Lead, North America Media

Ralph Lauren
New York, New York, United States
08 Mar 2022
29 Jul 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
The Lead, North America Media will lead strategic brand media for the North America Media & Digital Marketing team, with a laser focus on elevated, impactful brand media efforts for all Ralph Lauren brands. Reporting to the Head of Media & Digital Marketing for North America, the individual will be a key senior leader on the team, critical to contributing to the success of our strategic company initiatives. The ideal candidate will have a vision for the future of paid media and marketing, with a strong sense of brand judgement and customer centricity.

Essential Duties & Responsibilities

• Oversee the strategic development of North America brand media across Print, TV, OOH, Paid Social, Display, Content Partnerships, and Influencers, for the full portfolio of brands: World of Ralph Lauren, Polo Ralph Lauren and our Sports partnerships, Ralph Lauren Collection, Purple Label, Ralph Lauren Home, Lauren Ralph Lauren.
• Direct responsibility of key marketing-driven brand resonance and sentiment targets within the region.
• Strategic development of customer communications across relevant media touch points, converting vision into actionable, measurable plans with clear goals, strategies, tactics, and measurement.
• Build holistic, cross-channel media plans against Ralph Lauren North America brand, customer, sales, and financial goals, ensuring plans ladder into key business needs across the DTC and Wholesale portfolio.
• Close collaboration with North America CIX team to utilize insights in development and continual optimization of successful customer marketing strategies through media channels.
• Lead media targeting and content strategies, utilizing analytical data, strong brand judgement and customer experience skillset to develop media strategy and communication decisions.
• Accountable for all operational and executional aspects of programs the North America Media team is responsible for, ensuring comprehensive and on-time deliverables, detailed budget/forecasting/accounting management, and deployment of meticulous, high-quality, on-time brand campaigns.
• Develop deep media insights for senior leadership, employing data storytelling for thoughtful, actionable takeaways; oversight of brand media campaign measurement across all campaigns.
• Lead relevant agency and vendor relationships, developing and maintaining on point agency and vendor deliverables, along with strong relationships. Continual focus on relationship management and capabilities assessment.
• Effectively partner with widespread cross-functional partners in the formulation, development and execution of new media initiatives.
• Close collaboration with the broader North America Media & Digital Marketing team for strategic 360-degree execution of brand initiatives and campaign launches.
• Stay current and knowledgeable on new developments, trends, and technologies in the paid media space; intimate understanding of new mediums.
• Effectively lead, coach and develop a team of direct reports at various levels; fostering growth of wider team members.

Experience, Skills & Knowledge

• Experience in paid media, with deep experience in Print, TV, Video, OOH, Paid Social, Display, Content Partnerships and Influencer Marketing. Agency experience a strong plus.
• Well-versed in all aspects of Marketing, with exceptional brand judgement; past luxury e-commerce or retail experience a plus.
• Demonstrated interest and understanding of new mediums and content formats on the digital forefront.
• Proven track record of driving results and thought leadership in a matrixed and multi-stakeholder organization; prior strategic planning experience preferred.
• Analytical thought leader with strong financial acumen, and ability to derive storytelling through data; comfort with various sets of marketing, customer and financial data, with ability to summarize in meaningful and actionable ways.
• Proven comfort with complex media decisions; audience, content and tactic analysis.
• Strong understanding of the media landscape and consumer behavior.
• Demonstrated experience of digital targeting and segmentation strategies and capabilities.
• Deep familiarity of various reporting and ad serving tools.
• Solid understanding of the Ralph Lauren brands, inclusive of Sports partnerships.
• Strong team player and self-starter, with the ability to communicate and collaborate well among cross-functional teams.
• Exceptional organization, interpersonal and project management skills; ability to work in a deadline-driven environment and adapt to ever-changing scenarios.
• Strong follow through with attention to detail; willingness to be hands-on.
• Ability to prioritize responsibilities in line with strategic objectives.
• Exceptional leadership skills; proven ability to mentor and develop a team of direct reports with proactive, enthusiastic drive to results.
• Exemplary written and oral communication and presentation skills, with an eye for visual data storytelling and experience producing content for C-Suite presentations. #LI-AM6

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