BRIONI PR and Marketing Specialist

Summary

Job Family Group Description - Communication & Marketing:
Gathers jobs relating to all areas of communication for every audience and channel. Conveys the image and identity of the brand.

Job Family Description -Marketing & Communication Management / Generalist:
Leads and contributes to all marketing and communication activities. Guides and supports decision-making on brand image and messages to our customers, employees and other external bodies.

Job Description

About us

Founded in Rome in 1945, Brioni is a legendary menswear luxury House. In addition tits state-of-the-art bespoke service, Brioni offers unparalleled, made in Italy, ready-to-wear, leather goods, shoes and accessories, both for formal- as for leisurewear. The foundation of the House's identity is its unique sartorial tradition combined with an effortless ideal of elegance. As part of the global luxury group Kering, we are committed to 'empowering imagination' in a sustainable manner and encouraging our employees to flourish. Join our passionate journey and fulfil your potential and creativity.

Your opportunity

Your mission is to play a vital role in the expansion plans of Brioni in Greater China, both via digital commerce as well as via digital marketing, e-PR & CRM activities. You will be a key player for the set-up of the Brioni digital presence in China, the development of an online merchandising and digital marketing and CRM strategy in close collaboration with local and central functions. You will develop the online customer journey for brand awareness and discovery, product exploration, sales conversion and after-sale. You will identify strategic opportunities based on market insights and peer networking. You will be driving the development and execution of e-CRM in China to enrich engagement and customer experience via different digital touch points, and in alignment with the worldwide CRM strategy. The role is integral to the overall success of the House's development plans.

Responsibilities

Drive as the local lead the functional and technical evolution of Brioni digital commerce in China

• Defining alongside the WW E-Commerce Manager the web and tech development roadmap for the WeChat mini-programme and the , the planning of the releases and the allocation of budget and resources needed.
• Own the project management of technical upgrades and the release of new features, taking care of the initial briefs and parties onboarding, the management of the project pipeline, the design and implementation of UATs, the go-live and ensuring the efficient launch of the projects.
• Providing punctual project management reporting, keeping the stakeholders informed and managing the relation with all the parties involved in the projects managed.
• Act as the prime testing agent for all digital commerce platforms and report on quality assurance issue.
• Act as Brioni representative with local partners and implement headquarters digital strategy.
• Manage the development and the evolution of web analytics and digital behavioural analysis tools, and of financial and stock management BI systems.

Manage and coordinate the digital commerce and marketing activities

• Monitor effective order fulfilment liaising with operations and retail teams and determine the optimal online product assortment and merchandising techniques.
• Localize the global content strategy in cooperation with global marketing and eCommerce. Own the publication calendar and cross-functional coordination of different teams to prepare assets and translations, and ensure a timely publication of products, catalogue variations, prices updates, markdowns, special events, and editorial contents.
• Manage the e-commerce CMS, the OMS and the PIM/DAM to implement new pages, update website menu and navigation, home page and services pages, and products data. Manage the omnichannel features as reserve in store, store locator, etc.
• Own the execution of digital marketing activities on WeChat, Baidu, SMS, MMS and email marketing campaigns, planning the deliveries, the contents production, the creation of coordinated galleries within websites and apps, optimizing products display and SEO, along with the supporting external agencies.
• Analyze and recommend the trends in the E-Commerce and Digital environment, leveraging on Kering Brands best practices, benchmarking competitors tech and web solutions and proposing evolutions for the Brioni digital presence.

Identify and implement tactics for continuous improvements

• Identify opportunities and implement tactics to drive growth based on consumer insights, market research, customer feedback and digital analytics.
• Conduct quarterly UX/UI assessment and benchmark of competitors' landscape.
• Alert on legislation evolutions leveraging Kering guidelines.
• Optimize order fulfilment processes with retail operations for improved efficiency and UX.

Drive CRM the local digital CRM agenda

• In collaboration and alignment with central CRM functions, develop client data analysis insights, merging offline and online channels such as from Brioni boutiques, WeChat mini programme and the Brioni website.
• Suggest how to successfully adapt global CRM strategies for recruitment and retention for Greater China, execute these strategies and develop useful insights on their performance, to make improvements for next strategies. Align in these activities with central CRM function.
• Optimize CRM mechanisms and be responsible for KPI's such as repeat, retention, activation, recruitment, churn rate, annual spending, AOV on digital commerce channels.
• Collaborate with the PR & Marketing department on integrated e-marketing and CRM campaigns in line with each major product campaign to meet measurable KPIs & deliverables.

Support retail marketing and e-PR

• Support on the big shopping occasions, key events and other promotions in store/shopping mall, by leveraging and tying in landlords' marketing calendar and resources to enhance brand in-mall awareness and to-store traffic.
• Assist in managing official social account with the agency (Wechat, Weiband RED)
• Regular pitching to generate the coverage especially on social and digital platforms.
• Assist in celebrities and KOLs content creation for e-PR amplification.
• Collaborate with all corporate and retail team to ensure that both online and offline marketing activities are in line with commercial needs.
• Drive the new launches marketing planning and execution among owned social & digital channels and paid media by coordinating the cross functions with E-commerce, PR, store and merchandising.
• Liaise with agencies and suppliers for digital communications project and events execution.
• Identify the potential digital market opportunity and come up with action plan through regular competitor review and market intelligent research.

Profile

• Bachelor's degree in marketing, business, communications or similar field
• Minimum 5 years' experience in digital marketing, CRM, e-commerce and marketing. Sensitivity to luxury
• Experience with WeChat mini-program management and advertising
• Strong project management skills with acquired methodology
• Demonstrated experience and creativity in digital marketing campaigns and promotions
• Passionate, initiative taker, able to multi-task and work against deadlines
• Strong quantitative and analytical skills
• Previous experience of headless eCommerce and reporting tools is a plus
• Fluent in English and Mandarin, spoken and written

Job Type

Fixed Term (Fixed Term)

Start Date

Schedule

Full time

Organization

BRIONI (SHANGHAI) TRADING LTD

---