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Chanel

Head of Marketing - Watches & Fine Jewelry

Shanghai Full time

Job Purpose

  • The Head of Marketing will lead the development and execution of impactful 360° omni-channel marketing strategies to support product launches, boutique openings, retail events, and brand image events.
  • This role plays a critical part in driving brand equity and business growth in Mainland China and internationally, with a strong focus on engaging the Chinese audience. Adopting forward-thinking mindset and lead to build future-fit WFJ client strategy by incorporating local, regional and global focuses and initiatives.

Key responsibilities will include (but not limited to):

P.O.E. Communication & Orchestration :

  • Define the annual Communication Brief, based on business insight and strategic planning, to be shared to Communication team, to clearly inform them on annual strategic directions for Brand building and Audience.
  • Define communication budget accordingly (Media, Social Media, PR).
  • Bridge the communication between Global Communication team and local communication team especially on Media spend allocation/ format adjustments/ local assets needs, on a case-by-case basis.
  • Ensure that the planning of Communication Campaigns is in adapted to business timeline (Product deliveries and collection launches in BTQs, Event calendar, and potential delays).
  • Define Trade display opportunistic plans, especially for BTQ openings and National communication relay of major events, in partnership with Retail management, Global communication campaign & local AD to define the right format of the assets.
  • Define success factors beyond marketing plan, onboard key competencies in the project (Merchandising, Visual Merchandising, retail, Training…)
  • Lead the 360 orchestration of events/product launch/BTQ opening/ Collection launch and define success factors beyond marketing plans with all key departments to reach targets and KPIs’ landing.
  • Digital marketing: in charge of local adaptation and integration within Customer experience of our Owned Platforms (websites/ app) and coordinate the e-Catalog as a key base of External & Internal platforms.

Ultimate Event experience (Retail and Image):

  • Ensure we have the right brief of Image event, to be shared and discussed with Global & regional teams and with Local communication team in China to sustain our YoY efforts to build the brand locally, through keys drivers identified
  • Define the image event orchestration plan. Establish high level of Trust and Partnership with Global event team and local communication team to ensure a perfect execution of Image event’s orchestration. Properly follow up on budget and legal requirements as orchestration leader.
  • Define Year Planning of Events, aligned with retail strategy & OBOS, and aligned with China WFJ strategic directions for Brand building. Ensure we have the right format of retail event, at the right time, with the right KPI to support.
  • Define the right level of resources (Budget, Headcount and/ or partnerships) to execute the annual marketing plan. Strongly follow up expenses versus budget, effective supplier and cost management.

Client Insight and Clients Understanding

  • Elaborate CRM strategy, and agile action plans, to loyalize and recruit: 1) based on strong in-depth analysis per segment, touchpoints and path; 2)based on in depth digestion of Clients intelligence & insights and big data from 3rd parties;
  • Define it per clients segments, for prospects and for boutique opening plans (existing cities/ new cities)
  • Detail clienteling action plans and follow up the results to adjust the plans accordingly
  • Fostering Client knowledge, Clienteling habits and plans with Retail teams in China boutiques.
  • Challenge/ Adjust / Revise CRM strategy based on path of the market and Luxury Studies insights.
  • Learn and Capitalize on any existing local/ regional/ global initiatives and projects: 1) Participate to the local elaboration of Client data management rules (China/ 3 divisions); 2)3 divisions client posture in China.

Leadership and Team Development:

  • Develop and nurture team managers with robust capabilities
  • Build strong talent pipeline in different layers
  • Establish a team culture that emphasizes teamwork, active listening, and feedback, fostering a strong sense of team spirit.
  • Maintain significant influence among other teams and stakeholders to ensure seamless project management and safeguard client experience.
  • Work in close collaboration with all stakeholders in China and bring strong influence to the Regional & Global counterparts, and adapt new way of working with region and global

Key Requirements (what you can bring to the team):

  • Analytical & strategic thinking
  • Passionate about WFJ and Luxury
  • Curious and Innovative in challenging the status quo
  • Knowledge of how the Chinese consumer behave as well as the China digital ecosystem
  • Proficient in aligning stakeholders, in securing resources and sponsorship from top management
  • Excellent interpersonal skills, open minded and highly collaborative
  • Proven experience and quality of team development and people leadership 
  • Strong communication skills and ability to animate workshops