Club 21, part of COMO Group is a leading international fashion retail company headquartered in Singapore, renowned for curating a portfolio of luxury and contemporary fashion brands across a multi-brand retail platform, alongside the operation of mono-brand luxury boutiques on behalf of globally recognised houses. Operating across multiple markets in Asia, Club 21 combines a deep heritage in fashion curation with an evolving, customer-centric retail model.
Job Summary
The Marketing Director leads the marketing strategy and execution for Club21's portfolio of luxury and contemporary fashion brands in Singapore. This role is responsible for Club21 brand positioning, integrated marketing campaigns, digital and social media strategy, PR and events, and CRM, working closely with brand principals, retail operations, and leadership team to drive brand equity, footfall, and sales performance across the Club21 store network.
This role is also responsible for strengthening Club21 as a brand. Defining its relevance, voice, customer proposition and role as the Singapore's leading multi-brand fashion authority.
Beyond supporting individual principal brands, the Marketing Director will shape how Club21 expresses its own point of view across fashion, culture, retail experience, digital, CRM and community engagement.
Job Responsibilities
Marketing & Brand Communications
- Develop and execute the annual integrated marketing communications strategy and calendar for Club21 Singapore, aligned to overall business objectives.
- Ensure all brand communications are consistent with the global brand identity and guidelines of principal fashion principals.
- Develop and provide marketing tools and materials to enable the sales team to function effectively while ensuring consistency in brand identity and communication.
- Translate market intelligence and performance data into sharp, board-ready insight that shapes strategic direction.
- Develop and articulate a clear Club21 brand narrative that sits above the individual labels, helping customers understand what Club21 stands for, why it curates the brands it does, and how it remains culturally relevant.
- Build marketing programmes that elevate Club21 as a destination and authority for fashion discovery, not only as a channel for individual brand campaigns.
- Ensure communications balance principal brand requirements with a distinct Club21 point of view, editorial voice and customer-facing proposition.
Brand Management
- Define brand positioning and orchestrate best-in-class launches for new collections, store openings, and brand debuts across the Club21 portfolio.
- Serve as the trusted counterpart to international brand principals, navigating marketing approvals, co-op investment, and brand guideline compliance with precision and diplomacy.
- Protect and elevate brand equity across every customer touchpoint — from the retail environment to the finest details of communication.
- Partner with leadership to sharpen Club21's positioning for the next generation of luxury and fashion customers, ensuring the brand remains relevant to both existing VIP clients and emerging audiences.
Public Relations
- Plan and execute PR strategy, media relations, and press engagement to strengthen brand visibility and reputation in the Singapore market.
- Build and manage influencer and key opinion leader partnerships aligned to brand positioning.
- Manage brand reputation and communications in response to market developments or sensitive issues, in consultation with senior management.
Event Management, Tactical Promotions & Advertising
- Direct end-to-end planning and delivery of brand events, trunk shows, VIP previews, and pop-ups in partnership with retail and principal brand teams.
- Manage event budgets, vendors, and timelines to ensure flawless on-brand execution.
- Design seasonal promotions and in-store activations that drive footfall and conversion while preserving brand prestige.
- Coordinate promotional calendars with retail operations to align with stock flow, sale periods, and commercial priorities.
- Plan and manage paid media and advertising campaigns (print, out-of-home, digital) within approved budgets.
- Manage agency and media partner relationships to ensure efficient spend allocation and ROI tracking against agreed KPIs.
Digital Marketing & Content Strategy
- Own the digital marketing strategy across social media, e-commerce, CRM, and paid digital channels, driving engagement, traffic, and conversion.
- Build and maintain CRM and clienteling programmes to grow customer lifetime value and VIP client engagement in partnership with retail teams.
- Lead digital transformation and omnichannel initiatives that improve productivity, cost management, customer experience and revenue.
- Track digital performance metrics and optimise campaigns based on data-driven insights.
- Develop a Club21-led content strategy that positions the business as a curator of fashion, style, culture and discovery, rather than only a distributor of brand assets.
- Oversee production of on-brand photography, video, and copy, working with agencies and internal creative resources.
- Harness AI-powered tools to sharpen audience insight, personalise the client journey, and accelerate content and campaign production, while ensuring technology always serves — never replaces — the brand's creative and human touch.
Cross-Functional Collaboration
- Work with merchandising, retail operations and eCommerce teams to translate Club21's brand positioning into a coherent customer experience across stores, online, events and clienteling.
- Work closely with Retail Operations, Merchandising, CRM, Creative Design, Visual Merchandising, Editorial and eCommerce teams to ensure marketing plans are fully integrated and aligned with commercial and operational priorities.
- Work closely with retail operations and finance on budget planning, sales alignment, and promotional coordination.
- Represent the Marketing function in cross-functional meetings, contributing a marketing and brand perspective to business planning, product decisions, and customer experience initiatives.
- Collaborate with the broader COMO Group marketing and communications community to identify opportunities for cross-group synergies, shared initiatives, and best practice.
Leadership & Team Development
- Lead, coach, and develop the marketing team, building capability across digital, content, PR, and events disciplines.
- Set clear performance objectives and provide regular feedback to drive team growth and accountability.
- Report regularly to the General Manager on marketing performance, campaign outcomes, and strategic priorities.
Requirements
- Bachelor's degree in Marketing, Business, Communications, or a related discipline.
- A minimum of 10 years in marketing, including 4-5 years in a senior leadership role within luxury or premium fashion retail.
- A refined understanding of the luxury landscape, brand stewardship, and the nuances of multi-brand retail.
- A demonstrated flair for digital marketing, e-commerce, and clienteling that builds enduring client relationships.
- Experience partnering with international brand principals or licensors is highly prized.
- Experience building or repositioning a retail, lifestyle or multi-brand platform, not only executing campaigns for individual labels.
- Strong editorial and cultural instincts, with the ability to define a point of view for a fashion retail brand and translate it into commercially effective marketing.
- Sharp commercial instincts, with the ability to translate brand vision into measurable business results.
- Polished stakeholder management, communication, and presentation abilities befitting a luxury environment.
- A proven ability to inspire, mentor, and elevate a high-performing team.
- Fluency in marketing analytics tools and platforms (e.g. Meta Business Suite, Google Analytics, CRM systems).
- Hands-on experience with AI tools in marketing (e.g. generative AI for content, AI-driven personalisation and analytics
