Job description
Position Overview
The Ralph Lauren brand is a global leader in luxury apparel, footwear and accessories. While Ralph Lauren’s Women’s Collection label is the pinnacle expression of the brand and provides a strong fashion halo for the rest of the portfolio, Ralph Lauren as a company is underpenetrated in the women’s luxury apparel and accessories market. In order to drive growth in the women’s business at Ralph Lauren, this position will oversee women’s marketing across all brands, in order to drive synergy and halo from Collection, to Women’s Polo, to The Lauren Brand, inclusive of handbags and accessories. Success in the role will come from developing a strong understanding of the Brand Design and Merchandising vision so as to be the “Marketing extension” of the Design team, coupled with an in depth understanding of the modern consumer, global markets, and the new digital landscape. Led by Mr. Lauren and in partnership with the Brand Design/Merchandising teams as well as the Regional Commercial teams, this individual will lead a small team of creative thought leaders, storytellers and connectors that envision global strategies and stories that can then be adapted for optimal relevance across geographic regions and channels.
Essential Duties & Responsibilities
- Ambassador for Design who sits within marketing to ensure the Brand Vision is properly communicated across all marketing touchpoints.
- Key creative marketing thought leader in developing compelling, innovative Collection, Women’s Polo, & Lauren fashion storytelling and executing an integrated marketing and communications strategy to ensure connectivity and consistency across all brand segments globally and customer experience touch points including: product, digital, social, in-store (retail & wholesale), experiential, online, print and direct mail.
- Responsible for curating the seasonal marketing strategy for Collection, Women’s Polo, and Lauren brands by connecting the Design and Commercial Vision to the storytelling arch, corresponding initiatives and investment analysis. Engage with the global planning & divisional marketing leads to understand and develop brand strategies that will support growth in the business divisions.
- Incorporate expert knowledge of digital media trends, social tools and mobile technologies to drive earned media and viral reach of proposed marketing programs. Innovate with new media marketing tactics, social and digital. Utilize and develop industry influencer relationships to drive these tactics.
- Socialize and empower the team to deeply understand customer needs and develop creative integrated campaigns that grasp and cut through to our consumer. Innovative team management and leadership of teams focused on campaign execution for Collection, Women’s Polo and Lauren.
- Collect and analyze regional and divisional market information, drawing conclusions on market trends and customer dynamics, and defining opportunities for all three brands. Identify and anticipate short and long-term business opportunities based on the integration and interpretation of macro consumer trends, competitive activity, and/or retail trends.
- Partner with creative and design to develop and execute digital story telling for the brand in a manner that is appropriate and catered to each platform in the digital eco-system.
- Responsible for developing an infrastructure and process to coordinate divisional marketing plans into briefs and ensure that exposure is maximized across regions and channels.
- Clear, consistent, timely communication to regional & divisional stakeholders of strategies & plans and, thereafter, changes to plans.
- Owner of Collection, Women’s Polo and Lauren Marketing budgets and partnership with the financial planning and analysis team to ensure fiscal responsibility while proactively identifying areas of savings
- Global connector who can build strong partnerships and establish credibility with the internal team, based upon a demonstrated collaborative approach, leadership skills and experience.
- Anticipate and implement necessary changes to strategy and execution process to support the company’s business goals geographically and through new marketing initiatives and campaigns.
- Provide global leadership, insight and guidance to marketing partners in Americas, EMEA and APAC regions.
- Manage and develop team to champion the brand, engage the culture and deliver business results.
- Empower and motivate team to participate in achieving mutual goals and objectives
Experience, Skills & Knowledge
- Genuine understanding of and appreciation for the Women’s luxury fashion space, the Ralph Lauren brand, and specialty wholesale
- Relevant experience and familiarity in working with Design/Brand visionaries; brand marketing/communications in womenswear & accessories a plus
- Ability to balance business and brand considerations in both high level concept and day-to-day execution
- In depth understanding of new media, social media and the digital landscape
- Proven track record of practical and successful application of ideas
- Experience in partnering with global teams and influencing stakeholders
- Capacity to build strong internal and external relationships including industry influencers
- Comfortable, articulate presenter
- Enthusiasm, energy and determination
- Methodical and organized with strong follow through
- Ability to influence the conversation using multiple strategies and approaches
- Desire to rethink the status quo
- Ability to generate interesting & innovative ideas that can be brought to life in a fiscally responsible way
- Aptitude to navigate a matrixed and multi-stakeholder organization
- Appreciation for the unique nature of the Ralph Lauren business model
- Ability to lead and manage teams and promote team development and exposure to the business
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