COMPANY OVERVIEW
Curve Gear is a South African premium performance workwear brand, founded in 2020. The business trades

through 16 retail stores nationally, an ecommerce store and Kit Your Crew, its corporate and team kitting division. Curve Gear employs around 100 people and is part of the Pump and Abrasion Technologies (PABT) group. The brand designs workwear and footwear for people who work hard in demanding conditions, including farming, engineering, mining, construction and the trades.

The Head of Marketing will lead Curve Gear's marketing function and drive growth across retail, ecommerce and B2B channels. The role owns the marketing strategy, annual plan and budget, and is accountable for commercial results.

The successful candidate will have equal strength in experiential and digital marketing. Experiential marketing

(events, expos, sponsorships and in store activations) builds direct engagement with the customer. Digital

marketing (paid media, social, CRM and ecommerce) extends the reach of that work. The Head of Marketing will appoint, brief and manage external agencies and freelancers to deliver the plan, while remaining hands on where required.

 Develop and implement the annual marketing strategy, plan and calendar in line with company sales objectives

 Manage the marketing budget and allocate spend across channels based on return on investment

 Conduct market, customer and competitor research to inform strategy

 Align marketing activity with buying, merchandise planning, retail and sales teams

 Act as guardian of the Curve Gear brand across all channels, stores and partners

 Maintain and enforce brand guidelines, tone of voice and visual standards

 Develop brand positioning and campaign concepts for product ranges and new launches

 Plan and manage the national calendar of events, exhibitions, agricultural shows and trade expos

 Manage sponsorship and partnership activations, including sporting partnerships

 Prepare a business case for each event and sponsorship before commitment, covering objective, audience,

cost, resourcing, expected return and follow up.

 Manage stand design, build and logistics through appointed suppliers

 Measure and report on event outcomes, including leads generated, cost per lead and attributed revenue

 Develop and oversee paid media strategy across Meta, Google and other digital channels

 Drive ecommerce growth through conversion rate optimisation, SEO and onsite merchandising, in partnership with the web team

 Oversee the content strategy across social media, video and influencer partnerships

 Own the CRM strategy, including email and SMS campaigns, automated flows and customer segmentation

(Klaviyo)

 Grow the customer database through stores, events and online channels

 Drive repeat purchase and customer lifetime value

 Develop seasonal and promotional campaigns for the store network

 Manage point of sale, window displays and in store marketing material

 Work with store managers on local marketing activations to drive footfall and sales

 Develop marketing support for the corporate kitting division, including sales collateral, case studies and lead generation campaigns

 Ensure qualified leads from events and campaigns are handed over to the sales team and tracked to conversion

 Appoint, brief and manage external agencies and freelancers across performance media, creative, content, PR, events and production

 Define scopes of work, budgets and KPIs for each partner and conduct regular performance reviews

 Provide monthly marketing performance reports to the General Manager

 Present marketing results and plans to group leadership

 Use sales, customer and digital data to evaluate performance and guide decisions

 Lead and develop in house marketing, social media and content staff

 Build the marketing team structure as the business grows

 Revenue growth across retail (like for like), ecommerce and B2B

 Ecommerce conversion rate, return on ad spend and customer acquisition cost

 CRM contribution to online revenue, database growth and repeat purchase rate

 Leads generated, cost per qualified lead and attributed revenue from events and sponsorships

 Sell through on new product launches

 Marketing spend managed within budget

 Bachelor's degree or diploma in Marketing, Business or a related field (preferred)

 Equivalent senior marketing experience will be considered

 8 to 10 years' marketing experience, with at least 3 years in a marketing leadership role

 Experience in apparel, footwear, outdoor or retail brands

 Proven experience in experiential marketing, events, exhibitions or sponsorship activation, with measurable

results

 Proven experience in digital and performance marketing, ecommerce and CRM

 Experience managing a marketing budget and being accountable for commercial results

 Experience appointing and managing agencies and suppliers

 Experience in agricultural, automotive, industrial or B2B sectors

 Experience with sports sponsorship

 Experience with Shopify, Klaviyo, Meta Ads Manager and Google Ads

 Valid driver's license and willingness to travel nationally

 Strategic thinking and planning

 Strong commercial and financial acumen

 Data analysis and reporting

 Excellent written and verbal communication

 Strong briefing and creative judgement

 Project management across multiple campaigns and deadlines

 Negotiation and stakeholder management

 Leadership and team development

 Hands on, results driven approach

 Ability to connect with a practical, hardworking customer base.