Marketing & Communication Manager

Founded in 1860 in Florence as a workshop, shop and subsequently school of watch-making, Panerai is renowned for producing high-precision instruments for the Italian Navy with a pulse on innovation and function. Protected by military secrets, these creations were only launched in the International market when the brand was acquired by Richemont Group in 1997.

Today, the Maison advances through cutting-edge research, sustainability, and empowering modern heroes with a team that passionately brings value to Panerai's distinctive mix of Italian spirit and Swiss watchmaking excellence.

Your mission is to strategically enhance brand equity by expertly leveraging all available resources, including brand assets, budget allocations, partnerships, and the of Group/HQ specialists.

Your initiatives will directly translate into heightened brand visibility, enhanced perception, increased market interest, and significant growth in both online and in-store traffic which will lead to prospects and clients recruitment. Ultimately, your paramount objective is to tangibly boost local brand desirability.

Achieving these objectives demands exceptional resourcefulness, innovative creativity, and strategic acumen.

You will be responsible for conceiving and executing comprehensive 360-degree marketing and communication plans, integrating impactful PR strategies, targeted advertising campaigns, strategic partnerships, dynamic mall collaborations, and engaging events and activations.

Throughout these efforts, unwavering adherence to brand and Group standards is essential.

Furthermore, you will serve as a distinguished Ambassador for the Maison, consistently championing its values and offerings in all interactions with press, strategic partners, and end clients.

Your success in this role will be driven by your energy, KPIs accountability, proactive mindset, meticulous attention to detail, exceptional interpersonal and organizational skills, and powerful creative force.

MAIN RESPONSABILITIES

Strategic planning

• In close collaboration with MD, Commercial Director and HQ, define the medium- and short-term marketing and communication priorities
• Convert those priorities into a yearly and monthly action plan leveraging all components under marketing and communication
• Monitor brand equity performances thanks to Richemont studies (Awareness & Image barometer) and HQ/local initiatives (Brand interest) and adjust plans accordingly
• Act as a local expert by developing a deep understanding of the market: local trends/practices/initiatives/events from competition to be shared with Management

Budget Management

• Build yearly budget by proposing the most relevant split amongst the multiple A&P components (Events, activations, trade marketing, media & advertising, PR and clienteling), to enhance brand equity, cost efficiency, ROI
• Split, track and manage A&P spending on a monthly, quarterly and yearly basis
• Adjust budget whenever required
• Liaise with HQ and local finance for all above

Events and in boutique activations  

• In close collaboration with commercial department, propose and roll out annual events/activations calendar: from the proposal to the post event/activation report
• Suggest, elaborate and launch new activations and tactical partnerships within brand territories leveraging new opportunities
• Review on a regular basis the efficiency of the activations/events/partnerships and enhance their efficiency whenever needed
• Infuse client-centric mindset to improve client experience, loyalty & recruitment

Media & Advertising

• In close collaboration with HQ, elaborate the annual media planning (print, SMM)
• Proactively propose local content to support local needs/events
• Coordinate advertising material production & delivery
• Supervise media execution, spending and KPIs achievement
• Identify advertising opportunities with partners

Public Relations

• Maximize brand exposure and share of voice in media by securing strategic PR presence/campaign/initiatives, product placement, press event
• Develop a close relationship with key media, KOL and communities
• Leverage and challenge the Public Relation agency appointed by the brand and suggest corrective measures up to the selection of a new agency if necessary
• Monitor and systematically strive for higher earn media value
• Lead all PR activities linked to the annual watch fair, Watches & Wonders
• Propose and manage local Ambassador/Friend of the brand when applicable
• Support all regional/international PR event
• Share PR activities with all relevant stakeholders

Digital

• Manage local website in close collaboration with HQ
• Animate and leverage all the possibilities offered by the dedicated space on Kakao
• Manage the collaboration with SSG.com, animate this partnership to enhance visibility & sales and monitor its relevance

Trade Marketing & Commercial Support

• Closely collaborate with commercial department to leverage opportunities with department stores and partners: extra visibility (offline and online), events, fairs,…
• Investigate external showcase/wall clock implementation

Others:

• Ensure Group and Maison guidelines (Compliance, Financial guidelines, Security, Data protection,…) are well understood and fully respected at all the time
• Actively collaborate with Richemont digital team for selected topics related to Client Relationship Centre
• Support clienteling initiatives (Gifting, dinners, VIC trips abroad,…)
• Overlook translation and proof reading for all brand materials
• Manage stock (event/activation material, gifts,...)

Leadership & Team Management/Development

• Lead and develop team members, providing daily/weekly guidance with close follow-up on projects & objectives
• Encourage digital transformation to optimize overall operations and maximize every team member added value for the organization

• Foster teamwork & creative force culture
• Act as role model enforcing Maison’s values: Excellence, accountability, collaboration

DIMENSION

Scope: Communication and marketing strategy, execution and performances, partnership development, operations maximization

Geographical area: South Korea

Team: 2 Direct reports  

• Marketing & Communication Supervisor
• Marketing & Communication coordinator (intern)

JOB PROFILE 

QUALIFICATIONS & EXPERIENCE

• Minimum 10 years’ experience with at least one successful experience in luxury industry
• Fluent in both written and spoken Korean and English
• Strong interpersonal, collaboration and communication skills with a true team spirit
• Acting and perceived as a driver: energetic, resourceful, hands-on and inspiring
• Animated by performances, successes and above all, by excellence
• Ready to challenge the existing
• Initiatives driven
• Advanced analytical and negotiation skills to identify and leverage opportunities
• Strong sense of responsibility, self-motivated, problem solver
• Contents composition skills

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