Job Description. Head of Marketing and Content. Reporting To Customer Experience Director

Transcription

1 Job Description Job Title Head of Marketing and Content Reporting To Customer Experience Director Reporting In Department Location Marketing & Communications Manager, Content Marketing Executive, PR Co-Ordinator, Production Officer, Digital Marketing Co-ordinator, Artworker Marketing London OVERVIEW The business is looking for an energetic, experienced Head of Marketing and Content to take ownership of marketing across all customer communication channels and in doing so, takes ownership of both on- and offline sales generation. The Head of Marketing will deliver on the multi-channel vision for Smythson, with the customer at the heart of all activity, working across all areas of the business to ensure a seamless, personalised, channel-agnostic customer experience. The Head of Marketing will be responsible for all assets (i.e., visual, video, written, etc.) to be used across all customer touchpoints, from production and media planning, through measurement and reporting. CANDIDATE PROFILE Profile the business is looking for: Passionate about marketing and content, and the Smythson brand. Relentless, positive and resilient. A common sense approach to commercial challenges. A focus on results, with the tenacity to ensure delivery of key targets with a sense of urgency, and the ability to work at pace whilst ensuring quality execution. A down to earth person who will think strategically but take a hands-on approach to execution. A genuine personal presence with gravitas and intellect to make an immediate positive impact. JOB PURPOSE Responsible for all elements of communicating the brand, product, and heritage across all customer touch points, coherently and effectively. Developing and delivering the agreed global communications strategy to budget and deadline. Ensuring the execution of a well-planned creative/content and media strategy across local, national and international markets, managing the internal teams and external partners. Negotiating and coordinating all advertising activity, both in the UK and international markets, across all marketing disciplines (on- and offline, experiential, etc.). Develop marketing communications with appropriate and relevant partners (inc., third parties, artist collaborations, wholesale accounts, etc.) to create brand awareness and loyalty. Managing internal and external resources in the achievement of the above. Developing market/trend analysis as well as monitoring competition to refine the brand positioning and the product development. Encourage and facilitate the input, collaboration and participation of the business.

2 KEY ACCOUNTABILITIES Strategy - Develop and own overall communications strategy in conjunction with the Customer Experience Director. - Oversee the critical path, dependencies and budget to ensure communications programmes are delivered on time and to budget. - Interpret business objectives and priorities to create clear, written briefs with defined targets to support the business at local, national and international level. - Ensure communications activity achieves high quality, measurable media coverage and positive impact on target audiences. - Reporting all communications activities in a concise manner for key stakeholders, alongside actionable recommendations for ongoing optimisation. - Manage any external media or creative agencies in the delivery of objectives. - Develop ideas in conjunction with relevant stakeholders in design and product development. - Evaluate communications activity on a regular basis, highlighting prioritised opportunities for improvement. Content & Asset Production - Managing the production of all content (visual/video, written, etc.) communications and marketing materials to support all marketing channels, stores, ecommerce, wholesale accounts, and corporate. - Brief and oversee the design and distribution of direct marketing materials ensuring key brand messages are communicated and delivered on time and to budget. - Manage suppliers, as well as internal teams and stakeholders to ensure communications assets are delivered according to a clear critical path defined and shared at the beginning of projects, overseeing each step with a solutions-orientated approach, and anticipating and mitigating potential errors. - Lead the ecommerce photography schedule with the Production Officer, merchandising and ecommerce teams. - Drive the brand s photography schedules with the Creative Director, Director of Merchandising, Production Officer and merchandising teams to ensure strategic commercial product focus through key product messages, marketing calendar activity for both online and offline activity. Digital marketing - Apply an insight-lead approach to drive retention and acquisition at an efficient, forecasted ROI. - Responsible for all elements of Digital Marketing globally, creating optimal brand representation and effectively driving traffic to Smythson stores and Smythson.com. - Prepare and deliver seasonal and core digital creative assets in alignment with brand, seasonal and always-on campaign strategies. - Oversee development and execution of an effective CRM strategy which supports the brand and commercial objectives. - Work closely with e-commerce to deliver a strong performing SEM programme across all digital disciplines. - Develop a multichannel keyword strategy to drive awareness and conversion for both physical stores (inc. concessions) and ecommerce, as well as key Smythson services (i.e., Bespoke stationery). - Engage and develop publishers/partners to support SEO and off-line activities; ensure that all metadata and other onsite activities are regularly refreshed and updated to deliver strong SEO performance. - Develop customer-centric plans, execute always-on and seasonal campaigns across search, programmatic networks, paid social, affiliates, remarketing, etc. as needed to further expand brand reach, support acquisition, retention and drive traffic. CRM - Oversee development and execution of an effective CRM strategy which supports the brand and commercial objectives.

