Senior Manager, CRM Campaign Management

Amsterdam, Netherlands
07 Oct 2021
24 Dec 2021
Full Time
About PVH Corp.

PVH is one of the most admired fashion and lifestyle companies in the world. We power brandsthat drive fashion forward - for good. Our brand portfolio includes the iconicCALVIN KLEINandTOMMYHILFIGERbrands.We market a variety of goods under these and other nationally and internationally known owned and licensed brands. PVH has over 40,000 associates operating in over 40 countries and $9.9 billion in annual revenues. That's the Power of Us. That's the Power of PVH.

About Tommy Hilfiger

Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel and retail company with more than 16,000 associates worldwide. With the support of strong global consumer recognition, Tommy Hilfiger has built an extensive distribution network in over 90 countries and more than 1,400 retail stores throughout North America, Europe, Latin America and the Asia Pacific region. Global retail sales of the Tommy Hilfiger brand were $9.2 billion in2019

Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide with a brand portfolio that includes TOMMY HILFIGER and TOMMY JEANS.

Tommy Hilfiger is one of the world's most recognized premium designer lifestyle groups and is recognized for celebrating the essence of "classic American cool" style, featuring preppy with a twistdesigns.

Its focus is designing and marketing high-quality men's tailored clothing and sportswear, women's collection apparel and sportswear,kidswear, denim collections, underwear (including robes, sleepwear and loungewear), footwear and accessories. Through select licensees, Tommy Hilfiger offers complementary lifestyle products such as eyewear, watches, fragrance, swimwear, socks, small leather goods, home goods and luggage.

TheDepartment &Team

The marketing department is consumer driven and value led, focused on delivering impact and incremental profits for the corporation. The team adds value by smart, scalable, consumer centric initiatives, while leveraging data and insights to validate our approach.

The team's scope is global, with expertise in all markets, regions and across all channels. All aspects of the brand experience from positioning to look and feel to voice are driven by the department. Always keeping the consumer at the center of decision making allows us to make faster and more effective decisions.

The TH Marketing & Communications department has 3 key objectives:

Increase profitable sales and improve brand health

Ensure the brand purpose and positioning is thread through all aspects of the brand

Make the brand a first mover in popculture

The Position

You will drive design, implementation and enhancement of the both business-as-usual weekly campaigns, in addition to transactional, operational and customer lifecycle automated trigger programs to ensure a seamless consumer journey executed via campaign automation tools. The responsibilities of the role will encompass multi-channel communications including email, SMS, and in the near future onsite messaging and push notifications, as well as the delivery of post campaign analysis.

You will generate a successful, consistent,omni-channel customer experience across both Tommy Hilfiger & Calvin Klein) communications, in order to strengthen the brand loyalty, increase customer engagement, retention, revenues and ultimately LTV.

Day-to-day, as the CRM Campaign Manager, you will work closely with internal PVH departments and external vendors. You will be closely partnering the CRM Data & Operations Senior Manager in order to translate insights on consumer and purchase behavior, into actionable campaigns andprogrammes.

This role will report to the Senior Director for CRM & Loyalty.

Key Responsibilities:

  • Oversee the creation and development of consumer messaging, initiatives and experiences across Ecommerce and offline across both brands.
  • Manage a team responsible for the delivery and execution of BAU weekly campaigns across two brands, providing strategic and operational guidance
  • Ultimate responsibility for quality assurance across all executed campaigns

  • Plan and deliver automated lifecycle campaigns via email & SMS, andin the near futureonsite messaging and push notifications for various consumerlife stages, segments and customer journeys; keeping a critical eye on engagement metrics and commercial returns derived from theprograms
  • Evolve and incorporate 'next best' content, whether messaging oroffer;utilizing PVH's existing recommendation engine,e.g.Peerius,FredHopperetc.
  • Work closely with the analysis team to monitor campaign performance and make continuous improvements to message hierarchy, creative and copy based on maximizing campaign performance, changing business goals or alignment with team strategy
  • Supporta number ofkey strategic projects within thebusiness;providing best practice, strategic & operational input relating to email andsmsacross the following:

  • MyTommyLoyalty program

  • Personalization Engine
  • Commercial campaigns, e.g. brand ambassadors such as Lewis Hamilton etc.
  • Key brand projects such as #MyCalvinsetc.
  • Omni-channel requirements in email

  • Responsible for translation key brand initiatives, such as Make It Possible, into the email channel, and ensuring seamless & integrated delivery of brand proposition through CRM.

