Coordinator, Brand Marketing, Strategy & Activation - East

Ralph Lauren
New York, New York, United States
15 Apr 2021
14 Jul 2021
Company Description
Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing and distribution of premium lifestyle products in five categories: apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The Company's brand names, which include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps, and Club Monaco, among others, constitute one of the world's most widely recognized families of consumer brands. 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

*Role based in Eastern region
* Amplify tentpole North America marketing campaigns at a local level to drive sustainable, profitable growth and elevate the brand while appealing to regional tastes and preferences.

Essential Duties & Responsibilities
Customer Engagement
* Bring-to-life global campaign storytelling across all NA channels to ensure connective commercial thread: 1.) drives the business through highly invested product priorities 2.) creates a cohesive omni-channel shopping experience 3.) resonates with diverse customers across key markets (LA consumer vs Dallas consumer vs Boston consumer)
* Target valuable customer segments (first time buyer, lapsed customer, luxury customer, etc) with personalized messaging and re-engagement initiatives
* Develop campaign executions that encourage cross-channel shopping (a customer shopping both RLE + RLS is more valuable than a customer who shops just RLE or RLS) as well as brand elevation (a Polo shopper becoming a Luxury shopper) Strategies
* Elevate the brand: Ensure all touchpoints of the customer journey from awareness, to engagement, to purchase enhance the consumer's relationship with the brand through a seamless, full-funnel, luxury experience
* Targeted growth: Develop strategies that target prospective customers, support key product categories, and expand into new channels
* Maximize talent: Work with all cross-functional regional partners to ensure cohesive brand experience supports individual channels business objectives Data Use data to inform each marketing decision:
* Test-and-learn activations for new markets or audience development opportunities
* Segment brand experience to align with customer growth objectives
* Read and react throughout campaign duration to ensure brand KPIs also meet financial goals
* Lead post-campaign reporting to synthesize a cohesive story across all NA channels Types of Initiatives
* Polo Shirt Truck - Activate a mobile truck experience at key sporting events, music festivals, and retail destinations in partnership with external agency
* RL Hospitality - Drive store traffic and elevate brand activations with Ralph's Coffee, Soft Serve, Hot Dogs, and other existing food/beverage properties
* VIC Gifting & Engagement - Build and execute VIC programs to leverage excess inventory and brand experiences as a tool for re-engagement of lapsed high-value customers
* 3rd Party Partnerships - Find collaborative co-branded partnership opportunities that resonate with a new generation of customers (Element skateboards, Pantone color, etc)
* College Program - Partner with Gen Z ambassadors on-campus to drive brand relevancy and engagement with their peers
* External Pop-ups - Bring Ralph Lauren pop-ups to new locations that target a valuable, prospective customer
* Event and Activation Support - Help support event executions at RLS, Wholesale, PFS or brand activations in key regional markets.

Experience, Skills & Knowledge
Experience in marketing, events and activations. Well-connected within their city for potential new partnerships, pop-ups, customer acquisition opportunities, etc. Should know how to use Microsoft Office including PowerPoint and Excel for presentations and recaps.

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