Chief Marketing Officer

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It luggage was formed in 1985 and since its inception has been focused on designing new and innovative luggage products with features that consumers need. From the early 1990's the company has been at the forefront of luggage design, pioneering the growth of hard-shell luggage, inventing the first expandable hard case. It has many patents on its innovations including the "world's lightest" collection, which since its launch in 2008 has achieved record breaking sales in stores worldwide. The group headquarters are in Hertford. It operates internationally, with offices in China and subsidiaries in Hong Kong, USA, Europe and Australia. COVID-19 has created the perfect storm for the travel industry. It Luggage are looking to recruit a CMO to reset the business for a post COVID travel world. We believe that there are many challenges to overcome and that 2021 provides an outstanding opportunity to re-invent the brand and look to new opportunities. MAIN PURPOSE Reporting to and working with the Company's senior leadership, the Chief Marketing Officer will be responsible for overseeing the entire marketing operation of the business. Marketing is one of the highest strategic priorities for the business and we consider a leading marketing team to be one of the major drivers of future growth. An excellent CMO is passionate for their profession and has great knowledge for all things marketing. They can balance a practical mindset with a creative business acumen and lead people through complex marketing operations. THE IDEAL CANDIDATE WILL Ability to create processes and develop a marketing strategy commensurate with a start-up's needs, advantages, and limitations. Build and lead a small team, able to recruit, motivate and train a talented team to succeed. Build the company's marketing infrastructure, create frameworks to track key cost and revenue metrics. Drive the evolution of our brand positioning. Create, manage and control a clear brand look. Develop a scalable growth strategy through direct to consumer channels. Drive our digital marketing position including websites, social media and digital campaigns. Research the global market and provide clear direction for the future growth opportunities and positioning in each relevant marketplace. Develop a marketing strategy and agree timelines, communicating all critical stages to the executive team. Drive brand awareness through PR, social media and oversight of the company website. Generate user acquisition through paid, social, and viral means and manage retention activities. Optimise user monetisation through subscription, in-app purchases, and advertising. Build and manage the user community to create highly engaged customers. Partner with product development team to conceive, develop, and deploy value-adding product features. Stay abreast of market and competitive developments. Ongoing responsibility for driving continuous improvement and profitability. KEY CANDIDATE ATTRIBUTES Self-starter, organised and motivated with the ability to define goals and priorities. Proven experience and success across all disciplines of marketing. Analytical, ROI-driven digital marketing mentality. Demonstrable experience of re-positioning a company in a competitive market, winning market share and driving bottom line profitability. Good eye for design and creative assets. Established track record in building a profitable Ecomm platform in multiple countries. Experience in building a marketing team from scratch. Proven leadership and management. Aptitude in decision-making and problem-solving. Demonstrable competency in strategic planning and business development. Experience of working in a dynamic, hands on, fast-paced, commercial environment with constantly changing challenges. Be a team leader with a can-do approach and a willingness to embrace new challenges with an open mind. Entrepreneurial edge, able to create solutions to new industry problems. Excellent written and verbal communication skills, highly articulate and persuasive. Ability to think strategically and creatively, identify and resolve issues. Highly developed organisational skills; ability to prioritise and detail oriented.

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