ABOUT SAINT LAURENT
Founded in 1961, Yves Saint Laurent was the first couture house to introduce the concept of luxury prêt-à-porter in a 1966 collection called ‘Rive Gauche’, synonymous with youth and freedom. This shift represented a first critical step in the modernization of fashion and revolutionized the socio- cultural landscape.
In 1999, the luxury goods division of the Kering Group acquired Yves Saint Laurent and, under the creative direction of Anthony Vaccarello since April 2016, continues to position the house at the summit of the luxury universe.
Today, Saint Laurent collections include women’s and men’s ready-to-wear, shoes, handbags, small leather goods, jewelry, scarves, ties and eyewear.
Job description:
✓ Set up and Develop proper Marketing oriented department in Saint Laurent Japan (60% digital focus)
✓ Annual local marketing calendar development and execution
✓ Build relationship between HQ counterpart and download global strategy
✓ Market update to HQ, in order to share the local situation and trend to adjust global strategy which can also meets local need
✓ Plan 360 / Cross media strategy and over view the performance
1. Maximize SOV, Awareness, and bring impact
2. Transform awareness to purchase interest = traffic to stores (offline / online)
✓ Bring impressions but also image
✓ Create Saint Laurent momentum by Campaign
✓ Develop new media idea (Innovative and disruptive campaigns）
✓ Local adaptation of global digital and data roadmap
✓ Global Media Budget management
✓ Media agency management to maximize their performance / support
✓ Main contact with local Media partners (online & offline)
✓ Timeline management to deliver campaign on time
✓ Team leadership to build and lead a high-performance, engagement team, coaching and mentorship to team members.
✓ Competitors watch
【PRINT】
DESIRABILITY AND ICONIC DIMENSION
✓ Be creative and look into the best performance investment style on print
1. to build on the brand singularity and identity
2. secure necessary SOV (considering PR coverage impact)
✓ Annual planning and execution (Work closely with Communication team)
【OOH】
INCEASE BRAND AWARENESS, ATTENTION WITH IMPACT
BOOST THE TRAFFIC TO STORE (Offline / Online)
IDENTIFY BRAND VISION, REINFORCE THE IMAGE AND THE BRAND DNA
✓ Being visible (Increase brand presence)during all major local events (Culture events, Store Events etc.,)
✓ Drive direct traffic to store (Work closely with Retail team to meet retail calendar)
✓ Support the business on specific range of products
✓ Annual planning and execution (Work closely with Retail /MD team)
✓ Compete competitors with strategic buying, by work closely with agency
✓ Exploring more experiential and « out of the box » OOH especially for Special projects
【DIGITAL MEDIA】
Plan 360 DIGITAL ACTIVATION STRATEGY TO INCREASE TRAFFIC AND CONVERSION ON WEBSITE
✓ Drive traffic to the brand website (create peak / momentum)
✓ Increase viewability, SOV, search numbers on digital platform
✓ Fine tune audience, high potential customers
✓ Identify brand character and positioning
✓ Work closely with H.Q. to acerate better performance of Central Paid Media buys
【OWNED MEDIA MANAGEMENT (YSL.JP/LINE/X)】
✓ Richen the contents and make it attractive media
1. Contents development (Visual, text)
2. Annual posting calendar planning and execution
3. Increase local related contents to gain engagement between followers
✓ Increase followers to have bigger reach
✓ Plan / Develop / use the platform as CRM / Semi- Conversion platform
THE SUCCESSUFUL APPLICANT
✓ Minimum 10 years experience at Marketing / Communication / Advertising
✓ Minimum 5 years experience in Digital (AD, Ownedmedia running)
✓ EC / WEB direction experience is advantage
✓ Experience in Luxury industry as an advantage
✓ Language : Japanese (Native + copy writing skill as advantage), English (Business)
✓ Presentation Skill : will be required to make new things happen.
✓ Data Analysis : is needed to use insight to inform and adjust the brand engagement strategy
✓ Creativity : Has sense of creativity, Understanding of brand DNA and consumer behavior for creating contents and strategy.
✓ Open and accessible personality, Positive, Proactive and Creative thinker
✓ Communication skill to withdraw the information from H.Q., agency and stakeholders.
✓ Industry Knowledge : Knowing general media , industry trends and best practices to be competitive
✓ Budget management : Effective allocation, cost estimation
✓ Team management
✓ International experience as a must
✓ Full funnel experience as a must