3 - Develop and understand the characteristics of the customer segments and monitor their development, reporting activity and performance regularly with the business. - Identifying targeted marketing campaigns to drive retention and increase the propensity for sales opportunities both online and in store. - Lead and develop creatively strong, branded and commercial marketing campaigns including regular, targeted s to identified segments to drive awareness and conversion online. - Support lifecycle programmes including welcome and lapsed programmes, identifying other opportunities as the data dictates. - Support Retail and Customer Services to manage localised customer datasets with clienteling activities, developing and enriching customer relationships to deliver a luxury shopping experience. Social media - Oversee development and execution of social media activity, from customer/community insight and planning, through content creation (inc. co-creation) and syndication, to analysis and optimsiation with a focus on ROI. - Identify and plan social media activity, allowing for reactive/responsive content opportunities, including collaborations. - Align and enhance opportunities across owned, earned and paid social activity, along with other communication initiatives. - Monitor and share customer, industry and platform trends to ensure relevance and content effectiveness. Press Relations - Oversee development and execution of the press strategy to support the brand and commercial priorities, working with internal stakeholders and external partners. - Responsible for the PR of the brand, manage relationships with key senior press to maximize coverage opportunities and brand awareness. - Create/approve PR briefs, agree with relevant internal stakeholders, briefing external PR agencies if applicable. - Secure excellent quality and quantity of media coverage for the Smythson brand, products and services. - Plan and execute brand events to raise brand profile and increase sales. - Develop and execute celebrity/vip initiatives through in-store events, product tie ins and product give-aways. Advertising & Brand Marketing - Lead the brand planning cycle, including the long-term strategic plans, along side commercial objectives. - Develop brand positioning and implement plan to activate identity and achieve commercial objectives. - Preparing and managing weekly, monthly and annual marketing plans and budgets. - Lead and manage calendar of marketing activity that delivers against objectives set for specific business channels ensuring consistency of message and impact. - Leading the development and implementation of ATL and BTL brand plans. - Participating in and leading ad hoc relevant work streams and project groups. - Liaising with other internal departments such as sales and distribution. - Producing and distributing reports, along with actionable insights and prioritised recommendations. - Exploring and securing partnerships and collaborations strategically with clear objectives to support business objectives. - Supporting the development of product strategy from a customer insight perspective. - Identifying target markets and developing communication strategies. - Monitoring and analysing market trends, including analysis of competitors products and services. Retail - Work with across departments (i.e.,visual Merchandising, Merchandising, Retail Operations, E- commerce etc) to ensure co-ordinated communications support of local store marketing programmes to continuously drive traffic and build awareness of each location.

4 - Oversee planning and execution of store events. - Oversee advertising/direct/local/digital marketing activity. Wholesale - Development of a trade promotional plan with key customers and channels. - Work closely with key customers to provide category and shopper insights to drive performance. - Lead efforts to leverage the Global Brand Positioning and solidify the company s superiority through customers and their showrooms. Visual Merchandising - Work in conjunction with the VM team to ensure cohesive brand messaging aligned with the marketing calendar, merchandising needs and business objectives, adapting regularly to short term requirements. Communication - Successfully manage internal client expectations and stakeholder relationships. - Evaluate all activity and provide regular formal and informal feedback to the business and Directors. - Provide creative and strategic advice and solutions to business problems, in keeping with departmental objectives and the overall business aims. - Create and maintain effective matrix working with other managers and departments. - Ensure quality standards are met in all activities and relationships. - Protect the reputation of the business and the brand in all endeavours. - Represent the face of the business at all times internally and externally. Personal Impact - Support Smythson business objectives and achieve communications objectives through effective management of internal and external resources and relationships. - Act as a source of expertise, providing sound, timely communications counsel to Directors, other stakeholders and internal colleagues. - Champion new ways to improve communications programs and techniques. - Positively communicate brand DNA, values, priorities and targets. - Lead, manage and motivate direct reports. - Ensure team members are professionally reviewed and that reviews are an accurate reflection of performance. - Maintain excellent productive and proactive relationships with relevant senior journalists/contacts. - Successfully manage internal client expectations and internal stakeholders. - Conduct self in ways which inspire confidence and respect from colleagues, subordinates, internal clients and external contacts. - Act as an Ambassador for the Company at all times. Crisis Management - Plan and prepare for issues and crisis be able to anticipate areas of concern that may be created by an activity or situation. - Manage any crisis and issues that arise, in conjunction with the Customer Experience Director. - Be on call for any PR related activity as required. SIGNATURES Agreed by Job Holder (Name) Date Agreed by Line Manager/HR (Name) Date

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