Director Marketing & Digital m/f (100%)

Job content

The VisilabGroup, as part of the globally operating company EssilorLuxottica, is the No. 1 optician in Switzerland with the brands Visilab, Kochoptik, McOptic, and Linsenmax, and 170 stores.

In connection with a succession, we are looking for the next possible date for our new

DIRECTOR MARKETING & DIGITAL m/f (100%)

Geneva

Your Responsibilities:

Customer Journey / Brand communication

• Develop deep understanding of the group customer journey omnichannel involving pre-sales (Marketing), conversion & sales (Commerce) and post-sales (CRM, Cost Service, Loyalty); mapping customer pain points to practical solutions
• Develop deep understanding of our existing customer segments /personas and their attributes; be responsible for positioning of retail branding and associated brand messaging comms
• Works with store operations team and category teams and establish pricing, promotions, and assortment strategy.

Marketing

• Marketing strategist – owns a comprehensive Marketing strategy and roadmap for the Retail Brands within VisilabGroup as well all other related brand building and marketing related activities
• Experienced retail marketeer: understands how to drive traffic in a profitable way, how to measure success in retail marketing
• Ensures the brand marketing “customer promise” is consistent with the delivery of actual customer experience and products & services across the entire customer journey funnel.
• Responsible for media mix modelling and using data to decide allocation of media budget across offline and digital to maximise ROI
• Responsible for brand marketing (retail brand) including showcasing the compelling USPs of the retail brand across digital and physical channel, driving compelling price /perception
• Responsible for performance marketing; deep experience in marketing channels and optimization of Cost Per Acquisition (CPA) per channel.

CRM / Customer Service

• Responsible for post-sales customer experience including omnichannel customer service (chat, social media, email, phone)
• Responsible for driving and owning CRM campaigns to drive traffic to store. Activities include data collection from retail POS, into a CRM database etc., data cleaning and preparation, business rules and segment creation, execution of email, SMS and direct mail campaigns
• Has deep understanding of Customer Lifetime Value (CLTV) management and delivery of high-value customer use cases in increase CLTV e.g., re-activation; increase of re-purchase frequency, loyalty offerings, cross-sell, and up-sell etc.

Creative / Content

• Responsible for creative and content required to drive marketing effectiveness; manage local agencies and liaise with on a regular basis to get the most relevant personalized creative and content.

Key performance indicators

• Revenues
• Traffic to store as well as digital, conversion, in store as well as digital
• Brand Strength & Loyalty (Awareness, Preference & Repeat purchase)
• ROMI and related KPI’s
• Digital Brand strength KPI’s, like SOME followers.

Your Qualifications and Skills:

• Bachelor’s / Master’s degree – ideally in Marketing / Business Management related field.
• Experience in a standalone Marketing Director role or similar managerial level in multicultural matrix multinational organizations.
• Experience with developing and implementing marketing strategies within retail.
• In-depth understanding of brand and market strategy execution plans.
• Leadership and management skills, strategic and change management thinking.
• Track record in leading marketing teams, developing high performance teams, aiming to motivate, train and guide them towards the achievement of the company’s goals and strategies.
• Proven leader who can challenge, inspire, and motivate marketing teams to work together to deliver the business plan.
• Able to build a shared vision; capable of inspiring the team to move in the direction that is best for the company.
• Experienced working in companies during Digital Transformation and/or M&A processes.
• Proficient in English, French, and German.
• Strong analytical skills and effective decision making
• Exceptional understanding of the end-to-end customer journey and of digital marketing and how it impacts customer needs and behaviors.
• Experience in complex operational environments that provide commercial products and/or services to consumers.
• Multinational retail companies’ business drivers and metrics (performance indicators).
• Strategic thinking, translating insights into strategy and actions.
• Strong business and commercial acumen.
• Perfect knowledge in current marketing tools and technics.
• In-depth understanding of CRM metrics and concepts.

Our Offer:

• A great opportunity with a senior management responsibility in an international environment.

Interested?

Please send us your complete application (letter of motivation, CV, references etc.) electronically via our online application system.