Marketing Manager

Employment Type: Full-Time / Leadership Role

Position Summary

The Marketing Manager is responsible for leading all marketing initiatives for Pasticceria Cova, ensuring brand consistency, campaign excellence, and emotional resonance across digital, retail, and experiential channels. This role balances strategic planning with hands-on execution, driving guest engagement, boutique visibility, and alignment with Cova's Milanese heritage.

Key Responsibilities

1. Strategic Planning & Brand Positioning

2. Develop annual marketing plans aligned with boutique objectives and global brand DNA.

3. Position Cova as a luxury lifestyle destination through storytelling and curated campaigns.

4. Monitor market trends and competitor activity to refine strategy.

5. Campaign Development & Execution

6. Lead seasonal campaigns, product launches, and boutique activations.

7. Oversee creative direction, content production, and media planning.

8. Ensure campaigns are delivered on time, within budget, and with measurable impact.

9. Digital & Social Media Management

10. Manage social media platforms with brand-aligned content and engagement strategies.

11. Oversee website updates, e-commerce promotions, and digital storytelling.

12. Track analytics and optimize digital performance.

13. Event & Activation Leadership

14. Plan and execute boutique events, VIP tastings, and seasonal showcases.

15. Collaborate with FOH and culinary teams to ensure seamless guest experiences.

16. Represent Cova at press events, influencer collaborations, and cultural partnerships.

17. Public Relations & Partnerships

18. Build relationships with media, influencers, and luxury brand partners.

19. Secure press coverage and collaborations that elevate Cova's visibility.

20. Manage PR agencies and external vendors to ensure brand alignment.

21. Budget & Performance Management

22. Oversee marketing budgets, ensuring efficient allocation and ROI.

23. Prepare monthly reports on campaign performance, guest engagement, and sales impact.

24. Present insights and recommendations to senior management.

25. Team Leadership & Development

26. Supervise Marketing Executives and Support staff, providing mentorship and training.

27. Foster creativity, discipline, and continuous improvement within the team.
28. Align team output with brand standards and boutique objectives.

Qualifications & Competencies

Experience

• Minimum 5–7 years in luxury marketing, hospitality, or retail environments.
• Proven track record in campaign management and brand storytelling.

Technical Skills

• Strong knowledge of digital marketing, social media, and PR.
• Proficiency in analytics tools, CRM systems, and design collaboration platforms.
• Familiarity with luxury brand positioning and experiential marketing.

Soft Skills & Presence

• Strong communication in English; Italian, French, or Thai a plus.
• High emotional intelligence and ability to lead with empathy and precision.
• Impeccable grooming, posture, and brand-aligned presence.
• Creative, detail-oriented, and solution-focused under pressure.

Brand DNA Alignment

The Marketing Manager must consistently embody:

• Elegance in communication and campaign design.
• Precision in execution, reporting, and brand consistency.
• Warmth in guest engagement and team leadership.
• Storytelling through curated content and cultural heritage.
• Discipline in deadlines, budgets, and operational standards.
• Emotional Resonance in creating campaigns that connect deeply with guests.

Performance Evaluation Criteria

• Achievement of campaign KPIs (reach, engagement, conversion).
• Growth in guest loyalty and repeat visits.
• Media coverage and partnership success.
• Budget efficiency and ROI.
• Team performance and creativity.
• Contribution to seasonal activations and boutique visibility.