Marketing Director

Company Overview

Club21, a division of COMO Group headquartered in Singapore, is a renowned international fashion retail company. It curates an exclusive collection of luxury and contemporary brands through both multi-brand retail formats and mono-brand boutiques representing globally acclaimed fashion houses. With a footprint across multiple Asian markets, Club21 combines a rich legacy in fashion selection with a progressive, customer-focused retail approach.

Role Summary

The Marketing Director will spearhead the development and implementation of marketing strategies for Club21's luxury and contemporary brand portfolio in Singapore. This senior leadership position involves managing brand positioning, comprehensive marketing campaigns, digital media and social engagement, PR, events, and CRM collaboration. The director will work closely with brand principals, retail teams, and executive leadership to enhance brand value, increase foot traffic, and boost sales performance across the Club21 retail outlets.

Beyond supporting individual brands, this role entails defining and strengthening Club21's own brand identity, relevance, voice, and customer proposition as Singapore’s premier multi-brand fashion authority. The Marketing Director will shape how Club21 communicates its unique perspective on fashion, culture, retail experience, digital innovation, CRM, and community interaction.

Key Responsibilities

• Formulate and execute an annual integrated marketing communication strategy tailored to Club21 Singapore's business goals.
• Align all brand communications with the global identities and guidelines of the respective principal brands.
• Equip sales teams with effective marketing materials ensuring brand consistency.
• Analyze market data and intelligence to deliver strategic insights for the board.
• Craft and convey a unified Club21 brand narrative that encapsulates the company’s purpose, curated brand selections, and cultural relevance.
• Design marketing initiatives that elevate Club21’s status as a fashion discovery platform, complementing individual brand campaigns.
• Balance principal brand requirements with a distinct Club21 editorial voice and customer-facing messaging.
• Define brand positioning and oversee high-profile launches including new collections and store openings.
• Liaise with international brand principals to handle marketing approvals, cooperative investments, and adherence to brand guidelines diplomatically.
• Safeguard and enhance brand equity at every customer interaction point, including retail settings and communication details.
• Collaborate with leadership to refine Club21’s appeal for current VIP customers and emerging luxury fashion audiences.
• Develop and implement PR strategies, media relations, and influencer partnerships to boost visibility and brand reputation within Singapore.
• Manage brand communications surrounding sensitive topics in consultation with senior management.
• Organize and execute events such as trunk shows, VIP previews, pop-ups, and other branded experiences, managing budgets and vendor relations efficiently.
• Design seasonal promotions and in-store activations that balance driving sales with preserving brand prestige.
• Plan and oversee paid advertising campaigns across print, outdoor, and digital mediums, ensuring alignment with budgets and KPIs.
• Direct digital marketing strategies including social media, e-commerce, CRM, and paid channels to enhance engagement, traffic, and conversions.
• Implement CRM and clienteling programs to increase customer lifetime value in partnership with retail teams.
• Lead digital transformation and omnichannel projects to improve efficiency, cost management, customer experience, and revenues.
• Monitor and optimize digital campaign performance via data analytics.
• Develop content strategies positioning Club21 as a curator of fashion, style, and culture rather than just a distributor.
• Supervise the production of marketing content such as photography, video, and copy through agency and internal resources.
• Integrate AI-powered marketing tools to enhance audience insights, personalize customer journeys, and accelerate creative processes, ensuring technology complements the human touch.
• Collaborate cross-functionally with merchandising, retail, ecommerce, creative, and finance teams to ensure integrated marketing aligned with business objectives.
• Represent marketing in internal strategic discussions contributing brand perspectives on product and customer experience.
• Engage with COMO Group marketing community to leverage synergies and best practices.
• Lead, nurture, and develop the marketing team covering digital, PR, content, and events capabilities.
• Set clear team goals with ongoing performance feedback.
• Provide regular reports on marketing performance, campaign outcomes, and strategic priorities to the General Manager.

Qualifications and Experience

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• At least 10 years of marketing experience, including 4 to 5 years in senior leadership within luxury or premium fashion retail.
• Deep understanding of the luxury market, brand stewardship, and complexities of multi-brand retail models.
• Proven expertise in digital marketing, e-commerce, and client relationship building.
• Experienced in collaborating with international brand principals or licensors.
• Track record of developing or repositioning retail, lifestyle, or multi-brand platforms beyond individual brand campaigns.
• Strong cultural and editorial intuition with ability to establish and communicate a distinctive fashion retail brand viewpoint.
• Sharp business acumen with capacity to convert brand vision into measurable results.
• Excellent communication, stakeholder management, and presentation skills suitable for luxury environments.
• Demonstrated leadership in mentoring and inspiring high-achieving teams.
• Proficient in marketing analytics and platforms such as Meta Business Suite, Google Analytics, and CRM systems.
• Practical knowledge of AI tools in marketing including generative AI for content creation, personalization, and analytics.