Head of Marketing

Summary:

Developing and delivering plans that attract new and lapsed consumers through emotional connection and desire, you’ll build engaging narratives, journeys and sales driven by ‘want’ as well as ‘need’. It’s about developing and executing a Marketing strategy that drives brand desire and business growth across all our marketing channels.

You’ll develop the UK & ROI and EMEA consumer experience with a focus on our DTC channels, skilfully adapting global strategy to localised consumer segmentation and integrated marketing communications across all channels. Working collaboratively with global teams, you will also create and deliver seasonal assets that are fine tuned to the needs of your region and drive powerful go-to-market activations, leveraging data to analyse and influence the product innovation agenda along the way. Everything you do will contribute in building the future success of the Clarks brand in our home market.

What You’ll Be Doing

Developing and delivering plans that attract new and lapsed consumers through emotional connection and desire, you’ll build engaging narratives, journeys and sales driven by ‘want’ as well as ‘need’. It’s about developing and executing a Marketing strategy that drives brand desire and business growth across all our marketing channels.

You’ll develop the UK & ROI and EMEA consumer experience with a focus on our DTC channels, skilfully adapting global strategy to localised consumer segmentation and integrated marketing communications across all channels. Working collaboratively with global teams, you will also create and deliver seasonal assets that are fine tuned to the needs of your region and drive powerful go-to-market activations, leveraging data to analyse and influence the product innovation agenda along the way. Everything you do will contribute in building the future success of the Clarks brand in our home market.

Main Purpose:  In line with the Global and Regional Strategies:

• Lead the development of UK, ROI & EMEA marketing strategy to build and deliver the Clarks global brand and business with consumers in the territory. 
• Deliver best Clarks consumer experience through all the touch points, from above the line and below the line, retail, wholesale and partnering with ecommerce marketing. 
• Ensure the Clarks brand has an aligned presentation across all channels, media and retail formats in UK, ROI & EMEA aligned with Global and Regional Strategies.
• Accountable for delivering an holistic marketing approach; development of the brand driving desire and emotional consumer connection, while supporting the commercial teams with support to meet regional targets.
• Provide strategic input into group marketing strategy and partner with regional commercial teams to deliver a consistent and relevant brand experience

Core Accountabilities: In line with the Global and Regional Strategies:
1. Lead the development and execution of the UK, ROI & EMEA marketing strategy

• To deliver the Clarks global brand strategy in the market.
• To drive brand relevance, desire and business growth.
• To ensure effective media and marketing investment plans.
• Work with UK, ROI & EMEA leadership team to lead the brand and the team.

2. Lead the development of plans for each part of the marketing mix to ensure the Clarks brand has an aligned and best possible presentation across all channels and media including:

• Social and Digital advertising

• Consumer and Trade PR
• Retail marketing and service
• Sales conference and trade marketing support
• Marketing supporting for wholesale / distributor markets.

3. Lead the development of implementation plans for retail presence and retail marketing to ensure the Clarks brand has the best possible presentation across all retail formats in-line with the Global and Regional Strategies.

• Seasonal VM and windows plan and execution based on global guidelines
• Lead to develop and implement consumer retail events, trade events and support for sales conferences to bring brand world to life for trade and consumers

4. Ensure Clarks brand assets and marketing material are effective for UK, ROI & EMEA: 

• Achieves the marketing strategy, and enhance trading results 
• Drive alignment across marketing via media and commercial channels
  Effectively adapted (language/size etc.) or developed locally (e.g. promotions, trading events)
• Well communicated internally and externally with distributors 

5. Lead the UK, ROI & EMEA marketing team - developing capability of the team and ensuring the global brand strategy and seasonal plans are well understood and adopted
6. Develop a strong partnership within the global marketing team; representing UK, ROI & EMEA in marketing forums to make sure the strategy is aligned, and the brand is delivered using the best mix of global/local marketing execution:

• Ensure UK, ROI & EMEA marketing challenges, strategy and seasonal marketing requirements are clearly defined and understood by Regional and Global Marketing.
• Highly communicative and transparent of all marketing plans and activities to global marketing, regional marketing and cross-functional teams, including commercial partners.

