Senior Director Marketing Europe

Key Skills:

Strategic Leadership: Ability to develop and execute marketing strategies that align with business goals

Market Analysis: Proficiency in analyzing market trends and consumer insights to drive marketing decisions

Team Management: Strong leadership skills to manage and inspire a diverse marketing team

Communication: Excellent verbal and written communication skills for effective stakeholder and teams engagement

Digital Marketing: Expertise in digital marketing channels, including social media, SEO, and content marketing

Financial Acumen: strong skills in managing budgets, analyzing ROI, and making strategic decisions to ensure marketing efforts align with financial goals and connect marketing activities to revenue outcomes

Effective Stakeholder management: understanding stakeholder needs and expectations, and systematically communicate and collaborate with them to ensure their support and address any concerns.

Qualification Requirements:

Experience:  10+ years of marketing experience, with at least 5 years in a senior leadership role

Education: A bachelor's degree in Marketing, Business Administration, or a related field

Regional Knowledge: In-depth understanding of the European consumer, market and competition dynamics and cultural nuances

Analytical Skills: Strong analytical and problem-solving abilities to measure and optimize marketing performance

Language Proficiency: Fluency in English; additional languages relevant to the European region are a plus

Intercultural Competence: ability to effectively and appropriately communicate and interact with people from different cultural backgrounds.

Maximizes the effectiveness of Region Europe Marketing Spend to elevate PUMA’s brand desirability and increase the commercial impact across all markets within responsible geographical scope.

DIGITAL MARKETING:

• Ensure a full Digital alignment between PUMA DTC and Retailers
• Implement integrated campaign planning approach to ensure a full funnel strategy is applied from Brand Marketing to Performance Marketing
• Ensure budgets are dynamically allocated based on highest ROI
• Build an agile culture with the European marketing community to adapt and improve constantly our digital activities ROI : experience, measure & improve
• Establish and foster adoption of standard set of KPIs to measure the effectiveness of campaigns (short-term) and brand marketing efforts (long-term) in a consistent manner across Europe
• Ensure clear target KPIs are set and measured against in each Area
• Lead Area Director of Marketing with insights to optimize local marketing mix
• Ensure right budget allocation based on effectiveness in course of annual budgeting process
• Share best practices (within the region but also from Global).

CONSUMER INSIGHT:

• Championing the consumer
• Drive together with BU Mktg Team consumer insights studies to ensure there is a clear understanding of the different customer segments
• Ensure that the consumer insights are used to create tailored & impactful marketing communication strategies
• Ensure optimization across all channels (Whsl & Direct-to-Consumer) to maximize the benefit for PUMA EUROPE (not the individual Area P&L)
• Ensure the consumer journey is clearly defined and the marketing strategies accordingly defined
• Ensure the consumer insights from our direct-to-consumer are available and maximized for wholesale areas.

AGENCY:

• Setting up the right partner/agency structure
• Identify key partners (Google, FB…) and create a direct relationship when relevant
• Ensure the partner/agency network across Europe is optimized; Centralized to the extent it makes sense to realize scale/efficiencies ( for ex. Media and Last Inch/click); Localized to the extent it makes sense to be locally relevant
• Ensure the agency are efficiently and effectively managed; e.g. clear guidance on which competence / data is inhouse vs outsourced
• Ensure yearly negotiation with European partners to make sure  we get the financial benefit of the scale and optimize the costs.

REPRESENTATION:

• Being the voice for Europe (Western and Eastern Europe)
• Ensure Europe’s requirements are sufficiently considered in Global Marketing and Global Sports Marketing (e.g. ambassadors, influencers,  collab partners)
• Ensure global guidelines are applicable in Europe.

COACHING:

• Developing the Area Marketing Directors and European HUB  Marketing Team.
• Ensure all Marketing Directors in each Area are on par with the expected competences
• Create development plans together with the Area MD to develop current teams
• Co-Interview new Marketing Directors  together with the Area MD(Veto-Right)
• Build a strong community among the European Marketing Area and HUB.

BUDGET RESPONSIBILITY:

• Oversee, control and lead total Region Europe Mktg Budget.

LEADERSHIP

• Responsible for all aspects of the performance management and professional development of the team, including recruitment, development plans, providing constructive feedback, appraisals and exit processes
• Foster a positive and inclusive team culture by actively engaging team members, promoting open communication, and implementing initiatives that enhance employee satisfaction and well-being
• Compliance with and implementation of legal and operational requirements regarding occupational health and safety within your own area of responsibility.