The luxury sector is constantly evolving. It is unaffected by economic downturns and recruits thousands of professionals every year. From design to sales, communication, and brand management, the career opportunities are endless. Working in luxury marketing means securing a solid professional career and multiple opportunities for employment and advancement. Today, luxury companies are doing everything they can to increase their visibility, both in France and internationally. It is essential that they surround themselves with experts who have excellent knowledge of marketing and communication strategy.

The luxury marketing director holds a key position within a luxury-oriented company. Responsible for the marketing and communications division, she ensures that an effective commercial strategy is established in order to boost sales.

What are the specific features of this job? To find out more, browse our job description.

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

To successfully carry out her project, 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 up the marketing department of their company, which focuses on the luxury sector. They may work in any type of company and specialize in a particular product or field, such as haute couture, fashion, jewelry, gastronomy, tourism products, etc.

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

Competitive and market intelligence :

• Constant monitoring of the market, identification of emerging trends, new needs, and consumption patterns.
• Benchmark monitoring of product positioning and competition, evaluation of each customer experience, conducting market research.
• Analysis of the company's products: price, features, marketing, promotion/communication.
• Analysis of commercial data, identification of opportunities to facilitate the development of the company's business.

Marketing strategy design :

• Developing and planning strategies to strengthen the brand (image, values, reputation) and product offering.
• Analysis of the database (products, customers, prospects, partners) in order to refine segmentation.
• Customer experience assessment.
• Creation of an operational plan, participation in defining objectives and performance indicators.
• Negotiation and management of the operating budget.

Action plan management :

• Coordination and monitoring 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.

Working with marketing/communication/sales teams :

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

Hierarchical and cross-functional team management :

• Supervising employees and coordinating their projects.
• Supporting teams in strengthening their skills and career development.

Developing a marketing culture, raising awareness of listening.

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

• Analytical skills, strategic and operational vision: she must be aware of every development in the luxury market she works in, know how to conduct market research, stay one step ahead, and assert herself against other luxury companies.
• the organization,
• Creativity and a taste for innovation: she must be able to implement new communication campaigns, create innovative products, and find techniques to attract and retain customers.
• Interpersonal skills and good business sense: she may be in contact with the sales director, product manager, research manager, communications manager, and many other professionals in the luxury marketing field.
• managerial skills,
• writing skills,
• good listening and communication skills,

a knack for numbers.

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

• knowledge of marketing and sales strategy,
• knowledge of the media, their specific characteristics, and their complementary nature,
• know how to develop a marketing action plan,
• Thorough knowledge of the luxury market: products, customers, B2B, B2C,
• proficiency in legal and financial concepts,
• mastery of the graphic chain for communication media (from creation to printing),
• non-media communications management (sales promotion, press relations, trade shows, conferences),
• Excellent knowledge of Microsoft Office, customer database management software, and IT tools.,
• team management skills,
• project management skills,
• sound accounting and legal knowledge,
• 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 at least a bachelor's degree.

Several courses of study are available. Every student who has obtained their high school diploma can enroll in a business, marketing, or fashion school with a specialization in luxury goods and operational marketing.

He can enroll at ISAL PARIS, a college specializing in fashion and luxury goods, and take one of the vocational courses.

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

• The Bachelor in Fashion and Digital Marketing : this bachelor's degree program, available in Paris, allows students to develop a thorough understanding of fashion, from design to product promotion. Professional integration is a key focus of this program. That is why the third year is punctuated by internships and work-study programs in the luxury and fashion industry.

• The Marketing and Strategy Masters : this program offers a level 7 RNCP professional certification in “Organizational Management.” Over two years, students develop marketing expertise based on the design and development of corporate innovation strategies. Once they graduate, they can pursue a variety of careers, including luxury brand manager, collection manager, purchasing manager, and marketing manager.

Generally, a young marketing professional must gain 5 to 10 years of experience before being able to apply for a management position in a company specializing in luxury goods. During her early years, she may focus on digital marketing, international marketing, or e-business.

After several years of experience as a luxury marketing director in France or internationally, the expert can expect a net monthly salary ranging from €3,500 to €4,000.