Penhaligon’s seeks first marketing chief

Luxury fragrance and toiletry company Penhaligon’s is seeking its first marketing director as it readies itself for global expansion. Marketing has previously been handled by press and public relations manager Suzy Payne.

The company is also looking to appoint an advertising agency for the first time to assist with its expansion plans. The pitch is being handled by the AAR. The luxury goods company however refused to divulge its advertising spend.

Payne says Penhaligon’s has big plans for the coming year, prompting the need to appoint an agency. She says: “The company is growing quickly, both locally and internationally, and we’ve decided we need the assistance of an agency.”

A shortlist is being drawn up and it is expected an agency will be appointed by the end of the month.

Payne says there are no definite plans to appoint a media agency, but it may be considered after a creative agency is appointed.

Penhaligon’s is aiming to increase its presence in Europe, the US and Asia Pacific, and plans to open more standalone stores and concessions in these regions. The company has concessions in Harrods, Selfridges, Bentalls, Liberty and Saks Fifth Avenue in New York and San Francisco.

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