The luxury sector is constantly expanding. Thousands of professionals are recruited every year. From design to sales, from communications to brand management, there's always something new to do. job opportunities are endless. Working in luxury marketing is the key to a solid professional career, with numerous opportunities for recruitment and advancement. Today's luxury companies are doing their utmost to increase their visibility, both in France and abroad. It's vital that they surround themselves with experts with excellent knowledge of marketing and communications strategy.

The luxury marketing manager holds a key position within a luxury-oriented company. In charge of marketing and communications, she is responsible for establishing an effective sales strategy to boost sales.

What's special about this business? To find out more, take a look at our job description.

The luxury marketing manager is a management professional. She manages the marketing department of her company or client brand. She defines the company's overall strategy in line with objectives, budget and deadlines. Responsible for product promotion, she works in collaboration with various teams and departments.

To carry out her project successfully, the marketing manager must have a thorough understanding of the market in which she chooses to establish herself.

The luxury marketing director or manager heads the marketing department of a company focused on the luxury sector. They can work in any type of company, specializing in a particular product or field, such as haute couture, fashion, jewelry, gastronomy, tourism products...

Within her establishment, she carries out a number of tasks.

Strategic market and competitive intelligence :

• Ongoing market watch, identifying emerging trends, new needs and consumption patterns.
• Benchmark monitoring of product and competitor positioning, evaluation of each customer experience, market research.
• Analysis of the company's products: prices, characteristics, marketing, promotion/communication.
• Study commercial data, identify opportunities to facilitate business development.

Designing marketing strategies :

• Development and planning of strategies to strengthen the brand (image, values, awareness) and product offering.
• Database analysis (products, customers, prospects, partners) to refine segmentation.
• Customer experience evaluation.
• Creation of an operational plan, participation in the definition of objectives and performance indicators.
• Negotiation and management of the operating budget.

Steering action plans :

• Coordination and follow-up of each project implemented by the marketing team and sales management.
• Analysis of advertising campaigns and KPIs.
• Creation of quantitative and qualitative reports.
• Management of external service providers (partners, communications agencies).
• Contract negotiation.

Work with marketing/communications/sales teams :

• Supporting the sales department in developing each sale.
• Creation of new products and services for demanding customers. Particular attention is paid to merchandising, packaging and product distribution.
• Developing sales pitches.
• Selection of promotional channels (digital marketing, direct marketing, partnerships, etc.)

Hierarchical and cross-functional team management :

• Supervision of employees and coordination of their projects.
• Supporting teams to enhance their skills and develop their careers.

Developing a marketing culture and listening skills.

The qualities needed to succeed as a luxury marketing manager are :

• analytical skills, strategic and operational vision: she must be aware of every development in the luxury market for which she works, know how to carry out market research, be one step ahead and stand out from other luxury companies.
• organization,
• creativity and a taste for innovation: she must be able to set up new communication campaigns, create innovative products, find techniques to attract and retain customers.
• good interpersonal skills and commercial acumen: she may be in contact with the sales director, product manager, research manager, communications manager and many other luxury marketing professions.
• managerial skills,
• writing skills,
• good listening and communication skills,

a taste for numbers.

To carry out her duties successfully, the luxury marketing manager has a wide range of skills at her disposal:

• knowledge of marketing and sales strategy,
• knowledge of the media, their specificities and complementarities,
• draw up a marketing action plan,
• perfect knowledge of the luxury goods market: products, customers, B2B, B2C,
• mastery of legal and financial concepts,
• master the graphic chain for communication media (from creation to printing),
• management of non-media communications (sales promotion, press relations, trade shows, conferences),
• excellent use of Pack Office, customer database management software and IT tools,
• team management skills,
• project management skills,
• good accounting and legal foundations,
• good command of professional English (and a second foreign language if possible).

The position of luxury marketing manager is a position of responsibility. It requires a minimum level of education equivalent to BAC +5.

Several courses are available. Every BAC graduate can follow a course of study at a business, marketing or fashion school, with a specialization in luxury goods and operational marketing.

They can join the ISAL PARIS business school, which specializes in fashion and luxury goods, and follow one of its professional training courses.

• Visit Bachelor in Luxury, Fashion and Merchandising The bachelor's degree is a springboard to careers with a high level of responsibility. The training is based on a number of concepts: trade marketing, management, commerce, merchandising, sales methods and, of course, fashion and luxury. For 3 years, students take charge of the marketing and sales development of products and services for a company specialized in luxury goods. In their final year, they can take part in an internship or work-study program to put their skills into practice.

• Visit Bachelor in Fashion and Digital Marketing The Paris-based Bachelor's program enables students to develop a real understanding of fashion, from design to product enhancement. Professional integration is an essential part of this program. That's why the 3rd year is punctuated by internships and work-study placements in the luxury and fashion sectors.

• Visit Marketing and Strategy Masters This program offers RNCP level 7 professional certification as an "Organization Manager". In two years, students develop marketing expertise based on the design and development of corporate innovation strategies. Upon graduation, they can move into a variety of professions: luxury brand manager, collection manager, purchasing manager or marketing manager.

Generally speaking, a young marketing professional needs to accumulate 5 to 10 years' experience before she can apply to head up a department in a company specializing in luxury goods. In her early years, she may focus on digital marketing, international marketing or e-business.

After several years' experience as a luxury goods marketing manager in France or abroad, the expert can extend to a net monthly salary of between €3,500 and €4,000.