The Regional Marketing & Communication Director will lead all aspects of the Marketing team (Media, PR, Events, Client Experience) in developing and implementing a strategy that will drive the brand positioning, consumer awareness and revenue growth within South-East Asia & Oceania. An integral part of the role will be the responsibility of working with the Managing Director, and commercial team and relevant counterparts at HQ in developing and executing the strategic brand direction.
The Regional Marketing & Communication Director will be skilled at handling the different marketing needs of the various distribution channels, creating engaging experiences for consumers, and driving meaningful results while implementing 360 degree client-centric and data driven initiatives to support the growth of the business.
This role is highly cross functional with all departments (retail, wholesale, eCom/CRC, finance, operations, HR), so it is key that this person creates strong internal and external partnerships.
RESPONSIBILITIES
MEDIA & MARKETING STRATEGY & DEVELOPMENT:
- Plan and execute the marketing plan for SEAO.
- Develop the brand image in terms of brand reputation (relevance and desirability).
- Support both short-term business targets and long-term objectives, thereby capitalizing on the investments made.
- Align the plan with the global strategic objectives.
- Manage effective launch of new products into the territory through the 360 approach and category development (build and grow iconic collection).
- Oversee development and implementation of impactful digital, print and OOH Media strategy in order to amplify brand and build awareness as well as drive qualified traffic.
- Oversee management and strategy of local (co-op) media for all points of sale (External and Wholesale accounts) as well as full coordination of marketing initiatives at these levels.
- Manage and control A&P budget, in line with yearly budget & guidelines.
PR COMMUNICATION STRATEGY & DEVELOPMENT:
- Further develop Maison's awareness and desirability in SEAO through non-paid media placements.
- Leverage and adapt locally HQ guidelines for product launches and messaging through Press, Watch Opinion Leaders and influencers.
- Develop an informal network of trendsetters with celebrity managers, agents, stylists and other trendsetters in SEAO markets.
- Oversee management of PR agency and develop challenging partnerships.
- Monitor editorial performance & put place action plans accordingly.
EVENT STRATEGY & DEVELOPMENT:
- Develop and approve event calendar with the objective to drive sales and elevate brand image.
- Oversee and Implement all typologies of brand events, (commercial as well as awareness events) including overall project lead, trade marketing implementation and cohesive client experience deployment.
- Deploy strong 360 activation plan to support major events, including identifying and building key partnerships with external stakeholders.
- Conceptualize, propose, plan and carry out events by adopting 360 approach.
TEAM MEMBER MANAGEMENT:
- Manage, develop and foster marketing and communication team members through strong leadership and support skills.
- Build a strong collaboration network with other key stakeholders within the regional organization, HQ and other markets.
- Ensure clear and supported guidance, direction & objectives for each team member.
- Challenge team to grow and “reach the dime”, be an agent for change and innovation; provide factual and constructive feedback on both skills and behavior in order to help each team member to develop in line with Maison's high-expectations.
REQUIREMENTS
SKILLS
- Successful related experience of 8 years within the luxury and/or fine jewelry industry
- Strong Project Management skills, capacity to orchestrate multiple workstreams in parallel and manage or collaborate with internal and external cross-functional groups
SPECIFIC
- Skilled in Microsoft Office and Adobe Creative Suite
- Experience with SAP systems (or similar) is preferred
- Knowledge of the SEAO media environments and key stakeholders preferred
- Familiarity with the Watchmaking and High Jewelry market in SEAO preferred
- Ability to travel up to 30% of the time
- Flexible schedule and ability to work outside of regular business hours
SOFT SKILLS
- Organizational skills
- Communication and verbal skills
- Creative, Attention to details
- Problem-solving, Flexibility
- Dynamic, agile and passionate
