Job Summary
The Marketing Lead drives marketing execution across digital channels and retail partnerships, translating strategy into measurable outcomes. The role supports both the sales team and brand positioning through data-driven campaign management, strategic content development, and retail partner enablement.
Key Responsibilities
CAMPAIGN PLANNING & EXECUTION
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
Management of the marketing creative team. Run regular 1:1s, monitor key performance metrics, provide feedback, and coach against COÉGA's customer personas and the Brand Creative Playbook.
Customer Research
Conduct quarterly customer interviews across key personas (modest, active, family, kids). Synthesise findings and share with the marketing team, sales team and CEO to inform the COÉGA strategy, campaign briefs and evolving creative direction.
Reporting & Strategic Input
Monthly performance reporting to the CEO covering campaign performance, channel health, and key learnings. Quarterly updates to the sales team on marketing initiatives and shared KPIs. Surfaces evidence and recommendations that should update marketing strategy and creative direction.
Working Relationships
The Marketing Lead reports to the CEO; collaborates with the Product Strategist on brand and marketing strategy. They directly manage the creative team within 2 months, and the Performance Marketing Specialist after 6-12 months. They coordinate closely with the sales team on shared KPIs, and direct relationships with retail partners. During year one, the role collaborates with the Product Strategist to internalise and roll out the brand canon and marketing strategy, tapering to periodic strategic check-ins thereafter.
Job Specification
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.
