Head of Marketing at Polo Luxury Group

Polo Luxury Group is the foremost luxury goods company in West Africa with the sole agency of over 13 of the world’s most prestigious brands of timepieces and leather accessories such as; Rolex, Breguet, Cartier, Chopard, Roger Dubuis, Piaget, Arnold and Son, Tissot, Montblanc, Longines, Messika, Frederique constant, Balmain and more.

Job Position: Head of Marketing

Job Location: Lagos

Job Description
Responsible for:

• Brand management, Public Relations, Marketing Initiatives & Corporate communications.

Overall Objectives:

1. Responsible for overseeing and coordinating the marketing department.
2. Branding & Communication strategy
3. Marketing communications
4. Linking customer satisfaction to business profitability
5. Integrating marketing into business objectives
6. Targeting, segmentation at the top, mid & bottom of the market & positioning
7. Product and Service Strategy
8. Collaborations and partnerships
9. Relationship marketing
10. Pricing Strategy and Tactics
11. Service Excellence Strategy
12. Internal Communications
13. Green marketing practices & impact of business goals

Marketing:

1. Provide relevant market intelligence and business analysis to facilitate business understanding and decision-making;
2. Develop an integrated marketing and communications strategy.
3. Manage and measure marketing campaign costs.
4. Develop an annual integrated marketing budget.
5. Report on the effectiveness of marketing campaigns using pre-determined KPIs.
6. Develop and maintain media relations.
7. Maximise Brand’s positive public relations presence in digital and traditional media channels.
8. Partner closely with the merchandising team and key brand partners to provide cross-functional marketing support.
9. Optimise a substantial brand and performance marketing budget across organic and growth channels ensuring the right media mix, attribution and efficiency.
10. Create and manage a calendar of campaigns, activations and events.
11. Conduct market research studies and continually review changes to the market, consumer trends and the activities of competitors, adjusting the marketing plan where necessary
12. Develop and execute digital & traditional storytelling for the brand in a manner that is appropriate and caters to each platform in the digital eco-system.

Digital:

1. Upgrade the Polo luxury and Polo avenue websites.
2. Manage the E-Commerce projects for Polo Avenue and Swarovski.
3. Manage the company’s online and social media presence.
4. Engage and interact with target audience online (chatbots etc.)
5. Lead multi-platform digital/social content, marketing promotions, and brand marketing strategies
6. Lead the content planning, content production, community engagement, and metrics reporting & optimizations
7. Oversee email marketing content creation and launch, in-line with marketing calendar, seasonal events and product drops
8. Develop strong Video marketing
9. Oversee the execution of paid media campaigns across multiple digital and social platforms
10. Develop a holistic view of our customer lifecycle and propose activities can positively impact that lifecycle
11. Build strong Email marketing campaigns.
12. Implement online Advertising campaigns

Customer Experience:

1. Build compelling actions to enhance customer loyalty and improve service metrics.
2. Reinstitute the Mystery Shoppers program
3. Develop the Polo Customer Loyalty program
4. Organize and coordinate all local Brand events: product launches, marketing campaigns, partner programs, customer events, retail’s events, etc.
5. Manage a network of agencies and freelancers in line with the company needs.

External Communications:

1. Develop the Polo magazine
2. Ensure monthly presence of company and company products in the Traditional and digital media.
3. The Polo Letter: create an emotional bond between Polo luxury, its existing customers and its prospects to direct market Polo’s brands. (CEO’s Collection, Introduction letter, Long Service awards, Congratulations, Condolence)
4. Develop the Polo product brochure.
5. Produce all company marketing collateral.
6. Coordinate the company public relations initiatives.

Corporate Profiling:

• Position Polo as the leading luxury good company in West Africa.
• Position the CEO, ED and some identified employees as thought leaders and subject matter experts.
• Position Polo as target for partnerships with foreign luxury brands

Events:

1. Translating event briefs into clear project plans and successful delivery.
2. Managing event specific budgets and maximizing ROI.
3. Identifying new events ideas to develop the existing portfolio of projects.
4. Organise watch Collectors dinners.
5. Organise product launches.
6. Manage employee events.
7. Coordinate Polo Avenue events (Fashion series, product & brand launches,)
8. Coordinate Swarovski activations and events.

Collaborations:

• Create unique partnerships with other High-end companies (banks, high-end international brands)
• Enable Polo luxury tap into networks of other luxury companies.

CRM:

• Define and implement the local CRM strategy and cross-channel CRM actions to maintain and manage the client database, recruit new clients and increase the yield from existing ones (c) promote and enhance the Client Experience across channels;

Internal Communication:

1. Ensure all internal communications is joyful, productive and creates a positive work culture.
2. Ensure all staff are
3. Ensure that all staff are regularly updated on product launches and information on new products and brands,
4. Work with the Human Resources to design and fashion delight scheme initiatives for staff at periodic intervals
5. Collaborate with Human Resources to drive culture initiatives.

Job Requirements

1. Bachelor’s Degree in Marketing, or related field;
2. Agency experience is a must;
3. Experience with knowledge of marketing strategy;
4. A minimum of 15 years plus progressive marketing experience in a luxury retail company, telecoms, banks or similar sector;
5. Additional qualification and professional certification desirable;
6. Ability to build, execute and follow the Company marketing strategy;
7. Strong Work Ethics;
8. Experience in managing, coaching, mentoring and developing a team;
9. Passion for retail and luxury;
10. Excellent written and spoken communication skills;
11. Positive interpersonal skills;
12. Proficient use of Microsoft Office Packages.

Travel:

• Traveling required in this role is minimal.

Application Deadline
4th January, 2023.

How to Apply
Interested and qualified candidates should send their CV to: careers@pololuxury.com using the Job Title as the subject of the mail