BOUCHERON - Marketing & Communication Director Middle East

We are looking for a Marketing & Communication director for Middle East to join the Boucheron Middle East team. 

The Marketing & Communication director for Middle East will report to Middle East Brand Director; functional report to EMEA Marketing & Communication director in Paris.

Expert in the Middle East market and in branding you will be able to set up a unique position for the brand in a highly competitive market. Ambassador of Boucheron you will find any possible opportunities to make our Maison shine in the Middle East.

The Marketing & Communication director for Middle East will be responsible for:

• Bringing a thorough knowledge of the Middle Eastern markets & cultures, together with an updated vision of the competitive landscape and a right understanding of media, PR & event challenges to set-up an adequate strategy for Boucheron locally
• Designing and planning the Marketing & Communication strategy in the Middle East in accordance with the Region marketing and communications strategy and the business priorities

• Overseeing the implementation of the Middle East Marcom strategy through Product merchandising, Visual merchandising, communication campaigns including paid media, content creation, events & VIC Care, PR activities to support the brand Retail & wholesale distribution network 
• Defining a proper strategy for each one of the 5 main markets (UAE, KSA, Koweit, Bahrain and Qatar) and implementing corresponding action plans
• Managing the Middle East Marketing & Communication team while ensuring a close monitoring of the Middle East communication budget.

The Marketing & Communication Director for the Middle East will work closely with the commercial teams, with the EMEA regional Marketing and communication Director and with the rest of the Marketing and communication teams.

YOUR MISSIONS:

 Your main missions would be the following:

• Middle East Marketing & Communication strategy:

• Conduct regular market and competitive intelligence, look into brand equity annual reports and any other market studies to identify priorities.
• Based on those analysis and a strong understanding of Boucheron brand platform, define opportunities and propose singular actions to develop awareness and strengthen brand visibility.
• Seize opportunities to boost both desirability and sales in all networks
• Conduct drawing and implementation of Middle East Marketing & communication strategy in coordination with regional marketing & communication management.

• Marketing & merchandising:

• Lead product marketing strategy and merchandising in the Middle East market in line with the global international marketing department in Paris.

• Orchestrate product launches and 360° international plan roll-out with the objective of maximizing the commercial impact and market exposure of the brand, coordinating all departments (communication, PR, merchandising, training…)
• In collaboration with regional merchandising manager and with the support of local sales operations manager, supervise merchandising activity for the area (recurrent analysis, sales forecast, assortment, stock rotation, …)
• Responsible for marketing presentations for commercial meetings as well as any external/internal marketing presentation.
• Report to International Marketing team all necessary feedbacks and needs

• Media & content creation :

• In collaboration with regional media manager, contributes to the paid media strategy adapted to the markets and in line with the media brand’s guidelines – media planning & budgeting for both regional media plan and coop media plans.
• Advise on media buying and sponsorship opportunities to maximize the coverage, recommend the most appropriate media mix and suggest effective media and PR programs to promote brand image.
• Oversee coop advertising with key partners
• Orchestrate local campaign project: drafting creative brief, validating creative direction with Regional and International Communications teams, managing production agencies, piloting budget and ensuring that Brand’s Communication guidelines are respected.

• PR & Influence :

• In alignment with the global PR and communication strategy, set up a regional PR & influence strategy - on and offline - in line with our quest for uniqueness and ensuring an effective execution.
• Act as guarantor of any image project (tie-up, celebrity dressing opportunity, influence activation…)
• Follow-up editorial performances and support any PR initiatives in Middle Eastern markets.  

• Trade Marketing & Events

• Based on image and business priorities – for each market - design marketing and communication strategies to generate desirability, drive traffic and support sales
• Working in collaboration with Middle East Commercial team, define, coordinate, and execute trade marketing and event calendar and plans for boutiques and franchisee partners
• Allocate dedicated Trade Marketing & Events budget according to commercial targets and activity plans.
• Follow-up partners contribution budget consolidating all expenses.
• Validate all marketing and communication activation in the Middle East ensuring that brand image and strategy are respected.
• Build efficient instore activity, event and VIC care treatment strategies
• Oversee the roll-out of yearly visual merchandising program and respect of visual merchandising guidelines in both Retail and wholesale and suggest any idea to enhance the brand visibility in the network.
• Act as a linking pin between commercial teams, regional marcom teams and wholesale partners and ensure transparent & smooth communication flow between all departments
• Brief and follow-up International departments on visual merchandising, CRM & training needs
• Lead any transversal Middle East projects, as well as regional events including all retail animations, clienteling activations and large scale image events and set relevant KPI’s to measure ROI

• Budget management:

• Define communication budget for the Middle East in collaboration with Regional Marketing & Communication Director and participate to budget reviews 
• Monitor expenses and fill in all financial reports (on a monthly and quarterly basis)
• Ensure that global budget is respected making necessary adjustments within the Middle East budget

• Team Management

• Lead and animate the Middle East Marketing & Communication team: visual merchandising, event & trade marketing and PR
• Fix and communicate clear targets / objectives / missions of all team members, clearly establishing priorities
• Help to define improvement potentials and ensure individual professional development by assessing strengths and weaknesses
• Implement efficient work methodologies and reporting

YOUR PROFILE:

• Strong knowledge and understanding of the Middle East culture, Arabic speaking.
• Minimum 15 years of experience in branding, marketing & communication position (w/ min. 5 years in the Middle East), with managerial responsibilities and ideally in the fashion or luxury industry
• Proficient in developing, executing, and measuring communication strategies, aligned with a brand platform
• Strong business sense, customer oriented  
• Strong at planning and organizing
• Solid management experience
• Good team player with strong leadership skill
• Excellent communication and presentation capability
• Fluent English and Arabic, French is a plus   
• Degree holder, prefer communication, marketing, or business management major

DETAILS:

Contract type: Regular

Starting Date: Asap

We believe in the richness of perspectives and backgrounds. We create for and with this diversity, and recruit without consideration of gender, age, nationality, culture, disability, religious beliefs, or sexual orientation. Gender parity and equal opportunities are our priorities.

We strive to create an authentic environment together, which supports the physical and emotional well-being of every employee, where everyone has the freedom to fully realize their potential.