Market & Customer Intelligence Lead, Wholesale Consumer Research

Ralph Lauren
New York, New York, United States
04 Jan 2022
25 Jun 2022
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, 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. Any offer of employment is contingent upon proof of full COVID 19 vaccinations upon hire. Accommodations due to medical or religious reasons will be evaluated in compliance with the law.

Position Overview
Summary: The Lead, Customer Intelligence will develop and lead customer insights across the North America region with an emphasis on the Wholesale business. Reporting to Lead, NA Customer Intelligence, this individual will be a key contributor to delivering customer insights in the region to inform brand tracker performance and wholesale marketing strategies. By leveraging research data, consumer data, marketing performance, and wholesale customer metrics, the individual will play an integral role in developing and owning the marketing strategy to build the Ralph Lauren presence in the industry through awareness and engagement.

Essential Duties & Responsibilities
Responsibilities: · Establish relationships with all wholesale partners, specifically within their marketing and customer insights teams · Evaluate wholesale opportunities through sales reporting, customer metrics, and marketing performance · Develop strategic guidance to grow brand sales in stores or online with each of the RL wholesale partners through customer insights · Partner with wholesale marketing team to develop marketing action plans and budget to support wholesale growth strategies · Connect macro insights with customer data and onsite behavior to guide online wholesale business strategies · Work with Global Consumer Insights teams to build macro level consumer insights for NA to be shared with the rest of the NA Marketing team · Keep a pulse on brand tracker metrics and trends to inform marketing team of macro level brand performance to guide overall marketing strategies · Work closely with the CRM agency to develop ecosystem performance reports and impacts of store changes across all channels including wholesale · Develop customer insights through advanced analytics to answer key business decisions and opportunities for growth · Establish customer-centric wholesale KPI's and goals for the region · Responsible for forecasting and evaluating incremental sales generated from wholesale marketing programs by consumer segments on a campaign basis. · Identify opportunities to grow profitable customer acquisition and reactivation - (ie. Reengage lapsed customers, cross-channel shopping, welcome program, tourist program, etc.) · Integrate top of funnel media campaigns into the full funnel marketing plan to optimize results and engagement as well as inform a targeted segment for acquisition · Develop strong partnerships with cross-functional and inter-company peers

Experience, Skills & Knowledge
Knowledge and Abilities
* Management experience in CRM - leading a team and creating customer strategies
* Articulate thoughts eloquently for multiple levels of management
* Strong understanding of the Ralph Lauren brand and enthusiastic willingness to learn
* Ability to see from the customers' perspective and serve as their advocate
* Strong analytical abilities and attention to detail
* Demonstrated critical thinking skills with an ability to make decisions for the business
* Team-player; ability to work with all business divisions in a proactive manner and drive results
* Excellent verbal and written communication skills; ability to present complex information in an easy-to-understand manner with clear recommendations based on data insight
* Adapts easily to changing situations and demonstrates flexibility in juggling priorities Experience and Skills
• Experience in Customer Marketing, Analytics, Partnerships, CRM/Database and/or Online Marketing
• Well-versed in all aspects of business intelligence, marketing analytics & retail analytics
• Demonstrated leadership and management skills
• CRM role within a Retail company a plus #LI-AM6

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