• Application Deadline: Wed, 4 Jan 2023 00:00:00 GMT
• Position: Head of Marketing


• Job Type Full Time


• Qualification BA/BSc/HND


• Experience 15 years


• Location Lagos


• Job Field Sales / Marketing / Retail / Business Development 
  

Job Description

Responsible for:

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

Overall Objectives:

• Responsible for overseeing and coordinating the marketing department.


• Branding & Communication strategy


• Marketing communications


• Linking customer satisfaction to business profitability


• Integrating marketing into business objectives


• Targeting, segmentation at the top, mid & bottom of the market & positioning


• Product and Service Strategy


• Collaborations and partnerships


• Relationship marketing


• Pricing Strategy and Tactics


• Service Excellence Strategy


• Internal Communications


• Green marketing practices & impact of business goals

Marketing:

• Provide relevant market intelligence and business analysis to facilitate business understanding and decision-making;


• Develop an integrated marketing and communications strategy.


• Manage and measure marketing campaign costs.


• Develop an annual integrated marketing budget. 


• Report on the effectiveness of marketing campaigns using pre-determined KPIs.


• Develop and maintain media relations.


• Maximise Brand's positive public relations presence in digital and traditional media channels.


• Partner closely with the merchandising team and key brand partners to provide cross-functional marketing support.


• Optimise a substantial brand and performance marketing budget across organic and growth channels ensuring the right media mix, attribution and efficiency.


• Create and manage a calendar of campaigns, activations and events.


• Conduct market research studies and continually review changes to the market, consumer trends and the activities of competitors, adjusting the marketing plan where necessary


• 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:

• Upgrade the Polo luxury and Polo avenue websites.


• Manage the E-Commerce projects for Polo Avenue and Swarovski.


• Manage the company’s online and social media presence.


• Engage and interact with target audience online (chatbots etc.)


• Lead multi-platform digital/social content, marketing promotions, and brand marketing strategies


• Lead the content planning, content production, community engagement, and metrics reporting & optimizations


• Oversee email marketing content creation and launch, in-line with marketing calendar, seasonal events and product drops


• Develop strong Video marketing


• Oversee the execution of paid media campaigns across multiple digital and social platforms


• Develop a holistic view of our customer lifecycle and propose activities can positively impact that lifecycle


• Build strong Email marketing campaigns.


• Implement online Advertising campaigns

Customer Experience:

• Build compelling actions to enhance customer loyalty and improve service metrics.


• Reinstitute the Mystery Shoppers program


• Develop the Polo Customer Loyalty program


• Organize and coordinate all local Brand events: product launches, marketing campaigns, partner programs, customer events, retail's events, etc.


• Manage a network of agencies and freelancers in line with the company needs.

External Communications:

• Develop the Polo magazine


• Ensure monthly presence of company and company products in the Traditional and digital media.


• 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)


• Develop the Polo product brochure.


• Produce all company marketing collateral.


• 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:

• Translating event briefs into clear project plans and successful delivery.


• Managing event specific budgets and maximizing ROI.


• Identifying new events ideas to develop the existing portfolio of projects. 


• Organise watch Collectors dinners.


• Organise product launches.


• Manage employee events.


• Coordinate Polo Avenue events (Fashion series, product & brand launches,)


• 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:

• Ensure all internal communications is joyful, productive and creates a positive work culture.


• Ensure all staff are


• Ensure that all staff are regularly updated on product launches and information on new products and brands,


• Work with the Human Resources to design and fashion delight scheme initiatives for staff at periodic intervals


• Collaborate with Human Resources to drive culture initiatives.

Qualifications & Skills

• Bachelor’s Degree in Marketing, or related field;


• Agency experience is a must;


• Experience with knowledge of marketing strategy;


• A minimum of 15 years plus progressive marketing experience in a luxury retail company, telecoms, banks or similar sector;


• Additional qualification and professional certification desirable;


• Ability to build, execute and follow the Company marketing strategy;


• Strong Work Ethics;


• Experience in managing, coaching, mentoring and developing a team;


• Passion for retail and luxury;


• Excellent written and spoken communication skills;


• Positive interpersonal skills;


• Proficient use of Microsoft Office Packages.

Travel:

• Traveling required in this role is minimal.