Officine Panerai Marketing & Communication Manager

About Officine Panerai

Founded in Florence in 1860, Officine Panerai stands at the meeting point of Italian design, Swiss watchmaking excellence, and a distinctive naval heritage. As an employer, the Maison offers a refined environment where craftsmanship, innovation, and performance are held to the highest standards. Its teams contribute to timepieces renowned for bold aesthetics, technical precision, and enduring character, while advancing a culture of collaboration, curiosity, and responsibility. Panerai seeks individuals who appreciate heritage yet are energized by progress, offering opportunities to grow within an international luxury house that values expertise, authenticity, and the pursuit of exceptional quality.

Role & Responsibilities

• Define medium- and short-term marketing and communication priorities in close collaboration with the Managing Director, Commercial Director, and headquarters
• Convert strategic priorities into comprehensive yearly and monthly action plans leveraging all marketing and communication components
• Monitor brand equity performance through Richemont brand studies and local initiatives, adjusting plans accordingly
• Develop deep market expertise by understanding local trends, competitive practices, initiatives, and events for management briefings
• Propose optimal budget allocation across multiple components including events, activations, trade marketing, media and advertising, PR, and clienteling to maximize brand equity, cost efficiency, and return on investment
• Track and manage advertising and promotion spending on a monthly, quarterly, and yearly basis with regular adjustments and coordination with headquarters and local finance
• Collaborate with the commercial department to propose and execute a comprehensive annual events and in-boutique activations calendar, from concept through post-event reporting
• Suggest, develop, and launch new activations and tactical partnerships within brand territories to capitalize on emerging opportunities
• Review activation, event, and partnership efficiency regularly and implement enhancements to maximize impact
• Elaborate annual media planning in close collaboration with headquarters across print and social media channels
• Proactively propose locally relevant content to support regional needs and events
• Coordinate production and delivery of advertising materials and supervise media execution, spending, and KPI achievement
• Identify and secure advertising opportunities with strategic partners
• Maximize brand exposure and share of voice in media through strategic PR presence, campaigns, initiatives, product placements, and press events
• Develop and maintain close relationships with key media outlets, key opinion leaders, and communities
• Leverage public relations agency resources and recommend corrective measures or alternative agency selection when necessary
• Monitor and systematically pursue higher earned media value
• Lead all PR activities related to the annual Watches & Wonders fair
• Propose and manage local brand ambassadors and friends of the brand when applicable
• Support all regional and international PR events
• Manage the local website in close collaboration with headquarters
• Animate and leverage all possibilities offered by the dedicated space on Kakao platform
• Manage collaboration with SSG.com, animate the partnership to enhance visibility and sales, and monitor its ongoing relevance
• Closely collaborate with the commercial department to leverage opportunities with department stores and partners through extra visibility, events, and fairs
• Investigate external showcase and wall clock implementations
• Ensure Group and Maison guidelines including compliance, financial governance, security, and data protection are understood and fully respected
• Actively collaborate with the Richemont digital team on selected topics related to the Client Relationship Centre
• Support clienteling initiatives including gifting, dinners, and VIP trips abroad
• Oversee translation and proofreading for all brand materials
• Manage inventory of event and activation materials and gifts
• Lead, mentor, and develop team members with daily and weekly guidance on projects and objectives
• Encourage digital transformation to optimize overall operations and maximize team member value
• Foster a culture of teamwork and creative excellence
• Act as a role model embodying the Maison's values of excellence, accountability, and collaboration

Qualifications

• Minimum 10 years of professional experience with at least one successful role in the luxury industry
• Fluent in both written and spoken Korean and English
• Exceptional interpersonal, collaboration, and communication skills with demonstrated team spirit
• Recognized as a dynamic driver: energetic, resourceful, hands-on, and inspiring
• Driven by performance, success, and excellence
• Willing to challenge existing approaches and conventional thinking
• Proactive and initiative-driven
• Advanced analytical and negotiation skills to identify and leverage opportunities
• Strong sense of responsibility with self-motivation and problem-solving capability
• Content composition and creative communication skills

Skills

Experience

Minimum 10 years of professional marketing and communications experience, with at least one substantial role in the luxury sector. Proven track record in developing and executing comprehensive marketing strategies, managing budgets of significant scale, and leading teams across multiple marketing disciplines including PR, events, media, and digital channels. Demonstrated expertise in luxury brand positioning, high-end client engagement, and market development in Asia-Pacific markets is highly advantageous.

Education

University degree in marketing, communications, business administration, or a related field. Advanced qualifications in marketing, brand management, or business leadership are preferred.

Workplace

Culture

Officine Panerai offers a workplace culture rooted in Italian design heritage, Swiss horological precision, and a deep connection to the sea. The Maison fosters an environment where craftsmanship, innovation, and technical excellence are valued, encouraging teams to combine tradition with a forward-looking spirit. Employees contribute to a distinctive luxury watchmaking universe defined by authenticity, collaboration, and meticulous attention to detail.

About Cerulean

Cerulean is the definitive career portal for the global luxury industry. We match exceptional professionals with exclusive opportunities at the world's most prestigious brands. From haute couture and fine watchmaking to prestige beauty, hospitality, and boutique retail, Cerulean centralises luxury employment to help you find the career for which you were destined.