Head of Marketing & Communication
Dubai, DU, AE
منذ 6 يوم

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.
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