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Head Of Brand Marketing, Women's
Company | Ralph Lauren |
Address | , New York, Ny |
Employment type | |
Salary | $167,000 - $317,500 a year |
Expires | 2023-10-07 |
Posted at | 8 months ago |
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Company Description
At Ralph Lauren, we unite and inspire the communities within our company as well as those in which we serve by amplifying voices and perspectives to create a culture of belonging, ensuring inclusion, and fairness for all. We foster a culture of inclusion through: Talent, Education & Communication, Employee Groups and Celebration.
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
- Manage and develop team to champion the brand, engage the culture and deliver business results.
- 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.
- Global connector who can build strong partnerships and establish credibility with the internal team, based upon a demonstrated collaborative approach, leadership skills and experience.
- 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
- 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.
- 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.
- Empower and motivate team to participate in achieving mutual goals and objectives
- 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.
- Provide global leadership, insight and guidance to marketing partners in Americas, EMEA and APAC regions.
- 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.
- 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.
- 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.
- Clear, consistent, timely communication to regional & divisional stakeholders of strategies & plans and, thereafter, changes to plans.
- Ambassador for Design who sits within marketing to ensure the Brand Vision is properly communicated across all marketing touchpoints.
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
- Enthusiasm, energy and determination
- Ability to influence the conversation using multiple strategies and approaches
- Methodical and organized with strong follow through
- Proven track record of practical and successful application of ideas
- Ability to generate interesting & innovative ideas that can be brought to life in a fiscally responsible way
- Ability to balance business and brand considerations in both high level concept and day-to-day execution
- Appreciation for the unique nature of the Ralph Lauren business model
- Experience in partnering with global teams and influencing stakeholders
- Comfortable, articulate presenter
- Capacity to build strong internal and external relationships including industry influencers
- Ability to lead and manage teams and promote team development and exposure to the business
- Desire to rethink the status quo
- Aptitude to navigate a matrixed and multi-stakeholder organization
- In depth understanding of new media, social media and the digital landscape
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