Director of Communications

The Role:

As the Director of Communications you will represent and champion Mulberry’s new strategy – Back to the Mulberry Spirit – which will see the brand returning to its original values & proposition. Based in Mulberry’s Kensington HQ, the roles primary focus is the UK, EU & US whilst also providing strategic guidance and support to local marketing teams in China, South Korea and Japan and respective agency partners. You will be responsible for implementing the 360 global communication strategy encompassing PR, Events and Talent, to ensure a consistent global strategy and brand voice across the markets. You will also drive the Mulberry by Christopher Kane strategy – working with the RTW team and agencies. 

Duties and responsibilities:

 PR:

• Develop strategic 360° global communication plans, that ensures a consistent brand voice across the markets 
• Achieve strong editorial coverage in line with the annual objectives
• Work with key agencies to deliver this objective – across Mulberry core and Mulberry by Christopher Kane
• Devise and work with the team to execute targeted communications plans for the launch of key projects, product launches, brand events and collaborations
• Oversee an effective and creative product placement strategy
• Support the team to identify and map key target media for Mulberry across the relevant markets
• Responsible for overall story and feature placements
• Manage and evaluate interviews requests and speaking opportunities for CEO, CFO and Creative Director, RTW
• Analyse and improve on editorial output achieved each season in qualitative and quantitative terms
• Oversee the creation of press kits, press releases and other seasonal documents
• Work closely with the key markets (including marketing & communications managers and communications agencies), to adapt the global communications strategy to local market needs.s
• Oversee the execution of agreed strategy, supporting the local teams to generate positive editorial coverage across features, news and product stories.
• Build and maintain a relevant community around Mulberry and help to foster meaningful relationships with key figures in media and creative worlds
• Stay ahead of key industry news and updates as well as competitor activity and share developments across departments
• Advise the Brand Director and wider Executive Committee on interesting developments, movements, new trends, and new directions within the Global media landscape
• Advise on partnerships, collaborations and sponsorships to drive brand awareness and support commercial objectives.
• Foster strong internal relationships with all areas of the business including creative studio, marketing, product management, buying & merchandising, finance and retail to support business objectives
• Forecast and manage departments budget with an in-season agile approach to allocate in accordance with the businesses needs
• ·Oversee reports for timely distribution across the business

 Events:

• In partnership with the brand marketing team, deliver the Mulberry by Christopher Kane show at LFW
• Responsible for the successful end-to-end project management & delivery of the Global Events  Calendar including brand moments and activations related to seasonal collection launch
• Work closely with key internal business stakeholders to define the Global Events strategy
• Oversee guestlists for events and ensure appropriate editor & KOL attendance at targeted events; including overseas events, brand moments and press days
• Attend key press and KOL trips where relevant, overseeing all aspects of the trip and ensuring the brand’s objectives are delivered
• Find interesting Partner events and opportunities linked to Mulberry’s strategy & objectives e.g. speaking opportunities for ExCo members
• Develop and maintain strong 3rd party relationships
• Plan activity with target ROI in mind and measure and report on success post event

 Talent:

• Drive a successful VIP, talent and influencer strategy ensuring the brand vision and identity is reinforced and global brand awareness is increased
• Work with key internal stakeholders to constantly refine the global influencer and talent strategy, in line with the broader business' brand & commercial goals
• Oversee all aspects of brand talent relationships from initial contract negotiation, product placement talent appearances, editorial talent placements and social media activity, as well as all operational & logistical support
• Work with Global Event and Talent Manager on product placement of hero product on brand appropriate talent and influencers.
• Managing relevant budgets and ensuring that all event, talent and press activities are delivered in line with this
• Supporting and mentoring direct reports to aid their learning and growth

 Culture:

• Drive internal comms strategy with key stakeholders including HR
•  Embrace and demonstrate the Mulberry values and behaviours: honesty, dynamism, and a community-oriented spirit.
• Support Mulberry to deliver an inclusive culture, through behaving in a way that is open-minded and respectful towards others, and understanding that your views, opinions, and experiences may not always be shared by your colleagues.
• Act as an ambassador for Mulberry and communicate positively about the brand.

 Sustainability:

• Work closely with the sustainability team to shape and amplify key moments eg Impact Report
• Be one of the proponents of ensuring sustainability forms a part of everyones role at Mulberry
• As a certified B Corp business, it is important to incorporate environmentally responsible practices into your work wherever possible. Support the businesses ‘Five C’s’ strategy in addressing and improving Climate, Cultivation, Craft, Culture and Circularity. Promote a greener, more sustainable future.
• Support to foster an environment where diversity is embraced and all individuals feel valued, respected and included. Promote equity, empathy and understanding and demonstrate this commitment within your internal and external communities.

 Skills and Knowledge:

• Experience of working in a similar level role on luxury /premium fashion or lifestyle brands, ideally gained both in-house and at an agency, and able to demonstrate senior level UK fashion press and industry contacts
• Strong sustainability comms is beneficial
• Excellent written and verbal English
• Excellent team management skills
• Ability to effectively challenge and influence both internal and external teams
• A truly collaborative team player, able to work across multiple departments with differing objectives, whilst championing and delivering best practice and innovation across the business
• Confident with multi-tasking, working to tight deadlines and troubleshooting under pressure
• Well-organised and efficient with strong planning and prioritising capabilities and the ability to work to multiple, competing deadlines
• Proficient in Microsoft office – Excel, Word, PowerPoint
• Good knowledge of Launchmetrics, Lefty, Diary Directory, Dash Hudson
• Interest and current knowledge of wider culture