Poltrona Frau Marketing

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 Responsibilities1.Brand & Communication StrategyDefine and evolve the global brand strategy in alignment with business goals and heritageOversee integrated 360° comms across print, digital, PR, retail, and experiential channelsMaintain global brand guidelines and ensure consistency across marketsDevelop storytelling frameworks that feature heritage, sustainability, craft & innovation2.Marketing Communications ExecutionLead global media planning across online and offline channelsOversee PR strategy, press relations, and design-industry editorial engagementSupervise content creation including campaigns, catalogues, photo/video/CGI/AI assetsManage social media and influencer initiatives in partnership with key marketsCoordinate integrated launch plans for products, collections, and brand initiatives3.Digital Marketing, CRM & E-Commerce LeadershipOwn the e-commerce P&L, establishing growth and profitability objectivesLead UX/UI enhancements, digital content strategy, CRO, merchandising, and assortments Drive omnichannel initiatives including CRM, digital clienteling, and online-to-store journeysEnsure the online experience reflects Poltrona Frau's luxury positioning4.Data, Performance & Customer Insights/CRMUse analytics to help guide marketing investment decisions and optimize performanceLead SEO/SEM strategiesTranslate insights into actionable strategies for marketing, commercial, and product teams5.Trade Marketing (Retail & Wholesale)Lead global trade marketing strategy across retail network, flagships, multi-brand dealers, and wholesale partnersDevelop retail toolkits, sales tools, in-store communication, VM guidelines, launch support materials, and seasonal marketing assetsEnsure 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 assetsCollaborate with commercial teams on local marketing calendars, retail activations & eventsOversee 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 teams6.Partnerships, Events & CollaborationsDevelop and manage strategic partnerships in design, architecture, luxury, art, and cultureLead global event strategy including Salone del Mobile, and flagship brand eventsOversee collaborations with designers, cultural institutions, and premium brandsEnsure all initiatives elevate brand visibility and reinforce craftsmanship, heritage, and contemporary design values7.Category ManagementOversee 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 furnishing8.Oversight of the Historical Museum in TolentinoProvide strategic leadership for the Poltrona Frau Historical MuseumDirect curatorial evolution, exhibition development, and the overall visitor experienceIntegrate museum storytelling into global brand communication and heritage strategyCollaborate on programming, cultural partnerships, and corporate events hosted at Museum9.Team Leadership & CollaborationLead and inspire multidisciplinary teams across brand, communications, PR, content, digital, and e-commerceManage budgets across marketing, media, content production, and digital operationsAlign global and regional strategies by partnering with local markets, distributors, and commercial teamsCollaborate with product, retail, contract, and corporate functions to ensure cohesive brand experienceQualifications15+ years of experience in luxury, design, lifestyle, or premium consumer sectorsProven leadership across global brand strategy, marketing communications, trade marketing, digital marketing, e-commerce, and eventsStrong understanding of luxury consumer behavior and the design ecosystemExperience leading creative teams and managing agenciesAnalytical, data-driven mindset with strong digital expertiseExceptional leadership, communication, and cross-functional collaboration skillsFluency in English and Italian requiredWorkplace: Milan, 1 wk/month on national travels + international on request.