Marketing and Communications Manager

Marketing & Communications Manager

Location: Hybrid -Mount St, Mayfair (4 days office/ 1 day WFH)

Contract: Full-time (40 hours per week)

Refined. Elevated. Bespoke. Safiyaa stands as a preeminent luxury womenswear brand, connecting a traceable line between art and fashion, where sustainability meets luxury, and craftsmanship meets individuality.

Founded in 2011 by Daniela Karnuts, Safiyaa’s design ethos is built on the distinctive accentuation of the female form, incorporating organic elements of the natural world to create a unique visual language. Safiyaa’s made-to-order approach is a testament to our philosophy that each individual’s identity surpasses the conventional boundaries of traditional design. At Safiyaa, we believe that modern luxury is not only about material and craftsmanship; but about defining a bespoke language of identity and self expression, honoring the autonomy of choice.

Safiyaa is seeking a highly strategic and creative Marketing and Communications Manager to lead and execute all aspects of the brand’s marketing and communications strategy. This individual will oversee PR, events, social media, digital marketing, sales marketing, content creation, and KPI tracking. The role requires a deep understanding of luxury fashion, the ability to position Safiyaa’s unique selling proposition (USP) innovatively, and a passion for storytelling and experiential marketing. This role will focus on crafting exceptional brand moments that bring Safiyaa to life, elevating its presence across all touchpoints while driving client engagement and loyalty.

Responsibilities:

1. Financial Budgeting and Resource Management

• Develop, manage, and oversee the marketing budget, ensuring alignment with Safiyaa’s financial objectives and strategic priorities. Allocate resources efficiently across PR, events, social media, digital campaigns, and content creation, balancing creativity with cost-effectiveness. Monitor expenses and provide regular financial reports to leadership, ensuring transparency and accountability. Identify opportunities for cost savings and reallocation to maximize ROI without compromising quality or luxury positioning. Collaborate with the finance team to integrate marketing plans into broader financial forecasts and objectives.

2. Public Relations and Brand Positioning

• Develop and execute a comprehensive PR strategy to elevate Safiyaa’s brand awareness and industry influence. Cultivate strong relationships with journalists, influencers, and key stakeholders in the luxury fashion space. Oversee the creation of press releases, media kits, and lookbooks, ensuring consistent and impactful messaging. Monitor and respond to PR opportunities, industry trends, and crises to maintain Safiyaa’s reputation as a luxury leader.

3. Elevating Brand Storytelling and Experiential Luxury

• Lead the conceptualisation and execution of initiatives that showcase Safiyaa’s unique craftsmanship and demi-couture values. Design campaigns that weave storytelling into every interaction, highlighting Safiyaa’s artisans, ateliers, and sustainability commitments. Develop immersive content, such as behind-the-scenes videos, atelier coverage, and client co-creation experiences, to bring the brand closer to its audience. Incorporate multisensory elements—tactile displays, visual storytelling, and bespoke experiences—into events, campaigns, and client interactions. Create innovative touchpoints, such as exclusive showroom previews, trunkshows, pop-ups, partnerships, or limited-edition collaborations, that capture attention and reinforce Safiyaa’s luxury positioning and that align with Safiyaa’s ethos.

4. Social Media and Digital Marketing

• Lead the creation of innovative social media strategies to engage and grow Safiyaa’s audience. Curate content that highlights Safiyaa’s journey, craftsmanship, and exclusivity, with a focus on storytelling and client engagement. Manage paid digital campaigns, ensuring alignment with brand objectives and measurable ROI. Experiment with emerging platforms, trends, and tools to keep Safiyaa at the cutting edge of luxury digital marketing.

5. Sales Marketing and Content Creation

• Collaborate with the sales team to develop marketing materials that support client acquisition and retention. Manage content calendars to deliver cohesive messaging across all channels, ensuring alignment with sales goals. Oversee the production of creative assets, such as lookbooks, campaign shoots, and videos, including the shoot budget and ensuring assets are delivered according to the critical path, to maintain brand consistency and appeal.

6. Data-Driven Strategy and KPI Tracking

• Define and monitor marketing KPIs, including client engagement, conversion rates, and campaign ROI.
• Analyze performance data across PR, social media, events, and digital campaigns to inform future strategies.
• Prepare regular reports for leadership, showcasing results and actionable insights to drive continuous improvement.

Requirements:

• 5+ years of experience in luxury fashion marketing with a strong emphasis on storytelling and experiential campaigns.
• Proven track record of creating and executing innovative marketing strategies that bring luxury brands to life.
• Expertise in PR, social media, digital marketing, and content creation, with a focus on client-centric narratives.
• Strong project management skills with the ability to balance creative vision and operational execution within budget planning.
• Passion for luxury fashion and a deep understanding of the craftsmanship and exclusivity it entails.
• Analytical mindset with experience in KPI tracking and campaign performance evaluation.