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Head of Marketing, Europe

Country : United Kingdom United Kingdom

Region : London

County : Greater London

Town : London

Category : Marketing

Contract type : Permanent

Availability : Full time

Company presentation

Aesop has carefully cultivated a work environment in which our employees are constantly challenged to do their best. Our company is determinedly creative, intelligent and progressive, and nurtures these qualities by employing people who share our passionate interest in design, innovation, and incisive enquiry across all fields.

Our organisational culture is entirely unique, distinguished by an uncommon blend of courtesy, cordiality and intellectual energy. We seek those who can bring a wealth of life experience and inspired ideas to our table.

In return, we provide comprehensive induction and training programmes, and encourage an inclusive culture that nurtures enduring professional relationships. We also appreciate the benefits that flow from our employees' external pursuits.

We raise our bar high at Aesop and never lower it; this is one of the keys to our success and one of the many reasons why people wish to work here. If you would like to join Aesop, we invite you to peruse our current career opportunities.
The Head of Marketing, Europe leads, develops and advocates for the Aesop brand for Europe and leads the regional marketing strategy based on the regional environment, opportunities and goals. The voice for European marketing function, the Head of Marketing is expected to contribute to the global marketing strategy and its translation and implementation into the region. The role is responsible for and extends to across all facets of marketing from regional brand strategy, customer management and experience, retail and brand marketing to channel mix, pricing and insights. The Head of Marketing is a key member of the European leadership team, expected to work closely with their peers to deliver the global ambition for Aesop.

Job description

MAIN RESPONSIBILITIES

Retail

  • Collaborate and provide leadership to region to arrange retail marketing approach based on regional goals and priorities that are in line with the global strategy.
  • Work closely with Commercial Managers to develop and manage retail marketing calendars to achieve retail objectives.
  • Develops, reviews and approves all regional retail marketing calendars and activities for implementation.
  • Shares activities tool kits and guidelines to Commercial Managers and RBM's and harvest feedback on all marketing activities
  • Understands and interprets the customer perceptions and positioning of the Aesop brand through market data and competitive intelligence to ensure continued connection with core customer.
  • Identifies challenges and opportunities across the Aesop customer framework and is able to develop strategies and communications to meet the requirement.
  • Collaborates and provides leadership to regionally based marketers to arrange retail marketing approach based on global goals and priorities.
  • Inputs into all global creative asset development.
  • Manages all VM requirements (with global guidelines) and delivers to markets.
  • Identifies and develops any tactical opportunities and leads regional projects with direction from the global creative team.
  • Collates all reporting and post campaign analysis and review.
Distribution

  • Provides recommendation and advice to the regional General Manager around distribution and channel strategy for the region and works closely with the wider regional leadership team to determine the appropriate channel mix for the region.
  • Work closely with Commercial Managers and local marketeers to ensure consistency of distribution and alignment of channel objectives for the region based on the global strategy.
  • Leads and develop marketing programmes with key channel customers (wholesale, department stores) and creates projects for their delivery. Tool kits and guidelines
  • Identify and initiate projects for any new opportunities for regional distribution development and work with global team to determine scale, project development and delivery.
Customer Experience & Conversion

  • Collaborate and provide leadership to the region to arrange customer experience approach based on global and regional goals and priorities.
  • Understand by country the core customer segments by retail value, why customers purchase, repurchase or defect.
  • Implement customer experience strategic projects, and input into digital and technology platform strategy and development.
  • Continual optimisation of all customer management practice, working closely with the regional General Manager and Commercial Managers.
Insights, Metrics & Forecasting

  • Extrapolate insights from global marketing team and align advice against region & market annual priorities.
  • Communicate insight meaning and actions required at market level for each country.
  • Monitor metrics, communicate and provide regional view and advice to country for implementation.
  • Provide any inputs back to global marketing team (briefs/requirements/opportunities).
  • Manage regional forecasting and liaise and manage forecasts for all countries.
  • Review forecasted demand and assumptions and reconcile this against regional and country market information.
  • Provide input into forecasting process and act as conduit between global and regional views.
Product Development & Pricing

  • Determines product priorities to achieve regional plans. Ensures product portfolio is clear, clearly communicated and understood in a regional context and aligned with the global strategy.
  • Leads and determines any product requirements for key customers in department store, wholesale.
  • Identifies any product opportunities based on regional trends and market needs and feeds back to the global team.
  • Provides inputs into business case development as required.
  • Lead pricing discussion for the Europe and represent the pricing requirements for the region in a global context. With their team regularly conducts competitor pricing analysis.
  • Ensures price changes are managed and implemented effectively.
  • Manage product launch process across Europe.
Marketing Operations

  • Responsible for creating and implementing global marketing guidelines, toolkits and governance to ensure that the regional marketing teams are individually and collectively aligned in the operational implementation of the global marketing strategy in their regions.
  • Establish internal communications methods, practices and channels to ensure alignment between global strategy and regional implementation of strategy.
  • Responsible for all marketing investment budgeting and reconciliation.
  • Implements planning processes with Commercial Managers and marketers (e.g. setting the calendar, developing internal timelines to support production of associated material).
  • Communicates, educate and implement project briefing template requirements.
  • Is an advocate and educator of digital practices (digital ecommerce, digital communications, Omni channel, social)
  • Approves all country project briefs and marketing activities.
  • Regional and subsidiary communication of global and regional marketing initiatives and plans (including distributors and channel customers where required).
Promoting change and creative improvement and adapting effectively to new approaches.

  • Team management and development, sharing best practice, issue resolving and cultivating a learning and development environment within the team.
Strengths & Cultural Fit

  • Proven leadership skills
  • Resilience
  • Ability to work in a matrix structure or experience in complex stakeholder arrangements
  • Understanding and appreciation of 'premium/luxury' environments
  • Global citizen
  • Able to deal with ambiguity and change management environments (positive approach)
  • Experience in having to deal with issues quickly and with care
Person Specifications

  • Minimum 10 years marketing experience
  • Experience working in a 'regional' role.
  • Strong digital knowledge and practical experience
  • Strategic marketing skills across Brand, Retail, CRM and Channel
  • Business/Commerce with Marketing Major related degree
  • Strong numeracy and financial skills
  • Excellent relationship building and influencing skills
  • Strong understanding of media industry (print, digital, social)
  • Unparalleled attention to detail and analytical ability
  • Takes pride in collaboration and team work.
Aesop is committed to attracting, developing and retaining the very best people by offering a creative and inclusive workplace where talent is truly recognised and rewarded. We are committed to promoting inclusion for all with the belief that diversity, inclusion and belonging plays an important role in the success of our organisation. We actively encourage everyone to consider becoming a part of our journey.
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