Role purpose
The Head of Marketing & Communications is responsible for amplifying localisation of brand marketing executions, internal communication strategies, and corporate media affairs. The role plays a crucial part in driving brand engagement, customer acquisition, store openings and ensuring Cotton On brands resonate with the local market while aligning with global strategies.
Key responsibilities
- Strategic Marketing & Brand Communication Execution
- Lead the localization and execution of global marketing campaigns for Cotton On, Body, and Kids brands in the local market.
- Act as the key marketing stakeholder for brand marketing managers at the global support centre, ensuring alignment and adaptation of strategies to local market needs.
- Ensure each brand's marketing strategy is localised and aligns with its unique positioning while maintaining the overarching brand strategy.
- Manage a team responsible for local content creation, social media, and brand communications.
- Ensure that all marketing initiatives are customer-centric, data-driven, and support trade performance objectives.
- Feedback paid media strategies in collaboration with digital teams to optimize reach and engagement across social and digital platforms
2. Internal Communication & Engagement
- Develop and manage communication strategies for internal stakeholders, ensuring engagement across the retail, group comms and Foundation teams.
- Oversee the creation and execution of content across internal communication channels.
- Partner with People & Performance teams to ensure that key employee engagement initiatives, including surveys and performance management communications, are effectively rolled out.
- Manage the local content creation process for internal communications to ensure brand consistency and clarity.
3. Group Communication & Media Relations
- Serve as the key point of contact to facilitate media relations in country, working closely with the global group comms team to ensure effective localisation of press releases and brand messaging.
- Lead all PR and earned media initiatives, including proactive media pitching, press office management, and brand reputation management.
- Actively manage and cultivate media relationships to maximize positive coverage and strengthen brand positioning.
4. Social Media Strategy & Digital Execution
- Oversee local social media strategy and execution for social channels.
- Develop data-driven digital content strategies that enhance brand storytelling, product visibility, and customer engagement.
- Own and manage community management efforts, ensuring brand-consistent and timely engagement with customers.
- Leverage localised digital content to drive customer acquisition and engagement in collaboration with the Digital and Social teams.
- Account management and operations.
5.Influencer & Brand Experience Partnership Management
- Lead localisation influencer strategy across all brands, ensuring effective partnerships with relevant creators, celebrities, and thought leaders that drives commercial results.
- Develop and execute seeding programs to amplify brand reach and drive authentic engagement.
- Establish clear performance metrics for influencer collaborations to measure brand impact, customer acquisition, and return on investment.
- Identify and build brand partnerships that align with Cotton On Group's values, enhancing market penetration and customer loyalty.
- Collaborate on global calendar and identify traffic driving/brand building moments of opportunity.
- Drive consumer and store opening events across country.
6. Loyalty, Wholesale & Customer Acquisition Initiatives
- Work closely with the Global Loyalty Manager to localise loyalty strategies and drive customer acquisition through targeted campaigns.
- Oversee and execute acquisition campaigns such as Shop to Win and GWP programs, ensuring effective engagement and conversion.
- Manage wholesale marketing needs, ensuring alignment with global brand calendars and maintaining brand integrity across wholesale partnerships.
- Develop and execute co-branded campaigns that leverage wholesale distribution channels to increase brand visibility and sales.
7. Leadership & Cross-Functional Collaboration
- Collaborate with internal teams across global and local business units to ensure marketing strategies align with trade, digital, and customer experience objectives.
- Work closely with merchandise and trade teams to align marketing efforts with sales priorities and customer demand.
- Manage external agencies, ensuring high-quality output and strategic alignment with business goals.
8. Budget Management & Performance Analysis
- Manage the local marketing and communications budget effectively, ensuring cost efficiency while delivering impactful campaigns.
- Leverage analytics tools to measure the effectiveness of marketing, PR, and social media campaigns, using data insights to optimize future strategies.
- Report regularly on campaign performance, engagement metrics, and media impact, ensuring continuous refinement of marketing approaches.
Desired Knowledge, Experience and Skills
- 5+ years Marketing experience
- Strategic thinker with the ability to balance global brand alignment with local market nuances.
- Strong leadership and stakeholder management skills, with experience collaborating across internal and external teams.
- Proven expertise in marketing execution and brand communication.
- Experience in managing external and internal communications
- Strong experience in digital and social media strategy, influencer marketing, and customer acquisition.
- Exceptional written and verbal communication skills, with the ability to develop compelling messaging across multiple platforms.
- Excellent project management skills, including agency and budget management.
- Analytical skills, with ability to analyze campaign data and using insights to optimize marketing and communication strategies.
- Proficiency in Office software and digital marketing tools.