7. Oversee the suite of external agencies and suppliers. Adopt global evaluation of agency performance to ensure consistency, best practice and cost efficiency.
8. Evaluate & report on marketing activity in UK, ROI & EMEA developing a simple set of key performance indicators.
9. Lead and oversee any regional creative and messaging, including the development of regional assets, ensuring those assets are on-brand and meeting all guidelines.

Key Outcomes:

• Leading the UK, ROI & EMEA marketing strategy and effective seasonal plan that delivers a global brand, integrates with seasonal product, retail and sales initiatives, delivers growth and a good return on investment.  That is well understood and well supported.
• Excellent brand presentation and delivery of brand assets. Clear tools that can be easily adopted by retail teams and customers.
• Bring brand world to consumers via retail presentation and events.
• Smooth marketing operations delivered on time and consistently well executed.
• A high performing marketing team in UK, ROI & EMEA. 
• A strong UK, ROI & EMEA marketing strategy which responds to the on-going brand and commercial opportunities and challenges within the region.
• Global marketing strategy and assets well understood and with a strong delivery across greater UK, ROI & EMEA.  
• Leading a highly motivated, efficient and effective marketing team that’s best in class.
  Excellent, cost-effective suite of external agencies managed well in UK, ROI & EMEA.
• High level of consumer awareness. Great consumer insight.
• The setting of simple, clear and achievable KPI’s.
• UK, ROI & EMEA region is at the leading edge of marketing innovation and development within Clarks.  Clarks are amongst the leading consumer brands in UK, ROI & EMEA.

Resources Accountabilities:

Direct; UK ROI & EMEA £20 M pa
People : Manages team of 18 (6 direct)
Other Measures: 
Metrics
• Brand Share
• Brand Perception
• Regional Commercial Targets
• Marketing Return on Investment

Key Relationships:
• Global Marketing: CMO/Head of Brand Planning & Regional Marketing  
• Regional President UK&ROI
• Regional President EMEA 
• Marketing Business Unit & functional heads including Head of Planning, Head of Digital Planning, Head of PR, Head of Creative
• Distributor Market Marketing Managers (indirect reports)
• UK, ROI & EMEA group Leadership Team including but not limited to merchandising, buying, sales, finance, legal, HR
• 3rd party agencies in UK, ROI & EMEA

Essential Knowledge:
• Educated to Degree or above level
• Consumer and trade marketing across demographic profiles
• Digital Marketing and Media, PR and Shopping Experience
• Clear knowledge of effective consumer and trade communication strategies
• Effective management and motivating teams and agencies.
• Strong understanding of the full marketing mix, including trade and ecommerce marketing
Technical Skills:
• Proven expertise in all areas of the marketing mix, maximising small marketing budgets.
• Developing strategic marketing plans and seasonal execution plans.
• Formal and informal ways to deliver consumer insight.
• Develop and deliver marketing operations processes.
Successful Experience:
• Proven success as a Brand/Marketing Manager in a Regional or key Market role with a Global Consumer Brand
• Driving new marketing development.
• Manage development and implementation of retail marketing communications events & materials
• Experience of the Retail environment would be ideal
• Familiar with the broad business environment and cross-functional dynamics (Sales, Product, Finance, Operations, Strategy) of multi-national companies.
• Knowledge of multi-channel delivery – retail, wholesale, digital etc.
• Proven track record in multi-country initiatives (either as participant country or as regional/global team).
• Successful team management and agencies.
• Past experience developing advertising campaigns and creative assets
Competencies:
• Leadership.  Influencing at all levels, especially global and local management team.
• Leading without direct accountability for decisions.
• Great interpersonal skills and a focus on motivating and inspiring others
• Great communication skills – simple, clear, inspiring.
• Driving simplicity in a complex world.
• Well organised. Able to manage fairly big development projects.

About Clarks

Clarks, based in Somerset, England, has been at the forefront of innovative shoemaking since its foundation in 1825, when brothers James and Cyrus Clark made a slipper from sheepskin off-cuts. Sparking revolutions and defining generations, Clarks’ archive of over 22,000 pairs includes the inimitable Desert Boot and Wallabee – and a ground-breaking combination of invention and craftsmanship remains at the heart of what the brand does now. Cutting-edge collaborations with cultural icons and KOLs, taking strides in social change, reimagining legendary silhouettes, and making shoes that move with the world ahead – Clarks is never standing still.