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Marketing & Communications Director

3 giorni fa

Milano, Lombardia, Italia Poltrona Frau A tempo pieno

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

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

  3. Oversee integrated 360° comms across print, digital, PR, retail, and experiential channels
  4. Maintain global brand guidelines and ensure consistency across markets

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

  6. Marketing Communications Execution

  7. Lead global media planning across online and offline channels

  8. Oversee PR strategy, press relations, and design-industry editorial engagement
  9. Supervise content creation including campaigns, catalogues, photo/video/CGI/AI assets
  10. Manage social media and influencer initiatives in partnership with key markets

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

  12. Digital Marketing, CRM & E-Commerce Leadership

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

  14. Lead UX/UI enhancements, digital content strategy, CRO, merchandising, and assortments
  15. Drive omnichannel initiatives including CRM, digital clienteling, and online-to-store journeys

  16. Ensure the online experience reflects Poltrona Frau's luxury positioning

  17. Data, Performance & Customer Insights/CRM

  18. Use analytics to help guide marketing investment decisions and optimize performance

  19. Lead SEO/SEM strategies

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

  21. Trade Marketing (Retail & Wholesale)

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

  23. Develop retail toolkits, sales tools, in-store communication, VM guidelines, launch support materials, and seasonal marketing assets
  24. Ensure consistent brand expression and elevated presentation across all physical retail environments through editorial and visual applications (not physical/store layouts)
  25. Support sell-through with high-quality product storytelling, POS content, and promo assets
  26. Collaborate with commercial teams on local marketing calendars, retail activations & events

  27. 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

  28. Partnerships, Events & Collaborations

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

  30. Lead global event strategy including Salone del Mobile, and flagship brand events
  31. Oversee collaborations with designers, cultural institutions, and premium brands

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

  33. Category Management

  34. Oversee portfolio management of product offering

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

  36. Oversight of the Historical Museum in Tolentino

  37. Provide strategic leadership for the Poltrona Frau Historical Museum

  38. Direct curatorial evolution, exhibition development, and the overall visitor experience
  39. Integrate museum storytelling into global brand communication and heritage strategy

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

  41. Team Leadership & Collaboration

  42. Lead and inspire multidisciplinary teams across brand, communications, PR, content, digital, and e-commerce

  43. Manage budgets across marketing, media, content production, and digital operations
  44. Align global and regional strategies by partnering with local markets, distributors, and commercial teams
  45. 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.