferred.
  • Minimum 10 years overall experience, 5 years of which in a senior strategic marketing role.
  • Experience in luxury retail business gained in global markets and the Middle East is a must. Knowledge of KSA market is highly preferred.
  • Good understanding of retail KPIs, CRM and luxury client experience
  • Excellent leadership and team management skills
  • Strong analytical and negotiation skills with commercial awareness
  • Can work easily with a diverse team in matrix setup, politically agile, skilled communicator, ability to manage interpersonal conflict well
  • Highly organized and detail-oriented
  • Solution driven, resourceful, resilient, determined
  • Fluent in English & Arabic, French or Italian is a plus.

Company

With some +35,000 colleagues worldwide, the Group comprises 18 Maisons and two online distributors. We apply our avant-garde mindset, artistic vision and craftsmanship to watch-making, jewellery, writing instruments and high-end fashion and accessories. Each Maison and e-commerce platform functions as an international business with a family feel and is led by an entrepreneurial spirit and respect for tradition, making the Group a game changer in the high luxury industry. Innovation is at our core. Our history is marked by the achievements of our people. They push the limits and turn the ordinary into the extraordinary. By encouraging innovation across our business and making it a priority, we deliver the ultimate high luxury experience. They participate in groundbreaking ventures like the YNAP/Alibaba startup and our own research and development hub Micro city. Focused on the horizon, the Group maintains its position as an established industry leader.

Company info
Location
Geneva
CH
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