Marketing & Communications Director

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Marketing & Communications Director

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Poltrona Frau

The Marketing & Communications Director serves as the strategic leader responsible for shaping and elevating Brand across global communication channels (owned, earned, paid), digital, retail, wholesale, events, and heritage. The role oversees integrated brand strategy, 360° communications, global trade marketing, e-commerce performance, digital experience, and content creation. It also directs major global partnerships, collaborations, and brand events. It ensures heritage is a core component of storytelling and customer experience. This position collaborates closely with design, product, retail, and commercial teams worldwide as well as Corporate/Group functions within the Haworth Group.

The role reports to CEO and oversees a dedicated team of specialized professionals and a dedicated budget.

Key Responsibilities

1. Brand & Communication Strategy

Define and evolve the global brand strategy in alignment with business goals and heritage

Oversee integrated 360° comms across print, digital, PR, retail, and experiential channels

Maintain global brand guidelines and ensure consistency across markets

Develop storytelling frameworks that feature heritage, sustainability, craft & innovation

2. Marketing Communications Execution

Lead global media planning across online and offline channels

Oversee PR strategy, press relations, and design-industry editorial engagement

Manage social media and influencer initiatives in partnership with key markets

Coordinate integrated launch plans for products, collections, and brand initiatives

Own the e-commerce P&L, establishing growth and profitability objectives

Lead UX/UI enhancements, digital content strategy, CRO, merchandising, and assortments

Drive omnichannel initiatives including CRM, digital clienteling, and online-to-store journeys

Ensure the online experience reflects Poltrona Frau’s luxury positioning

4. Data, Performance & Customer Insights/CRM

Use analytics to help guide marketing investment decisions and optimize performance

Lead SEO/SEM strategies

Translate insights into actionable strategies for marketing, commercial, and product teams

5. Trade Marketing (Retail & Wholesale)

Lead global trade marketing strategy across retail network, flagships, multi‑brand dealers, and wholesale partners

Develop retail toolkits, sales tools, in‑store communication, VM guidelines, launch support materials, and seasonal marketing assets

Ensure consistent brand expression and elevated presentation across all physical retail environments through editorial and visual applications (not physical/store layouts)

Support sell‑through with high‑quality product storytelling, POS content, and promo assets

Collaborate with commercial teams on local marketing calendars, retail activations & events

Oversee all sales training activities, including: online training platforms and digital learning content; offsite training programs and hands‑on product learning sessions; global coordination of training priorities and materials across retail and wholesale teams

6. Partnerships, Events & Collaborations

Develop and manage strategic partnerships in design, architecture, luxury, art, and culture

Lead global event strategy including Salone del Mobile, and flagship brand events

Oversee collaborations with designers, cultural institutions, and premium brands

Ensure all initiatives elevate brand visibility and reinforce craftsmanship, heritage, and contemporary design values

7. Category Management

Oversee portfolio management of product offering

Provide strategic insight into product positioning/pricing as well as actions to improve competitiveness of product offering relative to the competition within residential furnishing

8. Oversight of the Historical Museum in Tolentino

Provide strategic leadership for the Poltrona Frau Historical Museum

Direct curatorial evolution, exhibition development, and the overall visitor experience

Integrate museum storytelling into global brand communication and heritage strategy

Collaborate on programming, cultural partnerships, and corporate events hosted at Museum

Lead and inspire multidisciplinary teams across brand, communications, PR, content, digital, and e‑commerce

Manage budgets across marketing, media, content production, and digital operations

Align global and regional strategies by partnering with local markets, distributors, and commercial teams

Collaborate with product, retail, contract, and corporate functions to ensure cohesive brand experience

Qualifications

15+ years of experience in luxury, design, lifestyle, or premium consumer sectors

Proven leadership across global brand strategy, marketing communications, trade marketing, digital marketing, e‑commerce, and eventsStrong understanding of luxury consumer behavior and the design ecosystem

Experience leading creative teams and managing agencies

Analytical, data‑driven mindset with strong digital expertise

Exceptional leadership, communication, and cross‑functional collaboration skills

Fluency in English and Italian required

Workplace : Milan, 1 wk/month on national travels + international on request.

Seniority level: Director

Employment type: Full‑time

Job function: Marketing

Industries: Furniture and Home Furnishings Manufacturing, Automation Machinery Manufacturing, and Retail Luxury Goods and Jewelry

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