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Marketing Communications Manager - Apparel & Footwear

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Uxbridge, Middlesex, United Kingdom

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Opportunity: Marketing Communications Manager - Apparel & Footwear

Location: Uxbridge, Stockley Park

Role Purpose:

This is a key global role in the Central Team of the Group Marketing Function. It reports into the Head of Marketing Communications. It owns the AFA product and AFA segment marketing strategy, implementation for new AFA product launches, existing product ranges and AFA segment programs that are assigned to this role. The role has a global overview that ensures that all product and segment marketing materials produced are in line with brand and design compliance, the right product materials are produced that meet commercial requirements and customer needs and provides steer and support to cluster marketing colleagues as required.

Key Accountabilities:

Segment Marketing

The Product & Segment Marketing Manager for AFA will globally oversee and coordinate the agreed deliverables with the segment owners for all segments. They will provide support where needed and encourage best practice sharing. For the assigned and owned segments develop and implement the marketing strategy and plan.


  • Design and develop the segment Customer Value Proposition (CVP) for the owned AFA segments with a supporting marketing plan.

  • Project manage the sign-off of CVP (with Marketing Director and President of AFA), develop marketing strategy and plan and implementation for the owned segment initiatives through marketing campaigns, materials and events, working closely with the Digital Marketing Team, Global Events Mgr and GA / commercial teams.

  • Oversee and support the segment initiatives owned by colleagues in Group Marketing making sure the branding look and feel are all aligned, global processes are followed and all CVPs, plans, content is available and promoted to internal stakeholders.

  • Ensure best practice sharing across all segment owners and keep an overview of all activities on a quarterly basis for performance tracking. All segment owners to provide overviews of the activities that this role will consolidate.

  • Day to day budget management for the segment and product and track against plan for the annual budget allocated

Product Marketing

  • Design and deliver Management of the product engagement tools library and the availability of the library to the Coats internal audience. The library will include: Product information sheets, factsheets, flyers, brochures, presentations, videos, shade cards, sample books, toolkits. (NB Product CVPs are owned by the AFA product team)

  • Review and auditing the contents of the library in line with guidance from the Product teams, Technical Services and Sales teams to ensure what is available meets of most use to the business and is supportable from a resource view point

  • Defining the branding and messaging to be used across all assets ensuring consistency of look and message. Briefing and managing an agency to create the design and artwork of the assets

  • Determining with the Technical Services team what standard sewn samples etc. are to be created, providing the branding guidelines to be used for bespoke samples

  • Manage product launches from D2 stage onwards including organising regular meetings with stakeholders and manage the process through Powersteering

Deliverables for both Product & Segment

  • Budget management at project level including ensuring POs are raised for payment to third parties

  • Development of CVP for owned and assigned segments, marketing strategy, marketing plan, high-level messaging, positioning and narratives for external use. The Product & Segment Marketing Mgr will work closely with Brand Manager and Creative Services Mgr for sign-off on brand compliancy and designs are in line with design polices.

  • Project manage the strategy to implementation with clear marketing plan, resourcing and timelines.

  • All product & segment marketing content creation sits with this role. This includes CIA stories for the website, or product and segment content refresh required. The only exception is Social Media campaigns. A briefing document is shared which has all the required elements to run a social media campaign with the Social Media Manager (positioning, messaging, target audience, marketing strategy and omnichannel plan of which the digital piece is part of). The Social Media manager and Marketing Automation Mgr will take this, incorporate this into their content plans and create the posts and email campaigns in line with the strategy and plan. For web content eg Coats in Action stories, this will be drafted by this role passed to the Website Manager for upload on the website (Coats.com). Website Manager will not create the product or segment content.

  • Work closely with the Global Events Manager to develop product strategy and materials at events to promote product portfolio

  • Maintain regular touch points with the Product teams for briefs, product roadmaps, product launches to allow campaign calendar planning and timely delivery

  • Working together with the Product teams to support their development of the customer value propositions to ensure it demonstrates a customer centric approach

  • Building and executing an internal communications plan for product and segment marketing activities to drive awareness and uptake by the sales teams, local cluster marketing teams etc.

  • Build a campaign overview document to be used to generate awareness within the business of campaign key messages and assets available via internal communication platforms (i.e. Coats World, Yammer etc.)

  • Briefing a third party marketing agency when required

  • Managing the approval process for assets created and escalating if support is required

  • Troubleshooting issues, escalating when required and working with the Head of Marketing Communications and the wider marketing team on adapting and improving processes.

  • Ensure that the organisation’s brand and identity is adhered to in campaigns and in all communication channels utilised by the campaign in close partnership with the Brand Manager  

  • Supporting the Marketing Operations Manager to measure and review the product and segment campaign success

  • Ensuring campaigns are executed within budget and on time

Education, Qualifications & Experience:


  • Minimum marketing degree level qualification

  • Global mindset

  • Matrix management experience working virtually in culturally diverse teams

  • Project Management excellence

  • Budget management

  • Good stakeholder management, communication and people skills

  • Ability to carry out a number of tasks at the same time

  • Overall exceptional program, project, and time management skills – highly organized, detail passionate about delivering under strict timelines and accountable with the ability to handle stress and last-minute, urgent requests


  • Product Marketing experience

  • Team management

  • Industry experience