  • Continue to evolve and unlock the untapped potential in our contentstorytelling;pushing for increase and more intelligent usage of our existing brand content for utilization across multiple channels,, push forMyTommy, on-site etc.
  • Be proactive in idea generation and challenging the existing way of driving certain customer behaviors - never being satisfied with current performance
  • Ownership of weekly, fortnightly and monthly management reports, explaining results and variances between actual and forecasted results.
  • Presentation of these results to leadership (Director, Snr Director and VP level), in addition to chairing performance related meetings with operational teams of varying seniority across both brands.
  • Champion data-driven decision making - collaborating with CRM Data & Operations Senior Manager in order to drive personally relevant relationships with our consumers

  • Be an ambassador for Consumer Journey's strategic focus on Date Driven Marketing to enable true 1:1 Personalization for our consumers; initially for TH but expanding for CK in the near future.
  • Drive suppression strategy to ensure optimal consumer Contact; reviewing and requesting changes to automation of suppression and supported by the CRM Automation Specialist, to deliver this.
  • Task and monitor your team to ensure maximum process efficiency across the campaign creation and execution processes using our marketing automation tools.
  • Support ongoing test and learn initiatives, fostering an 'always learning' mindset.
  • Play a pro-active and highly contributory to in the Consumer Journey taskforces.

  • Actively support multiple teams such as PR, Events, Sales Activation, Division, amongst others, to ensure critical success of shows such asTommyNowand PAs.
  • Manage brand partnerships, such as Estee Lauder and Movado, to evolve end-to-end product experiences for the consumer, while driving tangible commercial benefits for the business.
  • Develop and maintain a good understanding of fashion and competition, researching and keeping up-to-date with trends and new innovations
  • Support development and execution of training programs for local marketing managers and the store staff
  • Manage 4 direct reports(2 XCRM Campaign Coordinators, 2 X CRM Specialists)

Key Relationships:

  • Ecommerce operations team
  • European retail team
  • Global digital marketing team

  • Marketing Managers and Retail Directors in the local markets
  • Global Sales Activation team
  • Consumer Journey


  • Marketing services provider
  • Email services provider
  • CRM strategic / tactical agencies
  • Campaign management platform
  • Database management platform

The Ideal Candidate:

  • Must have previous experience in managing at least 1 person and have hands on experience within CRM, with a strong understanding of customer lifecycle and marketing automation.
  • 5+ years of experience, of which 3 years in a similar role asaCRM Manager in Fashion Retail and/or Ecommerce, preferably in an international/ multilingual environment

  • University degree (e.g. in marketing, economics etc.)
  • Proven results (business and customer centric) from campaigns/journeys that you delivered
  • Experience in developing and executing marketing strategy
  • Excellent planning and organizational skills
  • Experience in managing and influencing internal and external stakeholders

  • Flexible with excellent time management skills and the ability to multi-task
  • Numerate, analytical and results focused with excellent attention to detail
  • A clear understanding of putting the customer at the heart of decision making
  • Flexible; no nine to five mentality
  • Strong communication skills

  • Fluent in English, both written and spoken form


  • Familiarity with an Enterprise 2.0 ESP (preferably Salesforce,Nomenow)
  • Experience building customized models for customer profiling, segmentation, and valuation

What You Can Expect from Us:

  • A company culture that fosters development, offering training and learning opportunities through our very own PVH University
  • An international environment which respects diversity, equality, and individuality
  • A monthly Covid home- office budget

  • A smart work program that empowers our associates to work from home in the Netherlands, within a flexibleschedule
  • A beautiful state-of-the-art Campus awaiting you upon our return to theoffice

Please include a cover letter with your application. We would love to know why this is THE role for you!

COVID-19 andWorkingat PVH

As we continue to navigate the impact of COVID-19 and look ahead to shaping our new ways of working, the health, safety and well-being of our associates remains our #1 priority. This meansall ofour teams, including HR, work a bit differently*. Our Recruiting process is conducted remotely, primarily via phone and video calls. New hires will be welcomed through an adapted, at-home onboarding program. Equipment will be delivered safely to your front doors.

We will continue to work this way untilSeptember 2021, andare looking to shape a more hybrid work-from-home / office model in the coming months.

Should your application be successful, our Talent Acquisition Team will outline the recruitment process and Covid Work policies in your initial call.

*Please note that should you be applying for a role at our PVH Studios, or in our distribution facilities, the hybrid model already applies.

PVH Europe and our brands, TOMMY HILFIGER and CALVIN KLEIN, are committed to fostering an inclusive and diverse community of associates with a strong sense of belonging. We believe we are bettered by all forms ofdiversity, andtake pride in working with top talent from every walk of life and corner of the world. In the spirit of inclusivity, qualified applicants will be considered without regard to age, ethnicity, ability, gender, gender expression, gender identity, nationality, race, religion or sexualorientation