Job Purpose:

• In line with the overall company’s vision, strategy and goals, develop an integrated omni-channel marketing strategy to generate brand awareness, drive traffic, customer engagement and prospective customers’ data acquisition
• Work with product teams, Brand Creative, PR & Marketing, CRM and other relevant teams to develop innovative programme concepts which strike a balance between brand and commerce
• Working with regional retail teams to develop annual calendar of activities and 360° individual programme plans detailing objectives, concept, online/offline touchpoints, key messages, engagement mechanics, calls to action, optimal media mix in each market across online and offline, targets, budgets and return on investment
• Connect with and support all day to day teams to ensure each of the planned programmes achieves the intended objectives and targets, is delivered within budget and is executed flawlessly across all locations in Hong Kong & China and online

Key Accountabilities:

In addition to following Lane Crawford’s policies and procedures, key accountabilities include, but are not limited to:

Marketing Strategy & Planning

• Develop and maintain a full understanding of the company’s vision, values and goals with particular emphasis on the merchandise and omni-channel strategy to ensure that the marketing strategies and plans are aligned
• Work closely with Product teams, Brand Creative, PR & Marketing, CRM, regional retail teams, and other relevant teams to develop an annual calendar of activities designed to deliver the company goals
• Develop 360° individual programmes in collaboration with other areas of the business ensuring the concept is innovative and that there is a clear definition of objectives, touchpoints, key messages, engaging mechanics, calls to action, means of communication, targets, budgets and an agreed return on investment
• Identify the need to appoint external agencies to support the delivery of specific activities on the annual calendar or for a particular programme

Programme Delivery

• Provide adequate support to ensure that each marketing programme delivers the agreed objectives and targets and that the programme is delivered within budget
• Work with regional teams to track, measure and report on actual performance of each marketing programme to provide a view on lessons learned, valuable feedback and actionable insights to be considered in future programmes
• Lead the evolution of ways of working with the aim of having all marketing functions working seamlessly, efficiently and effectively to deliver best in class results

Internal Communication

• Share marketing plans and initiatives with the wider Lane Crawford teams to ensure everyone is updated and aligned
• Produce and share valuable market insights and competitive analyses to the rest of the marketing teams and the wider business

Talent Leadership and Development

• To role model and reinforce the Lane Crawford Vision and Values and Customer Service Promise at all times
• To reinforce the LC heritage, DNA and culture through storytelling and sharing successes at every opportunity
• To provide the necessary leadership, coaching and guidance to your team to ensure commitment to achieve the department plan
• To personally demonstrate the LC Leadership Competency behaviours and use these competencies as a tool to coach and develop team members
• To fully participate in the PDP process, developing knowledge and understanding of team member strengths and opportunities using Talent Profiles and IDP’s
• To partner with HR/Talent to identify Departmental Talent Pipeline using the full suite of Talent Tools supporting individuals with relevant learning and development opportunities to ensure success in current and future roles
• To build personal connection with all team members, taking time to understand them as individuals, identifying ways to retain and engage
• To take appropriate corrective action with employees who fall below standard (in consultation with HR Department)