Marketing Lead

Job Summary

Acquisition

• Develop and execute customer-specific marketing strategies across digital and in-store channels, aligned to seasonal calendars and commercial objectives, within budget and timeline.
• Own site creative strategy and execution: landing pages, promotional graphics, hero banners, ensuring strong user experience and conversion.
• Coordinate with the Performance Marketing Specialist to analyse ad experiments, SEO performance, organic traffic sources, and decide on changes in the highest impact areas.
• Collaborate with retail partners to plan and execute in-store promotions, seasonal activations, and point-of-sale materials.

Retention

• Own the monthly B2C and B2B monthly newsletters, with clear segmentation and messaging aligned to the brand canon.
• Test campaigns for spam triggers, functionality, and user experience; analyse A/B testing results to optimise send timing, subject lines, and content segmentation
• Develop and refine the WhatsApp marketing process to support retention without crowding the acquisition focus.

Demand Generation & Sales Enablement

• Create and maintain sales collateral (product one-sheets, competitive positioning, customer testimonials) and build targeted lead lists segmented by B2B vertical (retailers, waterparks, schools, e-commerce).
• Ensure new season lines have complete supporting digital assets at least 4 weeks before delivery; measure impact on retail sell-through at 4, 8, and 12-week intervals.
• Track and report on shared Sales & Marketing KPIs; model the impact of discounts and promotional strategies on purchase velocity; recommend actions to improve sell-through.

Brand Communication And Visual Direction

• Creative direction
• Direct creative output across digital and retail channels, using the existing Brand Creative Playbook as the working tool for briefing, review, and feedback.
• Brief and review creative work from marketing team members; ensure consistency with brand canon and art direction.
• Manage product image organisation, editing, resizing, and naming workflow. Hands-on Photoshop proficiency expected for review and occasional production. As you progress towards the Marketing Manager role, day-to-day execution is increasingly delegated but may be occasionally required.
• Create and maintain ready-to-use digital asset kits for retail partners, including product training sheets, fit guides, PDP content, visual merchandising suggestions, video loops, in-store visuals, hero SKU callouts etc.
• PDP optimisation
• Implement SEO keywords (provided by the Performance Marketing Specialist) into product description pages across Shopify and other e-commerce channels.
• Maintain a master PDP library and version control system; ensure all PDPs are current, accurate, and aligned with approved brand language.
• Conduct annual audits of retail partner PDPs to verify accuracy and brand consistency; may be delegated where appropriate.
• Analyse PDP performance metrics and provide feedback to the Performance Marketing Specialist.
• Photoshoot management
• Plan and manage seasonal photoshoots, including budgeting, scheduling, creative direction, supervising execution and editing, and file organisation.
• Coordinate teams and resources to ensure smooth execution and adherence to timelines.
• Oversee development of seasonal catalogues and promotional video content.
• Brand marketing, social, and partner relations
• Manage social-led PR, brand collaborations, CSR activities, and influencer partnerships; identify and engage relevant talent to drive brand awareness.
• Design packaging that strengthens brand identity and differentiates products in-store.
• Brand and product training
• Organise and deliver brand and product training for internal teams and retail partners; conduct store visits, gather insights, and provide post-visit reports.
• Support retail partners both on and offline in presenting and positioning COÉGA merchandise.

Event Coordination

• Plan and coordinate a handful of major brand activations or trade shows per year (pop-ups, fashion shows, key industry events); manage budgets, timelines, logistics, and post-event documentation.
• Ensure all key materials and staff are coordinated and on schedule.
• Generate reports on attendance, leads generated, and qualitative feedback to improve future events.

Team Management & Development

Customer Research

Reporting & Strategic Input

Working Relationships

Qualifications

• Bachelor's degree in marketing or equivalent.

Experience

• 4-6 years of marketing execution experience (digital or retail marketing preferred)
• Experience in working for product marketing/communications (preferred)
• Some line management or team direction experience (preferred).
• Experience working in or for the fashion industry (preferred).
• Proficiency with Adobe Creative Suite (particularly Photoshop), Google Analytics, Klaviyo, Publer, Meta for Business, Shopify, and CRM tools (HubSpot).
• Strong analytical and project management skills; able to manage multiple initiatives simultaneously and interpret data from multiple sources.
• Excellent communication and interpersonal skills; confident operating across sales, retail, and creative stakeholders; attention to detail and brand consistency.
• Valid driving license and access to personal transportation for store visits, retail partner training, and market research.