Marketing Director

We are looking for a commercially driven and consumer-focused Marketing Director to lead the marketing strategy and growth agenda for a fast-growing e-commerce fashion business. The Marketing Director will report directly to the Chief Executive Officer (CEO) and own four key marketing pillars: Brand, Performance Marketing, Influencer & Creator Marketing, and CRM, bringing them together into one integrated customer and growth strategy. The role will be responsible for building strong brand equity, driving profitable customer acquisition, creating meaningful consumer engagement through influencers and creators, and increasing customer retention, frequency and lifetime value through CRM. The ideal candidate combines strong brand thinking, digital and performance expertise, deep consumer understanding, data-driven decision-making and commercial acumen with a proven ability to translate marketing investment into measurable, sustainable and profitable business growth. KEY RESPONSIBILITIES: - Brand Marketing • Own and define the overall brand strategy, positioning, proposition and marketing direction, aligned with business ambition and target consumer. • Build a distinctive, relevant and aspirational fashion brand that strengthens consumer preference and competitive differentiation. • Develop annual brand and campaign strategies aligned with business, commercial and consumer priorities. • Lead integrated brand campaigns across relevant digital and offline touchpoints, ensuring consistent and impactful consumer communication. • Translate fashion, cultural, market and consumer trends into relevant brand initiatives, content and consumer experiences. • Leverage consumer insights, research and market intelligence to deepen consumer understanding, strengthen brand relevance and identify growth opportunities. • Develop strategies to increase brand awareness, consideration, preference and engagement. • Balance long-term brand equity with short-term commercial objectives, ensuring brand investment supports sustainable business growth. • Measure brand health, campaign effectiveness and consumer response, using data and insights to continuously improve brand strategy, marketing effectiveness and return on investment. Performance Marketing • Own the overall performance marketing and customer acquisition strategy, aligned with business growth and commercial objectives. • Lead acquisition across Paid Social, Search, Display, Affiliate, Retargeting and other relevant digital channels. • Develop strategies to acquire high-quality customers at sustainable acquisition costs and with strong long-term value. • Own key performance metrics including CAC, ROAS, conversion rate, new customer revenue, LTV/CAC and overall marketing efficiency. • Develop audience and customer acquisition strategies across priority segments, markets and customer cohorts. • Drive a culture of continuous testing and optimization across audiences, channels, creatives, landing pages and campaigns to improve acquisition and conversion. • Partner with Product and Analytics teams to improve the digital customer journey, conversion and overall acquisition performance. • Develop retargeting, re-engagement and conversion strategies to maximize the value of acquired traffic and customers. • Optimize marketing investment across channels based on incremental revenue, customer quality, profitability and return on investment. • Identify and test emerging digital channels, platforms and acquisition opportunities. • Establish robust measurement, attribution and reporting frameworks to evaluate marketing effectiveness and guide investment decisions. Influencer and Creator Marketing • Own the overall influencer and creator marketing strategy, aligned with brand positioning, consumer priorities and commercial objectives. • Build and develop a strong creator ecosystem across macro, micro and emerging influencers and creators. • Establish strategic partnerships with creators who can strengthen brand relevance, reach target consumers and drive measurable business impact. • Develop creator-led campaigns around key collections, product launches, seasonal moments and commercial priorities. • Integrate creator content and partnerships across Brand, Performance Marketing and CRM to maximize reach, engagement and conversion. • Identify opportunities across creator commerce, affiliate marketing, social commerce and creator-led content to drive incremental growth. • Develop clear frameworks to measure creator performance, including reach, engagement, traffic, conversion, revenue and ROI. • Monitor emerging platforms, creator trends, content formats and changing consumer behaviors to identify new growth opportunities. • Ensure influencer and creator partnerships are consistent with brand values, positioning and target consumer. • Build long-term strategic relationships with high-performing creators and partners rather than relying solely on transactional campaigns. CRM & Customer Lifecycle • Own the overall CRM and customer lifecycle strategy, aligned with business growth, retention and customer value objectives. • Define the end-to-end customer lifecycle strategy across acquisition, onboarding, activation, repeat purchase, retention, reactivation, loyalty and advocacy. • Develop meaningful customer segments based on behavior, purchase history, engagement, value and lifecycle stage. • Build personalized customer experiences across Email, SMS, Push, WhatsApp and other relevant CRM channels. • Develop automated lifecycle journeys and trigger-based communications to improve engagement, conversion and retention. • Increase first-to-second purchase conversion, repeat purchase frequency and overall customer retention. • Develop strategies to increase Customer Lifetime Value (CLV) through personalization, cross-sell, upsell and relevant product recommendations. • Lead reactivation and win-back strategies for dormant and at-risk customers. • Partner with Data, Technology and E-commerce teams to strengthen customer data, personalization, segmentation and marketing automation capabilities. • Leverage customer insights to inform Brand, Performance Marketing, Influencer and broader commercial strategies. • Develop and optimize loyalty and VIP initiatives to strengthen customer engagement, advocacy and long-term value. Integrated Marketing and Customer Growth • The Marketing Director will be responsible for ensuring the four pillars operate as one integrated marketing engine, rather than as separate functions. • Connect Brand investment with Performance Marketing to move consumers from awareness to conversion. • Use Influencer and Creator content to strengthen brand relevance and improve acquisition efficiency. • Use CRM insights to improve acquisition targeting, campaign messaging and customer segmentation. • Create integrated campaigns where Brand, Influencer, Performance and CRM work together around key commercial moments. • Establish a single view of the customer journey across acquisition, conversion and retention. • Identify opportunities to move customers from first purchase to repeat purchase and long-term loyalty. • Ensure market