- To ensure all Communications activities and functions are aligned with overall company objectives and vision. - To define and implement the advertising strategy based on targeted objectives regionally & ensure market specific initiatives are utilized, so as to ensure Company share of voice is consistently "peaking" throughout the year.- Continue to explore new opportunities in media. - To initiate and conduct the event strategy to cope with corporate, regional or local objectives/needs.- To develop 360 PR activities to nurture Company long term image and tactical needs across VIP celebrity, KOLs, media and external parties.- To measure, quantify and follow results of all activities to ensure Company leadership and objectives set. - To lead the creative improvement in communication activities, participate in the business development in relation with the other departments, and contribute to the commercial and marketing actions.- To sustain & control Communication budget.- To co-ordinate with Paris on worldwide Communications strategies while always focusing on the local needs.