Poltrona Frau Marketing & Communications Director

Business Functions
SALES & MARKETING
Locations
IT - Italy/Milano
The Marketing & Communications Director serves as the strategic leader responsible for shaping and elevating Brand across global communication channels (owned, earned, paid), digital, retail, wholesale, events, and heritage. The role oversees integrated brand strategy, 360° communications, global trade marketing, e-commerce performance, digital experience, and content creation. It also directs major global partnerships, collaborations, and brand events. It ensures heritage is a core component of storytelling and customer experience. This position collaborates closely with design, product, retail, and commercial teams worldwide as well as Corporate/Group functions within the Haworth Group.
The role reports to CEO and oversees a dedicated team of specialized professionals and a dedicated budget.


Key Responsibilities
1. Brand & Communication Strategy
  • Define and evolve the global brand strategy in alignment with business goals and heritage
  • Oversee integrated 360° comms across print, digital, PR, retail, and experiential channels
  • Maintain global brand guidelines and ensure consistency across markets
  • Develop storytelling frameworks that feature heritage, sustainability, craft & innovation
2. Marketing Communications Execution
  • Lead global media planning across online and offline channels
  • Oversee PR strategy, press relations, and design-industry editorial engagement
  • Supervise content creation including campaigns, catalogues, photo/video/CGI/AI assets
  • Manage social media and influencer initiatives in partnership with key markets
  • Coordinate integrated launch plans for products, collections, and brand initiatives
3. Digital Marketing, CRM & E-Commerce Leadership
  • Own the e-commerce P&L, establishing growth and profitability objectives
  • Lead UX/UI enhancements, digital content strategy, CRO, merchandising, and assortments
  • Drive omnichannel initiatives including CRM, digital clienteling, and online-to-store journeys
  • Ensure the online experience reflects Poltrona Frau’s luxury positioning
4. Data, Performance & Customer Insights/CRM
  • Use analytics to help guide marketing investment decisions and optimize performance
  • Lead SEO/SEM strategies
  • Translate insights into actionable strategies for marketing, commercial, and product teams
5. Trade Marketing (Retail & Wholesale)
  • Lead global trade marketing strategy across retail network, flagships, multi-brand dealers, and wholesale partners
  • Develop retail toolkits, sales tools, in-store communication, VM guidelines, launch support materials, and seasonal marketing assets
  • Ensure consistent brand expression and elevated presentation across all physical retail environments through editorial and visual applications (not physical/store layouts)
  • Support sell-through with high-quality product storytelling, POS content, and promo assets
  • Collaborate with commercial teams on local marketing calendars, retail activations & events
  • Oversee all sales training activities, including: online training platforms and digital learning content; offsite training programs and hands-on product learning sessions; global coordination of training priorities and materials across retail and wholesale teams
6. Partnerships, Events & Collaborations
  • Develop and manage strategic partnerships in design, architecture, luxury, art, and culture
  • Lead global event strategy including Salone del Mobile, and flagship brand events
  • Oversee collaborations with designers, cultural institutions, and premium brands
  • Ensure all initiatives elevate brand visibility and reinforce craftsmanship, heritage, and contemporary design values
7. Category Management
  • Oversee portfolio management of product offering
  • Provide strategic insight into product positioning/pricing as well as actions to improve competitiveness of product offering relative to the competition within residential furnishing
8. Oversight of the Historical Museum in Tolentino
  • Provide strategic leadership for the Poltrona Frau Historical Museum
  • Direct curatorial evolution, exhibition development, and the overall visitor experience
  • Integrate museum storytelling into global brand communication and heritage strategy
  • Collaborate on programming, cultural partnerships, and corporate events hosted at Museum
9. Team Leadership & Collaboration
  • Lead and inspire multidisciplinary teams across brand, communications, PR, content, digital, and e-commerce
  • Manage budgets across marketing, media, content production, and digital operations
  • Align global and regional strategies by partnering with local markets, distributors, and commercial teams
  • Collaborate with product, retail, contract, and corporate functions to ensure cohesive brand experience

Qualifications
  • 15+ years of experience in luxury, design, lifestyle, or premium consumer sectors
  • Proven leadership across global brand strategy, marketing communications, trade marketing, digital marketing, e-commerce, and events
  • Strong understanding of luxury consumer behavior and the design ecosystem
  • Experience leading creative teams and managing agencies
  • Analytical, data-driven mindset with strong digital expertise
  • Exceptional leadership, communication, and cross-functional collaboration skills
  • Fluency in English and Italian required

Workplace: Milan, 1 wk/month on national travels + international on request.
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Business Functions
SALES & MARKETING
Locations
IT - Italy/Milano