The footwear company Kazar has promoted a former Marketing Director at OTCF to the position of Global Marketing Director.

Mona Kinal will have the opportunity to work with Kazar as Global Marketing Director. In her new role, she will be able to use the knowledge she gained over the years at OTCF.

New responsibilities

Mona Kinal's key responsibilities include, among others:

  • Defining, creating, and managing fully integrated brand marketing strategies and plans for Kazar in Poland, along with developing effective market strategies and activation plans for the business internationally
  • Brand management and creative 360 marketing communication, including innovative and influential B2C and B2B campaigns conducted to create a "love brand," awareness, performance, traffic, sales, and customer engagement through ATL, BTL, PR, digital, and influencer collaboration, while ensuring consistency across all channels
  • Leading sales strategy in key channels (including e-commerce, retail, and wholesale) along with developing partnership opportunities
  • PR / corporate communications
  • Creative strategy and art direction - including CI, storytelling, creation of creative content (all types of marketing sessions, AV, key visuals, paid assets, etc.), and management of the photo studio
  • Digital communication / social media
  • Trade marketing, including in-store communication (window displays, POS / VM)
  • Budget management, research, analytics
  • Team management, agency management

Experience

Since August 2015, she was Marketing Director at OTCF, which owns the 4F brand. Her scope of responsibilities included:

  • Creating and implementing a comprehensive, integrated strategy for the 4F, 4F Junior, and 4Faces multibrand concept in Poland and on foreign markets (international expansion)
  • 360-degree marketing communication covering innovative, effective consumer campaigns aimed at building a 'love brand,' increasing brand awareness, customer engagement, sales, and store traffic, and promoting products, collections, and categories through ATL, BTL, PR, online and mobile communication, as well as cooperation with opinion leaders (influencer marketing, ambassador programs, etc.)
  • Trade marketing, including active sales support across all channels (retail, wholesale, e-commerce) through, among other things, loyalty and partner programs, B2B, CRM, special events, as well as managing in-store communication (exposures / displays, POS materials, generating store traffic, navigation, and VM)
  • Creative strategy and art direction (including creating the overall visual identity of the 4F and 4F Junior brands from scratch, managing the graphic design team, coordinating the work of the photo studio, and producing video content for all communication and sales channels)
  • Managing the 4f.com.pl store and website in terms of creative, content, messaging, and sales support
  • Special projects, including events (e.g., contract signings, the AW2015/16 show, presentations of the Polish, Serbian, and Latvian Olympic collections at the Rio 2016 Olympics in Warsaw, Riga, and Belgrade), organizing expositions at international trade fairs and industry events (e.g., SIA in Denver / USA, ISPO in Munich, or MAPIC in Cannes), and creating and promoting the 4F truck
  • Research, cooperation with research agencies, and monitoring and analysis of market, marketing, and sales data
  • Budget management
  • Team management (20 people), coordination of agency activities in 5 markets

Between 2012 and 2016, she managed her own marketing agency, Backstage, which focused primarily on the fashion, retail, FMCG, and music and entertainment industries - both in Poland and across Central Europe.

Mona Kinal was head of communications at Viacom International Media Networks, and from 2006 to 2010, as head of communications at Discovery Networks Europe, she was responsible for the Central European region.