Head of Marketing at Polo Limited

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.