ABOUT A. LANGE & SÖHNE
Since the legend's reincarnation in 1994, A. Lange & Söhne has been one of the most respected and successful watch brands in the luxury sector. Our whole aim is to continue our tradition with new, outstanding products, very much in keeping with Lange's claim: State-of-the-art tradition. What we expect from our watches, we expect from us: Never stand still.
We are looking for a Head of Marketing & Communications responsible for the European market (m/f/d) in full-time, based in Berlin, starting as soon as possible. The contract will be limited to one year as a parental leave replacement.
PURPOSE
Responsible for the implementation of the Marketing & Communication strategy in the region to develop brand equity, client acquisition and loyalization activities focused on internal boutiques. Manage product marketing, control communication investments and local PR activities in order to highlight our originality, differences, and optimize the brand reputation, visibility and exclusivity. Also manage CRM, visual merchandising and digital marketing activities.
KEY RESPONSIBILITIES
1. MARKETING STRATEGY AND EXECUTION
* Localize brand strategies: adapt and implement global brand marketing strategies at the local level, focusing on areas with A. Lange & Söhne boutiques, while respecting global guidelines.
* Market analysis and differentiation: assess the brand's unique selling points in the local market, identify growth opportunities, and understand regional diversity to tailor execution.
* Campaign and launch management: manage marketing campaigns, product launches, and product marketing, integrating cross-functional teams to achieve objectives.
* Performance monitoring & optimization: define and monitor key performance indicators (KPIs) for all marketing activities, evaluate results, and continuously optimize performance based on learnings.
* Market research and trend awareness: conduct ongoing research on current trends and communication channel developments to improve marketing strategy implementation.
1. CLIENT DEVELOPMENT, CE AND CRM
* Support CRM and VM manager localize and execute the brand global CRM strategies to lead prospects through funnels.
* Integrate CRM dimension to key areas of local brand strategy.
* Monitor CRM KPIs and CE dashboard.
1. VISUAL MERCHANDISING
* Support CRM and VM manager develop internal visual merchandising capabilities in the market, especially at boutiques.
* Connect CRM and VM manager with Retail Operations Director to implement brand global visual merchandising directives to local boutiques.
1. EVENTS
* Enable Event manager to plan, localize and execute brand events according to HQ event strategy, concepts/kits.
* Support Event manager execute events by collaborate with event agencies, sponsors and other stakeholders.
1. COMMUNICATIONS, PR AND MEDIA
PR
* Enable PR and Media manager build partnerships selectively with key industry opinion leaders, media, agencies and watch communities. Focus on the country/cities where internal boutiques are located.
* Monitor editorial performance regularly.
* Anticipate brand social media crisis. Follow the brand guidelines. Adapt locally.
Media, including digital and social media
* Monitor and update own digital media.
* Support PR and Media manager plan and execute a media plan. Optimize.
Reporting and Budget
* Regularly track, review and report communication activities & results. Ensure PR and Media Manager utilizes Group tools.
* Stay updated on competitors’ media, PR, product positioning and launch activities.
* Monitor and control the communication budget.
1. BRAND AMBASSADORSHIP
* Embody and demonstrate the Lange values in day-to-day action.
* Understand the brand DNA, mission, originality, what sets apart from others. Constantly pursue creativity and differentiation to enhance brand equity.
1. TEAM MANAGEMENT
* Develop trusting relationships. Help the team build good collaboration with the HQ marketing team, local Retail and Merchandising teams.
* Facilitate round-table discussions, good practice sharing, collective objectives & rewards and team member bonding.
* Lead and enable the team with clear strategy, aligned structure & roles, process and metrics. Offer onboarding, coaching and training to equip them with the right skills.
* Empower, develop and retain marketing teams through re-organization/ role re-alignment, mobility opportunities, offering visibility, transfers, promotions and managing leaves and re-integrations.
* Maintain active HR notes on team performance. Conduct regular check-ins and annual evaluations (PMP) for direct reports.
* Participate in the hiring of marketing team members. Collaborate with HR on talent processes.
* Handle teams’ HR issues. Anticipate, prevent and resolve unproductive internal competition and wrong tension.
* Work with HR and HQ team to ensure equitable remuneration policies.
YOUR PROFILE
* Extensive luxury experience: minimum 8-10 years in a leading Marketing and/or Communications role, preferably in an international luxury environment.
* Luxury market understanding and connection: good sense of luxury goods, ideally watch industry with a good insight into targeting high-net-worth individuals, established network of Luxury Media and other relevant stakeholders in the region
* Digital proficiency: familiarity with digital/social media strategy development and execution
* Excellent communication and presentation skills, strong intercultural understanding
* Key personal attributes: matured leadership capabilities, able to work independently, dynamic, pro-active, thorough thinking, accountable, detail-oriented, committed and stress-resistant
* Technical and language skills: fluent in German and English, additional languages are an advantage, very good command of Office tools
WHAT WE OFFER
* Attractive and above-tariff remuneration: Including 13th salary, bonus, €50 shopping voucher per month and much more.
* Modern workplace: In the heart of Berlin; one of the sought-after work addresses.
* Work-life balance: Through more flexible working time models, sabbaticals and the option to work from home.
* Focus on health care: ergonomic workplaces, monthly health allowance, job bike and much more.
* Family-friendly: monthly support of €100 for daycare costs per child and other individual offers to help you balance work and family.
* Various development opportunities: For specialist and management careers using a variety of formats: coaching, face-to-face courses, online platforms etc.
* Be part of a strong team that values equality and collaboration. Extensive onboarding and a strong team-spirit will help you to dive into the job.
* Join a company rich in tradition: Regional excellence at A. Lange & Söhne and international collaboration with the Richemont Group enrich your daily work experience.
You can expect a challenging task in a modern company of the Richemont Group. Become part of our success story and leave your mark. Enrich a team that passionately and with a strong sense of community carries the work of Ferdinand A. Lange into the future - true to our motto "Never stand still".
We look forward to receiving your application documents, including a cover letter and your salary expectations for this position.
Please click on "Apply Now". We look forward to hearing from you.